Cvent, an industry-leading meetings, events and hospitality technology provider found itself at a crossroads regarding its integration strategy. As a company offering comprehensive tools for online event registration, venue selection, attendee management, and more, Cvent faced the pressing need to enhance its integration capabilities. To expand into new markets and maintain its competitive edge, Cvent required integrations with popular virtual meeting platforms such as Zoom and Webex, marketing automation platforms (MAPs) such as Marketo and Eloqua, and CRM systems such as Microsoft Dynamics.

However, Cvent encountered limitations with its existing integration product. After observing an innovation shortfall, it became clear to the Cvent team that they needed a more modern, cost-effective, and scalable integration solution. "Our existing integration platform was no longer facilitating growth but hindering innovation. With a sales engineering team of 30 people, we urgently needed a solution that could evolve with us," explained Stephen Smith, Director of Sales Engineering at Cvent.

After thoroughly evaluating various integration products, including Workato, Mulesoft, Informatica, and Jitterbit, Cvent chose the Tray.ai Universal Automation Cloud for its unified, multi-experience platform – specifically looking to leverage Tray’s embedded integration capability. Tray stood out due to its ability to offer the flexibility, agility, and seamless migration process that Cvent required. “Tray’s embedded solution not only aligned with our integration needs, but the Tray team also offered comprehensive resources and support during the transition.”

This strategic move to Tray marked a significant shift in Cvent’s integration approach. With Tray, Cvent can rapidly deploy tailored, customer-focused integrations. This capability extended from crafting specialized, custom solutions to address unique client needs to implementing versatile out-of-the-box integrations for more general requirements. By adopting an embedded, native integration approach, Cvent could offer its customers a seamless, highly functional integration experience directly within the Cvent platform. “Our clients often require sophisticated, multifaceted integration solutions. With Tray, we're not afraid of that complexity – in fact, we embrace it!” said Smith.

Within six months, the company successfully migrated over half of nearly 1,000 legacy integrations across more than 575 clients from Scribe to Tray. This transition was pivotal in enabling Cvent to increase the pace of new integration rollouts, significantly impacting their market agility and customer satisfaction. 

With Tray powering its integrations, Cvent benefited from:

• Development velocity: Accelerated development and rollout of integrations, including those for Webex, GoTo, HubSpot, Zoom, and more.

• Customer retention: Integrations with critical connectors such as Microsoft Dynamics led to a remarkable 95% retention rate.

• Business expansion: Enabled Cvent to explore new markets such as government, education, and non-profits by offering relevant integrations.

• Operational efficiency: Reduced dependency on extensive developer resources, contributing to cost containment.

“The transition to Tray was a game-changer for us,” said Smith. “We were able to expedite the development of critical integrations, from marketing automation tools like Marketo and Hubspot to vital platforms like Zoom and Goto. This increased our efficiency, reinforced customer loyalty, and opened new market opportunities,” said Smith.