How’s Event Marketing Evolving in 2020? Splash Becomes Adobe Exchange Accelerate Partner

Splash becomes an Adobe Exchange Accelerate partner

Event marketing platform, Splash announced that its strengthening its collaboration with Adobe by becoming an Adobe Exchange Accelerate partner. The platform’s bidirectional integration with Marketo Engage, part of Adobe Experience Cloud, enables seamless flow of data between systems to provide marketers with real-time data and visibility into their events.

“Event marketing is a key component of any marketing strategy and Splash enables our customers to execute virtual events while providing the actionable data needed to create impactful experiences throughout the entire customer journey,” said Ryan Murden, head of Business Development, Adobe Experience Cloud at Adobe. “We are excited to welcome Splash to the Adobe Exchange program as an Accelerate partner to help brands create impactful virtual events that drive business growth.”

Building a Splash event automatically triggers Marketo Engage programs giving marketers full event data visibility and create auto follow-up programs. Splash’s additional integrations with live streaming and webinar platforms address the increasing demand among Marketo Engage customers to execute virtual events at scale. These include Zoom, GoToWebinar, ON24, BlueJeans, Vimeo, Cisco Webex, Facebook Live, LinkedIn Live, and YouTube.

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“We’re proud to be building a true platform that brings together all aspects of creating any type of event, rather than allowing events to remain in a silo,” said Ben Hindman, co-founder and CEO of Splash. “Our partnership with Adobe means more brands can combine Marketo Engage’s best-in-class solution with ours, building even more powerful event marketing programs to foster the relationships that drive business forward.”

What Does This Mean for Marketers?

At this point, it seems like online events aren’t going away anytime soon. But, with the popularity and necessity of online events in 2020, the landscape has become quite competitive. For any given event, there are a handful of competing webinars, live streams, or Q&As that discuss similar topics.

Splash’s integration with Adobe will help event marketers keep up with the new standards of personalization. As competition for people’s attention increases, marketers need to focus on creating immersive one-of-a-kind experience that feels unique to every prospective attendee.

Also read: Why Events Are Still the Most Powerful Marketing Tool Out There

In 2020, we’ll see more and more event managers begin to plan events for the individual. Platforms like Splash and Marketo Engage can help with this. By empowering teams across the organization to create on-brand event marketing programs efficiently and quickly while supporting data governance, compliance, and event measurement, Splash offers marketers a one-stop solution to event marketing.

By accessing powerful event insights, marketers can discover viewer engagement patterns that can be leveraged to sharpen the execution. Data can also help marketers evaluate sessions to decide if they are a good match with attendees’ preferences or if they could be modified and modeled after the sessions that are most engaging. Experiences can further be optimized by looking at how long attendees spend in each and which formats work best for delivering a variety of session experiences.

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In short, marketers can now create more engaging event experiences with Splash and Marketo Engage’s advanced segmenting and analytical capabilities.