Harte Hanks Sells B2B Research Divisions

US-based direct marketing and targeting giant Harte Hanks has sold its B2B research businesses Aberdeen Group and Harte Hanks Market Intelligence to subsidiaries of private equity firm Halyard Capital. Terms of the deal were not disclosed.

Technology researcher the Aberdeen Group produces reports based on primary research and benchmarking data from thousands of tracked companies; while Harte Hanks Marketing Intelligence provides technology industry data to drive marketing and sales. Following the sale the two businesses, which represented less than 5% of Harte Hanks' total 2014 revenues, will be known as The Aberdeen Group.

Halyard says its investment will enable the companies to take advantage of the growing technology market opportunity around big data and content marketing. This investment is supported by Charles Stryker, Chairman of big data company advisory specialist VDC, who will serve on the Board of the new company; while Gary Skidmore (pictured), former President of Harte Hanks, will also invest and become Chief Executive Officer of The Aberdeen Group.

Commenting on the combined company, which will have operations in Boston, San Diego, London, Paris and Madrid, Skidmore said: 'Our platform will provide marketing and sales professionals with proprietary intelligence on their ideal audiences, what they are interested in now, and how to connect with them. And our integrated content marketing capability will allow companies to maximize this audience intelligence with improved content and storytelling tools. I am thrilled to be teaming up with Halyard Capital and Charlie Stryker for this exciting opportunity.'

Web site: www.aberdeenservices.com .