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5 Ways to Use Cvent as a Marketing Platform

  • 1.  5 Ways to Use Cvent as a Marketing Platform

    Cvent Staff
    Posted 05-05-2021 11:01
    Edited by Danielle Czark 05-05-2021 11:01

    Hi, everyone! Welcome back to another edition of Tip of the Week. If you haven't had the chance to check out the recent edition on Flex Design Tips You May Not Know, be sure to review it for some fantastic insight from your peers in the replies to the thread.

    Today, we'd like to focus on marketing. Event marketing has been evolving in the industry, and definitely took on some new approaches with the pivot to virtual this past year. Maybe you weren't too involved in marketing in the past, but now have some new responsibilities, or maybe you are a new Cvent user and learning all of the functions the platform can offer you. No matter your current stance, we'd like to walk you through 5 key ways you can use Cvent as a marketing program for your events. 

    1. Emails (Event & eMarketing)
      • One of the more standard ways you can use the Cvent platform to enhance your marketing strategy is simply through emails. Now, emails are a feature in all products, such as Event Registration, Exhibitor Management, etc., however this would be expanding upon just the default emails.
      • As far as defaults, you should definitely be using the Save the Date, Invitation, and Invitation Reminder emails. These all are great touchpoints for your invitees to keep your event top of mind.
      • Now, expand on those by creating additional custom emails that are more targeted. Use Advanced Filters or various Audience Settings like Invitees who abandoned registrations. This will allow you to get your event information out there in an efficient way, all while tracking it through the Cvent system, as well as keeping it branded through your event registration and website.
      • How you target and customize those audiences are of course up to you and your event/organization, however some options for an Advanced Filter include Email Address Domain, Work State or Country, and Title. Example: Are you looking for some executives to return to your annual event? As long as you have their title in your Address Book, you can send an invitation specifically to this audience encouraging them to register and reminding them of the experience they had last time.
      • If you'd like to send more regular email campaigns, I'd encourage you to look into the eMarketing This offers you all of the great email functionality Cvent offers, outside of the registration product.
    2. Reference ID's
      • One of the key aspects of marketing is knowing what channels are most successful to you, and to adapt from these insights. That's where Reference IDs are a perfect tool to use.
      • Reference IDs allow you to append an ID, just made up of text, to a link within your event, and then report on the registrations that come from that specific link. So, when you are showcasing your event on both your organization's website along with social media, you can have different links and Reference IDs, and then analyze the data to see which brought you more registrations, even down to the timing.
      • To use these within your event, navigate to Promotion & Communication > Weblinks to use this feature. Here, you will have the Standard Links for your event. You can edit these standard links to include a Reference ID, as well, but we'd recommend creating more links for all of the various channels you likely have to promote your event. An example would simply be "Facebook" for your Facebook page link, and "Org Web" for your organization website.
    3. Marketo Integration
      • Did you know you can integrate Marketo with Cvent? If you already have Marketo as a part of your marketing mix, no need to change that. Instead, integrate it with Cvent to sync leads from Cvent events to Marketo campaigns. This allows you to keep customer profiles more relevant and therefore increase conversions. See the Developer Hub for more insights!
    4. Engagement Scoring
      • Even once someone is registered for your event, there is still a ton to learn. That's where Engagement Scoring comes into play. See your attendee's engagement through the entire lifecycle and learn for your future event and marketing strategy.
      • The feature itself is quite straight forward. Once working with your Account Team to add this feature to your license, access it within Promotion & Communication > Attendee Engagement > Engagement Score > Open Engagement Score.
      • The fun part is adding to the default scores to customize it to what is truly valuable to you and your team. Maybe that is simply registering for the event, or taking it a step further and taking certain action through the Attendee Website when using the Attendee Hub. There are so many possibilities here to enhance your insights on your attendees.
    5. Reporting & Insights
      • Speaking of insights, the next way to use Cvent to maximize your marketing program is through Reporting. This allows you to take advantage of all of the data available to you in the platform and have one source of truth for your events.
      • Whether that be at the event-level, cross-event level, or for a specific product such as Surveys, there are so many reports to review. You also have the option to add report data, set date ranges, filter, sort, and so much more to view and analyze what's important to you.
      • Reporting is a common topic here in the Community Open Forum, so we'd encourage you to check out your peer's questions, answers, and best practices by browsing the #ReportingandInsights topic tag.

    Questions for You
    Since we know there are many other ways Cvent can support your event marketing: 

    • How else are you using Cvent to enhance your marketing strategy?
    • Out of the 5 options above, which do you feel is most valuable for a user just getting started?

    As always, share your thoughts, experiences, and questions below! #CventTip


    #ReportingandInsights
    #ExecutingStrategicMeetingsManagement
    #PromotingYourEvent

    ------------------------------
    Danni Czark
    Senior Associate, Online Community Marketing
    Cvent
    ------------------------------


  • 2.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Posted 05-11-2021 12:25
    • How else are you using Cvent to enhance your marketing strategy? Event tracking and following who attends what and inviting them to like events. Hosting videos post event and documentation that leads back to discussions had.
    • Out of the 5 options above, which do you feel is most valuable for a user just getting started? Email marketing.


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    Rachel
    NJ
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  • 3.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Posted 30 days ago
    calendar holds, Are you for or against?  please help make a pros/cons matrix. I'm for offering 'add to calendar' optional links. others want to send meeting invitations repeatedly.

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    HALLIE Loeb
    Travel and Transport
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  • 4.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Posted 05-11-2021 15:32
    • How else are you using Cvent to enhance your marketing strategy?Virtual event blasts, and engagement scoring
    • Out of the 5 options above, which do you feel is most valuable for a user just getting started?Event & Email Marketing


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    Mary Ann Hall
    Event Specialist
    Federal Reserve System
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  • 5.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Posted 05-12-2021 08:22
    • How else are you using Cvent to enhance your marketing strategy? we rely a lot on email communication, and ensuring communications are relevant (registered attendees vs non-registered), timely, and informative. The Reporting function helps track and manage efforts.
    • Out of the 5 options above, which do you feel is most valuable for a user just getting started? Event and email marketing, but definitely dabbling with reporting to help refine and hone in on target groups and to help evaluate marketing strategy and effectiveness


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    Bouran Qaddumi
    National Field Trainer
    Cajun Operating Company d/b/a Church's Chicken
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  • 6.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Community MVP
    Posted 28 days ago
    Hi Danni, 

    One small thing you didn't mention in your list is using the social media widgets when designing the Flex website/registration and encouraging people to spread the news about the event organically on social media that way. 

    As for which of these techniques is most useful for beginners, I would say it's using reference IDs! This way, even if you already have your own channels separate of Cvent (Salesforce emails, social media platforms, company website & calendar, paper mailings), you can make each of these a separate link with a different Reference ID, and check which channels bring you the most registrations. 

    Best,

    ------------------------------
    Béline FALZON
    Conference Program Specialist II
    California Teachers Association
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  • 7.  RE: 5 Ways to Use Cvent as a Marketing Platform

    Posted 27 days ago
    • How else are you using Cvent to enhance your marketing strategy? Data tags are my life right now!
    • Out of the 5 options above, which do you feel is most valuable for a user just getting started? E-mail is defiantly the top use we have at the moment. Would love a texting feature! 


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    Katie Dreifus
    Employee Experience Manager
    loanDepot
    ------------------------------