From matchmaking to market leader: interview with InvitePeople’s CRO

Tobias: Victoria, thank you for joining us today. Let’s dive right in. As a veteran in the event platform sector, why did you choose to join InvitePeople?

Victoria: Hello Tobias, thank you for having me. I chose to join InvitePeople as Chief Revenue Officer because I see enormous potential for growth. InvitePeople offers a truly all-in-one platform that simplifies event management, whether in-person, hybrid, or digital. With its headquarters in Europe, we’re uniquely positioned to understand and meet the needs of our market. I’m particularly impressed by the platform’s robust CRM integrations, advanced matchmaking capabilities, and industry-leading video tools that ensure a high-quality experience for all participants. Moreover, our commitment to security and compliance with European regulations gives our clients peace of mind.

Another reason I joined InvitePeople is its unique history, beginning with a focus on matchmaking, which makes us stand out in the market. With roots in qualifying and facilitating personal meetings through matchmaking—central to many events—InvitePeople has evolved into an all-in-one platform. Developed by event professionals for event professionals, our platform is built with the needs of demanding clients at its core, resulting in a competent and user-friendly service.

Our fantastic customers are another big plus—we are already well-established in the Nordics and the DACH region. In fact, 95% of our clients return to us repeatedly, and our platform has boosted event interactions by 48%, demonstrating the tangible benefits InvitePeople offers.

Tobias: That’s interesting. Do you think that InvitePeople’s Swedish origins have played a role in the company’s success so far?

Victoria: Absolutely. Being Swedish has given us a unique advantage, especially in markets like Germany, where there’s a strong affinity for Swedish culture and values. However, the key to our success in the German market has honestly been an attitude of “humble pragmatism” and a willingness to adapt to local preferences. Our acquisition of Albamy played a crucial role in this strategy, allowing us to establish a more significant presence, hire the best local talent, and understand the intricacies of the German event industry.

Tobias: InvitePeople has been attracting some big household-name clients. What do you think sets your platform apart?

Victoria: Our platform’s intuitive design is one of our key differentiators. Clients like Deutsche Bahn, with over 300’000 employees to accommodate, prioritize ease of use, and our platform delivers exactly that. Additionally, our close partnership approach with clients ensures that their needs are heard and addressed effectively. We also provide comprehensive data analytics and integration capabilities, allowing clients to gather valuable insights and integrate event data seamlessly into their CRM systems.

Tobias: What does the future look like in the event tech industry and events?

Victoria: The future of the event tech industry is being shaped by two significant forces: evolving marketing regulations and the growing emphasis on sustainability. As new marketing regulations, such as GDPR and cookie restrictions, make traditional digital marketing more challenging, events are becoming increasingly vital for lead generation. However, the need for sustainability is also pushing the industry towards more localized, smaller events.

Sustainability is no longer just a consideration; it’s becoming a core driver in how events are planned and executed. We’re witnessing a shift away from large-scale events that require extensive travel and significant costs, toward more regional, localized gatherings with a smaller environmental footprint. These local events not only align with sustainability goals but also provide a unique opportunity to create more intimate, targeted experiences for attendees.

In this evolving landscape, events serve a dual purpose: they are crucial for capturing leads in an era of stricter marketing rules, and they provide a sustainable way to engage with audiences. This makes the role of event management platforms like InvitePeople even more essential. Our solution is designed to support this shift by integrating with customers’ CRM systems and offering powerful lead capture tools that can be effectively utilized in both large and small events. This ensures that organizers can achieve their marketing objectives while being mindful of their environmental impact.

Ultimately, the convergence of these trends—sustainability and tighter marketing regulations—means that events are becoming a critical touchpoint for businesses. They offer a unique opportunity to engage with audiences in a meaningful way, capture valuable leads, and do so in a manner that aligns with both regulatory and sustainability goals. At InvitePeople, we’re excited to be at the forefront of this evolution, helping our clients navigate these changes and succeed in this new event landscape.

Tobias: Events changed a lot during the Covid-19 pandemic, but how big an impact did the pandemic have on the way that events are evolving today?

Victoria: The pandemic has been a transformative force in the event industry, reshaping everything from the formats we use to the expectations of participants. One of the most significant changes has been the acceleration of digital and hybrid events. Initially, these formats were seen as temporary solutions, but they have now become permanent fixtures in the industry. The flexibility and accessibility of digital events have broadened participation, allowing attendees to join from anywhere in the world, which is something that is likely to remain a key aspect of event planning going forward.

In-person events have made a strong comeback, but they now coexist with virtual components, creating hybrid events that blend the best of both worlds. This hybrid model offers greater reach and inclusivity, allowing organizers to cater to both local and global audiences simultaneously. However, with this shift, there has been an increased focus on the “why” of an event—participants are more selective about the events they choose to attend, whether online or in person. They seek meaningful, purpose-driven experiences that offer value beyond just content delivery.

Moreover, the focus on event sustainability that I mentioned very much began with the pandemic. The forced pause on travel and large gatherings highlighted the environmental impact of traditional events, leading to a greater emphasis on sustainable practices. This includes smaller, more localized events and a reduction in unnecessary travel, all while leveraging digital solutions to minimize carbon footprints.

Finally, the pandemic has also driven innovation in event technology. The rapid adoption of AI, machine learning, and other advanced technologies has enhanced everything from matchmaking to data analytics. These tools have become essential for creating personalized and engaging event experiences, which are now expected by attendees.

In essence, the pandemic has catalyzed a more flexible, technology-driven, and purpose-oriented event industry that is likely to continue evolving in these directions.

Tobias: What excites you the most about InvitePeople’s future?

Victoria: The potential for growth excites me the most. We’re at the forefront of a shift towards European event tech solutions, and there’s a vast market of potential clients who are looking for precisely what InvitePeople offers. Our focus on customer satisfaction and word-of-mouth growth positions us well for continued success in the industry.

Tobias: Finally, what do you believe is the most important focus for InvitePeople moving forward?

Victoria: Building awareness for our platform is paramount. We’ve seen that once clients experience the value of our platform firsthand, they become our most significant advocates. By continuing to prioritize customer satisfaction and spreading awareness of our capabilities, we can further solidify our position as a leader in the event tech space.

Tobias: Thank you, Victoria, for sharing your insights with us today. It’s been a pleasure speaking with you.

Victoria: Likewise, Tobias. Thank you for the opportunity to discuss InvitePeople’s journey and future prospects.