Merger Strengthens B2B Intent Specialist MRP

In Philadelphia, account intelligence provider MRP has merged with b2b technology insights and lead generation firm CONTENTgine, to create an end-to-end provider for the entire b2b technology sales and marketing process, from demand generation to sales pipeline activations.

The new company will boast an audience of more than 270m b2b software and service buyer contacts across more than 25m global companies; and will track first party data signals including more than 650 product intent categories, engagement from more than 100 branded newsletters, and over half a million monthly B2B asset downloads. The audience is permission-based and the firm uses machine learning to match 'suitably targeted content' with contacts.

The deal combines MRP's first-party intent data, including confirmed project details, review and case study interactions, and contextual web site engagement, with CONTENTgine's exclusive first-party content engagement signals to create 'a unique targeting engine'. By combining the two companies' global footprint it will also create a team across five continents, working in fifteen languages.

MRP CEO Christopher Rack says the deal 'will accelerate MRP's strategic roadmap by allowing it to continue to innovate market-leading products, offer customers end-to-end solutions, grow profitability, and expand its first-party signal universe, driving measurable outcomes at all phases of the buyer journey'. He adds: 'Currently, too much of the intent space is focused on identifying companies with 'intent to learn', while this combination allows revenue teams to identify true 'intent to purchase' activity that will power highly targeted campaigns resulting in more revenue and value for our customers'.

Gurdeep Chimni, co-founder of CONTENTgine, comments: 'Our combined intent signal technologies and delivery infrastructures will empower us to accelerate the development of novel down-funnel buying signal data products that, in turn, power a new class of demand creation and targeting solutions'.

Web site: www.mrpfd.com .

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