Think about the energy at a concert, the excitement of a live sports match, or the buzz at a festival. There’s something magnetic about in-person events that no other marketing channel can replicate.

At Cvent CONNECT 2025, Matt Heinz sits down with Alyssa Peltier and Kate Hammitt from Cvent to talk about the power of Event-Led Growth (ELG). Events are powerful catalysts that create lasting engagement that extends well beyond the experience itself. They discuss how to design events with clear outcomes, how to capture valuable attendee insights, and how to use those learnings to fuel smarter marketing strategies. 

In this episode, you’ll learn:

• How to sustain momentum beyond events: Learn strategies to keep attendees engaged after the event ends.
• The impact of  Event-Led Growth (ELG):  Learn how events can become a central growth strategy for pipeline, retention, and conversion.
• Why in-person experiences matter: Events are important if you want to form bonds with your customers.



Things to listen for:

(00:00) Introducing Alyssa Peltier and Kate Hammitt

(03:44) The power of shared experiences

(05:41) Designing great events for your audience

(10:18) Capturing and activating post-event insights

(14:57) Real connections at in-person events