True Influence and MeritB2B – Future-Proof B2B Technology
RK Maniyani, Chief Technology Officer, True Influence
By now you have probably heard the news that True Influence has been acquired by MeritB2B. This is an exciting time for both companies. By joining MeritB2B, True Influence has aligned with a successful and complimentary B2B marketing solution provider, where we share a vision for the future as well as similar organizational cultures yielding a robust accelerant for growth, as well as immediate value to our clients and B2B marketers worldwide.
When we started True Influence 13+ years ago, we put together a team and an organization that was built to compete in the B2B marketing automation software category. Two years in, we recognized the enormous opportunity of dramatically expanding the reach, scope and relevance of behavioral data used to identify and engage with in-market B2B prospects. So, we began developing the intent monitoring technology that quickly moved us to the head of the pack among B2B lead providers.
Since then, we have been dedicated to innovation, development and delivery of world class demand generation and ABM solutions for our clients. I am so proud of what we have accomplished as an organization and grateful for the leadership and vision of Brian Giese, former CEO and co-founder of True Influence who was an integral part of our growth. I am thrilled to be able to continue this growth, this commitment to excellence and the value that we bring to the marketplace as we join MeritB2B.
With the combined forces of MeritB2B and True Influence, this acquisition delivers immediate value to the B2B marketplace yielding a comprehensive solution of ABM and lead generation that is backed by integrated intent, privacy compliant data, robust identity and a world-class analytics team.
Digital transformation is here today. New channels like CTV, mobile and video are emerging while the need for AI-driven marketing and measurement with first-party data are growing rapidly. All of these marketing elements require an agile, full-funnel technology approach that fits the unique needs of each individual customer.
At the same time B2B business buyers have become more sophisticated, the tools that B2B marketers need must also become more sophisticated. That is why MeritB2B is focused on a cloud-forward approach that will give our customers maximum flexibility across channels. Our foundation will provide the building blocks to create a robust data-first strategy, create omnichannel marketing campaigns, and achieve sophisticated measurement and insights.
I am excited to work with the combined team of over 500 employees globally, to deliver end-to-end capabilities to help all of our customers make smarter marketing decisions through the customer funnel, and move faster across more channels. Together, we are creating market leading out-of-the box and custom solutions for today’s and tomorrow’s B2B marketers.
I am looking forward to joining both the MeritB2B executive team and Board of Directors as we forge ahead with an ambitious strategy of technology innovation and growth. This strategy is not merely to serve our own interests. Rather, it is to serve our customers: B2B CMOs and their teams.