Insights for the AI-forward event marketer. Playbooks, research and product news on turning events into pipeline.
Latest posts
Aug 6, 2026
Events grew faster than any other marketing line this year, which makes them the next line finance will question.
Proving their return is an orchestration problem, not a measurement problem: when event signals reach every team and system in real time, the evidence a budget review wants builds itself while the event is still live.
Jul 30, 2026
You don't have to be fully AI-ready to get value from AI this quarter.
Readiness is a ladder, not a gate, and the cleanest input an agentic system can act on is already being produced at the events you run: first-party, declared answers from verified buyers who chose to give you their time.
Jul 29, 2026
Most event programs decide the date first, then build sessions, the floor plan, and registration around it, and only ask what the event should do for revenue once the structure is already set.
The teams getting real pipeline from events invert that order: they start with the revenue objective, model how an attendee becomes a buyer, and design the program to reveal where each buyer stands.
Jul 28, 2026
Buyers reveal far more in person than they do online, where anonymous research hides intent.
On a show floor, time is finite, questions get asked out loud, and buying committees show themselves.
Real-time event intelligence puts that context in front of the seller while the buyer is still in the room.
Jul 21, 2026
Revenue teams have built agentic stacks that score, route, and respond in seconds, yet the most concentrated buyer-intent moment they own stays invisible to those agents: the moment a prospect walks up to your event check-in table.
Jul 14, 2026
Event check-in captures two buying signals at once: who arrived (and which colleagues came with them) and what a verified buyer will tell you directly.
The value of both depends on whether that intelligence reaches your teams while the buyer is still in the building.
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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 benefit 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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