improving efficiency & lead quality with Certain
Playing host to over 200 global events, Rockwell Automation, the Fortune 500 provider of industrial automation and information technology, struggled to measure results from their events due to a highly decentralized way of managing global events. They trust on Certain’s complete event management solution.
Company Size
- Enterprise
KEY Products
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Certain Platform
Certain Touchpoint
Certain Integrations
Industry
- Industrial Automation
Certain has made it possible for us to establish and implement an event management solution for managing global event data that our teams really trust."
The Results
Improved Efficiency
Rockwell has seen major operational efficiency improvement, like reduced time to set up and deliver events.
Better Leads
Rockwell has vastly improved event lead quality, and the Rockwell sales team even gets to follow up on event leads in real-time.
Global Scale
Rockwell’s global teams trust Certain's event management system, and not only increased productivity, but also reduced spend.
The Challenge
A Fragmented Events Program
Hosting over 200 events and over 30,000 event registrants per year—in nine different languages—Rockwell struggled to measure results from their events due to a highly decentralized way of managing their global events.
Because each global region was free to choose their own way of managing events, Rockwell was left with fragmented and inconsistent data, leads that weren’t being followed up on, and an inability to measure or deliver ROI.
The Solution
Using Certain's Event Management Technology
Understanding how critical it is for sales and marketing to be able to effectively interpret and act on data in real time, Rockwell implemented Certain Platform and Touchpoint as their go-to event automation and mobile solution.
Registration forms are the gateway to our events. With over 30,000 event registrations per year, this is a prime source for us to capture critical information that we use to drive overall marketing segmentation and personas. We found that Certain’s built-in form capabilities—with their powerful form builder and logic capabilities—was really the best option for us, and provided the best user experience."
The Transformation
A Single, Global Event Management Platform
Rockwell first moved to centralize of event and data management across the globe, gaining buy-in and support with the impressive results they could expect with the use of Certain as a unified platform. They then built global standards to things consistent moving forward. Working with Certain, Rockwell then formulated an event data strategy that would help them meet their aggressive event goals.
Unlock the Power of the Best Event Management Solution
Rockwell Automation's Success: In depth
By standardizing our lead capture through Certain, we’ve managed to completely digitize and automate the process. That means no more spreadsheets, no more paper leads, and higher quality data. This is a huge win for Rockwell.”
Moving Faster Than Ever
Improved Efficiency & Lead Follow Up
Rockwell has seen major operational efficiency improvement including reduced time to set up and execute events via templates. Templates generated in Certain mean a consistent, brand-compliant experience for all Rockwell event attendees across the globe.
Real-Time Action
Empowering Sales & Marketing
Most importantly, by centralizing the ownership of events and deploying Certain, Rockwell has seen a massive improvement in the quality of leads that have come from events. As a result, Rockwell’s sales team is empowered to follow up on valuable event leads in real time.
Automation for the Win
Quality Data & Better Leads
Rockwell is now getting good data that shows results. They’ve automated a number of previously tedious processes, like:
- Lead capture
- Entering leads into MA/CRM
- Event communications
This has allowed different regions to focus on higher value activities, such as the content delivered in an event and ensuring attendees have an incredible experience.
Event Data Strategy
The Foundation for Event Success
Rockwell is able to hand-pick the info that will be collected prior to, during and after an event, using our solution to capture attendee engagement data, like:
- Session Registration & Session Attendance
- Active Need
- Contact Requested
- Product Interests
Once data from events is routed to Eloqua, via Certain’s native integration, and on to their CRM, Rockwell uses the engagement data to personalize follow up.