News Byte: Marketo Announces Deal With Certain

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Marketo shows up at events.
Marketo shows up at events.

Marketo announced yesterday that it had formed a strategic partnership with Certain that will integrate customer data from live events into Marketo's LaunchPoint platform. Certain provides event management software to trade show operators, as well as to technology and financial services enterprises that sponsor large user conferences.

“Annual customer events are the single biggest budget items for VPs of marketing at B2B companies and one of their fundamental problems is proving what the ROI is,” says Marketo's VP of Partner Ecosystems Robin Bordoli. “Now they can link leads and resulting revenue back to that offline event through their marketing automation system.”

Because Certain's software supports events from early registration and promotional periods through post-event analysis, resulting attendee profiles can be fairly detailed. Aside from personal and company information captured early on, the program creates event agendas for attendees and checks off what sessions they've attended and whom they've met with.

“Marketo was always good at tracking lots of channels, but live events was one that was missing,” says Bordoli, who says the partnership agreement had been in the works for a year.

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