As marketing executives play an increasingly important role in corporate meetings, meetings-tech suppliers are offering more ways to integrate marketing and meetings platforms.
In this regard, Certain has been ahead of the curve, having begun courting corporate marketing executives a few years ago. "Our driver was to create a tight relationship between marketing automation and event management," says Micciche. "Marketers can't get good results unless they have a great relationship with event professionals. Increasingly, we saw opportunities to bring these two together so that they would be able to focus on a common business goal: to create more value for their companies."
In April, Certain officially rebranded its platform as Certain Event Automation and rolled out new features to appeal to marketers as well as event professionals. For instance, Certain's new Event Intelligence functionality allows marketers to embed event data within a marketing automation platform such as Marketo, Oracle Eloqua or Salesforce. Thus, on-site attendee activity can more easily be scored within the marketing platform, marketing campaigns can speak more directly to attendee needs, and in general the line between attendee and customer is better erased.