Case Study: G2 Crowd achieves 2X more global events and 80% faster event planning with Asana

G2 produces 2X more global events with Asana

G2, a B2B software‑review platform based in Chicago that runs 150–160+ events annually, relied on a small core events team plus contractors to engage buyers and vendors. Event work was scattered across spreadsheets, emails, and siloed tools, processes weren’t standardized, and onboarding and delegation were difficult—blocking the team from scaling the program.

The team adopted Asana, created standardized templates and conventions, centralized event plans (vendor contracts, day‑of checklists, creative production), invited contractors into projects, and integrated Asana with Slack. As a result they cut planning time by 80%, saved 40+ hours per quarter in meetings, and doubled the number of global events year over year—driving more customer reviews and new sales pipeline.

G2 Crowd

Adam Goyette

Vice President of Demand Generation