Meeting and event technology giant Cvent recently acquired Splash, an event marketing technology company whose platform serves over 500 clients, 60 of which are Fortune 1000 companies. These accounts now fall under the Cvent umbrella, further cementing Cvent’s position in the event marketing sector.
"We admire Cvent’s long-time innovation and leadership in the meetings and events space especially as we see growing recognition of the importance of events among marketers and CMOs,” said Matthew Curry, interim CEO of Splash. “For over a decade we have empowered marketers to create valuable, repeatable events through our powerful, intuitive tools. With Cvent, we look forward to accelerating event marketing success, making it more accessible, measurable and impactful for businesses worldwide."
Cvent said that the acquisition of Splash will help it facilitate three goals:
- Reach more buyers and grow their business with intuitive tools that streamline event registration, maximize attendance and support repeatable event programs.
- Generate brand awareness and increase brand recall with event marketing templates and a customizable asset library, ensuring a consistent brand experience.
- Measure event results, improve strategy and increase sales velocity through reporting solutions and integrations with the client’s existing MarTech stack.
The acquisition of Splash is the latest of Cvent’s purchases, with the company making headlines for its acquisition of the online vendor and supplier sourcing platform Reposite in June. Cvent also acquired the scheduling platform Jifflenow and lead capture platform iCapture in January. Cvent itself was acquired by private equity company Blackstone for $4.6 billion last year. Those deep pockets have allowed Cvent to make some big acquisitions in the industry and consolidate parts of the market.
"The technology-driven convergence of marketing and events is an exciting growth opportunity,” said Cvent CEO & 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.”
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