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MeritB2B Becomes Anteriad
US-based B2B analytics and performance marketing solutions provider MeritB2B has rebranded as Anteriad, which it says indicates 'getting in front', and 'represents its leading approach to B2B marketing'.
 The firm acquired True Influence, a specialist in identifying, processing and delivering B2B buyer intent signals, in December for an undisclosed sum, and the combined business has a headcount of more than 500 employees across the globe, providing demand generation, marketing cloud technology and intent, programmatic data and audience services, powered by B2B data. MeritB2B earlier (2020) acquired Compass Marketing Solutions and 180byTwo, both following an investment by Mountaingate Capital in mid-2019.
CEO Rob Sanchez (pictured) announced the name change in a posting online, stating: 'Getting ahead is not just about being the best in the moment, it's about doing great things every day to set the stage for long term success. For us, Anteriad is the culmination of our own long-term success plan. Our new brand is the combination of our strategic acquisitions including True Influence and represents the fact that the full-funnel solution we can offer our customers is truly out in front'.
As of today 1st April, legacy web sites at www.meritb2b.com and www.trueinfluence.com currently have more detail than the fledgling site at www.anteriad.com .
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