Observed Signal · Jul 13, 2026 · Research · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Cvent Study Finds Events Drive Trust and Pipeline
Cvent published new research and presented findings at Cvent CONNECT 2026 showing strong marketer confidence in events as a growth channel. A study of nearly 1,000 marketers and event professionals found 85% say AI-generated content makes building audience trust harder, 98% view in-person and community-based events as central to marketing strategy, and 81% reported increased audience trust after in-person events. Cvent highlighted Event-Led Growth at its conference, promoted integrations with LinkedIn to sync event and registration data for attribution, and noted ON24 (a Cvent company) extends the integration model to webinars and virtual events.
Study quantifies strong marketer preference for events and highlights integrations (LinkedIn, ON24) that improve event-to-pipeline measurement — relevant to marketers and MarTech vendors but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Cvent conducted a study of nearly 1,000 marketers and event professionals.
- 85% of respondents said the rise of AI-generated content has made it harder to build audience trust.
- 98% of respondents said in-person and community-based events remain central to their marketing strategy.
- 81% of respondents reported that audience trust in their brand increased following an in-person event.
- Cvent announced integrations with LinkedIn to publish events, sync invitee lists to LinkedIn Campaign Manager, and push registration data back into Cvent; ON24 (a Cvent company) extends similar integrations to webinars and virtual events.
Connected Companies & Entities
10 Entities mapped“Cvent opened day one of its flagship Cvent CONNECT conference with an expansive lineup of programming purpose-built for marketing leaders an...”
“To further reinforce the convergence of event execution and marketing performance, LinkedIn will host a session at CONNECT 2026 to showcase ...”
“The integration between ON24, a Cvent company, and LinkedIn extends this model to webinars and virtual events....”
“The program gathers leaders from brands including Capital Group, Delta, TD SYNNEX, Gainsight, and more....”
“The program gathers leaders from brands including Capital Group, Delta, TD SYNNEX, Gainsight, and more....”
“The program gathers leaders from brands including Capital Group, Delta, TD SYNNEX, Gainsight, and more....”
“The program gathers leaders from brands including Capital Group, Delta, TD SYNNEX, Gainsight, and more....”
“Author: Business Wire...”
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Cvent Launches Center for Event Insights
Cvent announced the Cvent Center for Event Insights, a new research and thought-leadership arm focused on the intersection of events, hospitality and technology. The Center will publish original research, expert analysis and industry perspectives to help event and hospitality leaders measure and improve event performance. Cvent previewed findings from a newly commissioned Forrester Consulting study showing that many organizations still struggle to connect event data, that AI is increasing demand for live experiences, and that personalization and revenue generation are top priorities. Amy Lucia, Cvent Chief Marketing Officer, is quoted emphasizing the need to convert live experiences into measurable business value. The announcement was published via Business Wire on MarTech Series on July 16, 2026.
Cvent Unveils 70+ Innovations, $1B Product Investment
At Cvent CONNECT 2026, attended by nearly 5,000 in person, Cvent announced more than 70 product innovations across its platform and reiterated a planned multi-year $1 billion investment in product development. The announcements emphasize AI-powered features through CventIQ — including 34 net-new AI capabilities and the new CventIQ Skills and Cvent Assistant offerings — targeting event organizers, marketers, field teams and hospitality professionals. New and expanded capabilities span event creation, venue recommendations, attendee management, global profiles, exhibitor recommendations, field event tooling, budget tracking, and hospitality BI and diagramming. Cvent also highlighted integrations with external agent/LLM platforms (e.g., Claude, Salesforce Agentforce, ChatGPT) and the incorporation of recent webinar acquisitions Goldcast and ON24 into its platform. Many features are live, in beta, or expected to ship by the end of 2026.
Face-to-Face Experiences Build Trust in an AI Era
Sophie Taylor of George P. Johnson argues that as AI lowers the barrier to creating synthetic content, trust becomes a scarce competitive advantage for brands. Citing the Freeman Trust Report 2023, she notes that 77% of enterprise buyers trust a brand more after face-to-face experiences and many distrust AI-generated content. Live events and unscripted interactions allow buyers to interrogate experts, validate claims, and experience authenticity that digital channels struggle to deliver. Taylor uses Oracle’s AI Live activation at London Tech Week as an example of how real-world dialogue with engineers produced stronger buyer conviction than polished digital promotion.
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