DoubleDutch launched its new Live Engagement Platform, which is purpose-built to transform analog events into digital social experiences that can be measured and easily managed. With this platform, that is integrated with Marketo and Salesforce, events can be measured and managed as easily as other digital marketing channels such as Google ads, social or mobile campaigns and e-mail marketing.“We have long believed the true power of events has never been tapped, resulting in billions of dollars per year in wasted spend,” says Lawrence Coburn, CEO and founder of DoubleDutch. “DoubleDutch is driven by our insight that the face-to-face actions, behaviors and conversations that happen at live events are a proxy for the purest source of intent. But until now, there has been no way to digitize and capture this engagement data.”
This new platform enables marketers to easily move data captured during an event back into their marketing and sales systems of record. This data can then be used for marketing and sales leads, targeted campaigns based on show floor activities and interests, and to personalized sales follow-ups.
With the ability to capture and analyze this data, marketers will receive Live Engagement Data and Live Engagement Journeys. Live Engagement Data, such as bookmarks, hashtags, questions, comments, posts, meetings, ratings, surveys and direct messages contain personal customer information, and with the integrations, a new class of leads are created. Live Engagement Journeys take place before, during and after live events, making up new kind of campaign building on the anticipation and excitement of the event.
“The platform is powerful because it provides us with the instrumentation to control an event just like we manage our digital ad campaigns,” says Anthony Kennada, vice president of marketing for Gainsight. “Now we can finally take what happened at an event and move it into our revenue pipeline.”