Salesforce Maps can help marketing teams to plan and execute customer events by allowing them to plot leads and contacts on the map, select a specific location based on the most populated area, create a shape around the selected area, and use mass actions to add leads and/or contacts to an existing campaign. This way, marketing teams can target the most relevant and engaged prospects for their event, and invite them using a marketing campaign. According to the Salesforce Maps documentation1, users can create layers of leads and contacts on the map, filter them by various criteria, such as Pardot score, industry, or account type, select a point of interest as a reference location for the event, such as a hotel or a conference center, draw a shape around the point of interest to define a boundary, such as a radius or a travel time, aggregate the data of the leads and contacts within the boundary, such as the average score or the number of attendees, and use mass actions to add them to an existing campaign in Salesforce2. This process can help marketing teams to optimize their event planning and execution, and increase their attendance and conversion rates. Reference:
1: Using Salesforce Maps with Pardot for Marketing Automation2
2: Create a Journey Campaign | Salesforce Trailhead Module3