Cvent

Component-Based Design System

Cvent wanted to keep its current design system and information architecture intact on the new CMS, so the team (consisting of experts Drupal consultants, content strategists and UX designers) audited what existed and strategized how it would best transition to Drupal.

Our approach to content administration centers around the concept of components—structured content “building blocks” in Drupal that allow for a wide range of variation in page layout. We worked closely with the Cvent design team to finalize their “library” of content components for building pages before moving into the Drupal web development phase.

Drupal Marketing Automation Integrations

The next “audit and adapt” focus was around Cvent’s Marketo implementation. As a B2B SaaS company, lead capture is paramount, and any interruption in the conversion flow would disrupt their business.

Our team of Drupal developers expertly navigated Cvent’s three existing Marketo form configurations and implemented a custom Elevated Third “Marketo Forms 2.0 + Drupal module.” Our Drupal module allows site admins to choose from a variety of custom and pre-configured forms to meet their ever-changing marketing needs. Its as simple as adding the “form component” in Drupal, selecting the specific Marketo form they want to use, and that form is ready to start collecting leads on the site.

Additionally, the incorporation of Marketo’s RTP (Real Time Personalization) scripts into the new site sets Cvent up to serve users personalized content down the road.

Death to Static! Long Live Drupal

Large-scale programmatic Drupal migration is tricky from a static site to a CMS. Unlike a Drupal 7 to 8 migration, where content is in a database to export, with Cvent the larger effort was manual—that means humans—who helped move content one page at a time.

Drupal migration is not just a technology problem. Our account and content strategy specialists helped the Cvent team strategize how to manually migrate 1500+ pages into the new Drupal site and not lose search equity. We worked together to evaluate which pages were worthy of the trip (by # of visits, date of last update, etc.) and what structure they would take.

Recording training videos, in-person training workshops, and lots of communication between our team and Cvent ensured the Drupal migration was a success.

A 300-Pound Gorilla of Manual Migration

Our team took the lead and migrated 300+ pages and then trained a group of 30 Cvent content admins on their new Drupal-based content management experience. A few of their new tools included:

• A rich library of content components to build pages from (taking the design pressure off the marketing team). 

• A new content relationship architecture that leverages tagging to automatically relate products and solutions to resource content, buyer stages, and industries. 

• A slick new case study template for showcasing the best parts of their client success stories.

Outcome

The project culminated in a successful migration to a Drupal-based platform within approximately 100 days. The new system empowered Cvent's marketing team with enhanced control over website activities, reduced dependency on IT, and positioned the company for future growth and acquisitions. The integration of marketing tools and a flexible content management system significantly improved operational efficiency and user engagement.