Prior to the start of Cvent CONNECT, Cvent held its fourth annual Leadership Summit. This one-day, invite-only session provided learning and engagement for nearly 300 senior leaders in the meetings and events industry. In addition to keynotes from Terry Jones, founder of Travelocity.com and Kayak.com, and Dennis Snow, a former Walt Disney World executive, three Enterprise clients provided insights into how they achieve meeting and event success.
Uncovering Your Hidden Data Goldmine: Bringing Physical Events into the Digital World
First, Leslie Marshall of Morningstar traced the company’s success working with Cvent and demonstrated tangible business results. By optimizing the use of Cvent, Morningstar has improved event registration, the check-in experience, and social connectivity for attendees at the Morningstar Investment Conference. And, the data collected during this event is mapped to Morningstar’s lead nurturing program. It’s helped to prove the conference’s impact on both the lead funnel and sales.
Implementing a Global Technology Solution
Then, Ash Kalgaonkar of Eli Lilly brought a global perspective to the day. Eli Lilly has had great success in implementing technology on a global scale. By aligning stakeholder expectations, and creating a collaborative environment, Eli Lilly has successfully implemented a global travel program. Currently, they’re actively working to use the same process to role out Cvent’s meetings management solution in 80 countries.
Driving Business via the Events Marketing Channel
Finally, Kim Scott of Illumina stressed the importance of creating a clear definition of event success and then choosing the right tools for your event marketing needs. She highlighted the difference between event planner success measurements, which focus on satisfaction metrics, and event marketing success metrics, which focus on business impact and Return on Marketing Investment (ROMI). By integrating marketing and CRM capabilities to help close the loop with revenue impact, planners and event marketers now have visibility into an event’s impact on sales.
This fall, we will be taking the Leadership Summit on the road, hosting Regional Leadership Summit events in cities around the country. To see if we are coming to a city near you, check out our event calendar here.
For more details on the Cvent CONNECT Leadership summit, read this recap.