Event lead management tech business Akkroo has been acquired by demand orchestration vendor Integrate for $34 million.

The move aims to expand the company’s global workforce by establishing an EMEA headquarters in London.

Akkroo’s London office will become Integrate’s EMEA HQ. Akkroo’s team of more than 50 employees will become staff at Integrate. Co-founders Chris Wickson and Andy Higgs will also take on new roles. Wickson will become general manager, events, while Higgs will become VP of events products.

The acquisition of Akkroo will also expand Integrate’s capabilities. Customers will now be able to send event leads to the sales team in real-time rather than sharing leads post-event. The goal of this is to personalise lead follow-up and accelerate pipeline-to-revenue.

Jeremy Bloom, founder and CEO of Integrate, said: “With this acquisition, we have now integrated one of the largest and most leveraged demand marketing channels that

historically has the least amount of ROI visibility

. Our customers will understand how in-person events contribute to pipeline and revenue while having access to a best-in-class, global solution for collecting, processing and managing event leads at scale.”

Wickson added: “Akkroo’s technology is built for the marketer, putting them in the driving seat when it comes to owning the lead capture process at face-to-face events and allowing them to take immediate action to nurture leads. We’re delighted to embark on our next chapter with Jeremy and the Integrate team, who share the same vision and values as Akkroo.”