Integrate, a B2B marketing software provider, has acquired Akkroo, a London-based lead capture company, in a $34 million deal, the company announced on Thursday.
The purchase provides Integrate with an event-based lead generation engine and a London presence. The London office will serve as Integrate’s EMEA headquarters.
It is Integrate’s second purchase in a few months. In January, it acquired New York-based ListenLoop, a provider of account-based marketing (ABM) tools.
Integrate says its clients will now be able to send event leads to sales teams as they happen. That would include email addresses and other critical contact information.
The objective is to accelerate pipeline-to-revenue from in-person trade shows, the company says.
Founded in 2013, Akkroo has over 50 employees. The firm allows users to collect leads at events using the Akkroo iOS and Android app. Akkroo claims to have collected over 9 million leads from over 12,000 events.
Jeremy Bloom, founder and CEO of Integrate, states that this acquisition allows the firm to integrate "one of the largest and most-leveraged demand marketing channels that historically has the least amount of ROI visibility.”
Bloom argues that "revenue acceleration happens when you unify the top of funnel.”
Live events now account for 18% of the B2B marketing spend, making it the lead brand tactic, Integrate says.