MeritB2B Buys Data-driven MarTech Firm True Influence

In the US, B2B data, analytics and performance marketing solutions provider MeritB2B has acquired data-driven marketing technology company True Influence for an undisclosed sum.

True Influence operates InsightBASE, a solution which monitors the online activity of individuals visiting business web sites from their corporate domains, to enable marketers to reach them. The firm specializes in identifying, processing, and delivering B2B buyer intent signals; and its proprietary approach collects and catalogs content consumption behavior across the Internet to drive client marketing campaigns.

Through the deal, the combined business will have a headcount of more than 500 employees globally, including data scientists, analysts, engineers and B2B operations specialists. Rob Sanchez (pictured), CEO and MeritB2B Board Director, continues in his role and takes on CEO responsibilities for the combined entity. In addition, RK Maniyani, co-founder and Chief Technology Officer of True Influence, joins MeritB2B's Board, and he will become Chief Technology Officer of the merged business; while Brian Giese, co-founder and CEO of True Influence will operate as a consultant to assist in the transition and integration.

Sanchez comments: 'With the combination of MeritB2B and True Influence, the B2B industry and B2B CMOs get the best data-driven marketing solution for their business. With an exclusive focus on B2B marketing needs, our own data resource, and the ability to activate that data with marketing cloud technology, B2B CMOs get a full funnel offering that will grow with their evolving needs.'

Web sites: www.meritb2b.com and www.trueinfluence.com .