National Instruments Achieves Significant Cost Savings and Accelerates Lead Generation with Certain

National Instruments hosts thousands of in-person events a year. With Certain, the global leader in test, measurement and control standardized event execution and accelerated lead-to-sales engagement across the entire program.

Industry, company size, and Certain products

• Industry: Electronics & Software
• Company size: Enterprise organization
• Certain products: Certain Platform, Certain Signal

The challenge

Event build, promotion and follow-up was incredibly manual.

• A significant portion of discretionary program budget was spent on events
• Thousands of event emails were created, often manually
• It took up to 14 days to follow up on leads generated from events
• No consistent process to build, promote, or measure event programs

The solution

End-to-end event management integrated with the existing stack.

• Enterprise-scale flexibility with native integration into the marketing automation system
• Greater data and insights captured on every event attendee
• Fully automated lead follow-up across global events
• A single platform that fits seamlessly with the rest of the digital marketing strategy

The result

Lightning-fast follow-up and efficiency super powers.

• 86% faster lead follow-up time after integrating Certain Platform
• 88% reduction in time spent supporting events, with 10 events a day on average
• Events brought into the global go-to-market strategy as a measurable channel
• Stronger lead-to-sales engagement velocity across regions

National Instruments brings global events into its overall go-to-market strategy with the strength of Certain integrations and the ability to support all types of events.

Helena Lewis Chief Marketing Operations & Technology, National Instruments

See how others win with Certain

How Grand Connection Scaled Events with Certain's Smart Event Tech

A full-service event management agency unified its event ecosystem with Certain, replacing fragmented vendors with one platform that automates workflows, standardizes branding, and unlocks scalable growth.

Rockwell Automation Centralizes 200 Global Conferences with Certain

Rockwell Automation runs more than 200 global events a year in nine languages. Certain replaced fragmented, regional tools with a single global platform that improved efficiency, lead quality, and real-time sales follow-up.