cvent.com Norwalk, Connecticut-based HEI Hotels & Resorts isn’t your typical Cvent customer. Originally working predominately as an owner/operator, HEI changed its business model and has since become one of the leading hotel management companies in North America, with more than 70 hotels under its wing, mostly large, branded properties. (It’s also Marriott’s largest franchisee.) HEI’s relationship with Cvent started with Diamond listings, Suggested Ads, and other marketing services. But with a greater percentage of the company’s group leads coming from digital channels, Chief Revenue Officer Karl Murphy saw an opportunity to improve. The Problem About two years ago, Murphy wanted to take a proactive approach when he noticed a trend. “I was concerned that we were se

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