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National Instruments

Substantial cost savings and significant lead acceleration with Certain Event Management Technology

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.


What did Certain Event Management Technology bring to the table?

“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.”

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Helena Lewis, Chief-Marketing Operations & Technology, National Instruments


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The Challenge?

Event build, promotion and follow-up is incredibly manual

National Instruments 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

  • Significant portion of their discretionary program budget is spent on events
  • Thousands of emails created for events – often manually
  • Took up to 14 days to follow up on leads generated from events
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The Solution?

Certain's end-to-end event management technology that integrates with existing tools

National Instruments wanted to make events an integrated part of their overall digital marketing strategy and they needed an event solution that could fit seamlessly with other components of their technology stack. Certain was the clear choice.

  • 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

Let's Make Your Next Event A Smashing Success

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The Results?

National Instruments realized substantial cost savings and acceleration of leads through use of Certain.