Case Study: American Marketing Association achieves scalable hybrid events and stronger community engagement with Cvent

Using Cvent technology to build community and scale for the future at the AMA

The American Marketing Association (AMA) is a nonprofit leader in marketing knowledge serving professional and collegiate marketers across 375 chapters nationwide. Faced with a fragmented set of event tools and a rapid shift to virtual and hybrid formats during the pandemic, AMA needed a single, scalable platform with robust backend control and hybrid capabilities to support conferences, trainings, webinars and internal events.

AMA selected Cvent—using Event Management, Attendee Hub, OnArrival, Mobile App, Appointments and API integration with Salesforce—to centralize data and streamline operations. Since adopting Cvent they’ve hosted 30+ events, delivered a Higher Education Symposium with 100+ sessions for 780+ registrants, supported 30+ exhibitors, enabled contactless check‑in, quantified attendee engagement for targeted follow‑up, and expanded into new event types while reducing backend friction and ensuring data integrity.

American Marketing Association

Molly Soat

Editor in Chief