Editorial
A San Francisco-based events management software company wants to help marketers get the most out of enterprise events by taking a page from the marketing automation playbook.
Certain Inc. announced the launch of a new software category it calls "Events Automation." The software aims to help organizations market events across multiple online channels and automate event-management tasks, according to Peter Micciche, CEO of the 5-year-old company.
Marketing Automation Collision
Micciche sees his company’s offering as the collision of event-management software with the world of marketing automation. Certain’s software helps marketers automate, personalize and measure events and marketing activities.
Content, he said, drives enterprise events — from websites, to keynotes, to messaging and video. Marketing automation and events management are like two “giant tectonic plates under the sea” that combine in a category Certain, Inc. tagged as “events automation.”
“It allows you to measure marketing activities and drive measurable marketing results,” he said.
Event Intelligence, Scalability
With Certain’s capabilities, marketers can capture prospect data before, during and after events. Marketers can use advanced reporting capabilities on sessions and speakers to see which sessions prospects attended. They can push this data into marketing automation platforms for sales and marketing follow-up.
Micciche breaks down Certain’s event automation capabilities into three core categories:
- Event intelligence: Marketers can embed event data within their marketing automation platform and leverage intelligence from their event calendar. It integrates with Oracle Eloqua and Marketo as well as Salesforce CRM
- Buyer engagement: Includes a customizable interface, branding control, personalized event experiences and a mobile app that can send customized notifications to specific attendee types, segment push notifications and pages, customize the look and feel of the app and capture additional data with polling
- Enterprise scalability: Certain’s Event Replicator captures event processes, integrations and branding elements in an event library. Marketers can transfer data into marketing automation or CRM systems.
Certain, Micciche surmised, allows for “highly targeted campaigns” that leverage a “treasure trove of data that’s used for marketing automation activities.”
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