INOVALON

Inovalon is a leading provider of cloud-based healthcare solutions that unifies clinical, claims, and operational data to help organizations improve outcomes, enhance operational performance, and drive better economics across the U.S. healthcare ecosystem. The company’s platform serves payers, providers, pharmacies, life sciences organizations, and technology innovators with real‑time data, analytics, and insights that support more informed, data‑driven decisions.

BACKGROUND

Events sit at the heart of that mission, and serve as critical revenue and pipeline drivers for the business. For example, Inovalon’s annual user conference, Empower, brings together influential voices across healthcare, technology, policy, and life sciences to explore how real‑world data and cloud technology can solve healthcare’s most pressing challenges. The conference features renowned keynote speakers, expert-led tracks, and immersive experiences that reinforce Inovalon’s position as a leader in data‑driven healthcare while deepening relationships with customers and partners.

For Inovalon’s marketing and corporate communications team, Empower is more than a flagship event – it’s a cornerstone of their broader event-led growth strategy. To elevate their overall program, Inovalon knew they needed to hit – or event exceed – registration goals across multiple, complex audience segments while generating high-quality leads to help accelerate pipeline. They also needed to prove clear ROI for marketing and executive leadership with reliable data mapped to business intelligence and martech platforms like Salesforce, Marketo, and Power BI.

As a result, identifying cross- and up-sell opportunities from attendee behavior was historically slow and inconsistent, limiting the team’s ability to segment, prioritize, and personalize post-event outreach at speed. Inovalon ultimately needed to:

• Capture and communicate rich data for faster, more personalized follow-up by sales and marketing.
• Provide clearer insights for leadership with real-time dashboards that connected event impact to pipeline for better ROI alignment.
• Ensure they maintained a single source of truth with one, integrated solution that would replace one-off tools and ad-hoc processes. 

Together, these improvements would allow them to close the loop between pre-event marketing, onsite engagement, and post-event revenue impact — ensuring accurate attribution, surfacing high-intent segments, and enabling sales and marketing teams to move quickly with targeted follow-up.

APPROACH

Unifying registration, engagement, and attribution on one platform with Cvent

Inovalon began sourcing a comprehensive event marketing and management platform to achieve these goals. They ultimately implemented an integrated event stack anchored by Cvent’s comprehensive event marketing and management platform to unify registration, onsite engagement, and post‑event measurement – syncing everything with martech solutions for automated attribution, analytics, and nurturing. “We were looking for a single platform that we could use to really handle it all,” shares Avery Allen, Corporate Communications Specialist. “And since we found Cvent, they’ve been able to give us exactly that.”

Using a suite of Cvent solutions, Inovalon enhanced processes, improved attendee engagement, and ensured tracking across event success across the lifecycle. “Our major goals are meeting our registration numbers, getting quality leads, and proving ROI,” explains Suzanne. “And Cvent really helped us solve for those three things.” 

Inovalon is now focused on creating targeted registration journeys using Cvent’s Registration and integrated Payments solutions, which streamline event sign-up, reduce friction points for attendees, and ensure accurate data capture from the start — critical for segment-level campaigns. Integrated payment processing delivers a secure checkout for registrants, reducing friction and removing the need for third-party handoffs. “Cvent Payments has made my life a lot easier,” notes Suzanne. “Prior to using Cvent Payments, there was a need to use a third party, but now I can just log in and see a single view of all the financial transactions that have happened for my show and I can give backend access to my finance team.” 

Built‑in compliance and fraud controls safeguard payment data and simplify audits, while faster settlement and cleaner data accelerate post‑event follow‑up. The results have been impressive, driving an 18% increase in registrations year-over-year and securely processing over $20,000 in transactions, contributing to a smoother financial process and reducing delays.

Accelerating pipeline with seamless martech and business intelligence integrations 

Inovalon also implemented several API integrations with Cvent to capture rich data, speed sales and marketing follow-up, and provide leadership with real-time visibility. Suzanne shares, “Cvent helped us solve our problems with our API integration to marcomm stack, which is the Marketo and Salesforce integrations.” Together, these solutions allow Inovalon to address core needs around accurate attribution, speed-to-lead, and data-driven budgeting decisions. Their API integrations now include using:

• Marketo to power automated pre‑ and post‑event campaigns based on registration and engagement data from Cvent.
• Salesforce to process rich attendee and engagement data for account teams to use in planning outreach, meetings, and follow‑up.
• Power BI dashboards to give sales, marketing, and executivesone‑click accessto real‑time performance across segments, sessions, and accounts.

Suzanne and Avery can now automate pre- and post-event campaigns in Marketo to capture warmed interest, guide registrants to the right content or offers, and nurture specific segments for faster funnel conversion. They’re also able to push critical data to Salesforce, syncing activity automatically for improved visibility by sales teams. This ensures Inovalon maintains a single source of truth by syncing event and attendee data in real time so sales can auto-route and act on high-intent signals quickly. Closed-loop attribution to campaigns and opportunities help provide a clearer picture for ROI reporting with cleaner data hygiene and an accelerated pipeline. 

Further, automated dashboards through Power BI reveal segmented performance and cross-sell or up-sell opportunities so teams can pivot early in the buyer journey. “Because it is fully integrated, our sales teams can go into Power BI and see exactly who registered, which company, what their title is, and then plan onsite one-on-one meetings and sales appointments,” Suzanne explains. “This integration allows all of our sales, marketing, and executive teams access to these dashboards in one single click.” 

With these integrations, teams are no longer wasting time trying to understand and action data from their events. In practice, that means fewer manual reconciliations, faster insight into what’s working, and quicker follow‑up with the right audiences. “Cvent really took hours and hours a week off my plate with a single integration,” Suzanne shares. “These integrations helped us close the loop on event performance, ensuring that data flowed smoothly across our platforms and contributed to better business outcomes.” 

With OnArrival 360, Inovalon receives dedicated onsite support from Cvent experts who speed check‑in and troubleshoot issues on the spot. “Every person at Cvent is amazing to work with, and the onsite expert becomes part of our team,” Suzanne shares. Session scanning powers real‑time attendance tracking that teams share with stakeholders, sales, and presenters, while planner alerts keep everyone current on check‑in progress in the OnArrival app. The impact of these improvements on the overall attendee experience is clear. “Real‑time access to attendee data helped us make informed decisions during the event, contributing to a 22% year‑over‑year increase in attendee satisfaction,” she says.

Turning engagement signals into attribution and pipeline with Attendee Hub

Empower also now leverages the Cvent Attendee Hub as the single destination for managing attendee agendas, scheduling appointments, accessing sessions and speaker information, and driving continuous engagement. The native Event App also keeps participants on track and engaged with personalized agendas, session reminders, and easy networking. In fact, at the most recent Empower, Inovalon recorded 67% in‑app engagement – and 11% increase year over year.

A key differentiator for Empower — and for Inovalon’s broader event strategy — is their focus on immersive experiences. “Experiential events are really important for us, like an immersive dinner at the Smithsonian,” Suzanne notes. Avery adds that social engagement with these immersive experiences and microevents helps build community around those moments. Attendee Hub is their go‑to for amplifying user‑generated content, with attendees posting throughout the app to share perspectives and extend the event’s social presence. “Attendee Hub is a great way for people to share those experiences in the app, helping people build stronger bonds,” Avery adds.

Scaling intelligent lead capture across Inovalon’s events with iCapture

In addition to hosted events like Empower, Inovalon attends more than 50 trade shows each year. Historically, lead capture was fragmented across different organizer tools and spreadsheets. In searching for a comprehensive solution, Inovalon found Cvent iCapture. With iCapture, they’re now able to power intelligent lead capture across hosted and attended events to streamline the capture, qualification, and management of leads, sponsor connections, and attendance data. 

iCapture replaced disparate tools and business cards with a seamless mobile experience reps can use anywhere to scan leads and instantly log conversations. “Our reps love having iCapture in their pocket,” Suzanne says. “They capture leads on the show floor, in rideshares, and at dinners, so they’re collecting more overall.” Avery agrees, noting that the iCapture’s ease of use lets sales ramp in minutes. “Within 15 minutes of learning the tool, I was comfortable,” she shares. “It’s simple to navigate and very user‑friendly.”

The result is faster speed-to-lead, fewer manual uploads and spreadsheets, and closed-loop reporting that connects sessions, booths, and campaigns to opportunities and revenue — all while saving time and cost. “iCapture not only saves us time and money, but it’s better suited to all of our needs,” Suzanne says. With iCapture, Inovalon has seen impressive results across their events. For example, the most recent Empower generated an 847% year‑over‑year increase in high-quality leads, giving teams the volume and context needed for timely, relevant follow‑up. 

RESULTS & LOOKING FORWARD

Inovalon and Cvent: Driving measurable ROI through a unified tech stack

By unifying their event marketing and management needs on Cvent, Inovalon increased operational efficiency, improved the attendee experience, and delivered measurable impact. They’re now surpassing goals across the business. “We’ve seen measurable improvements in attendee acquisition, attendee engagement, attendee satisfaction and increased sales pipeline for Inovalon as a result of our work with Cvent,” Suzanne shares. Inovalon’s unified stack has closed the loop between pre-event marketing, onsite behaviors, and post-event revenue impact — making attribution actionable across segments through a single source of truth. 

With significant increases in registration, attendance, engagement, lead generation, and pipeline attribution, they are thrilled with the results they’ve seen so far. “The impact was clear for Empower, helping us meet both our engagement and financial goals,” says Suzanne. She adds that Empower is a cornerstone of Inovalon’s event-powered strategy, designed to help reinforce Inovalon’s status as a leader in the healthcare space, build stronger relationships with key stakeholders, and drive thought leadership while solidifying their position as a trusted partner. “Empower’s success can be directly attributed to the seamless integration of Cvent’s solutions, along with our tech stack, which provided us with the data and tools to continuously improve and measure our impact,” she says.

With a unified Cvent stack and integrated martech ecosystem,events are no longer just experiences – they’re a top‑performing marketing channel with provable impact on pipeline, revenue, and brand. Looking ahead, Suzanne and Avery are excited to continue to expand their use of Cvent with AI-driven capabilities like CventIQ as they continue to surface deeper insights and scale event-led growth across their portfolio.