B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform.

The collaboration will see both companies come together to shake up the end-to-end event service model across APJ.

“As the only true integrated event marketing and management platform servicing everything from a single dashboard, RainFocus has swiftly become the go-to physical, virtual, and hybrid event solution for enterprises in the west—now it can now lay claim to the east as well,” the companies said in a statement.

With 2020 seeing the marked adoption of virtual events across all industries, the trend of dialling in looks set to stay.

According to the companies, leading teams are realising that it is the optimal combination of physical and virtual that will attract and engage their target audiences.

Not only do virtual events need to hold audience’s attention with compelling, engaging content, but more recently every event is competing with ubiquitous platform experiences, it said.

Together, McCorkell and RainFocus will empower marketing teams to create “unexpected experiences” for their physical and virtual audiences, apply data for retention—the way it should be used, power conversions and augment customer attention levels—ultimately ensuring sustained audience engagement.

McCorkell managing director Karen Powell said: “Our first-in-region partnership with RainFocus will help brands with a simplified, sustainable and scalable virtual event operating model.

“Brands can now bake physical, virtual, and hybrid event engagements right into the core of the Martech stack, creating real-time data scale without integration frictions, like the need for multiple plug-ins or the risk of data breach.

“Through this world-class partnership, we plan to scale up virtual event management and programs across APJ for multi-national brands.”

RainFocus CEO JR Sherman said: “McCorkell is an obvious partner for RainFocus in the APJ region, as a true integrated marketing agency driving intelligence for their clients.

“Extending our already fruitful relationship, the wider McCorkell team has invested hundreds of hours into learning the ins-and-outs of RainFocus’ real-time data intelligence, showcasing their dedication to producing great events for their clients, with maximum value. We are thrilled to have them representing RainFocus in the region.”

McCorkell head of events Sara Walter added: “I’ve been waiting forever for a pure end-to-end event platform that can personalise engagements across virtual, physical and hybrid experiences, and RainFocus is the first Eventech solution to nail that brief.

“It offers the real-time data intelligence we need to inform strategic planning, and we cannot wait to demonstrate to our clients what RainFocus is capable of for their future event programs.”

McCorkell is one of only nine members in the global RainFocus Partner Program.