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5 Minutes to Pipeline: How to Convert Event Buying Signals into Revenue

B2B marketers spend the majority of their marketing spend on in-person events, yet most continue to treat event planning and execution very tactically. When prospects and customers take time out of their busy schedule to attend your event, they are making an investment in your business. So how can B2B marketers leverage that investment, capturing attendee buying signals and engaging with those buyers in more relevant interactions before, during, and after your event?

During this webinar, join Guest Speaker Laura Ramos, Forrester Research's VP and Principal Analyst, to preview new research that shows how B2B marketers are leveraging event and marketing automation to shift events from point-in-time interactions to continuous engagement. Certain’s VP of Marketing, Kristen Alexander, will join Laura to explore how Event Automation enables marketers to capture over 300 data points of rich attendee data so you can deliver personalized attendee experiences that increase buyer engagement, build brand loyalty, and grow pipeline.

Join this webinar to learn:

- Why marketers typically miss out on gaining enormous new insight into buyers from in-person B2B events
- Four top ways marketers are digitizing their in-person events, resulting in new business value
- How to integrate event and marketing automation to capture rich attendee data, enhance lead and engagement scoring, and drive revenue from in-person events
- How to leverage EventStream to launch event campaigns in marketing automation in 5 minutes or less
Recorded Nov 3 2016 45 mins
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Presented by
Laura Ramos, Vice President & Principal Analyst at Forrester and Kristen Alexander, VP of Marketing at Certain
Presentation preview: 5 Minutes to Pipeline: How to Convert Event Buying Signals into Revenue

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  • Solid from Start to Finish: Planning for Results-Oriented Events Recorded: Aug 23 2017 45 mins
    Kristen Alexander, Chief Marketing Officer at Certain; Allison Snow, Senior Analyst, B2B Marketing at Forrester
    More than ever before, marketers are tasked with proving the ROI for all activities including events, which typically account for 30% of the budget. From field events like sales dinners to product roadshows and user conferences, events are a major contributor to business results like pipeline creation and influence, engagement and closed deals. Event marketing is sometimes reduced to driving event registrations, but leading marketers are looking for ways to increase results across the spectrum from pipeline to close. In this webinar, guest speaker Allison Snow will talk through the smart marketing tactics you can employ before during and after events to drive better business results and how to tie those tactics back to ROI.

    In this webinar you will learn:
    - Marketing tactics to deploy before an event to drive registration and measure success
    - How to conduct real-time marketing at events to funnel highly engaged leads into nurture tracks
    - Smarter event follow-up (70% of marketers say they are not satisfied with the time it takes them to follow up with leads after an event)
  • How National Instruments Automated Marketing for 1,700 Events Recorded: Mar 1 2017 29 mins
    James Huddleston, Sr. Director of Product Marketing; Helena Lewis, Sr. Group Manager-- Marketing Operations and Technology
    National Instruments is a Fortune 1000 company that provides test, measurement, and control solutions that allow scientists and engineers to innovate and integrate technologies faster. National Instruments runs 1,700 live events globally per year including user conferences, roadshows, and local events. As their event program has grown over time with goals to increase event attendance and engagement, the investment in manual processes throughout the event lifecycle has grown as well, requiring resources from regional and country teams, marketing, event planning and data management teams. To address this problem, National Instruments is reengineering their event program using Certain Event Automation integrated with the Oracle Eloqua Program Canvas to deliver highly repeatable and scalable event marketing using templated event workflows to eliminate manual processes and re-focus efforts on delivering the best customer experience.

    During this webinar, you will learn how to:

    - Scale your event program by standardizing your event campaigns and increasing operational efficiencies
    - Create and launch event campaigns in Oracle Eloqua in 5 minutes or less using EventStream
    - Deploy business applications that leverage the power of the Oracle Eloqua Program Canvas to deliver more profitable marketing outcomes
    - Deliver repeatable results from your event program

    Speakers:
    James Huddleston, Sr. Director of Product Marketing -- Certain
    Helena Lewis, Sr. Group Manager-- Marketing Operations and Technology at National Instruments
  • Events on Autopilot: How Savvy Marketers Drive Higher Results from Events Recorded: Feb 15 2017 39 mins
    David Johnson, Director of Product Marketing at Oracle Marketing Cloud, & Ron Corbisier, CEO of Relationship One
    On average, events make up 30% of a marketing organization's budget, yet 59% of marketers have no way of measuring the success of their events. Fragmented data and the inability to capture insight-rich customer and prospect data from events inhibits the ability to launch highly targeted, real-time campaigns with the right message at the right time.

    Join David Johnson, Director of Product Marketing at Oracle Marketing Cloud, and Ron Corbisier, CEO of Relationship One, to learn how innovative marketing teams are using technology and deep, native integrations to not only quantify the ROI from their events but also drive greater pipeline, revenue, and operational efficiency from their teams.
  • Dealertrack Increases Appointments by 25% at Their Largest Event of the Year Recorded: Nov 16 2016 4 mins
    Steve Arentzoff, Senior Director of Marketing at Dealertrack
    Dealertrack has a very large presence at one major event a year: National Automotive Dealers Association Connect Conference (NADA), which attracts 22,000 attendees annually. NADA allows serves primarily as a sales show for Dealertrack, allowing them to connect their sales and leadership team directly to their customers through product demos and meetings, and to close deals during the show. This year, Dealertrack’s booth spanned almost 10,000 square feet, containing 64 demo stations and 15 meeting rooms.

    In order to meet its sales goals for NADA 2016, Dealertrack had three primary goals for their calendar and appointment management process and system. They needed to deliver a highly efficient check-in process at the show to ensure that guests were quickly registered, scheduled into an available demo station, and delivered to their meeting location.

    Certain and Expo Logic partnered with Dealertrack to develop a customized solution which enabled them to successfully cut down check-in for scheduled appointments to 30 seconds and walk-in appointments to 60 secs. More importantly, they met their sales quota.
  • 5 Minutes to Pipeline: How to Convert Event Buying Signals into Revenue Recorded: Nov 3 2016 45 mins
    Laura Ramos, Vice President & Principal Analyst at Forrester and Kristen Alexander, VP of Marketing at Certain
    B2B marketers spend the majority of their marketing spend on in-person events, yet most continue to treat event planning and execution very tactically. When prospects and customers take time out of their busy schedule to attend your event, they are making an investment in your business. So how can B2B marketers leverage that investment, capturing attendee buying signals and engaging with those buyers in more relevant interactions before, during, and after your event?

    During this webinar, join Guest Speaker Laura Ramos, Forrester Research's VP and Principal Analyst, to preview new research that shows how B2B marketers are leveraging event and marketing automation to shift events from point-in-time interactions to continuous engagement. Certain’s VP of Marketing, Kristen Alexander, will join Laura to explore how Event Automation enables marketers to capture over 300 data points of rich attendee data so you can deliver personalized attendee experiences that increase buyer engagement, build brand loyalty, and grow pipeline.

    Join this webinar to learn:

    - Why marketers typically miss out on gaining enormous new insight into buyers from in-person B2B events
    - Four top ways marketers are digitizing their in-person events, resulting in new business value
    - How to integrate event and marketing automation to capture rich attendee data, enhance lead and engagement scoring, and drive revenue from in-person events
    - How to leverage EventStream to launch event campaigns in marketing automation in 5 minutes or less
  • How to Build a High-Converting Event Experience with Event Automation Recorded: Sep 14 2016 31 mins
    Kristen Alexander, VP of Marketing at Certain & Beki Scarbrough, MarTech, Automation, and Demand Gen Expert
    Learn top tips on how to capture data and buying signals to increase attendance and use lead and engagement scoring to generate revenue from our presentation: How to Build a High-Converting Event Experience with Event Automation. VP of Marketing at Certain, Kristen Alexander, and Demand Generation Specialist, Beki Scarbrough, will cover the benefits of utilizing Event Automation before, during, and after the event.
  • Learn Advanced Lead and Event Engagement Scoring Best Practices Recorded: Aug 4 2016 71 mins
    Certain Inc.
    What if you could scale your events and launch an event marketing campaign in only five minutes in Oracle Eloqua? Sounds too good to be true? Launching events and creating highly targeted marketing campaigns doesn’t have to be time-intensive, difficult work. We’ll show you how to implement these types of campaigns in minutes at our Oracle Eloqua User Group. Take a look at our Oracle Eloqua User Group recording and we’ll provide you with marketing shortcuts and best practices to maximize the efficiency of your event marketing workflow.
Enterprise Event Automation
Certain® provides the leading enterprise event automation solution that helps both data-driven marketers and event professionals to bring events into cross-channel marketing campaigns; use rich attendee insights to improve sales & marketing results; and deliver credible event ROI.

Certain’s event automation software supports a full range of events – from small meetings and educational sessions, to large conferences and world events. http://www.certain.com.

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  • Title: 5 Minutes to Pipeline: How to Convert Event Buying Signals into Revenue
  • Live at: Nov 3 2016 5:00 pm
  • Presented by: Laura Ramos, Vice President & Principal Analyst at Forrester and Kristen Alexander, VP of Marketing at Certain
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