Connected Conversations: How Cvent Closed a $42K Deal and Shaped Its Roadmap at INBOUND

Event-led growth isn’t just a strategy at Cvent; it’s in their DNA. As a global leader in event technology, Cvent knows how powerful a single face-to-face interaction can be. So when they decided to sponsor INBOUND 2024, the goal was visibility and connection.

Their team came to build relationships, gather insights, and deepen their presence in the HubSpot ecosystem. What followed was one of their most impactful sponsorships yet and one that delivered product feedback, pipeline wins, and even helped close a $42K deal.

THE OPPORTUNITY

Cvent came into INBOUND with a clear north star: marketers. Specifically, HubSpot-savvy marketers who rely on integrations to sync data, track results, and prove event ROI.

After years of navigating sponsorships that often felt uncertain, Cvent needed a platform that could deliver both quantity and quality when it came to engagement. They arrived at INBOUND 2024 ready to:

Engage high-intent marketers who rely on HubSpot and are actively optimizing their tech stacks
Spark conversations around their HubSpot integration, gathering real feedback from users and prospects
Prioritize long-term relationships in a space full of future customers

THE ACTIVATION

To bring their brand to life, Cvent leaned into something every event marketer craves: care. Rather than rely on flashy giveaways or pitch-heavy demos, they focused on empathy and utility, two things every event marketer needs more of during a busy week on the ground.

“Take Care Kits”: Thoughtfully curated swag bags packed with wellness supplies to help marketers recharge during the week at INBOUND..

On-the-Ground Personalization: A pre-event campaign offered booth pickup or delivery, making it easy for attendees to engage on their own terms.

Integration-Centric Demos: Conversations at the booth naturally flowed toward Cvent’s HubSpot integration, enabling the team to gather valuable product feedback.

THE IMPACT

The INBOUND payoff was a mix of immediate wins and long-term value. An impromptu booth interaction helped accelerate a $42,000 deal in the weeks that followed and Cvent’s team captured product learnings that became immediate input for roadmap decisions.

Here’s what INBOUND delivered:

Accelerated Revenue: A single in-person demo helped convert a $42K deal, thanks to timely, personalized engagement on the show floor.
Product Intelligence at Scale: Meaningful conversations led to integration feedback that Cvent’s product team has already incorporated into future updates.
Stronger Market Fit: Direct insights from users and prospects helped clarify what marketers want from Cvent’s HubSpot integration, giving the team a clearer path to delivering what matters most.

THE VALUE

What set INBOUND apart for Cvent was the caliber of the community.

Marketers showed up prepared to have real conversations, ask thoughtful questions, and explore solutions. And because many had decision-making authority, every interaction had the potential to move the business forward.

“The combination of qualified prospects, genuinely interested attendees, and excellent event management makes it one of the most effective sponsorship opportunities out there. Plus, it's just fun! When your team actually enjoys the event they're working, it shows in every interaction.” — Barbara Pavesi; Manager, Trade Shows