There’s a quiet shift underway in how professional events reach their audiences. While the post-pandemic world has seen countless platforms chase the “virtual event” gold rush, LinkedIn is taking a different approach, where the line between “attending” and “engaging” becomes increasingly blurred.

LinkedIn’s latest integrations with ON24 and Cvent aren’t flashy. There’s no revolutionary AI feature or buzzy new format. Instead, it’s something more pragmatic. LinkedIn is positioning itself as the connective tissue between where events happen and where professional audiences live; allowing event creators to manage everything from ON24 while simultaneously launching LinkedIn campaigns, or sync Cvent attendee data directly into Campaign Manager.

The lead generation angle is where things get interesting. Capturing leads through organic and paid registration forms and route them automatically to your CRM or marketing automation platform solves a problem that’s bigger than it seems. Every manual data transfer is a point of friction, a delay, a potential dropped lead. These integrations eliminate the gap between interest and action. For B2B marketers dealing with longer sales cycles and multiple touchpoints, this kind of data continuity is essential for attribution and follow-up.

The retargeting capabilities from the Cvent integration add another layer. Creating audience segments from registration and attendee lists means you can build sophisticated nurture campaigns based on actual behavior, not just demographic proxies.

By reducing friction and increasing ROI visibility, LinkedIn is encouraging more organizations to think of the platform not just as a place to promote events, but as a central hub for event-driven lead generation.

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