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Certain Enhances Lead Intelligence with Event Data for Advanced Lead Nurturing and Scoring

New attendee engagement and interest intelligence delivered through marketing automation integration supports more personalized marketing and effective sales follow-up

SAN FRANCISCO, March 11, 2014 /PRNewswire/ -- Today, Certain Inc. announced the availability of attendee engagement and interest intelligence designed to dramatically enhance lead nurturing and scoring.  Delivered through Certain's integration with leading marketing automation systems such as Marketo, this rich attendee insight augments attendee profiles, measures engagement and gauges interests. The information captured can help companies not only track what attendees are doing, but also understand their actual interests to drive more personalized lead nurturing and effective sales follow-up.

"For the first time, companies will be able to tap into rich prospect and customer intelligence by analyzing event attendee behavior across all touch points," said Peter Micciche, CEO, Certain. "It's a win-win for marketers and sales teams. Marketers will be able to leverage attendee information more effectively in their multi-channel nurturing campaigns, and sales teams will be empowered with more predictable lead data for targeted and tailored follow-up, increasing the value of events on the bottom line."

Events like user conferences, seminars, tradeshows and road shows offer opportunities for organizations to capture deep and meaningful information about prospects beyond simply knowing a prospect has attended the event. Certain's new attendee engagement and interest intelligence empowers marketers to improve their current nurturing and scoring models with information collected across multiple event touch points, such as sessions, appointments, ratings and polls.

In addition to general engagement statistics, interest-based intelligence offers an advantage to companies with multiple products, use cases, user types or best practice areas. Many of these organizations already are beginning to measure area and degree of interest by tracking digital interactions and content consumption. With Certain's interest-based intelligence, these companies will be able to add event-level interactions to understand precise interests; more easily and accurately gauge opportunities for upselling and cross selling; and notify the sales team when a prospect's interests align with a particular product or use case to engage in a more relevant dialogue.

"Scoring leads based on their area of interest is becoming a best practice among many organizations as they strive to turn events from exercises in logistics to strategic revenue generators. Just as lead scoring has helped marketing and sales organizations prioritize leads based on profile and activity level to know 'when' to follow-up, interest-based scoring lets organizations understand 'how' to follow up appropriately with leads," says Robin Bordoli, VP Partner Ecosystems and GM, New Markets, Marketo. "Events provide a wealth of behavioral information that, when combined with the intelligence of the Marketo platform, provides a more complete picture of customer and prospect interests. Certain's attendee engagement and interest-based intelligence will help any organization dramatically increase the accuracy and relevance of marketing programs and sales initiatives."

This newly released attendee intelligence, available through Certain's integration with leading marketing automation systems such as Marketo, includes:

  • Rich Profile Information – Event registrations provide demographic and firmographic information to enrich existing lead profiles.
  • Individual Engagement Statistics – Session and appointment interactions, including ratings, provide insight beyond registration status, adding the degree of engagement and the quality of those engagements for each participant.
  • Overall Event Engagement Statistics – Event engagement averages provide the context and a baseline against which marketers can measure individual interactions.
  • Individual Interest-Level Scores – Specific event activities tagged with one or more company-defined areas of interest enhance the organization's ability to understand how deep each attendee's interest is in each area. 

To find out more about interest-based lead scoring, download Certain's white paper, "How to Improve Lead Intelligence with Event Data."

About Certain: Powering Connections, Accelerating Business

Certain delivers the leading enterprise event management platform to personalize event experiences and provide meaningful connections that accelerate business. Certain integrates with leading enterprise-class marketing automation and CRM applications, and the Certain Event Success Hub™ includes industry partners that complement the Certain platform to ensure a complete solution. The Certain platform enables attendee management from check-in to social and mobile participation and enables 1-to-1 meetings that maximize event value for all stakeholders. Headquartered in San Francisco, with offices in North America, Europe and the Pacific Rim, Certain is a strategic event partner to more than 600 enterprise and event management companies. For more information please visit www.certain.com.

Michelle Schofield
Director of Marketing
Certain, Inc.
[email protected] 

SOURCE Certain, Inc.

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