by Michael J. Shapriro | April 21, 2017
Cvent founder and CEO Reggie Aggarwal was named to Marketo's board of directors this week, a sign there may be increased integration and collaboration between the two tech companies. Cvent, the meeting-tech giant, and Marketo, a marketing automation and engagement platform, are both owned by Vista Equity Partners.
 
"Cvent is not only a long-time customer of Marketo, but Marketo is also a customer of Cvent," explained Aggarwal. "Our products have been integrated, enabling customers of the two platforms to see Cvent activity and attendee behavior in Marketo. Since 25 percent of a typical marketing department's budget is spent on meetings and events, it's only natural that our two companies would collaborate in this space."
 
The collaboration makes sense from an enterprise technology standpoint as well, with corporate marketing decision-makers increasingly becoming involved in the selection and implementation of meetings technology. "This is a great opportunity for Cvent to strengthen our existing partnership and to drive innovation in the marketing technology industry," added Aggarwal. 
 
Vista completed its acquisition of Cvent in November 2016 and announced it would be merging Cvent with Lanyon, another one of its assets, under the Cvent name. Aggarwal and the Cvent executive team remained onboard to lead the combined companies. While Vista hasn't publicly indicated any plans to merge Cvent and Marketo, the two tech providers do complement one another in terms of the services offered to strengten marketing relationships and customer engagement.
 
Aggarwal expressed his admiration for Marketo and its technology. "They have built an incredibly dynamic and progressive platform that is giving unbelievable insights to marketers to help their customers achieve better return on investment," he said. "I have been following Marketo's success and innovations for nearly a dozen years, and it is a privilege to sit on their board."