Robert Walters

Managing a global event programme

Before Cvent, Robert Walters managed their global events programme manually. “The key pain points were the manual collection and sharing of data, the lack of integration of that data into the business, and the complications that caused us around GDPR, time management and process management. That’s where Cvent came in.”

Pre-Cvent, the average local marketer was spending "three to four days a month managing events. This has now been cut down to around 6 hours due to Cvent’s ability to handle the registration process, automation of event attendance (e.g. confirmation emails) and Flex Standard Registration”.

Landing page templates have been a huge time saver for Robert Walters. “The ability for local marketers to start with a best practice template and designed around our brand guidelines enables them to spend more time focusing on content, rather than the design”, stated Nicholson. Along with this, being able to add functionalities, such as speakers and e-commerce allows the marketers to build “highly sophisticated event landing pages simply and quickly”.

Translation has been another winner for the global event management process. “With the templates, we are able to select the region the event is taking place in, and everything is automatically translated to that local language”.

Cvent Enabling Visibility

The Cvent Reporting Portal was adopted by Robert Walters to allow authorised individuals who do not have access to Cvent Event Management to easily see key event data, such as registration numbers. Previously these key stakeholders had to ask the marketers for this data. “The Cvent Reporting Portal has been really important for us because it allows our stakeholders to log in, understand who is attending their events, and make decisions based on this. They can see if they have used up their allocation of seating? Do they need to drum up more people to attend the event?”. The event marketers no longer need to worry about sharing information with their stakeholders as it is easily accessible for the relevant individuals.

All this information can be fed into Marketo, enabling Robert Walters to see their events in more detail. “Cvent was picked above other suppliers because of the integration into our marketing technology stack, such as Marketo. We can clearly see who is opening our invites, who is registering to attend and their level of engagement with us as a business”. This has enabled Robert Walters to move towards a closed-loop marketing system. “This is a huge technical improvement and benefit for us, greatly reducing any security risks and chances of human error”.

The Past and Future

Over the next 18 months, Nicholson is looking forward to adopting new Cvent technology; “new features for FLEX, along with looking into the Cvent Event App and how we can leverage these at our future events is very exciting, and I would recommend Cvent to anyone. It is the leading event platform, with functionality across the whole breadth of the strategic events lifecycle. Everything from your e-commerce events to your trade shows, to your small VIP dinners. It can handle all of them, and rather than having multiple platforms that do an okay job, you’ve got one platform that handles it incredibly well."

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“Cvent is one of those unique platforms which is so stress-free, I sometimes don’t hear about it. Cvent has been adopted by the team and has been a platform which makes so much sense, people have used it without asking any questions which is fantastic for me!”

 

Product Used

Flex Standard Registration

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