September 26, 2013
Certain and Marketo Couple Up to Create an Event Marketing Platform
By Miguel Leiva-Gomez
Certain Inc., a provider of event management solutions, has partnered up with Marketo (News - Alert), a provider of cloud-based marketing solutions, to create a new platform that will allow companies to integrate event management into their infrastructures. The new integrated platform will give companies the power to make decisions on events according to attendee profiles that are created as a result of data mined from their marketing software. With this kind of power, enterprises will be able to more effectively cater their events to the general interest of their audience and use this as an opportunity to drive higher revenues as a result of these events.
“Our partnership and integration with Marketo enables marketers to leverage and measure events in the same way as other marketing channels,” said Peter Micciche, Certain's CEO. “Truly personalized event experiences come to life through our integrated platforms, which deliver events that are more productive for attendees and immensely more valuable for the marketers that host them.”
Within the partnership agreement, Certain will provide enterprise customers of Marketo's LaunchPoint products with an event management platform that will act in tandem with Marketo's marketing solutions. This will allow customers to get to know the people who will be going to their events. It will even give customers a transparent view of how their event should run in order to capture the attention of attendees.
Attendees are like the opposing side of a battle: As you learn more about them, you'll fare better while constructing a stratagem for the battle. There's nothing like technology to make sure that this happens in the most effective manner with as little effort as possible. This type of streamlining of the marketing process can make events more than just boring hours spent in some auditorium.
Robin Bordoli, VP of partner ecosystems at Marketo, said, “Events represent one of marketing automation's last frontiers and an enormous untapped opportunity for marketers with the right tools. We're pleased to have Certain as a strategic partner and look forward to a successful collaboration.”
Edited by Rory J. Thompson