Remember when CRM technology was first introduced? (Thank you, ACT!) Today, CRM software is ingrained in the way sales teams manage their interactions with customers and prospects. Many salespeople cannot imagine life without their Salesforce dashboard. Marketing automation software (Marketo and others) has since arrived to integrate with CRM and transform the marketing process. Taking on the tas… READ MORE...

Certain Inc. Certified MMC Program  offers Agencies, PCO's, and MMCs a true partnership that provides the technology, pricing structure, support, and marketing opportunities to drive their business. In today’s business environment expertise is needed in all areas in order to stay competitive and grow. Certain Inc.’s Senior Director of Alliances, Brad Kofoed shares what the benefit… READ MORE...

As an event professional, you are well aware of the increasing responsibility to ensure your events deliver measurable growth and revenue to the organizations you represent. At the Americas Incentive, Business Travel & Meetings Expo (AIBTM)—a global exhibition for the US meetings, business travel, and events industry—this week,we’ll showcase the latest advances in our leading… READ MORE...

Probably the single greatest challenge in leveraging B2B events is to marry the business goals of attendees(a.k.a. your prospects and customers) with the business goals of your organization, in order to deliver remarkable value to both sides. Organizations invest in events to generate new leads, increase customer engagement, and build their brands. Attendees have their own reasons for taking part… READ MORE...

Companies turn to many types of events for many different reasons. Seminars and conferences provide a platform to deliver valuable information; user groups build excitement and loyalty among customers; hosted buyer events bring participants together with key decision makers; trade shows help companies reach a wide audience. It seems that for most any marketing objective, events play a role. Whil… READ MORE...

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...