As a DMO sales professional, having a strong understanding of how data is organized in MINT+ can significantly enhance your ability to succeed. Whether you're looking to gain deeper account knowledge, build your CRM, or prospect effectively, knowing how to navigate and use MINT+ data will help you.

MINT+ holds a vast amount of information and it might take some time to familiarize yourself with the structure of the meetings on the platform. The three charts below will help you visualize this data from three different perspectives:

  • When meetings occur
  • Which market segments are most frequent
  • How meeting sizes vary
Monthly Distribution of Meetings

A chart showing MINT+ Number of Meetings by Month from 2023-Future

The first chart shows when meetings in MINT+ typically take place. The busiest meeting months are October and the second quarter, while August and December see a sharp drop, likely due to school schedules and holidays.

As a DMO salesperson, if you're looking for meetings in August or December, keep in mind that options are more limited in that time frame, and the competition for those meetings will likely be higher.

Key Classifications of Meetings

A bar chart showing MINT+ Market Segments 2023-Future

All meetings within the MINT+ platform, are grouped into market segments, with the most common being Professional/Scientific, SMERF, and Medical Organizations. We excluded classifications that make up less than 2% of the total for this chart.

Organizations are initially classified based on their industry tax codes, then further refined by our data team to ensure they accurately represent the market.

Understanding market segmentation can not only lead to better alignment and support for your sales deployment, but it can also enhance your understanding of market trends or inspire a new categorization system within your CRM. Feel free to reach out to us if you’d like to learn more about MINT+ Key Classifications.

Meeting Size Distribution

A bar chart showing MINT+ By Peak 2023-Future numbers.

Here we are displaying meetings within the platform by peak rooms contracted, which range from 10 to more than 3,000. Most meetings fall between 100 and 500 peak rooms. However, if we were to significantly stretch out the graph, you would see a noticeable spike around 250, representing meetings between 250 and 1,000 for peak rooms contracted.

While many people have historically thought of MINT+ as merely a database for large meetings, this is not the case.

However, we do focus on the largest meetings that repeat and rotate in the annual reporting of the MINT+ Top 250. If you want to learn more about these high-impact meetings, reach out to the 2Synergize team and ask about the MINT+ Top 250.

Final Thoughts

This is just a snapshot of MINT+ data — there’s even more. For a deeper dive, reach out to the MINT+ support team. If you're looking to refine your data queries, watch our 3 Essential Queries webinar.