Case Study: Cvent achieves 34% advocate engagement and 1,516 new advocates with Influitive

Most engaged advocate community

Cvent, a meetings, events, and hospitality technology provider with more than 3,600 employees and 300,000 users, launched Cvent Advocates (rebranded to Cvent Celebrity in July 2018) to help customers share best practices and build their brands. Historically the community had a 15% engagement rate, and Cvent set an ambitious goal to increase engagement to 40% in 2018.

To get there they expanded the customer marketing team and created a strategic roadmap, running monthly themed campaigns with prizes, posting weekly challenges, partnering with UX and product marketing for webinars, reports and beta tests, inviting advocates to speak at customer groups, and running a scavenger hunt at their user conference. The program drove substantial growth: engagement rose to 34%, 1,516 new advocates joined (4,257 total), and the community generated 514 product reviews, 111 customer references, and 445 referrals (two closed).

Cvent

Melody Tang Leatherbury

Customer Advocacy Marketing Manager