IDG Communications, the revered legacy tech publisher that was acquired by the private-equity giant Blackstone in June for $1.3 billion, announced this week that it has acquired LeadSift, a Canadian B2B sales and marketing intelligence platform.
This is IDG’s third acquisition in 18 months focused on the data-and-marketing solutions realm. IDG now offers a marketing-technology stack that includes an account-based marketing platform — Triblio — and a data-intelligence solution, KickFire. Both are integrated into IDG’s data set and iconic tech-content websites.
The martech acquisitions are intended to fuel both audience and marketer engagement in IDG’s brands, many of which have evolved from decades-old blue-chip magazines, including CIO, Computerworld, CSO, InfoWorld, Macworld, Network World and PCWorld.
This latest acquisition, IDG said in a press release, demonstrates a commitment to create best-in-class data-based marketing solutions that allow B2B marketers to drive desirable audiences and leads into their pipelines. It also provides another level of actionable intent data for technology marketers looking to identify the right leads for scaling revenue.
Specifically, LeadSift uses proprietary artificial
intelligence and data-mining technologies to extract actionable insights from millions of data points across the internet
LeadSift algorithms uncover relevant leads that reveal intent to buy, allowing B2B marketers to craft messaging for outreach and sales follow-up. LeadSift intelligence is delivered as a daily digest of data.
“The buying journey for B2B technology purchases is extremely complex and involve multiple decision-makers,” Sreejata Chatterjee, cofounder of LeadSift, said. “Having a view into those intent signals at the contact level provides a massive competitive advantage.”
For its part, IDG notes that marketers’ expectations have never been higher.
“By positioning IDG at the intersection of media and MarTech, we help B2B marketers navigate the customer journey across a dynamic ecosystem by leveraging unmatched data sets,” said Kumaran Ramanathan, president of IDG Communications. He added that LeadSift’s technology enhances data that drives ROI.--