With the acquisition, Cvent aims to extend its reach beyond centralized 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, emphasizing 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 organizations 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, maximize attendance and support program execution.
- Grow brand awareness with marketing templates and a customizable 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.
Tags: Cvent, Reggie Aggarwal.
