New Research from Cvent Reveals Marketer Confidence in Events as a Pipeline Growth Channel
Cvent CONNECT 2026 convenes global marketing leaders around a single strategic shift: events are one of today’s most effective channels for building trust, capturing intent, and generating pipeline
Cvent opened day one of its flagship Cvent CONNECT conference with an expansive lineup of programming purpose-built for marketing leaders and brand professionals, reflecting a fundamental shift in how leading organizations think about events. A new Cvent study of nearly 1,000 marketers and event professionals puts data behind what many in the industry have long suspected: as AI-generated content proliferates and audience skepticism grows, live events have emerged as the channel buyers trust most. The research findings are clear:
That research shaped a robust marketer-first Cvent CONNECT agenda. At its center are two invite-only experiences for senior marketing leaders, alongside a broad slate of sessions—many streaming live and on-demand for virtual attendees—designed to give every marketer a practical framework for running events as a connected, measurable growth channel. The through line: how to turn the 34% of program budget1 already going to events into first-party data, pipeline signals, and provable revenue outcomes.
