National Instruments is the global leader in test, measurement and control solutions. National Instruments hosts thousands of in-person events annually. National Instruments had no consistent process or method in executing the build, promotion and follow-up from these events. Certain event management technology stepped in by increasing the velocity of lead-to-sales engagement. As a result, National Instruments saw 86% faster lead follow-up. National Instruments also experienced an 88% decrease in support processing time. "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
About National Instruments
Company Size: Enterprise Organization. Key Products: Certain Platform; Certain Signal. Industry: Electronics & Software.
The Results
Lighting-Fast Follow-Up Times
Lighting-Fast Follow-Up Times is achieved by integrating the Certain Platform with National Instruments’ marketing tools.
National Instruments enjoys an 86% faster lead follow-up time.
Efficiency Super Powers
Efficiency Super Powers describe a reduction in time spent supporting events.
With 10 events a day, National Instruments is now enjoying an 88% reduction in time spent supporting events.
The Challenge
Event build, promotion and follow-up is incredibly manual. A significant portion of National Instruments' discretionary program budget is spent on events. Thousands of emails are created for events, often manually. It took up to 14 days to follow up on leads generated from events.
The Solution
Integrating Certain's end-to-end event management technology with existing tools. National Instruments wanted to make events an integrated part of the overall digital marketing strategy and needed an event solution that could fit seamlessly with other components of the technology stack. Certain provides enterprise-scale, flexibility and native integration with National Instruments’ marketing automation system. Captures greater data and insights on National Instruments’ event attendees. National Instruments was able to fully automate the lead follow-up process from their global events.
The Bottom Line
The case study demonstrates measurable improvements in lead follow-up speed and efficiency through the Certain platform.