Virtual events platform Hopin announced Wednesday that it purchased Attendify as part of its plan to expand its event marketing suite. That's another major move by the company that just celebrated its second anniversary this past June.
Attendify, an integrated event marketing platform founded in 2011 by Michael Balyasny, represents Hopin’s fifth acquisition in the past year. The deal should put Hopin in a better position to accomplish its goal of helping organizers better market their events as well as grow their audiences.
Hopin’s portfolio will include several new products, such as Audience CRM, which will be introduced on Hopin as an attendee data platform to capture engagement and identify event signals. Audience CRM will also provide event organizers a 360-degree engagement database that contains information on topics such as which attendees visited a sponsor, voted in a poll or engaged with a session.
Furthermore, Attendify will allow Hopin to implement Campaign Manager so event marketers can, among other things, better connect with audiences between programs and conduct registrations via email.
Hopin CEO and founder Johnny Boufarhat said that the acquisition of Attendify improves his company’s event marketing suite and puts it in a position where it can help organizers grow their brand.
The purchase of Attendify was far from Hopin’s only big news on Wednesday. The company announced it had made several significant updates to Illuminate, a hybrid series featuring thousands of professionals to showcase innovation in the events industry. Nobel Laureate Malala Yousafzai will be one of the guest speakers in the series.