Insights for the AI-forward event marketer. Playbooks, research, and product news on turning events into pipeline.
Blog posts
Does the AI Agent You Pick Matter More Than the Data You Feed It?
No. Every agent platform reads the same foundational inputs, so targeting and prioritization converge across vendors. The edge comes from a data layer your competitors can't replicate, the first-party engagement data from the events you already run.
Jul 7, 2026
Why Are Events the Best First-Party Data Source for Sales?
Events are the best first-party data source for sales because they produce more declared, attributable buyer behavior per person than any other channel — and the advantage compounds when the organization captures what reps experience across planning, the event, and the 72 hours after.
Jul 2, 2026
What Event Signals Should Customer Success Teams Watch For?
Customer success teams should watch five event signals: time-to-value behavior, real adoption, single-threading risk, value proof points that surface in the moment, and the attendance shifts that reveal expansion intent before anyone articulates it.
Jun 30, 2026
What Is the Hand-Raiser Problem at Events?
The hand-raiser problem is that events produce the clearest buying signals in B2B, yet most teams run that channel on spreadsheets and badge scans. Hand-raisers convert faster, close bigger, and forecast more reliably than any other segment, but they're also the smallest segment in any pipeline.
Jun 25, 2026
What Buying Signals Appear Before an Event Even Starts?
Buying signals appear weeks before an event starts, hidden in registration data most teams treat as logistics. Account clustering, role composition, session selections, and registration timing reveal buying committees forming before anyone picks up a badge.
Jun 23, 2026
7 AI event plays that turn engagement into pipeline
Seven plays you can run this quarter to turn the first-party behavioral data your events already produce into pipeline. Each play comes with the one metric to hold it to, so you can defend the work in the next budget review.
Jun 12, 2026
Event Planning and Management Blog (post list)
Orchestrate At Scale: Events Become Your #1 Growth Channel With Seamless Data Execution
January 12, 2026
The Third Pillar of Event Intelligence By Peter Micciche, CEO Certain Your sales rep just got a Slack notification. It says: “Sarah Chen, Director of IT Security from Acme Corp,
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Introducing Event Advisor: How AI Is Transforming Event Personalization
January 7, 2026
Personalization has become a critical success factor for modern events, yet most event teams still struggle to deliver relevant experiences at scale. In our recent webinar, we officially introduced Event Advisor, our new AI-powered
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Real-Time Signal Delivery: When Speed Meets Context, Revenue Teams Win
December 17, 2025
By Peter Micciche, CEO of Certain Your highest-intent prospect joined a product session in the morning where they shared their number one business priority, their most important AI project, and
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Deep Dive Into Event Intelligence: Capturing Event Buying Signals
December 9, 2025
By Peter Micciche, CEO of Certain Your best prospect just left your booth. She asked sharp questions about enterprise deployment, downloaded your security documentation, and attended back-to-back sessions on compliance
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The Three-Pillar Framework For Turning Event Data Into Revenue Intelligence
November 20, 2025
By Peter Micciche, CEO of Certain (First in a 4-part series. For Part 2 visit Deep Dive into Event Intelligence: Capturing Event Buying Signals) The go-to-market teams behind orchestrating company events often breathe
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Dreamforce 2025 Decoded: Turn Your Next Event Into A Revenue Engine
November 11, 2025
Every Fall, Dreamforce transforms San Francisco into the Super Bowl of corporate events. Beyond the product announcements and celebrity interviews lies something more valuable: a blueprint for orchestrating experience, engagement,
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Architecting Events For ROI: The Fastest Path To Buyers
September 17, 2025
The biggest advantage of running your own events is owning the cycle and the data. You design the experience to deliver value for attendees, and you build the marketing cycle
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Beyond Badge Scans: How Smart Sales Teams Extract Real Value From Events
September 4, 2025
Is your event playbook broken? Marketing teams often focus on attendance numbers and produce generic lead lists for sales. The real opportunity is visible just below the surface: behavioral intelligence
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Events Create Moments. Signals Turn Them Into Revenue.
August 20, 2025
Most event teams stop measuring when the smiles start. That's the signal to begin the real work. Walk into any post-event debrief and you'll hear the same metrics: attendance rates,
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What To Look For In AI-Powered Event Technology
July 16, 2025
As the event industry transforms, choosing the right AI-powered event platform can make or break your marketing success. Here's what discerning event marketers—like you—should prioritize: 1. Transparent, “Glass-Box” AI Opaque,
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