• In a SiriusDecisions survey, 72 percent of respondents reported using an event management solution (EMS) to achieve event goals
  • Marketers are using these automated solutions to plan pre-event, during-event and post-event activities to achieve the most ROI
  • Here are some excerpts from our SiriusView: Event Management Solutions 2015, a report that evaluates four EMS vendors

Another event season is just around the corner. Should your organization deploy an event management solution (EMS) to help achieve its event goals? This technology has gained significant popularity in the last few years. According to a recent SiriusDecisions survey, 72 percent of respondents reported using an EMS to manage events. Organizations are turning to these sophisticated automated solutions to help marketers plan pre-event, during-event and post-event activities to achieve the most return on investment.

SiriusDecisions recently published our SiriusView: Event Management Solutions 2015, a report that evaluates four EMS vendors based on features and functionality, usability, vendor viability, and service and support. This SiriusView is designed as a starting point for organizations looking to identify a short list of potential EMS vendors

The following are excerpts that provide a quick snapshot of when to consider each vendor. Additional analysis is contained in the complete SiriusView.

   Certain offers an extensive event management platform for demand creation professionals and event planners. Its tight integration with marketing automation platforms (MAPs) enables it to collect and analyze data for heavy personalization and gain a deeper understanding of where the prospect is in the buyer’s journey. Organizations looking to benefit from a vendor’s ability to capture and leverage data and event intelligence should place Certain on their short list of vendors. However, event planners who require sophisticated pre-event location venue selection, evaluation and contract management support may want to consider another EMS vendor. 
 
  Cvent  covers most areas of functionality that a B2B event planner is likely to encounter. Event planners looking to source an external location should consider the options offered by Cvent. While the firm’s 90 percent North American customer base is indicative of its origins, the company is expanding overseas and demonstrates a willingness to market and sell in languages other than English. This will further increase Cvent’s appeal as it continues to expand. 
  etouches offers a comprehensive solution for enterprise organizations. With a focus on control and flexibility over the entire event management process, the platform covers nearly all aspects of event planning. Organizations requiring sophisticated event management functionality and multi-currency capabilities should consider etouches. The solution may not be well suited for inexperienced system users looking for ease of use, as much of its rich functionality may go unused. 
  The SignUp4 platform is well suited to organizations that want a solution with a flat, annual cost and no transaction fees for unlimited use, as well as a focus on meeting management, conferences and incentive trips. However, organizations looking for an EMS vendor with out-of-the-box MAP integration and in-region global support may want to consider competing vendors. Note: Cvent announced the acquisition of SignUp4 on May 11, 2015, for $22 million. Integration plans are still pending.