Anteriad Acquires BNZSA, B2B Demand-Generation Firm

Anteriad’s buying spree that began in 2019 has continued with the acquisition of BNZSA, a provider of international B2B demand-generation tools, the firm announced on Monday. Terms were not disclosed. 

BNZSA, based in Madrid, Spain, serves such brands as Oracle, SAP, Acer, Dell and Fujitsu.

The combined company will offer GDPR-compliant data supported by the Anteriad Marketing Cloud, and can conduct campaigns in 26 languages. Anteriad says.

BNZSA, which has 300 employees, will operate under its brand as “BNZSA, powered by Anteriad” and will function as the international division of Anteriad and its EMEA headquarters. 

Founder Brahim Samhoud will remain CEO of BNZSA and maintain a significant ownership stake in the combined business, reporting to Rob Sanchez, CEO of Anteriad. 

BNZSA has roughly 300 employees. In December 2022, the head count at Anteriad was reported as 550.

Sanchez says the acquisition brings BNZSA's leadership team and "a differentiated offering that is made even more valuable by their local presence in key markets around the world," Sanchez says

Anteriad, the former Merit Direct, rebranded last year. It received a significant cash infusion in 2019 from Mountaingate Capital. Its acquisitions have included:

  • Compass Marketing Solutions, a firm that compiles and verifies business data. 
  • 180byTwo, a provider of Account-Based Marketing technology. 
  • True Influence, a specialist in identifying, processing, and delivering relevant buyer intent signals in the B2B marketplace.


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