At Inspiration XL in Warsaw, we sat down with Gia Stavarache and Jamie Vaughan from Cvent’s European sales team to get their perspective on findings from last year’s EEX® report.

One tension came up immediately: clients ask for bold, innovative event experiences, then default to safe, predictable execution when budgets get scrutinized. It’s a pattern the data reflects, and one agencies need a strategy to navigate.

A few other standout points from the conversation:

On winning business: When responding to a 10-question RFP, answer 11 or 12. Proactively demonstrating technology expertise before it’s asked for is how agencies differentiate on value, not just price.

On proving ROI: Event data needs to move out of siloed platforms and into integrated MarTech stacks like Salesforce and HubSpot. Without that connection, attributing pipeline growth to events is near impossible, and that’s the conversation finance teams are having.

On measurement timelines: ROI from non-transactional events doesn’t show up overnight. Agencies that help clients build a framework for tracking attendee behavior over time are the ones building lasting relationships.

On AI: The most effective applications in event tech are embedded and invisible: automating website builds, improving planner efficiency, enhancing delegate engagement. Not a feature. Infrastructure.

On audience expectations: Gen Z attendees expect hyper-personalization and video-first content. Physical event moments need to be captured and amplified in near real-time to meet that expectation.

Thanks to Jamie and Gia for the open conversation.

Note: If you’re attending Cvent Connect Europe in London (20–22 October), it’s worth putting the agency day on your radar. You might just see us there! 👀