Case Study: Merkle achieves global event scale, marketing-to-sales alignment, and millions in pipeline with Cvent

Driving marketing-to-sales alignment for international event success

Merkle is a global, data-driven performance marketing agency whose Global Events program is a primary lead- and opportunity-generator. As the program expanded across APAC and EMEA, the team faced manual, spreadsheet-based processes, fragmented data flows between events and CRM/marketing systems, and a lack of consistent, measurable sales-to-marketing alignment.

Merkle implemented Cvent’s Event Management, OnArrival, and CrowdCompass integrated with Salesforce and Pardot to automate registration, onsite tracking, and campaign workflows. The integrations created seamless dataflow and real-time reporting, enabling personalized attendee journeys and better sales handoffs—resulting in thousands of new-to-database and marketing-qualified leads and helping scale the events program into a global, multi‑million‑dollar opportunity generator.

Merkle

Jaclyn Sass

Director of Global Events and Marketing