Cvent, a meetings, events and hospitality technology provider based in McLean, VA, acquired New York-based Splash, an event marketing technology company. According to a release, “Splash’s easy-to-use platform empowers marketers to create on-brand, measurable, and repeatable event programs that drive pipeline and sales. 500+ leading organizations, including over 60 Fortune 1000 companies, rely on Splash for their event marketing needs. Together, the companies plan to continue investing in their products and serving their customers to accelerate event success. 

“As the second-largest marketing expenditure after online advertising, events are a cornerstone of effective marketing strategies, fueling lead generation and business growth. According to the recent Gartner® Magic Quadrant™ for Event Technology Platforms, one of the “trends shaping the market for event technology platforms… [is the] growth of smaller, regional events.” Organizations increasingly use these field marketing events to maximize facetime with key customers and prospects. Cvent’s acquisition of Splash reflects its commitment to extending best-in-class event technology beyond centralized events teams and into the field with easy-to-use tools that increase engagement and drive pipeline.”

More here.