Case Study: Cvent achieves 3x referral growth and major sales impact with Influitive

Biggest sales impact by advocates

Cvent, a leading meetings, events, and hospitality technology provider with more than 4,300 employees and 27,000 customers, set aggressive sales-pipeline targets in 2019. To hit ambitious goals for marketing-qualified leads, reviews, referrals, and customer stories, the company needed to turn advocate enthusiasm into measurable sales impact.

Cvent activated its Cvent Celebrity advocate community with 40+ engagement challenges, targeted email drives and conference kiosks for reviews, a G2 partnership for referrals, and close alignment between advocate marketing, sales, and content teams. The program delivered 143 MQLs (from 45 unique accounts), 1,232 third‑party reviews, 287 references, 180 referral submissions, and 568 story snippets that became 65 global stories, 150+ written assets and 115 testimonials — tripling referral collections year over year and helping close five deals while creating multiple new opportunities.

Cvent

Melody Leatherbury

Marketing Manager, Customer Advocacy, Engagement, and Retention