B2B data firm MeritB2B has acquired True Influence, a firm devoted to identifying relevant B2B buyer intent signals. Terms were not disclosed.
This is MeritB2B’s third transaction since receiving an equity investment from Mountaingate Capital in mid-2019. In 2020, it acquired Compass Marketing Solutions and 180byTwo.
MeritB2B’s total headcount now stands at more than 500 employees globally, including data scientists, analysts, engineers and B2B operations specialists.
Rob Sanchez will take on CEO responsibilities for the combined entity. He already serves as CEO of MeritB2B and a member of its board of directors.
RK Maniyani, co-founder and chief technology Officer of True Influence, will become chief technology officer of MeritB2B and serve on its board of directors.
In addition, Brian Giese, co-founder and CEO of True Influence, will serve as a consultant and assist in transitional matters and integration.
The deal combines MeritB2B’s data, analytics and performance marketing capabilities and True Influence’s intent-based, AI-driven ABM and demand generation services, the firms say.
The goal is to provide “a full funnel offering” to B2B marketers, states Rob Sanchez, CEO of MeritB2B.
True Influence helps “B2B marketers and CMOs make smarter marketing decisions throughout the customer funnel and drive growth for their organizations,” Maniyani adds.