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IDG Communications Acquires Selling Simplified

IDG Communications, Selling Simplified | February 11, 2022

IDG Communications Acquires Selling Simplified
IDG Communications, Inc. (IDG) today announced that it has acquired Selling Simplified, a marketing-as-a-Service (MaaS) platform. This acquisition makes IDG one of the largest providers of B2B technology across the world. Selling Simplified provides lead generation products, data services, and analytics.

For the past few years, IDG has worked towards evolving its network of editorial brands to include an integrated marketing and lead generation technology platform. With this acquisition, IDG can now add contact and account level AI-powered lead generation capabilities to its expanding suite of intent-based marketing technologies.

Selling Simplified has two distinct opportunities for product growth within IDG:

The first one is a global dataset of more than 160 million B2B records specific to tech industry purchase intent. It can be added to IDG’s existing proprietary audience. It will create a large 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. It leverages machine learning for this intuitive output. Selling Simplified’s Demnadcentr system continuously monitors behavioral context and builds an understanding of the purchase intent of every contact and account in the database.

"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.

"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."

Selling Simplified’s acquisition demonstrates IDG’s continued commitment to building best-in-class, proprietary technology market data and marketing solutions.

Spotlight

The availability of data around key buyer interactions has catapulted marketing to the forefront of a company’s revenue strategy. Plus, since buyers are speaking to sales later and later in the buyer journey, marketers own more of the sales process than ever before. Because of the combination of data and ownership, marketers are being asked more and more to measure the impact that their programs have on pipeline and revenue. The CEO and CFO want to know–what type of return are we getting for the marketing investment we are making? And the CRO and VP of Sales wants to know–how is marketing helping to source and accelerate deals through the sales funnel?

Spotlight

The availability of data around key buyer interactions has catapulted marketing to the forefront of a company’s revenue strategy. Plus, since buyers are speaking to sales later and later in the buyer journey, marketers own more of the sales process than ever before. Because of the combination of data and ownership, marketers are being asked more and more to measure the impact that their programs have on pipeline and revenue. The CEO and CFO want to know–what type of return are we getting for the marketing investment we are making? And the CRO and VP of Sales wants to know–how is marketing helping to source and accelerate deals through the sales funnel?

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ACCOUNT-BASED DATA

Odesso Announces Seed to Sale Software to Provide an Omnichannel Mobile Customer Experience on Automation Engines Used by the FDA and DOJ

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