MeritB2B, the provider of B2B data, analytics and performance marketing solutions, announced the strategic acquisition of True Influence.
The combination creates a powerful and unique B2B enterprise marketing technology solution, bringing together the data, analytics and performance marketing capabilities of MeritB2B with the intent-based, AI-driven ABM and demand generation capabilities of True Influence.
“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. “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.”
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Rob Sanchez, the CEO and member of MeritB2B Board of Directors, continues in his role and takes on CEO responsibilities for the combined entity. MeritB2B will add RK Maniyani, co-founder and Chief Technology Officer of True Influence, to the Board of Directors of MeritB2B and he will become Chief Technology Officer of the combined entity. Brian Giese, co-founder and CEO of True Influence will operate as a consultant to the combined organisation to assist in transitional matters and integration.
“True Influence was built on category defining technology to help B2B marketers and CMOs make smarter marketing decisions throughout the customer funnel and drive growth for their organisations,” said RK Maniyani, co-founder and Chief Technology Officer of True Influence. “We are thrilled to join MeritB2B, to continue to innovate and to deliver both out-of-the box and custom solutions for today’s and tomorrow’s B2B marketers.”