MeritB2B, a B2B data, analytics and performance marketing solutions provider, acquired True Influence, an intent-based data and marketing provider, to create a full-funnel end-to-end solution designed to help marketers create successful omnichannel campaigns.
The acquisition seeks to provide an enterprise marketing technology solution that combines MeritB2B’s data, analytics and performance capabilities with True Influence’s intent-based, AI-driven ABM and demand gen capabilities. The organizations believe the merged databases will help companies make smarter spending decisions, use their data and insights to develop future-proof strategies and develop omnichannel solutions that deliver growth.
“With the combination of MeritB2B and True Influence, the B2B industry and B2B CMOs get the best data-driven marketing solution for their business, including robust demand generation and technology enabled ABM capabilities that are truly future-proof,” said Rob Sanchez, CEO of MeritB2B, in a statement. “With an exclusive focus on B2B marketing needs, our own world-class data resource and the ability to activate that data with leading edge marketing cloud technology, B2B CMOs get a full funnel offering that will grow with their evolving needs. We believe this combination represents the future of B2B marketing.”
Sanchez will remain in his role and take on the CEO responsibilities of the combined entity. RK Maniyani, Co-founder and Chief Technology Officer of True Influence, will join MeritB2B’s Board of Directors and become Chief Technology Officer of the combined entity, while Brian Giese, True Influencer’s Co-founder and CEO, will operate as a consultant to assist in transitional matters and integration.