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Events are a core part of marketing. If it’s not already a key part of your marketing mix, you’re missing out. Events not only help deliver the mission of your marketing campaign but they help deliver the mission of the company as a whole.

On today’s episode, we sit down with Rodney Siebels, Global Events Director at National Instruments. His company seriously values the face-to-face interaction that an event offers, and we do too.

“...enabling our customers to touch and feel our hardware and software will convert them to a sale or to become a partner because they develop an emotional attachment.” 

At the beginning of the event planning process, they ask: what are the core goals and objectives of the current campaign? This allows them to report on deliverables from the time their onsite to the end. When it comes to decision-making, they’re a data driven organization.  They use key performance indicators to evaluate and adjust event marketing plans. And they use data before and during an event to make decisions around how to provide the best customer experience. 

Tune in to learn more about how NI using data to create events tailored made for their customers.

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