Cvent’s Innovative Trade Show Solutions Empower Organizations to Maximize the ROI of Events They Attend

Universal Appointments, LeadCapture, and Registration solutions help trade show managers and marketers generate more leads, book more appointments, and deliver unique experiences to drive revenue

LAS VEGAS & TYSONS CORNER, Va. – July 10, 2019 – Cvent, a market-leading meetings, events, and hospitality technology provider, continues to expand its footprint of solutions that maximize the value of trade shows and events that organizations sponsor and attend. Built for marketers and trade show managers, Cvent’s solutions empower organizations to seamlessly capture leads, increase valuable face time with event attendees and prove the impact of trade shows and overall event programs. 

In the last year, Cvent has released two solutions to maximize the value of events that organizations attend. Universal Appointments better manages customer and prospect meetings to ensure that the number, quality, and execution of appointments is optimized. Universal LeadCapture helps organizations capture, qualify, and route leads from trade shows so the next best sales and marketing action can be taken. After receiving overwhelmingly positive feedback from early adopters, Cvent today announced that both solutions are now generally available. The two solutions expand on Cvent’s other trade show offerings including Universal Check-in and Kapow.

“Organizations may spend up to 50% of their marketing budgets on trade shows and in-person events,” said Patrick Smith, Chief Marketing Officer at Cvent. “With this level of spend, it’s crucial that trade show managers and marketers are able to maximize the value that these events deliver to their organizations. Historically, lead capture, routing, and attribution from external events – especially trade shows – has been a slow, manual process, and many leads are lost along the way. Fortunately, while trade shows may not have changed significantly over the years, the tools to maximize their impact have. Our robust tools manage everything from pre-show appointments and VIP networking events, to capturing leads and following up post-show. By using these solutions, trade show managers and marketers will see increased lead volume, better follow-up and higher trade show ROI.”


Cvent’s solutions for trade shows and other events organizations attend include:

  • Universal Appointments delivers the ability to pre-book sales and executive meetings, prepare stakeholders for crucial one-on-one conversations, deliver deeper insights into the number and quality of meetings held onsite, and report on net new or influenced pipeline resulting from trade show interactions.
  • Universal LeadCapture drives incremental leads and more quickly and effectively scores leads and routes them to sales for follow-up. Marketers can build and manage custom qualification surveys and capture consent while engaging prospects face-to-face in order to help them comply with the latest data protection regulations. Universal LeadCapture runs seamlessly on the Cvent platform, giving marketers and trade show managers powerful insights into their live event channel, for both events they organize and events they attend.
  • Registration and Universal Check-in enables marketers to extend their reach beyond the trade show floor to dinners, receptions or other events they organize at the show. This solution allows marketers to promote and register customers and prospects for these “events within an event.” In addition, marketers can leverage Cvent OnArrival to scan 3rd party badges and automatically capture contact information.  Universal Check-in and Registration will be released in Q3/Q4 2019.
  • Kapow allows marketers to extend their presence beyond the trade show floor into the surrounding city by making it easy to find and book unique experiences in order to host their VIP clients and prospects for a more intimate and customized networking opportunity offsite. These extended networking experiences, or ‘events within events,’ give exhibitors more face time and value to the overall trade show experience.

About Cvent

Cvent is a leading meetings, events, and hospitality technology provider with nearly 4,000 employees, 30,000 customers, and 300,000 users worldwide. Founded in 1999, the company delivers the most comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create unmatched experiences. Cvent is headquartered in McLean, Virginia, just outside of Washington D.C., and has additional offices in London, Frankfurt, Dubai, Melbourne, New Delhi, and Singapore among others, 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 entire event management process 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 and to service their customers directly, efficiently and profitably – helping them grow and own their business. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit, or connect with us on FacebookTwitter or LinkedIn.