DoubleDutch Declares the End of the Event Tech Era, Introduces Future of Live Engagement Marketing
New Live Engagement Platform Energizes Live Events and Creates a New Class of “Live Engagement Data” that Accelerates Marketing and Sales Pipeline
SAN FRANCISCO, Calif. – May 10, 2016 – Today, DoubleDutch – an event management software company – declared the end of the legacy event tech era and unveiled its plan for the future of Live Engagement Marketing. The company launched its new Live Engagement Platform that is purpose-built to transform analog events into digital, social experiences. With this platform events can finally be measured and managed as easily as other digital marketing channels such as Google ads, social or mobile campaigns and email marketing.
“We have long believed the true power of events has never been tapped, resulting in billions of dollars per year in wasted spend,” said 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 – exponentially more powerful than a Google search or an email open. But until now, there has been no way to digitize and capture this engagement data. The DoubleDutch Live Engagement Platform converts analog events into digital social experiences that can be measured, managed and monetized.”
Constellation Research reports that events comprise up to 33 percent of marketing budgets. Every year, companies spend more than $300 billion on analog events in an attempt to engage with more than 250 million people globally.
“Digitizing events will make Live Engagement Marketing a new marketing category just like search, mobile and social marketing,” said R “Ray” Wang, Principal Analyst and CEO, Constellation Research. “Live Engagement Marketing provides marketers with the capability to not only quantify event investments, but energize these live experiences to accelerate pipeline and sales, amplify brands, and, ultimately improve conversion rates.”
Prior to DoubleDutch, events results were difficult to measure. Events resembled a black hole with no meaningful way to collect data, manage event energy, guide the attendee engagement journey or report on business revenue results. DoubleDutch solves this problem by developing a new technology “stack” for live events with its Live Engagement Platform. At the core of each live event is a mobile Live Engagement Event App, which amplifies what’s happening and energizes attendees to engage. It gives attendees, speakers, sponsors and exhibitors a channel by which they can interact with each other and augment the physical experience.
See here for more thoughts on this new category from DoubleDutch’s CEO.
The DoubleDutch Live Engagement Platform
The DoubleDutch Live Engagement Platform is an ecosystem of applications, integrations, and performance metrics that allows event organizers and marketers to digitize live event experiences, capitalize on the engagement signals, and supercharge business outcomes. The platform integrates with both Marketo and Salesforce, enabling marketers to easily move data captured during an event back into their marketing and sales systems of record. This data can then be used to unlock a new class of marketing and sales leads, trigger targeted campaigns based on show floor activities and interests, and enable personalized sales follow-ups in near real time. The suite of DoubleDutch Live Engagement applications allows event owners and marketers to manage engagement and participation, insert sponsor and exhibitor communications, and offer detailed analytics applications to monetize and optimize business results.
With the ability to capture and analyze live engagement data, DoubleDutch provides marketers with the following:
Live Engagement Data: This new category of data consists of engagement signals captured through interactions at live events, providing the clearest insight about the intent of each attendee. Today, the existing marketing channels, such as digital marketing and database marketing, provide marketers with demographic or behavioral data from which they can infer customer interest. In contrast, Live Engagement Data, such as bookmarks, hashtags, questions, comments, posts, meetings, ratings, surveys and direct messages, are voluntary and contextual, providing marketers with a wealth of personal customer information. The Live Engagement Data is easily integrated into Salesforce and Marketo, creating a new class of ‘engaged leads’ that will be treated differently than more passive digital-based leads.
Live Engagement Journeys: The new platform empowers marketers to execute a new class of campaigns called Live Engagement Journeys. Live Engagement Journeys are executed before, during, and after live events. They make up a special class of campaigns built to capitalize on the anticipation and excitement of people going to a live event, the experience people have at the event, and the buzz, energy, and euphoria people feel after an event is over.
“The DoubleDutch Live Engagement Platform is powerful because it provides us with the instrumentation to control an event just like we manage our digital ad campaigns,” said Anthony Kennada, VP of Marketing, Gainsight. “DoubleDutch has moved events from somewhat of a black box in our business to a core hub of our digital marketing and revenue generation investments. Now we can finally take what happened at an event and move it into our revenue pipeline.”
“DoubleDutch effectively captures data to drive best-in-class digital marketing visibility across live events,” said R “Ray” Wang, Principal Analyst and CEO Constellation Research. “As a customer of DoubleDutch myself, I’ve experienced the benefits of having this data be instilled into meaningful metrics and insights – something no other company I’ve met with can do.”
“Customers want to capture data to drive best-in-class digital marketing visibility across live events,” said Wang. “The benefits of having this data instilled into meaningful metrics and insights is substantial, but the ability to take those insights into action is even more powerful.”
DoubleDutch also announced a number of new capabilities for the Live Engagement Platform including event copying and templates and smart recommendations. For more information on these features, click here.
DoubleDutch believes in the power of digitizing live engagement to supercharge business outcomes. The DoubleDutch Live Engagement Platform powers events, conferences, and trade shows for more than 1,700 customers including Forbes, Humana, LinkedIn, Novartis, Nationwide, SAP, UBM and Urban Land Institute. The company has been named one of Deloitte’s 500 fastest growing companies in North America, AlwaysOn OnMedia 100 Top Private Companies, and Forbes’ 10 Hot Companies to Work for in San Francisco. DoubleDutch is based in San Francisco with additional U.S. offices in Phoenix and Portland and a global presence in Amsterdam, London and Hong Kong.
Jennifer Pierce, Blanc & Otus