As marketers search for more sustainable ways to drive pipeline and customer engagement in an increasingly crowded digital landscape, Cvent has introduced a new educational resource focused on turning events into a core growth strategy. The company announced the release of Event Led Growth For Dummies, Cvent Special Edition, expanding its For Dummies series with a guide designed to help organizations transform events into a measurable go to market engine.
The launch of Event Led Growth For Dummies reflects a broader shift across the MarTech ecosystem, where brands are reevaluating traditional demand generation channels amid rising privacy regulations, digital fatigue, and changing buyer expectations. Rather than treating events as isolated marketing campaigns, the new book positions event led growth as a repeatable strategy aligned with revenue outcomes across the entire customer lifecycle.
Cvent, a leading provider of meetings, events, and hospitality technology, developed the book to help marketing leaders integrate events more deeply into their go to market strategy. The guide introduces event led growth as an always on channel that connects marketing, sales, and customer success teams to improve acquisition, accelerate deal cycles, and strengthen customer relationships.
“Events are one of the most powerful growth levers for marketers,” said Kate Hammit, Vice President of Marketing at Cvent. “Today’s most successful organizations are embedding events directly into their revenue engine. By reframing events as a strategic channel rather than a standalone campaign, organizations can create sustainable growth that spans the full customer lifecycle. Event-Led Growth For Dummies shows marketers how to align teams, leverage data, and build repeatable programs that drive pipeline and revenue in an approachable and tangible way.”
Unlike traditional event marketing approaches that prioritize attendance numbers or lead volume, the book emphasizes performance measurement tied directly to pipeline generation, deal velocity, retention, and expansion. It outlines how marketers can map event programs to each stage of the buyer journey, integrate event technology with CRM and marketing automation platforms, and track event influence on revenue outcomes such as closed won deals and renewals.
The guide also highlights industry research indicating that 52 percent of closed won deals are influenced by events and that prospects who attend events tend to close faster. By connecting engagement data with broader marketing systems, organizations can move events from perceived cost centers to accountable revenue drivers supported by first party data and behavioral insights.
The release builds on Cvent’s broader investment in the event led growth ecosystem, including its Event Led Growth Masterclass and Certification program, which has already attracted more than 600 marketers from both enterprise and small business organizations. The book serves as a strategic foundation, while the certification provides hands on guidance for operationalizing the methodology.
As companies look for more authentic ways to engage buyers and demonstrate marketing impact, Event Led Growth For Dummies positions events as a central component of modern go to market strategy. By aligning experiential marketing with data driven measurement and cross functional collaboration, Cvent aims to help marketers turn live and virtual experiences into scalable revenue engines that support long term business growth.
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