Cvent Strengthens Its Field Marketing Offerings with Splash Acquisition

Expanding its reach into the growing category of repeatable events, trusted by marketers to boost brand awareness, generate leads, and drive revenue growth.

Cvent, a global leader in meetings, events, and hospitality technology, has announced its strategic acquisition of Splash, a renowned event marketing technology company. Known for its user-friendly platform, Splash enables marketers to design branded, measurable, and repeatable event programs that directly contribute to sales and pipeline growth. Over 500 organizations, including more than 60 Fortune 1000 companies, rely on Splash to power their event marketing strategies. This partnership aims to drive innovation, with both companies committed to enhancing their products and helping clients achieve even greater event success.

“By combining Splash’s field marketing expertise with our comprehensive event and marketing platform, we can further empower marketers to create high-impact, branded event programs that yield tangible results,” said Reggie Aggarwal, CEO and Founder of Cvent.

As one of the largest marketing investments, second only to online advertising, events are a key driver of lead generation and business expansion. According to Gartner’s Magic Quadrant™ for Event Technology Platforms, one of the current market trends is the rising popularity of smaller, more regional events. These field marketing events are becoming essential for organizations aiming to engage with key customers and prospects. Cvent’s acquisition of Splash underscores its commitment to delivering exceptional event technology, not only for centralized event teams but also for those in the field, ensuring increased engagement and pipeline growth with intuitive tools.

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Through this acquisition, Cvent aims to provide marketers with enhanced capabilities to:

• Reach a broader audience and grow their business by simplifying event registration, boosting attendance, and supporting the smooth execution of repeatable event programs.
• Elevate brand awareness and consistency through customizable event marketing templates and an asset library that ensures a cohesive brand experience.
• Measure event performance and enhance strategies with advanced reporting tools and seamless integration into existing marketing technologies.

“We’ve always admired Cvent’s innovative leadership in the meetings and events space,” said Matthew Curry, Interim CEO of Splash. “As the value of events gains greater recognition among marketers and CMOs, we’re excited to continue empowering businesses with our intuitive tools. Partnering with Cvent will accelerate the accessibility, measurability, and overall impact of event marketing on a global scale.”

Aggarwal added, “The blending of marketing and events through technology presents an exciting growth opportunity. With Splash on board, we’re in a stronger position to help marketers create and execute branded, high-impact events that drive meaningful business outcomes.”