Certain Upgrades Software To Personalize Event Marketing

Published: May 20, 2013

Certain Inc., a provider of enterprise event management solutions, announced enhancements to its SaaS platform that enable marketers to personalize events for attendees by steering them toward the appropriate educational content and connections.

“Events represent the last marketing channel to be fully digitized and integrated into sales and marketing infrastructure, although marketers are spending 25% to 36% of their budgets on events,” Betsy Zikalis, VP of Global Marketing for Certain, told Demand Gen Report. “The idea is to make events more productive for marketers and attendees, pointing attendees to the right activities, right sessions they should go to and social networks they should tap into based on their roles and interests, among other factors.”

Peter Micciche, Certain CEO, added: “Our platform now offers marketers the opportunity to evolve their event technology and deliver more powerful and productive events that accelerate revenue.”

Zikalis explained that Certain connects with CRM and marketing automation systems through an application programming interface (API) to tap into company’s existing databases of prospects and customers to help tailor the event experience. The company also has out-of-the-box connectors with Salesforce.com and ExactTarget and is working with Marketo and Eloqua to build out-of-the-box connectors.

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New features include:

Self-Scheduled Appointments: This feature allows attendees to reach out to other participants and schedule meetings on their own. All requests and acceptances are handled in the event application without interfering with personal inboxes.

As attendees personalize their agendas and participate through mobile and social networks, their profiles are enhanced with valuable information to optimize post-event sales and marketing follow-up.

Event Views: Attendees have a single interface for all their personalized event information – personal agendas, social networks, travel and accommodations, and late breaking event news. It enables event owners to guide attendees to the most relevant aspects of the event. Event Views is easily configured for each attendee type by selecting from a library of templates, using a drag-and-drop editor and inserting pre-defined widgets.

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