Event marketing

Hopin continues its acquisition spree; acquires Attendify, an integrated event marketing platform

Last month, London-based virtual events company Hopin acquired on-site event solutions company Boomset. Today the company announced its 5th acquisition in the past year and several impactful company updates.

Hopin acquires Attendify and launches Illuminate

The event company is currently enhancing and expanding its event marketing suite with the acquisition of US-based Attendify – a SaaS-based virtual and hybrid in-person event platform.

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Additionally, Hopin also announced several impactful company updates as part of Illuminate – a hybrid series bringing together thousands of professionals to highlight innovation in the events industry. It will feature guest speakers including Malala Yousafzai, Nobel Laureate and co-founder of the Malala Fund.

Bridging the gap between events and digital marketing

California-based Attendify was founded in 2011 by Michael Balyasny. The company claims to reinvent event technology by making it more accessible, intuitive and data-driven. The company believes that event data is key to driving results for event planners, marketers, sponsors, exhibitors and attendees.

Aiming to bridge the gap between digital marketing and event marketing, Attendify provides tools designed to help event managers deepen audience engagement as well as collect surface data and insights to optimize events. events (as well as broader marketing and sales efforts).

While Michael Balyasny, CEO and Founder of Attendify, said, “At Attendify, we have always believed not only in the power of events to bring people together to forge meaningful connections, but also in the tremendous potential that lies in unlocking event data to further enhance the attendee experience. Unifying our products and merging the minds of our talented teams will be invaluable to our customers.

The SaaS-based event technology company counts Google, PayPal and TedX among its customers.

How will Attendify fit into the Hopin platform?

Using Attendify’s intuitive, data-driven technology, Hopin is looking to improve its offerings for organizers to better market their events and reach more audiences. In a statement, Hopin says Attendify’s products will help them in a variety of ways, including Audience CRM – soon to be introduced on Hopin – that will automatically capture attendee data platform engagement, identify feedback signals intent and will use event data to drive growth.

With Audience CRM, event organizers will have a 360-degree engagement database to understand which attendees have visited a sponsor, voted in a poll, or attended a session. These will help organizers understand their audience and keep them coming back for more.

Additionally, Attendify will also allow Hopin to soon introduce Campaign Manager – to help event marketers leverage a messaging engine to drive registrations, convey important information to registrants and engage audiences between programs.

Johnny Boufarhat, CEO and Founder of Hopin, said, “As we continue to help our clients navigate a reshaped event industry, our focus remains on investing in Hopin’s all-in-one platform, including including by complementing it with intuitive marketing tools. With the addition of Attendify, our event marketing suite is getting even better and we can provide more meaningful tools for organizers that drive growth. And now, accessing our platform is even easier, no matter the event budget. With our new free plan, anyone can create events from anywhere.

Hopin’s Free Event Management Plan

Besides the acquisition, Hopin launched a new plan to help create an event for free. This free plan unlocks access to host smaller gatherings of up to 100 people invited by the organizer, where events can last up to two hours.

This free plan will help create immersive experiences for small webinars, internal meetings, get-togethers, personal events, and everything in between. Additionally, organizers can also enable audience interaction with networking, Q&A, polls, and whiteboard, among other features.

A brief on Illuminate

Illuminate is a hybrid event series that brings together industry leaders to shine a light on innovation and the future of events. It was created in collaboration with Marriott International, Catapult, GoFundMe and more and with sponsors Prezi, Sendoso, snapbar, KUDO and HubSpot.

At this event, attendees will be treated to “A Conversation with Malala” and a special interview hosted by Hopin CMO, Anthony Kennada, the Nobel Laureate will talk about her life and how attending corporate events can have an impact.

The event will include thousands of professionals to hear additional live sessions with events, marketing, and community leaders from Salesforce, Pinterest, Gap Inc, Gainsight, and more.

During Illuminate, Hopin will unveil its first-ever global brand campaign – launching July 12. The campaign aims to set the creative benchmark for the brand’s advertising efforts going forward.

Hopin partners with GoFundMe

The events company has also partnered with GoFundMe to make it easier for businesses, conference organizers and Hopin users to integrate social impact into their events and engage audiences with a giving experience during of the event.

With this development, Hopin organizers will be able to select a GoFundMe fundraiser, charity, or GoFundMe cause to add to their event. The two companies will work together to inform about important causes and fundraising opportunities for organizers when setting up their events.

For the Illuminate event, Hopin has chosen to support GoFundMe’s cause of learning and education, and today’s attendees will experience the new integration firsthand. This will also be an opportunity to donate to the fund that helps give teachers and students the tools they need to succeed in the classroom and create a better future.

Hopin will match all donations made during the event up to $5,000. By joining together, Hopin and GoFundMe hope to empower businesses and organizers to make a difference and engage audiences in new and meaningful ways.

Hopin’s recent acquisitions

As part of its multi-product strategy, Hopin hired Topi’s mobile app development team in 2020 and acquired video streaming company StreamYard, adding StreamYard’s 3.6 million video content creators to its basis.

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