Integrate, a specialist in what it calls B2B demand orchestration, has acquired ListenLoop, a software firm that offers a B2B account-based programmatic platform. Terms were not disclosed.
In line with the acquisition, Integrate has launched a B2B programmatic platform. Key features include account-based targeting and engagement, data integrity services and ABM measurement.
One client, Gigamon, has used the solution in order to boost its programmatic ABM, "aligning brand awareness with demand generation," said Marina Lemas, integrated demand marketing at Gigamon.
Integrate's software is used by such firms as Microsoft, Adobe and Salesforce, the company says. The firm provides an automation layer for “top-funnel” marketing efforts, it adds.
"B2B marketers are frustrated by their inability to prove ROI from their programmatic investments,” states Jeremy Bloom, founder and CEO of Integrate. “While impressions and clicks are a cursor for engagement, the real ROI comes from understanding marketing's contribution to revenue."