Cvent Named a Leader in First Ever 2024 Gartner® Magic Quadrant™ for Event Technology Platforms
Gartner published their first-ever Magic QuadrantTM for Event Technology Platforms in March 2024 and Cvent was named a Leader.
![Gartner Magic Quadrant](/sites/default/files/styles/column_content_width/public/image/2024-03/Figure1_0.png?itok=6GX7y7rz)
Vendors were evaluated based on their ability to support In-Person User Conferences/Trade Shows, Virtual User Conferences/Trade Shows, and In-Person Roundtables/Field Marketing Events. Supporting all of that in one platform is no easy task, but that’s what success in today’s event programs demands. Most organizations have a mix of in-person, virtual and hybrid events, large conferences complemented by multiple field events. They need technology to help them execute all these events efficiently while also being a single source of truth for event data. We built Cvent from the ground up for that very reason, so it was especially gratifying that Cvent scored in the top quartile in all three of these use cases.
Connecting Event Investment to Business Results
Events have resumed their place as a critical channel to meet new prospects, connect with customers, and drive revenue. But as budgets remain tight, event technology is helping organizations tie event investment to business results with clarity and confidence. In addition to helping teams meet growing event demand more efficiently, event technology powers data collection and analysis processes. It allows marketers and event professionals to capture and measure engagement at – and across – events and ultimately attribute their events’ impact to revenue.
Why Cvent is the Clear Choice
End-to-End Lifecycle Management:
With Cvent, everything you need for a successful event is consolidated in one platform. Say goodbye to the hassle of navigating multiple systems. Cvent offers a seamless end-to-end solution for planning, promoting, executing, and analyzing your events. From venue sourcing to registration and attendee management to onsite check-in and post-event surveys, Cvent automates and simplifies every aspect of the event lifecycle.
Support for Any Event and Every Event:
Whether you're hosting a small roundtable discussion or a large-scale conference, Cvent has you covered. We designed the platform with the power and agility to support events of all sizes and formats, including in-person, virtual, and hybrid gatherings. Cvent even helps you get more value from the events you attend with trade show solutions that maximize appointments and lead capture.
Best-in-Class Support:
Great technology is only part of the story. We provide the support and expertise you need to ensure your event program's success. Our 1,500-strong support team has seen it all, and they are dedicated to helping you solve problems and bring your event vision to life every step of the way. From implementation and training to ongoing support and troubleshooting, we're here to help make you and your event look great.
The Size & Scale to Drive Innovation:
Our 1,300+ engineers work tirelessly to deliver the innovative solutions our customers need to deliver bigger and better experiences. They have the experience and resources needed to continuously expand and enhance our Cvent platform, accelerate our customers' success and power the entire meetings & events ecosystem.
A Trusted Partner for Over 25 Years:
With a legacy spanning over two decades, Cvent has been at the forefront of the event technology industry. We've powered over 6 million events worldwide, earning the trust and confidence of organizations of all sizes and industries. Our clear vision for the future of events, coupled with the financial and human resources to make it a reality, makes Cvent the clear choice for your event technology needs.
Get your copy of the entire report here.
Gartner, Magic Quadrant for Event Technology Platforms, By Christy Ferguson | Amy Jenkins | Precious Ozokpo | Jenifer Silverstein
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, Magic Quadrant is a registered trademarks of Gartner, Inc. and/or its affiliates and are used herein with permission. All rights reserved.
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Gartner, Inc. published this graphic as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Cvent.
![John Hunter](/sites/default/files/styles/focus_scale_and_crop_300x300/public/image/2019-08/John%20Hunter.png?h=3d9dc76d&itok=6cdP3r_4)
John Hunter
John is the Senior Manager of Event Cloud Content Marketing at Cvent. He has 11 years of experience writing about the meetings and events industry. John also has extensive copywriting experience across diverse industries, including broadcast television, retail advertising, associations, higher education, and corporate PR.
More Reading
![](/sites/default/files/styles/featured_promotions_550_x_310_/public/image/2024-07/be67a3a343b3434e990da02aa2b8d71f.jpg?h=3b2e7b44&itok=TooOJn_5)
AMD
Powering the sales pipeline at AMD with Cvent event technology
![Video](http://play.vidyard.com/rhszUFykkkZikJQfWPvVns.jpg?)
ROI achieved
increase in attendance
cost savings
BACKGROUND
Advanced Micro Devices (AMD) offers a broad portfolio of high-performance and adaptive processor technologies. In 2022, AMD acquired Xilinx, which delivers the Adaptive Platform for accelerated computing. Katie Moon, Senior Manager of Corporate Events, is responsible for the strategic execution of field marketing events at AMD. Her team facilitates the outreach of brand and messaging through their events program to maximize customer engagement and increase the sales pipeline, in addition to supporting leadership initiatives globally. “We have a combination of corporate events that serve a small subset of stakeholders, like high profile executive dinners, customer events, summits, and industry events like trade shows,” she explains. “We also have proprietary events like user conferences and webinars.” Xilinx has partnered with Cvent to power their events program for the last six years; during this time, they’ve grown their portfolio of Cvent solutions. Katie has been instrumental in bringing the partnership forward to AMD to power their total event program.
GOALS
Building a strategic technology partnership between Cvent and AMD
AMD tracks several KPIs across their program to help measure event impact, including lead conversion, ROI, cost savings, and cost per lead. They are also highly invested in data security and protection. Relying on Cvent as their comprehensive event management solution means AMD not only maintains a single source of truth for their corporate event data, but that Cvent seamlessly integrates with their existing tech stack.
![Stock photo of woman shaking man's hands](/sites/default/files/styles/max_560w/public/image/2023-04/iStock-588266018.jpg?itok=mMGUASce)
Prior to the pandemic, Katie’s team utilized several different Cvent solutions across Xilinx’s events program. These included Cvent’s Registration tool, Access Portal, Premium Surveys, Onsite Solutions, and Universal Appointments. In September 2020, they were one of the first organizations to adopt Cvent’s Attendee Hub platform. Though they utilized Cvent’s professional services upon initial adoption of the Attendee Hub, they are invested in ensuring their team’s self-sufficiency in the platform moving forward.
When the pandemic hit, Katie’s team had to quickly mitigate loss for the business. “We had a large number of programs that were canceled outright, and what that did was rapidly remove an essential part of our sales cycle,” she notes. This meant they weren’t able to readily engage with their customers during a challenging time within the industry. Katie began researching virtual solutions to support their flagship conference, Xilinx Adapt, which would need to move forward as a virtual event. “The solution of integrating virtual events was a no brainer, and though we didn’t have a lot of experience producing virtual events, we knew we had to learn,” Katie explains.
They needed a trusted technology partner to support the pivot to virtual, which at the time was relatively uncharted territory within the industry. Moreover, they only had ten weeks to flip their entire program to virtual. “As part of our evolution for incorporating virtual events into our event program landscape, we had to do the thing that was most natural to us, which was to go to our partners,” Katie explains. It was crucial they were able to effectively support their customers at a time of great uncertainty. She adds, “We were, in real time, strategizing with Cvent together on how we were going to not miss that component of the sales cycle, not miss that opportunity to engage with our customers, but continue to be that heartbeat.”
APPROACH
Powering the Xilinx Adapt conference with the Cvent Attendee Hub
As early adopters of the Attendee Hub, Katie’s team was able to capitalize on initial product functionality to support their virtual event. They continued to adopt new features that became available for their subsequent events and provided valuable feedback to help guide Cvent’s product development. “To be one of the first early adopters of Attendee hub and work side by side with Cvent on the benefits and implementation of that programming, it was really eye-opening and strong way for us to feel like we could continue to impact our stakeholders at AMD with the caliber of programs that they were used to, despite the fact that everything had shut down,” Katie elaborates.
In outlining their approach to Xilinx Adapt, Katie knew they needed to shift their content and programming to better fit the virtual environment. “The first question was, how do you take a one-week user conference and translate that into a virtual environment?” she asks. By focusing on vertical-specific programming, they were able to better support their customers and grant their sales team a means of engaging directly with those customers. She elaborates, “From that evolved a one-week program with content and then a one-week program for developers.” The multi-day event was filled with networking opportunities, hands-on workshops, and expert panel discussions. In all, they managed over 100 sessions including breakouts, LabZone sessions, and in-studio keynotes.
![AMD_animated_screenshots_1](/sites/default/files/styles/max_560w/public/image/2023-04/AMD_animated_screenshots_1.png?itok=UUhOtE5-)
The AMD team soon realized that the complexity of filming so many sessions across various global regions meant pre-recorded content would work best. “We had 50 plus speakers in six different time zones,” Katie shares. By pre-recording their sessions, they were able to capture high-quality presentations and ensure all content was ready for consumption by attendees. With such short timelines to pull off the virtual event, AMD knew they needed support from their industry partners.
They leveraged Cvent’s Integrated Events professional services team, which provided end-to-end project management. With an emphasis on white-glove service, the Cvent team helped manage the event build process through a consultative approach. They configured the registration process and Attendee Hub platform while coordinating all technology needs through a dedicated project manager. This Cvent expert served as the primary point of contact for AMD, coordinating technology and resource requirements to ensure timely execution. This also included advanced production and full day-of support to ensure a seamless experience for all stakeholders.
![AMD Xilinx Adapt conference screenshots](/sites/default/files/styles/max_560w/public/image/2023-04/Xilinx_Adapt_Illustration.png?itok=UIlwX1dB)
Within the Attendee Hub, users could easily navigate from the home page to build their agenda and access their personalized schedule, joining sessions with a single click. Each session could be customized with speaker information, session details, and related links and files to drive continued engagement. Attendees could also view all speaker information from the home page and choose from featured sessions, which helped drive session performance. Engagement features like integrated chat, live Q&A, and polling ensured attendees felt connected throughout the conference. In fact, sales team members could chat directly with attendees in addition to meeting via embedded collaborative video through exhibitor booths. Here, attendees could submit contact information for follow up and access key collateral. Embedded surveys ensured the AMD team could easily consolidate feedback through on-demand reports at and evaluate performance at both the session and event level.
Ensuring seamless integrations with AMD’s MarTech stack
To ensure a seamless dataflow across their event lifecycle, AMD relies on several integrations between Cvent and their MarTech stack including Marketo, Tableau, and Salesforce. “We were really able to capture some strong data, which is important because AMD has spent a lot of time and money in the last two years investing in our MarTech stack,” Katie explains. With these integrations in place, they were able automatically sync contact lists and updates, eliminating the need for manual labor and capacity for human error.
Katie notes all event data and activities flow between these systems, saying, “We’re taking that Cvent technology, and then immediately tying that into our Tableau integration and into our Marketo integration, which ties to our Salesforce instance.” Through these integrations, they are able to track marketing engagement and overall campaign performance. They can automatically sync contact updates and activities as well as automate task and opportunity creation within Salesforce. Katie insists, “That is just a real-life, wide breadth picture of all of the data that we are capturing from our customers in real time, and turning around to show our stakeholders the benefits of the programming that they got in a fraction of the cost.”
"Those integrations are really, I think, the key to the success in maximizing your events portfolio and showing your stakeholders that what you’re doing is bringing actual opportunities to the table."
Using these integrations, Katie’s team is able to capture the entirety of the attendee journey for more targeted campaigns and better follow up by their sales and marketing teams. “Those integrations are really, I think, the key to the success in maximizing your events portfolio and showing your stakeholders that what you’re doing is bringing actual opportunities to the table,” she notes. This data allows her team to show the ROI of their events program more clearly with faster, more qualified leads. She explains, “We were able to set the stage for quality MQLs and post-event sales enablement to continue the success of our program.”
![Xilinx Adapt on-demand session list](/sites/default/files/styles/max_560w/public/image/2023-04/Xilinx_Adapt_On_Demand_Illustration.png?itok=j7mLoqlA)
RESULTS
Accelerating the AMD sales pipeline through the power of events
Post-event, Katie’s team is able to host their content on-demand within the Attendee Hub before migrating it to the AMD website. She insists, “Unlike in-person events, Attendee Hub also provided the opportunity for us to host on-demand sessions post-event and continue the momentum.” However, migrating content to the AMD website is currently a time intensive process. Katie is therefore excited about the future of Cvent Video Hub, an integrated video content management system in the Attendee Hub. “If I can take that content and keep it in Cvent, keep it in Attendee Hub, then just turn around and pivot that into another opportunity for my customers to further engage with our events platform and our events programming would be a win,” she notes. “I’m really excited about that advancement.”
In evaluating the success of Xilinx Adapt, Katie says the conference exceeded all expectations. “The most notable takeaway from Xilinx Adapt was that we tripled our ROI” she offers. “It was wildly successful, and that data visualization really gave us the opportunity to show amazing ROI.” The AMD team exceeded their business goals and increased attribution to pipeline, growing global attendance by 165% and garnering 38% net new attendees. Katie adds that the impressive performance not only positively impacted the business but also increased the visibility of her team. “Due to the success of Xilinx Adapt, other Xilinx stakeholders felt confident in transforming their additional ancillary events into virtual with the use of the Attendee Hub, and we successfully proved the value of event marketing in the face of an unprecedented global pandemic,” she adds.
In fact, Katie notes that the success of this and other subsequent events has been highlighted by their executive leaders during company-wide meetings. They are achieving 4.5x their program goals at an average 6x cost savings. She adds, “Being one of the first accounts at Cvent to engage with Attendee Hub put us on the ground floor of industry-leading platform technology and has allowed us to be peer leaders and advocates for virtual programming - both internally and externally.” The success of this event was truly impactful for their department. “Events have always been important to AMD, and there’s a huge investment in event management, in event marketing, and field marketing at AMD,” she explains. “So not only was the net outcome of this event surprising, but it brought to the forefront the impact of events at AMD. This event really escalated to the top of that experience for me, professionally and personally, and for my team.”
"We tripled our ROI...It was wildly successful, and that data visualization really gave us the opportunity to show amazing ROI."
LOOKING FORWARD
Fostering the future of events at AMD with Cvent technology
Having worked closely with Cvent for years - first at Xilinx and now at AMD - Katie is excited to continue expanding the scope of their program through this continued partnership. “I think it really speaks to the partnership and the trust that we have together with Cvent on what it is that drives AMD’s programming forward,” she says. In fact, the reciprocal relationship between her team and Cvent is of immense value to both companies. “I believe our program feedback has made a difference in how enhancements and updates have been incorporated since the platform’s initial launch,” she says. By maintaining the momentum of their events program through the quick pivot to virtual, as well as the evolution of hybrid and the return to in-person, Katie believes her team helped AMD maintain valuable relationships with their clients. “The success of that drumbeat has led the company into higher program ROI than imaginable,” she adds.
![Two women clapping at large event](/sites/default/files/styles/max_560w/public/image/2023-04/GettyImages-600073884.jpg?itok=oOSPbZMi)
Katie is looking forward to exciting new opportunities for her team now that they are firmly integrated into AMD. She explains, “My team is really excited and very fortunate to now be able to embrace not just the user conference, but also partner summits. There are so many more opportunities for us to use event technology. We’re now getting into how we can use Cvent in industry events.” As they explore new Cvent solutions to support AMD’s total event program, she is thrilled to further grow their partnership with Cvent.
She notes, “Being able to sit down with our vendor partners and create that ecosystem of success, that’s the cornerstone and that’s the building block on which all of your events are successful.” Katie adds that the additional opportunities to not only grow their program, but their professional careers as event marketers and event managers, can only further benefit the business. She says, “I’m so excited at what’s next because we’re going to bigger and better and more professional events, and that’s really exciting.”
![AMD_Thumbnail](/sites/default/files/image/2023-04/AMD_Thumbnail.png)
GOALS
- Maintain momentum in the sales pipeline for marquee conference using Cvent solutions
APPROACH
- Leverage the Cvent Attendee Hub and Registration solutions to power Xilinx Adapt virtual conference
- Capture event data through MarTech integrations to power the sales pipeline
RESULTS
- 3x ROI achieved
- 165% increase in attendance
- 6x cost savings
See more success stories
![](https://play.vidyard.com/YFJCxu31nFZ2vkUfoeUq26.jpg)