IDG Communications, Inc., a technology media company, acquired Selling Simplified, a Marketing-as-a-Service (MaaS) platform, to add AI-powered, contact- and account-level lead generation capabilities to its suite of intent-based marketing technologies.
IDG plans to diversify its offerings with Selling Simplified’s global dataset of more than 160 million B2B records of tech industry purchase intent. Additionally, IDG will leverage the company’s marketing technology platform, which utilizes machine learning to identify and score intent signals based on campaign engagement.
“Segmenting an audience by job title and role in the purchase decision is no longer sufficient at generating sales leads,” said Kumaran Ramanathan, President of IDG Communications, Inc., in a statement. “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. Selling Simplified has been able to provide just that and shares our commitment to building deep relationships across international markets.”
Selling Simplified is the latest in a series of acquisitions IDG has made over the last 18 months, including ABM platform Triblio, marketing data and intelligence solution KickFire and B2B sales and marketing data intent platform LeadSift.