Quentin Stossel

Enterprise Sales Director @RainFocus

I invest my time with marketing and sales stakeholders who believe that the buyer journey through the demand gen funnel CANNOT be fully optimized without tightly integrating event participation datapoints. Is it easy to activate the CRM integration of just about any event management system? Absolutely. Does it provide much value beyond uploading an excel list of who registered and who attended? Not really. Working with the incredibly well architected RainFocus event marketing platform provides me the opportunity to help marketing organizations establish sophisticated data collection rules, logic and aggregation. SO WHAT? When the event data that is integrated into the demand gen journey is specific and intelligently structured, only then does it become useful to both the marketer advancing their craft and their customer having an improved journey and relationship with the brand. I think of this as a process of getting to higher level marketing intelligence in an era where marginal gains are proving to be material.