Why Tech Integrations are Critical to Your Event Success

Your event data shouldn’t live in a silo, separate from your other marketing data. Your event data should be utilized, and synced with your other marketing data–and there’s a great way to make it work for you if you have the right tools in place.

From your CRM system to your expense tracking software, to your marketing automation system, you rely on multiple applications to manage your business. That means that it’s critical for all of them to work together and offer you a unified, holistic data exchange across your tech stack.

Events are a necessary part of any modern marketing strategy and your marketing automation system enables your organization to engage and nurture your prospects, customers, and contacts. So, it’s critical that you get more value from both your event data and marketing automation system.

Integrations allow you to combine your live event marketing data with your digital marketing data to help you better optimize your events, demonstrate impact on sales, build customer profiles to create more targeted campaigns, and increase revenue from your events. You can capture the event data you need and seamlessly integrate it with your marketing automation system.

In a perfect (well, there is no “perfect,” so we’ll call it “optimal”) world, here’s how your event data should sync with your other, key, marketing data.


Minimize time-to-action on your event leads with seamless data flow to your CRM. Improve your workflow processes and customer engagement simultaneously with connected data, automatic updates, tasks, rule assignments, and much more.

 Marketing Automation

Create campaigns that accelerate the sales cycle & build better customer profiles. Accurately capture event activity and attendee behavior in your Marketing Automation System for more targeted campaigns, stronger messaging, and powerful customer insights.

Web Conferencing

Bring your online meetings and seminars to a new level of event success. Seamless sharing of data between web conferencing platforms and your event tech allows event registrants to easily attend virtual meetings. Alleviate the technical frustrations that can derail registration and attendance.


Wow your members with dynamic events and synchronized profiles. Authenticate your members for your exclusive events and get a 360-degree view of their attendee journey. Skip the manual processes and improve the data flow in your tech stack.

Hospitality and Travel

Make booking housing and flights a cohesive part of your attendee management experience. Capture and manage more travel spend while driving compliance to corporate travel policies, reducing travel expenses.

Expense Tracking

Improve your budgeting by simplifying and automating the event payment process. Capture and track meeting and event spend directly and securely with your event tech solution for greater visibility and more accurate reporting.

The Cvent Integration Hub enables your organization to connect Cvent with virtually any other software or internal system for seamless data integration, greater event impact, and increased revenue. Cvent offers several out-of-the-box integrations with key solutions like Salesforce.com, Marketo, Eloqua, WebEx, Concur, and more. It can also connect to other systems using our API and Webhooks options, or you can create a custom integration using your development experts or ours.

 So start integrating!

John Hunter

Written by John Hunter

John is the Manager, Event Cloud Marketing at Cvent. He has extensive copywriting experience across a diverse set of industries, including broadcast television, retail advertising, associations, higher education and corporate public relations. John has written copy for broadcast and cable television, radio, direct mail, websites, email campaigns, blogs, retail advertisements, sales collateral, magazine articles, case studies, white papers and more.