Cvent, the meetings technology provider, announced it has acquired Slash, an event marketing technology company. Splash’s platform, according to the announcement, empowers marketers to create on-brand, measurable and repeatable event programs that drive pipeline and sales. More than 500 organizations, including over 60 Fortune 100 companies, rely on Splash for their event marketing needs, according to the announcement.

Organizations, according to the announcement, increasingly use field marketing events to maximize face time with key customers and prospects. Cvent’s acquisition of Splash, said the announcement, 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.

Cvent’s acquisition of Splash, according to the announcement, further empowers marketers to:

• Reach more buyers and grow their business with intuitive, powerful tools that streamline event registration, maximize attendance and support the seamless execution of 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 robust reporting solutions and integrations.

Reggie Aggarwal, CEO of Cvent, said the technology-driven convergence of marketing and events is “an exciting growth opportunity.” Pairing Splash’s expertise in field marketing events with Cvent’s event and marketing platform, he said, “further strengthens our ability to empower marketers to create and execute on-brand, high-impact event programs that deliver real results.”