Revolutionizing customer engagement at congresses
About "Appointments" & "Customers"
Each year, organizations spend millions of dollars and hundreds of hours of effort towards meeting with their customers. Some of the most important meetings occur face-to-face at events.
These meetings are vital for developing long-term relationships and driving business outcomes.
In 2017, Cadence broke into the market with two new features, Customers, and Appointments, to make the meeting planning, scheduling, and reporting process more effective.
Cadence has since made a lot of impact, especially for fortune 500 organizations in the health and life sciences sector. As one seasoned executive put it, “35 years in pharma and this is the best platform I’ve ever seen.”
Less time scheduling meetings
Reduction in event-related expenses
Cadence is a platform for managing and experiencing in-person and virtual events. It’s used for live sessions, messaging, event materials, networking, customer engagement, registration, live polling, leaderboards, and more. Some of the most respected organizations use Cadence to take their events to the next level.
Before we built the Appointments and Customers features, an organization’s workflow for customer engagement could look something like this:
Stakeholders and team leads strategize on which events the organization will be attending
Based on the geographical location and topic of the event, specific customers are prioritized and targeted
A third-party is contracted to schedule the meetings 6-8 weeks before the event begins
Customer outreach and meeting tracking is done via email and Excel
During the event, daily printouts are distributed that list an employee’s meetings
Meetings occur in designated rooms within the venue and attendance is marked for compliance purposes
Post-event reports are compiled in order to inform future business decisions
People who make this happen
Drive high-level decisions
Are the "face" of the meeting
Schedule and manage meetings
Meet with customers at event
Meet with employees at event
Provide any needed assistance
There was no single source of truth for viewing individual or team meetings, resulting in poor visibility and communication breakdowns
Scheduling and rescheduling was done manually via email back and forths, which was very tedious and difficult to keep track of
Meetings could be in a separate system, which meant using multiple apps for a single event
Post-event reports took weeks to compile
Event-related data didn’t feed back into the systems the organization relied on
How we learned about our users
The Cadence solution
Cadence built a suite of features to modernize each step of the customer engagement workflow, from initial customer import to scheduling, meeting, and post-event reporting.
An organization imports their list of customers into the Cadence system
Customer profiles are created, which display contact information and which events and meetings they will be attending
Meetings are scheduled using the Appointments feature, which displays recommended times and locations based on participant availability
Analytic dashboards provide top-level visibility into key metrics and reports allow for easy distribution
Individuals and teams can access their meetings from any device and view it in conjunction with their event schedule and customer profiles, all within Cadence
Reports can be generated and automatically sent to team leads and stakeholders during and after the event, reducing the decision-making lag
I'm really proud of the work that Cadence has done for Appointments and Customers.
Cadence carved out a niche in a crowded events market and launched meeting-related services at the company, which continue to be a major source of revenue.
It’s been a career highlight to build and iterate on a product for years and experience the tangible impact it's had on the people that use platform.
Appointments and Customers can cut scheduling time by 70%, triple the amount of meetings that occur at the event, and decrease congress spend by as much as 33%.
Cadence becomes an extension of the organization and an indispensable tool within their workflow.
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