Event Automation Platform For Hybrid Events

National Instruments Achieves Significant Cost Savings and Accelerates Lead Generation with Certain

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 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

National Instruments enjoys an 86% faster lead follow-up time, thanks to being able to integrate Certain Platform with the rest of their marketing tools.

Efficiency Super Powers

With 10 events a day for National Instruments, efficiency is key. The company is now enjoying an 88% reduction in time spent supporting events.

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, which led to:

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

The Solution

Integrating Certain's end-to-end event management technology 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