In-person events are a highly strategic marketing channel for Rockwell Automation, a Fortune 500 provider of industrial automation and information technology. Using Certain, Rockwell has greatly reduced time spent managing global events by developing a well defined strategy for attendee engagement during and post event.
Brad West, Global Technology Manager, Rockwell Automation
Playing host to over 200 events and over 30,000 event registrants per year—in nine different languages—Rockwell struggled to measure results from their events due to a highly decentralized way of managing their global events.
Because each global region was free to choose their own way of managing events, Rockwell was left with fragmented and inconsistent data, leads that weren’t being followed up on, and an inability to measure or deliver ROI.
Understanding how critical it is for sales and marketing to be able to effectively interpret and act on data in real time, Rockwell implemented Certain Platform and Touchpoint as their go-to event automation and mobile solution.
“Registration forms are the gateway to our events. With over 30,000 event registrations per year, this is a prime source for us to capture critical information that we use to drive overall marketing segmentation and personas. We found that Certain’s built-in form capabilities—with their powerful form builder and logic capabilities—was really the best option for us, and provided the best user experience.”
– Brad West, Global Technology Manager
Rockwell is able to provide their sales team with event leads in real time to ensure attendee follow up is timely and relevant.
Rockwell has seen major operational efficiency improvement including reduced time to set up and execute events via templates. Templates generated in Certain mean a consistent, brand-compliant experience for all Rockwell event attendees across the globe.
“By standardizing our lead capture through Certain, we’ve managed to completely digitize and automate the process. That means no more spreadsheets, no more paper leads, and higher quality data. This is a huge win for Rockwell.”
– Brad West, Global Technology Manager
Rockwell is now capturing a consistent set of data that delivers results. They’ve automated a number of previously manual processes including:
This has allowed different regions to focus on higher value activities, such as the content delivered in an event and ensuring attendees have an incredible experience.
Most importantly, by centralizing the ownership of events and deploying Certain, Rockwell has seen a massive improvement in the quality of leads that have come from events.
As a result, Rockwell’s sales team is empowered to follow up on valuable event leads in real time.
Rockwell is able to hand-pick what information will be collected prior to, during and after an event to best drive their marketing and sales efforts, leveraging Certain to capture attendee engagement data such as:
Once data from events is routed to Eloqua, via Certain’s native integration, and on to their CRM, Rockwell uses the engagement data to personalize follow up.
Rockwell has seen major operational efficiency improvement including reduced time to set up and execute events.
Rockwell has realized a vast improvement in the quality of leads that come from events. The Rockwell sales team is empowered to follow up on event leads in real-time.
Rockwell’s global teams now trust the system and process in place, and have managed to not only increase productivity, but also reduce spend.
The key to delivering a truly personalized attendee experience lies in quality data collected before and during an event. See how Certain's industry-first, real-time event data platform helps you navigate through high volumes of data in order to identify what really matters most to important prospects and customers.
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“The ability to provide a personalized and dynamic experience for our attendees is what we love most about Certain. We also appreciate… helping us meet our event marketing goals”
Arya Bruno
Senior Field Marketing Specialist
“Certain allows us to bring global events into our overall go-to-market strategy with the strength of their integrations and ability to support all types of events.”
Helena Lewis
National Instruments
“Touchpoint is a differentiator for Oticon. It helps us grow our business because it sets us apart from other companies and allows us to provide an amazing attendee experience.”
Shakirah Drumbore
Meeting Planner
Personalize event experiences and provide meaningful connections that accelerate your business goals.