Case Study: Illumina achieves scalable 400+ events and doubles revenue to $2.2B with Cvent

Illumina - Customer Case Study

Illumina, the world leader in DNA sequencing technology (used to sequence about 90% of all sequenced DNA), needed live product demonstrations and in-depth trainings to convey the complexity of its offerings. As the company grew, its sales team relied heavily on marketing to deliver an expanding events program—more than 400 events a year—while registration was handled manually via Excel and the company lacked integrated marketing and sales data from systems like Marketo and Salesforce.

Illumina implemented Cvent Event Management, OnArrival check-in, the CrowdCompass mobile app, and a Marketo integration to streamline registration, reduce on-site wait times, engage attendees, and pass qualified leads immediately to sales. The improvements accelerated sales conversations, allowed the events program to scale efficiently, and supported company growth from $1B to $2.2B in annual revenue over six years.

Illumina

Kim Scott

Senior Regional Marketing Manager