Cvent CEO and founder Reggie Aggarwal. Photo Credit: Cvent
Event technology giant Cvent is again making waves and expanding into
the event marketing sector with its acquisition of Splash. Splash
provides an event marketing technology platform designed to facilitate
the creation of measurable, repeatable, and on-brand event programs to
drive pipeline and sales. Splash currently serves more than 500
customers, with more than 60 Fortune 1000 companies among the client
base.
With the acquisition, Cvent aims to extend its reach beyond
centralised event teams and into field marketing with easy-to-use tools.
Increasingly, multifunctional event technology companies such as Cvent
have been attempting to court chief marketing officers and drive deeper
connections with marketing teams. Cvent and Splash intend to continue
investing in both brands and products as those connections grow.
At some point the Splash brand could be retired, according to a Cvent
spokesperson. But for the time being, Splash will continue to operate
under its existing name, emphasising continuity for its current
customers. Cvent will communicate any potential changes to the brand "in
due course", added the spokesperson.
Many questions remain as to how the technology will be combined.
"Both teams are working to explore ways in which Splash's tools can be
integrated with Cvent's platform to create more value for our customers
and the industry at large," noted the spokesperson, who added that the
priority is to ensure the smooth integration of Splash's personnel and
operations, with no disruptions to its customers.
Smaller, regional events
Many organisations are looking to smaller, regional events to connect
with customers and grow their businesses. Cvent's addition of Splash to
its suite of tools is intended to capture more of that business. By way
of acquiring Splash, Cvent believes it can help marketers focus on the
following goals:
- Reach more buyers and expand business opportunities using tools that
streamline event registration, maximise attendance and support program
execution.
- Grow brand awareness with marketing templates and a customisable asset library, setting the stage for a consistent experience.
- Measure event results, improve strategy and speed-up sales with
reporting options and available integrations into an existing MarTech
stack.
"The technology-driven convergence of marketing and events is an
exciting growth opportunity," said Cvent CEO and founder Reggie
Aggarwal. "Pairing Splash’s expertise in field marketing events with our
robust event and marketing platform further strengthens our ability to
empower marketers to create and execute on-brand, high-impact event
programs that deliver real results."
Splash is the fourth major acquisition announced by Cvent this year, following its June purchase of the AI-driven sourcing platform Reposite, and the trade show-focused acquisitions of Jifflenow and iCapture in January.
Source: Northstar Meetings Group