Marketbright Targets Event Tracking, Execution With New Automation Tool

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Written by Andrew Gaffney

Tuesday, 28 October 2008 19:00

Marketing automation solutions provider Marketbright has announced the launch Event Manager, an event management solution designed to help organizations more effectively manage event execution and lead generation. The Event Manager solution is targeted at simplifying the process of event campaign development, prospect and customer follow up, event promotions and response analysis.

“Once you have repeatable processes in place, it gives you more time to spend on the small details to make the event even better for the attendees,” says Michaline Todd, director of corporate marketing at Serena Software, a Marketbright customer. Todd shared her experience with the software during a free webinar hosted by Marketbright on Thursday.

“With the Event Manager tool, you can spend more time on the details of the marketing campaign, content and audience acquisition, instead of sweating the details about building out the registration pages, posting links on your site or making sure leads get to the right people in sales for post event follow-up.”

Dom Lindars, CEO of Marketbright, said the addition of the Event Manager tool will help the San Bruno, CA-based company’s customers manage and promote multiple events, increase registrations and attendance, and create metrics to monitor campaigns and track responses. Lindars indicated the critical features of the Event Manager solution will include:

Event Promotion - Optimizing event content for search engines, transforming email lists into customized invitations and automating follow up emails to customers and prospects.

Response Analysis - Tracks inquiries and registries in real time to determine if changes to the campaign are needed. Funnels data about attendees into a lead qualifying engine for sales to determine next steps.

Website Integration - Enabling marketers to add new campaigns and remove expired campaigns from their Web site without compromising existing color and brand elements.

“Since my time spent on the Oracle events team in the early 2000s, I feel like all I've been doing is figuring out ways to "do more with less," says Todd. “ Back then, we were still learning how to use online registration instead of fax and mail. Online registration made us more productive and efficient for sure. “Todd adds that the Event Manager tool enables event organizers to use time more effectively and allocate focus accordingly.

“As companies realize the need to improve their sales and marketing programs, they are increasingly looking for the latest automation solutions that will simplify and make the most out of marketing events,” said Lindars. “Event Manager provides a flexible way of tracking on- and off-line marketing initiatives, reducing event campaign development time from days to minutes and allowing our customers to focus on delivering the right event content to the right people.”

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