iTech Series Unplugged Interview with Manpreet Kour, Director, Experiential Marketing at Cvent

Manpreet Kour, Director of Experiential Marketing at Cvent, shares how she aligns marketing with GTM objectives, leverages tech solutions, collaborates with sales and customer success, and integrates AI to drive B2B SaaS growth across EMEA and APAC.

1. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com iTech Series Unplugged Interview with Manpreet Kour , Director, Experiential Marketing at Cvent Manpreet Kour , Director of Experiential Marketing at Cvent , shares how she aligns marketing with GTM objectives, leverages tech solutions, collaborates with sales and customer success, and integrates AI to drive B2B SaaS growth across EMEA and APAC . Manpreet , it’s fantastic to have you on this interview series. What initially motivated you to pursue a career in marketing ? Thank you! I’m excited to be part of this series. My marketing journey was driven by a deep fascination with understanding human behavior and the power of storytelling. From an early age, I was drawn to how brands connect with people on an emotional level, influencing their decisions and shaping their perceptions. The ability to blend creativity with strategy to craft compelling narratives that resonate with diverse audiences was something I found incredibly inspiring. This passion, coupled with a desire to make a tangible impact, led me to pursue a career in marketing. Over time, I discovered that marketing isn’t just about selling products—it’s about creating experiences, building relationships, and driving meaningful change.

2. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com How do you prioritize and align experiential marketing efforts with Cvent’s broader go-to-market (GTM) objectives in the SaaS space ? Here’s how I prioritize and align these efforts : Understanding GTM Objectives:  First and foremost, I ensure a deep understanding of Cvent’s GTM objectives, such as customer acquisition/demand gen, retention, brand awareness, or market expansion. By knowing what the company aims to achieve in a specific market or segment, I can design experiential marketing initiatives that directly support these goals . Target Audience Alignment:  I focus on understanding our target audience’s needs, preferences, and pain points. By creating experiences that resonate with them—whether it’s through interactive demos, personalized events, or immersive brand experiences—we can effectively engage and convert prospects, thereby driving the GTM strategy forward . Integration with Sales and Product Teams:  I prioritize close collaboration with Cvent’s sales and product teams to ensure that our experiential marketing efforts highlight the unique selling points of our SaaS solutions. This alignment helps create experiences that not only engage but also educate and move potential customers through the sales funnel.

3. Data-Driven Decision Making:  I leverage data and analytics to assess the impact of our experiential marketing initiatives on the GTM objectives. By measuring key performance indicators such as engagement levels, lead generation, and conversion rates, I can continuously optimize our efforts to ensure they are driving the desired outcomes . Consistency Across Channels:  To maintain alignment, I ensure that the messaging and branding in our experiential marketing efforts are consistent with Cvent’s overall GTM campaigns. This consistency reinforces our value proposition and helps build a cohesive brand experience across all touchpoints . “By creating experiences that resonate with our target audience—whether through interactive demos or personalized events—we can effectively engage and convert prospects.” Continue:- https://itechseries.com/interviews/itech-series-unplugged-interview-with-manpreet-kour / © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

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