Event Automation Platform For Hybrid Events
National Instruments, the global leader in test, measurement and control solutions, hosts thousands of in-person events annually, but had no consistent process or method in executing the build, promotion and follow-up from these events.
Certain event management technology stepped in with significantly higher velocity of lead to sales engagement: 86% faster lead follow-up time and 88% decrease in support processing time.
Certain allows National Instruments to bring global events into its 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 is Enterprise Organization.
- Key Products are Certain Platform and Certain Signal.
- Industry is Electronics & Software.
The Results
- Lighting-Fast Follow-Up Times: National Instruments enjoys an 86% faster lead follow-up time.
- This improvement is achieved by integrating Certain Platform with the rest of National Instruments’ marketing tools.
- Efficiency Super Powers: National Instruments runs 10 events per day.
- The efficiency improvements include an 88% reduction in time spent supporting events.
The Challenge
- 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
- Certain provides enterprise-scale, flexibility and native integration with National Instruments’ marketing automation system.
- Certain captures greater data and insights on National Instruments’ event attendees.
- National Instruments was able to fully automate the lead follow-up process from its global events.