IDG Communications Acquires Selling Simplified to Become the Largest Provider of B2B Tech Leads Globally
Selling Simplified’s database and demand generation software will further IDG’s technology and data platform evolution
IDG Communications, Inc. (IDG) today announced that it has acquired Selling Simplified, a versatile Marketing-as-a-Service (MaaS) platform that provides lead generation products, data services and analytics.
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In the last few years, IDG has evolved its network of editorial brands to include an integrated marketing and lead generation technology platform. The acquisition of Selling Simplified allows IDG to add contact and account level AI powered lead generation capabilities to its expanding suite of intent-based marketing technologies.
Selling Simplified offers two distinct opportunities for product growth within IDG:
The first is a global dataset of more than 160 million B2B records specific to tech industry purchase intent which can be added to IDG’s existing proprietary audience, creating the world’s largest addressable database of in-market tech decision makers and influencers.
The second is a marketing technology platform that identifies and scores intent signals based on campaign engagement leveraging machine learning. The company’s Demandcentr system continuously monitors behavioral context and builds an understanding of purchase intent behind each contact and account in the database. The combined data and marketing technology identifies the most valuable contacts for sales outreach or continued lead nurture.
“Segmenting an audience by job title and role in the purchase decision is no longer sufficient at generating sales leads. Marketing campaigns simply perform better when you can also apply knowledge of the prospect’s current stage in the path-to-purchase and actively engage them,” said Kumaran Ramanathan, President of IDG Communications, Inc. “Selling Simplified has been able to provide just that and shares our commitment to building deep relationships across international markets.”
“We were very cautious about selecting a partner that shared our culture and vision,” added Michael Whife, CEO of Selling Simplified. “IDG was a natural partner for our next stage of development on many fronts. We believe the union of the two companies makes us the largest provider of B2B tech leads globally and offers a dynamic approach to driving success for our clients.”
