EventGeek relaunches as Circa to help marketers embrace virtual events – ProWellTech
EventGeek was a startup supported by Y Combinator that offered tools to help large companies manage the logistics of their events. So with the COVID-19 pandemic essentially eliminating large-scale conferences, at least in person, it’s not exactly surprising that society has had to reinvent itself.
Today EventGeek has relaunched as Circa, with a new focus on virtual events. founder and CEO Alex Patriquin said that Circa is reusing some components of EventGeek’s existing technology, but estimated that 80% of the platform is new.
While the relaunch has just become official, startup says its software has already been used to adapt 40,000 in-person events to virtual conferences and webinars.
The immediate challenge, Patriquin said, is simply to understand how to organize a virtual event, something that Circa offers a playbook for. But the startup’s goals go beyond the logistics of virtual events.
“Our new focus is much more on the level of senior marketing stakeholders, helping them to have a unified view of the customer,” said Patriquin.
He explained that “events have always been disconnected from the marketing stack,” so the switch to virtual offers the opportunity to treat participation in events as part of the customer’s wider journey and to include events in the larger customer record. . To this end, Circa integrates with sales and marketing systems such as Salesforce and Marketo, as well as with video conferencing platforms such as Zoom and On24.
“We don’t actually deliver [the conference] experience, “said Patriquin.” We put it in that context of the customer journey. “
Liz Kokoska, senior director of demand generation for North America at Okta’s client, Okta, made a similar point.
“Before Circa, we had to manage our physical and virtual events in separate systems, even though we considered them to be part of the same marketing channel,” Kokoska said in a statement. “With Circa, we now have a single vision of all our events in one place: this is useful in planning and in company-wide visibility into marketing activities. Being able to adapt perfectly to the new world of virtual and hybrid events has given our team a significant advantage. “
And while Patriquin looks ahead to a world where big conferences are still possible, he predicted that there is still “a great opportunity for the event industry and for Circa”.
“As events in person begin to return, there will be a phase where health and safety will be critical,” he continued. “After that health and safety phase, it will be the era of hybrid events – where everything is virtual at the moment, hybrid will offer the opportunity to bring key [virtual] learn your back to the world in person, have a lot more data and information and really be able to personalize a participant’s experience. “