Solving for internal virtual event engagement with Cvent solutions
Businessolver is a technology company delivering market-leading benefits administration technology supported by an intrinsic responsiveness to client needs. Their events portfolio supports a wide variety of business needs, including driving sales opportunities, increasing client engagement and advocacy, strengthening partner relationships, providing thought leadership, and motivating internal staff while recognizing top performers.
Navigating an Ever-Changing Event Landscape
While Businessolver relies on Cvent solutions to support a multitude of event types and formats, their annual Sales Year Launch event serves as the premier internal sales kickoff event of the year. Here, they recognize top performers, reinvigorate the sales and marketing teams, and align on their strategy for the year ahead. “This can be more difficult in a virtual environment,” notes Erica Vasquez, Senior Manager, Events & Experiences. “This is especially true after two years of participating in virtual environments and everyone wishing they could connect in-person.” Her team faced significant challenges in producing a virtual Sales Year Launch event in the ongoing global health crisis in the late fall of 2021. She sought to improve engagement amongst their internal teams while creating a dynamic virtual experience that would support both individual and team growth.
Aptly entitled “Disrupt,” the internal event would need to upend the status quo when it came to virtual event fatigue. The Events team realized it was more challenging for attendees to retain important information when it was condensed into a one or two-day virtual event. They believed spreading out the sessions across several weeks, with shorter sessions that built upon one another to reinforce learning, meant retention and participation would theoretically be higher. Smaller breakouts would lead into larger group sessions, which would then be reinforced a third time in an associated livestream session. This strategy allowed the Events team to segment attendees more intentionally across sessions so they could share perspectives with their smaller teams.
To approach the event, the Events team first needed a single, integrated platform that could organize sessions and content to be easily navigable for attendees and exhibitors. They also wanted registration to sync automatically with the virtual platform, and needed integrated surveys to provide critical feedback as a measure of success. Moreover, they sought on-demand reporting to evaluate engagement metrics, particularly sponsor engagement. Businessolver also required a flexible platform that could integrate with Zoom and Salesforce as part of their tech stack.
Disrupting Virtual Event Fatigue with Cvent Attendee Hub®
To achieve these many different goals, Erica leveraged Cvent’s Attendee Hub solution in addition to utilizing Cvent Studio, Exhibitor Management, Event Management, and the Mobile Event App. Attendee Hub provided an integrated virtual platform that synced automatically with Cvent’s registration solution. Moreover, the seamless integration with Salesforce meant all data would be coalesced in a single source of truth. “The Salesforce integration offers the flexibility for us to use Cvent in a number of different event scenarios, knowing we can always tie it back to our single source of truth,” adds Erica.
Within the Attendee Hub, ease of navigability was important for engaging Businessolver’s internal audience of just over 100 sales and marketing team members. They were able to host a mix of session types to keep attendees engaged throughout the entire event, including collaborative breakout sessions for internal teams which could be organized by segment. Here, attendees could interact directly with one another via integrated Zoom functionality within the Attendee Hub. These sessions included informational content for sales planning, territory mapping, account mapping, and so on. The Events team also created team-building opportunities within certain sessions, such as a virtual workout, a competitive gingerbread cookie competition, and other fun activities. The final day of the event included an executive round table with open Q&A and an evening event for sales awards recognitions, complete with a virtual cocktail class and a virtual illusionist.
From the attendee perspective, sales team members could easily identify and navigate sessions through the “My Schedule” tab, which housed their personalized agenda. Moreover, they had the freedom to watch sessions on-demand if another business priority interfered with their schedule. The intuitive nature of the virtual platform also proved valuable to the busy Events team. “The Zoom integration was seamless and our live sessions were automatically uploaded into the platform on-demand, making our lives as event planners so much easier,” insists Erica. Moreover, the livestream sessions incentivized interaction between attendees and speakers by using the integrated live Q&A, which includes moderator control, upvoting, and written response capabilities.