Event AutomationAn Essential Guide to Next Level Event Management & Marketing

What is Event Automation?

Event Automation is a category of technology that has evolved from traditional event management software. It allows companies to automate, personalize, and measure event management and marketing activities, so they can increase marketing leads, sales pipeline, and revenue generated from events while also improving operational efficiency.

Event Automation technology provides functionality to help marketers optimize the impact of their event spend. A best-in-class solution will automate critical event management tasks, offer functionality to boost attendee engagement, capture rich attendee data, and provide insights to drive sales and marketing activities.

A Multi-Decade Evolution

Who Uses Event Automation?

Users of Event Automation technology include individuals and teams responsible for marketing and planning of events.

The Marketing Team

Marketers use Event Automation to deliver personalized event experiences, capture deep buyer insights, and bring events into the digital marketing ecosystem. And they are able to increase revenue and leads from events.

The Events Team

Event professionals turn to Event Automation to scale events to the enterprise-level, while helping to deliver unique, branded event experiences that are personalized to each attendee.

Corporate Event Management Companies

Event Automation covers the essential task of event management, then takes it much further by helping event management companies capture deep attendee insights to help organizations drive more revenue.

Event Management vs. Event Automation

The emphasis of event management software tends to be directed to the activities required to plan, coordinate, and promote events. Event Automation does all of that but then goes a step beyond, putting events on the same playing field as other marketing activities by bringing data and insights to bear on marketing, sales, and ROI.

Event Automation is different because it:

  • Captures and digitizes information about how prospects and customers interact with events, every step of the way.
  • Connects data to marketing automation systems in the same way as digital marketing.
  • Enables marketers to measure and understand the relative impact of events on revenue.

Benefits of Event Automation

Users of Event Automation technology include individuals and teams responsible for marketing and planning of events.

Benefit #1: Increase Revenue

Through Event Automation, marketers can maintain sight of their prospects as attendees navigate through the event—before, during, and after. This insight can be used to better understand attendees and where they are in their buying process.

Data captured throughout the event can be used in lead scoring to drive targeted follow up campaigns. And attendee insights can be integrated into omni-channel marketing campaigns to enrich the entire marketing program. Finally, the right Event Automation technology will integrate with marketing automation and CRM systems to simplify the measurement of ROI.

Expected results:

  • Capture buying signals to increase conversions
  • Inform future sales and marketing decisions
  • Grow sales pipeline and accelerate the sales cycle
  • Improve overall marketing performance

Features in Event Automation

Event Intelligence

MA integration
Engagement scoring
Nurture campaigns
Customized dashboards
Effortless reporting
Event ROI measurement

Buyer Engagement

Email marketing
Event websites
Event mobile apps
Social engagement
Session polling and Q&A
Call for papers
Personalized agendas
Branding control
Scheduled appointments

Enterprise Scalability

Templates and cloning
Online registration
Payment processing
Onsite check-in
Attendee profiles
Hotel and venue sourcing
Session management
Travel and accommodation
Budgeting tools

Learn More

Check out these resources:

The Essential Event Automation Primer

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Data-Driven Marketing Infographic

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Event Automation Backgrounder

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Discover Certain Event Automation

Beyond event management software for data-driven marketers and event professionals.

Certain is the leading provider of enterprise Event Automation software to the Fortune 1000. Our software helps data-driven marketers and event professivtonals capture and integrate rich buying signals and attendee insights into omni-channel marketing campaigns to improve sales and marketing results and deliver credible event ROI.

“Organizations that are looking to benefit from a vendor’s ability to capture and leverage data and event intelligence should place Certain on their short list of vendors.”

—SiriusDecisions Inc. SiriusView:
Event Management Solutions 2015