Jenny Alfrey, PacBio’s Director of Regional Marketing, believes that every B2B meeting at trade shows and conferences counts. “You never know what’s going to happen in those moments when you’re together,” she said. “Meetings and setting them up ahead of time is how we progress our business.”

But outdated, inefficient manual processes used to book, manage and analyze meetings made justifying rising event costs more difficult. Or, as she put it, “the ROI wasn’t in our face,” she said. “To justify spending, you need to see the return easily.”

That’s where Jifflenow’s eEvent app came in.

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