How National Instruments Automated Marketing for 1,700 Events

With all the uncertainty around COVID-19, we here at Certain are working closely with our partners and our customers to identify how we can help mitigate the impact of COVID-19 on their business while keeping the safety of the community at the forefront.

In our role not only as event automation providers, but partners and members of the events community, we’re offering our support as industry experts to be a resource for those who are looking for the safest way forward for their attendees, employees, partners and suppliers.

Join Certain’s CEO, Peter Micciche, Chief Customer Officer, Kathy Isola, and VP of Marketing, James Huddleston. We will be covering questions including:

How are businesses responding to COVID-19 in relation to their events program?
How can businesses be more agile in the wake of COVID-19?
What does this mean for the future of events?
What short & long-term considerations should my business be making?

Join our panel of industry experts & influencers as we dive into what to expect from events in 2020. We'll look at top trends from 2019, and cover a range of topics including:

- Event marketing & promotion
- Personalizing the attendee experience
- Event technology
- Event data management
- Privacy & security
- And much more!

Panelists:
* Nick Borelli, President of Borelli Strategies, Events Industry Influencer
* Kathy Isola, Chief Customer Officer at Certain
* Merideth Ranahan, Sr. Manager of Executive Event Production at Capital One
* Beth Tiltges, Director of Field Marketing at Demandbase

As the importance of data grows for marketing organizations, marketing ops is taking on an increasingly prominent role. Events, the channel that delivers the highest engagement, is the one channel marketing ops pros have struggled to incorporate into their data strategy and is the final frontier for digital transformation. Brad West, Global Manager, Marketing Technology at Rockwell, will walk through how Rockwell has transformed their marketing ops organization globally. Supported with a strong data strategy for events, Rockwell captures more intent data and develops detailed insights on their attendees. Using these insights, Rockwell’s marketing and sales teams are take personalized, real-time action to drive better results and improved efficiency.

It’s a fact: While companies are investing more and more in events, B2B marketers are struggling to tie event spend to revenue generation. So what’s the secret to delivering measurable results for your events? Getting those crucial face-to-face meetings between prospects and your sales team booked in advance of events.

Join us on December 12th in this informative webinar, where we break down:

- How to streamline the process of scheduling pre-event sales meetings
- Best practices for establishing and tracking your event metrics strategy
- Key factors for meeting setup & success
- Collecting quality data to enable sales & drive pipeline
- And much more!

Events represent one of your biggest marketing expenditures, but, if executed well, can deliver some of the highest levels of ROI amongst all other initiatives. But event success relies on more than the size of your checkbook.

To find true, quantifiable success, you need a strategy that will turn heads and cut through the noise of the event floor.

Join Wendy Phillips (Sales Vice President at Certain), James Huddleston (Senior Product Marketing Director), and Shelby Anderson (Senior Marketing Specialist at Aon) for our next webinar: Using Event Data to Drive Business Goals: A Financial Services Perspective on Thursday, August 23rd. You’ll learn:

- Fundamental elements for using mobile to increase event revenue
- Best practices for identifying buying signals and turning those into selling strategies
- Tips for enriching event engagement
- Ways to align your mobile event strategy with your overall company goals

Take the next steps to unlocking an unparalleled event strategy. Register now.

Events represent one of your biggest marketing expenditures, but, if executed well, can deliver some of the highest levels of ROI amongst all other initiatives. But event success relies on more than the size of your checkbook.

To find true, quantifiable success, you need a strategy that will turn heads and cut through the noise of the event floor.

Join Kristen Alexander (CMO of Certain), Matt Heinz (President of Heinz Marketing), and Sydney Leopold (Marketing Manager, Global Events at Sophos) for our next webinar: Top Tips for a Successful Event Strategy on Wednesday, August 1. You’ll learn:

-The foundational elements of a successful event strategy
-Tips to manage budgets and measure event ROI
-Best practices for pre, during, and post event efforts
-Ways to align your event strategy with your overall company goals

Take the next steps to unlocking an unparalleled event strategy. Register now.

3 out of 4 B2B professionals agree – the importance of hosted events to their company’s success is increasing. So, what can you do to maximize your event ROI to drive leads, pipeline, and revenue generation?

Register now and you’ll learn:

- The steps needed to plan, organize, and manage a hard-hitting event strategy
- How to identify gaps and potential hindrances to your event success
- Best practices for pre-, during, and post-event marketing

Save your seat!

Want to know more about this webinar?

Everyone knows what it’s like to attend an event, but hosting your own event is another story altogether. From the showroom floor to the keynote panels, from the one-on-one meetings to the breakout sessions, events have the influential power to educate, connect, and engage prospects and customers far more than any whitepaper, eBook, or guide ever could.

An event may look like an array of unconnected tactics from afar, but look a bit closer, and as any successful B2B event team knows, every effort plays a role with the goals in mind to drive demand, accelerate pipeline, and generate revenue to impact the overall business.

So, how are today’s most successful companies planning, executing, and reaping the rewards of hosted events?

Join us for this special webinar and discover how companies utilize events to drive greater pipeline, sales, and revenue results, and uncover the gaps to reach event success.

You’ve seen the headlines. You’ve read the success stories. You know Account-Based Marketing (ABM) is key to your continued success. But how do you translate everything you’ve heard into execution and results for your organization?

We’ll go beyond the buzz and hype surrounding the strategy and share real-world stories from two ABM pros. In this webinar, they will cover:

-Their ABM campaign ideation, collaboration and measurement strategies
-How they leveraged different teams to execute successful campaigns
-Best practices for running integrated ABM campaigns

Join Certain, Demandbase, and Radius as we discuss the ins and outs of our events strategy in a live webcast on Thursday, December 14th at 1pm. From the planning timeline to key successes and challenges, we’re taking a look behind the curtain.

You’ll walk away knowing how to:
-Strategize your presence at conferences & tradeshows to make the most impact
-Measure leading indicators of success and KPIs post event
-Allocate your budget in the best way possible

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)

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

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 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.

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

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.

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.