by Michael J. Shapiro | September 15, 2016

Event Farm, an event-marketing technology provider, has acquired Attend, an event-management and engagement platform. Both companies have focused on streamlining event processes, as well as showing quantifiable business results, proving return on investment and driving revenue for business events. 

"This acquisition is a great opportunity for both Attend and Event Farm customers to benefit from our aligned vision that events should not be seen as a cost center, but rather as a significant channel to drive business results," said Matt Engel, former CEO of Attend and now an Event Farm shareholder. "This vision has taken us on parallel paths in the past and will continue to guide our joined path in the future."

The purchase will bolster Event Farm's products and help the company compete against the largest providers in this age of market consolidation, according to Event Farm CEO and co-founder Ryan Costello. "With legacy players such as Lanyon, Cvent and Marketo getting gobbled up by Vista Equity, we wanted to give the market an alternative: a platform that progressively attacks the brand-forward and engaging aspects of events on the front end, as well as providing actionable and attributable data on the back end to help companies drive revenue from events," he said.

The companies have created a combined roadmap that builds on the best elements of both, the providers added, including advance reporting and dashboards, a suite of integrations and a robust mobile app. 

Event Farm's clients include Google, Facebook, LinkedIn, NASCAR and many others. The company is based in Washington, D.C., and Santa Monica, Calif., and will add Attend's Boston office.