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

National Instruments hosts thousands of in-person events a year. Certain is used for test, measurement, and control standardized event execution. Certain accelerates lead-to-sales engagement across the entire program.

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

Certain allows us to bring global events into our overall go-to-market strategy with the strength of their integrations and ability to support all types of events.

Helena Lewis Chief Marketing Operations & Technology, National Instruments