In today’s homogenized world, customers want, expect, and desire a more customized and personalized experience. – IBM Whitepaper, A marketing imperative: Profile, personalize and profit Personalization is at the forefront of today’s marketing methodologies as companies look for ways to separate their brands from competitors and accelerate the lead-to-revenue cycle. From web ma… READ MORE...

“Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle.” –Forrester Research Buyers are officially in control of the buying process. This fact is no surprise to marketers and salespeople who have found their roles completely redefined in the past several years. Today’s buyers are leading the encou… READ MORE...

Personalization is a hot topic across all areas of marketing as businesses attempt to cut through the clutter and deliver the right messages to specific audiences at the right time. Some believe personalization will define the economy over the next decade (according to a recent IBM study). Marketing automation software has fully arrived as companies strive to meet this challenge. And now, event p… READ MORE...

  In a time when customers are in charge of the buying process, marketers must understand and deliver real value to empower customers and build lasting relationships. Certain’s own VP of Marketing, Betsy Zikakis shares insight on how her fellow CMOs and marketers can influence the buying process and revenue cycle with events. Designed well, events can enable marketers to meet buyers wh… READ MORE...

We can talk about the many innovative ways to make an event truly memorable and valuable. But in the end (or is it the beginning?), if the basics of event execution are missing, the rest is forgotten. No one will remember the powerful speakers and amazing receptions if the event is unorganized, running late, misdirected, and generally “unbuttoned.” As an event professional your aim is… READ MORE...

The days of managing events with spreadsheets, email, and basic online registration are over. So is the limited view of event management software as a basic logistical tool. Great events require a more comprehensive and strategic approach. An approach powered by event management technology. Today’s enterprise-level solutions improve event planning and collaboration while engaging attendees m… READ MORE...

When an activity accounts for 28% of a company’s marketing budget, it needs to return an equally significant level of value. Events—including meetings, tradeshows, conferences, and the like—represent more than a quarter of the typical corporate marketing budget. How much value are they generating for your business in return? The ROI of events has traditionally been dif… READ MORE...

Combating the 3 Biggest Corporate Event Challenges Meetings, conferences, user groups, seminars, and the entire spectrum of corporate events hold a unique place in the marketing mix.  With customers in charge of the buying cycle and quick to filter out unwanted advertising, companies that utilize events can benefit from a channel that encourages meaningful exchanges and valuable connections.… READ MORE...

With the advent of all things digital it is tempting to think that “real life” events are going the way of dinosaurs. In fact, the opposite may be true.  Events have taken on a new level of importance as two significant trends emerge: CEOs regard getting close to customers as a top priority for success in the twenty-first century. Marketers are increasingly respo… READ MORE...

“You can’t manage what you can’t measure.” The famous quote that never was (Deming never actually said it) has made its way into hearts and minds of business. Perhaps it is because seemingly everything can be measured these days that there is little patience for any activity that cannot be measured. But regardless of the reason, if you’re in marketing you know measur… READ MORE...