IDG Buys Lead Data and Analytics Firm Selling Simplified

Tech publisher and marketing services firm IDG Communications has acquired marketing platform Selling Simplified, which provides lead generation products, data services, and analytics. Terms of the deal were not disclosed.

Denver, CO-based Selling Simplified offers access to a global dataset of more than 160 million B2B records specific to tech industry purchase intent, which can be added to IDG's existing proprietary database of in-market tech decision makers and influencers. The company's Demandcentr system continually monitors behavioral context and builds an understanding of purchase intent behind each contact and account in the database; and the combined data and marketing technology then identifies the most valuable contacts. In addition, Selling Simplified's marketing technology platform uses machine learning to score intent signals based on campaign engagement.

According to Blackstone-owned IDG, the deal will allow it to add contact and account level AI-powered lead generation capabilities to its expanding suite of intent-based marketing technologies. The acquisition adds Simplifed Sales to IDG's existing portfolio which includes an account-based marketing (ABM) platform, Triblio; marketing data and intelligence solution, KickFire; and a B2B sales and marketing data intent platform, LeadSift.

Michael Whife (pictured), CEO of Selling Simplified, comments: 'We were very cautious about selecting a partner that shared our culture and vision. IDG was a natural partner for our next stage of development on many fronts. We believe the union of the two companies makes us the largest provider of B2B tech leads globally and offers a dynamic approach to driving success for our clients.'

Web sites: www.idg.com and www.sellingsimplified.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.