RainFocus Introduces RainFocus Nexus

What to Read Next

1. Marketers are Moving from Experimentation to Execution: State of Martech 2026 Report

2. Saleo Launches AI Demo Agent: Autonomous B2B Product Demos

3. RainFocus Introduces RainFocus Nexus

4. Invoca Adds New Integrations with Reddit Ads & LinkedIn Ads

5. IAB Tech Lab Announces Event and Conversion API (ECAPI)

RainFocus, provider of the next-gen event marketing platform, has announced RainFocus Nexus, an intelligent collaboration system for event marketing workflows.

Unveiled during the keynote address at RainFocus’ annual flagship event, INSIGHT, the framework introduces a proprietary orchestration and context layer to the RainFocus platform that empowers specialised AI agents to act as teammates to event marketers, planners, and sales reps.

RainFocus Nexus represents a paradigm shift from a modular feature set of tools with which users click buttons to configure rules to a modular augmented workforce with which users set goals, and the platform configures itself. 

This process incorporates a Human-in-the-Loop (HITL) approach for continued governance and control.

The framework champions an open, interconnected future, rejecting the “walled garden” approach in favour of an ecosystem-first design. RainFocus Nexus allows for interoperability, built on open standards like the Model Context Protocol (MCP) and A2A (Agent-to-Agent) communication. 

ALSO READ: Vibes Updates Its Nexus Engine With AI

It enables organisations to “bring their own infrastructure” via its cloud-agnostic approach and plug RainFocus Nexus agents into their existing enterprise stacks.

RainFocus Nexus is defined by a three-tiered architecture that bridges strategy and execution, transforming event management from a passive system of record into an augmented, autonomous workforce.

1. The Orchestration Layer: Specialised agents in this modular set are each designed for specific jobs to be done within the event lifecycle.
   • Agents available today for select clients:
     • Configuration Agent: Automates complex setup workflows such as registration and branding, reducing time-to-launch by up to 50%.
     • Concierge Agent: Serves as a personal guide for attendees, handling scheduling, wayfinding, and recommendations in real time.
   • Agents available in the near future:
     • Growth Agent: Accelerates pipeline by identifying high-value targets, personalising outreach, and instantly delivering buying signals to sales and demand gen teams.
     • On-Site Agent: Provides event teams with a real-time pulse on critical event metrics and assistance with event operations through agentic decision-making support.
     • Integration Agent: Orchestrates data flow and connectivity across the wider martech and revops stacks, ensuring event marketing data is acted on immediately.

ALSO READ: Acquisition Brings Leading Work Management Platform for Marketers to Adobe Experience Cloud

1. The Context Layer: This underlying intelligence layer translates raw data into “operational intuition” by moving beyond simple datasets. It understands between the lines and supports decision-making with a real-time pulse on attendee sentiment and event program requirements.
2. The System of Record: The data substrate that powers RainFocus Nexus is made possible through RainFocus Modules (Attendee, Content, Exhibitor, On-Site, Insight, Sales) and the Global Attendee Profile. It acts as the single source of truth for event marketing, feeding existing martech & revops stacks.

Marius Milcher, VP of Platform Strategy and AI, RainFocus, said, “We’re charting the evolution from a static ‘system of record’ to a dynamic ‘system of context.’ Central to this vision is the architecture of a dedicated Context Layer designed to understand and support the ‘messy middle’ involved in events marketing orchestration.” 

“By laying this foundation, we enable agents to become intuitive teammates for your planners, marketers, and sales reps — proactively anticipating the next best action to turn your event into a responsive growth engine.”

JR Sherman, CEO, RainFocus, said, “From the beginning, we’ve highlighted the importance of real-time unified data, especially given the vast amounts of first-party behavioural insights gleaned through a multitude of formats across the event marketing channel.” 

ALSO READ: Campaign Orchestration and Customer Data Orchestration, What is the Difference?

“RainFocus Nexus is built on top of the RainFocus platform, enabling customers to leverage our integrated and consolidated architecture as a single source of truth to power our AI agents as well as theirs. Together, we’re placing customer journey optimisation well within reach.”

Ashleigh Cook, CMO, RainFocus, said, “We have the benefit of understanding the entire customer journey across multiple systems.” 

“Our agents are equipped with the right context for real-time situational awareness, enabling them to act proactively to automate complex workflows, offer scalable attendee personalisation, signal sales and marketing teams to accelerate pipeline opportunities, and more. We’re shifting from ‘AI as a feature’ with isolated tools like chatbots to ‘AI as a workforce’ with integrated agents.”

Brian Gates, SVP of Industry Strategy, RainFocus, said, “The key differentiator is that RainFocus Nexus was designed for the agentic web, ensuring interoperability, governed autonomy, and vendor neutrality. Our users gain a near limitless superpower to architect experiences at unprecedented scale.” 

“Their ability to accelerate lifetime value, exponentially grow loyalty, and be hyper-focused on the quality of engagement will usher in a new era of experiential marketing.”

ALSO READ: Act! Launches Act! CRM, in the UK

Additional RainFocus Announcements at INSIGHT:

• Sales Module: 

The Sales Module connects sales, events, and marketing around the same audience, data, and outcomes to close any visibility and communication gaps between teams. It enables sales leaders to track sales activities relative to sales goals. Events move from being isolated moments to becoming true revenue engines.

• RainFocus Webinars: 

Most organisations still manage webinars separately from their event strategy. RainFocus Webinars introduces two new, connected capabilities: webinars built into the Base Module for recurring standalone programs, and embedded virtual and hybrid session technology for large, multi-track events. 

Both are run on the RainFocus platform; use the same data model, governance, and branding; and flow into the Global Attendee Profile. 

• Meetings: 

Designed for sales teams, event teams, and executives to create measurable moments that drive business outcomes without logistical chaos. Hosts can manage availability, rooms, locations, and approvals in one place. Sales can request, reschedule, and prepare without spreadsheets or side emails. 

Event teams can keep control while removing friction for everyone involved. 

ALSO READ: Hubilo Launches Webinar+