Technology media company IDG Communications rebranded as Foundry to mark its transformation from legacy media network to integrated marketing technology and data provider. As Foundry, the company plans to pair large-scale first-party data with a combination of acquired and home-grown marketing technologies.
The rebrand of Foundry is the culmination of its flurry of acquisition activity, which included ABM platform Triblio, first-party intent data provider KickFire, B2B sales and marketing intelligence platform LeadSift and lead generation solution Selling Simplified. With the integrated platforms, Foundry plans to leverage its first-party data to help customers navigate the entire tech buying journey.
“We meet with tech companies, marketers, sellers and agencies every day and in every market around the world,” said Jason Tenenbown, Chief Strategy Officer of Foundry, in a statement. “What we’ve found is a growing disconnect between sales pipelines and marketing funnels. Our strategy has been to leverage our proprietary data with proprietary marketing technologies to bridge that gap, creating an outcomes-based set of products and services that satisfy the needs of our clients.”