Kristen Alexander, CMO of Certain, in an exclusive interview with Techseen, explains how marketers struggle to demonstrate complete return on investment from events.
Live events continue to be a top area of spend for today’s marketers, accounting for almost a third of all yearly marketing budgets. According to a new research by Forrester, in-person events accounted for nearly 20% of all marketing spend in 2015 and that year nearly 30% of marketers admitted that they treat events as one-off experiences rather than as part of an integrated digital and physical experience.
Event automation solutions provider, Certain, believes that the inability to capture event-based buying signals in real-time to determine prospect and customer intent inhibits marketers from personalizing event experiences and mapping them to the customer buying journey.