US-based Integrate pays $34 million for event lead capture startup Akkroo from London

The US-based demand orchestration company Integrate has acquired Akkroo, a London-founded B2B event lead capture startup, for $34 million. Integrate plans to… well, integrate the startup's solution into its customer offering.

Akkroo's solution is basically a platform that allows capturing leads at B2B events in real time by filling out forms or scanning badges or business cards. The idea is that sending the leads to your sales team in real time allows to “accelerate pipeline-to-revenue from in-person trade shows, conferences and events,” Integrate stated in a press release.

Akkroo’s London office will now become Integrate’s EMEA headquarters, while the startup's team of over 50 employees will join Integrate.