New York based startup offering programmatic ABM (Account Based Marketing) solution for B2B marketers to generate demand for their products and one of our portfolio startup, ListenLoop has been acquired by a leading demand marketing platform, Integrate to expand their services.
As part of the acquisition, ListenLoop’s team will join Integrate, including co-founder and CEO Rodrigo Fuentes as vice president of product, programmatic, and co-founder and CTO Sandeep Arneja as vice president of technology, programmatic.
The acquisition of ListenLoop underscores Integrate’s long-term commitment to expand its B2B SaaS platform to orchestrate the most crucial marketing channels for B2B marketing success. Within the Integrate platform, customers can now execute, manage, measure and connect programmatic with demand generation, bridging the gap between accounts and contacts.
“B2B marketers are frustrated by their inability to prove ROI from their programmatic investments. While impressions and clicks are a cursor for engagement, the real ROI comes from understanding marketing’s contribution to revenue,” said Jeremy Bloom, founder and CEO of Integrate.
While programmatic advertising helps B2B marketers generate awareness among their targeted contacts, it is not an effective way to generate opted-in leads for sales. The acquisition of ListenLoop allows Integrate to enable marketers to incorporate programmatic into a cross-channel approach and generate opted-in leads across the buying committee of an account.
“After running an extended private beta with some of our largest B2B customers leveraging ListenLoop and Integrate, it became crystal clear that connecting programmatic to pipeline added the value and insight that our marketers were looking for,” said Bloom. “Acquiring ListenLoop marks the first step in our journey to build best-in-class ABM capability and represents a key part of our broader vision to orchestrate the top funnel for B2B marketers.”
“We were looking for a partner to help us push our programmatic ABM to the next level, aligning brand awareness with demand generation,” said Marina Lemas, Integrated Demand Marketing at Gigamon. “The Integrate platform is unlike any other solution we evaluated and we couldn’t be more excited to kick things off. Integrate is going to be a key part of accelerating our ABM and overall digital strategy moving forward.”
Please read full story at ListenLoop Announcement.