New book empowers marketing leaders to align event programs with pipeline, revenue, and customer retention goals

Cvent, an industry-leading meetings, events, and hospitality technology provider, announced the release of Event-Led Growth For Dummies, Cvent Special Edition, the newest installment in its For Dummies series. Designed specifically for marketers, the book introduces event-led growth (ELG) as a repeatable, measurable go-to-market (GTM) strategy that transforms events from one-off campaigns into a strategic revenue engine.

Digital channels have grown more saturated, buyers demand more meaningful engagement, and data privacy continues to reshape traditional customer retention strategies. In response, marketers are rethinking how events, one of the most powerful channels to generate pipeline, accelerate deals, and deepen customer relationships, fit into their GTM strategy.

Event-Led Growth For Dummies, Cvent Special Edition introduces marketers to ELG and reframes events as an always-on, integrated growth channel that activates Marketing, Sales, and Customer Success to maximize acquisition, accelerate deals, and deepen 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.”

A Strategic Playbook for Revenue-Driven Marketers

Unlike traditional event marketing, which often measures success by attendance or lead volume, ELG ties event performance directly to pipeline, deal velocity, retention, and expansion.

The book outlines how marketers can:

• Map event programs to every stage of the buyer journey — from awareness through renewal
• Align event goals with GTM priorities and revenue KPIs
• Integrate event technology with CRM and marketing automation systems to enable accurate attribution
• Track event influence on sourced and influenced pipeline, closed-won deals, and renewal impact
• Repurpose event content and leverage engagement data to power personalization and fuel broader marketing campaigns
• Overcome digital fatigue and evolving data privacy standards by delivering experiences that generate high-value, first-party engagement data and real-time behavioral insights

The book also highlights compelling industry data underscoring the impact of events on revenue performance, including research showing that 52% of closed-won deals are influenced by events and that prospects who attend events close faster.

Critically, the book emphasizes that measurement and integration are what transform events from cost centers into defensible revenue drivers. By connecting event engagement data with CRM and marketing automation systems, marketers can attribute pipeline, and influence deal velocity to help make their event programs “budget-proof.”

Expanding the Event-Led Growth Ecosystem: Masterclass and Certification

The release of Event-Led Growth For Dummies, Cvent Special Edition builds on the momentum of the Company’s launch of its Event-Led Growth Masterclass and Certification.

The new Cvent Special Edition For Dummies book serves as the foundational ELG resource for marketers while the Masterclass provides hands-on guidance to help marketers operationalize ELG within their organizations.

Since its launch, the Masterclass and Certification has attracted more than 600 marketers across SMBs and enterprise organizations, reflecting the growing demand for revenue-driven event strategies. Early participants have praised the program for its strategic depth and practical guidance:

“This course is packed with great insights on how to turn events into real business drivers that go beyond brand awareness—strategy, budgeting, attribution, ROI. Every module was straight to the point and highly actionable.”
— Event marketing leader, global workspace provider

“If you’re in event marketing, field marketing, or just looking to sharpen your GTM strategy, this is seriously worth your time and investment.”
— Director of field marketing, AI-powered marketing technology company

Together, the book and certification program provide marketers with both the strategic foundation and tactical tools to embed event-led growth into their go-to-market motion.

Availability

Event-Led Growth For Dummies, Cvent Special Edition is available now for download here.

To learn more about the Event-Led Growth Masterclass and Certification, click here.

About Cvent

Cvent is a leading meetings, events, and hospitality technology provider with 5,000+ employees and ~30,000 customers worldwide. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organizers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent’s suite of products automate and simplify the event management lifecycle and maximize the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent’s supplier and venue solutions to win more group and corporate travel business through Cvent’s sourcing platforms. Cvent solutions optimize the event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit Cvent.com.

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"Events are one of the most powerful growth levers for marketers. By reframing events as a strategic channel rather than a standalone campaign, organizations can create sustainable growth that spans the full customer lifecycle."