Cvent says event success lies in genuine human interaction

Organisations devote significant resources to make live and online events successful. Everything from venue selection through to evaluating an event's success needs to be meticulously managed.

Brian Ludwig, the Executive Vice President of Cvent explains.

"The challenge is engaging the audience and providing an experience that will deliver the event's goals whether that's to deliver more customers or engage members to raise money and donations if you're a non-profit."

While there's an abundance of content in the world, making real connections by getting people to an in-person or a virtual event remains the best way to access authentic and trusted content and connections.

While the pandemic acclimatised us to virtual events, Ludwig says there's almost a counter revolution happening.

"Events are the only spot where I can truly connect with other people, a brand and with a mission. We call this the 'presence premium'. Being present and electing to attend an event physically in person or online at a specific moment in time is a true vote of presence. This is more important and even more valuable than all the other content that one can consume online".

Cvent's country head for Australia, Jack Ukil, says the impact of virtual events has led to new experiences. Hybrid events are increasingly becoming the norm.

"Organisations know they don't necessarily need to have everyone in the room. Events can be more inclusive and give attendees more options," he said.

Ukil said there was a perception virtual options would cannibalise physical attendance. But he said the opposite has happened. Attendees get a taste of the content and understand what the organisation does. Then they can choose to be present for the next time a live event occurs.

"It's getting you more reach and then converting those online attendees into in-person attendees. Nothing beats being in the room physically, breaking bread together and building relationships," Ukil added.

Complementing live events with an online presence is a great model in Ludwig's view.

"Now that they've seen the power of getting digital attendees from doing it virtually during the pandemic, they ask why they would confine the event to the four walls of a convention centre or this space. Whether a lead comes from the physical event or an online attendee, it still has value," he explained.

AI is having an impact on the event management industry. Cvent has invested heavily in its platform. The Cvent Supplier Network is an online marketplace containing detailed information on over 350,000 hotels and venues worldwide. An event planner can use the platform to identify a venue in another city, almost anywhere in the world. Rather than having to manually work their way through multiple filters to find a venue, the platform allows them to use natural language to search the database.

The Cvent platform integrates directly using various connectors into the event management platforms at hotels and other venues. When an event organiser shortlists suitable venues, they can request proposals and quotes directly. That information goes straight into the lead management systems at the venues.

"We also have a tool that enables planners to set up the layout of a space. The venue sees it and the two parties can collaborate to set up because they're all looking at the same space," Ukil explained.

Looking ahead, Ukil said the use of AI and Augmented Reality (AR) may become more common. By linking AR glasses to Cvent's event app, which the company provides as part of its service, attendees could get real time information about exhibitors.

And AI could be used to help break the awkwardness of making contacts at events through smart recommendations.

"This is one of the cool things we're starting to dabble with. At a conference, I may not have the gumption to approach you at the happy hour and start talking. What we're going to do is make warm introductions with using AI. The app could identify people with similar interests and set up an introduction with a meeting time and place," explained Ludwig.

Locally, Ukil says organisations are continuing to invest heavily in events.

"There is so much content out there. Events are a powerful tool to rise above that noise and build trust with your customers. Australia has a very mature B2B events industry. What we're noticing is that there's a lot of focus around having infrastructure to measure the impact these events."

Cvent's platform has connectors for CRM providers that enable event organisers to take the data and feedback from events. By looking at how attendees interacted through an event and their evaluation forms, organisers can ensure their follow-up efforts are focussed on the most promising leads.

The fusion of AI‑powered planning, hybrid delivery and a genuine sense of presence keep events at the heart of B2B marketing. By measuring engagement and nurturing real connections, organisations can create lasting partnerships.