TLDR:
International Data Group, Inc. (IDG) and Triblio reached an agreement recently where the Account-Based Marketing (ABM) provider, Triblio, signed-off on being acquired by the tech media giant, IDG. The move represents the joining together of martech solutions and ABM. For IDG, the acquisition of Triblio adds to their “global reach and scale, together with premium content and first-party data to accelerate our journey to the next generation of marketing automation.” For Triblio, the deal reached will strengthen their standing in the ABM community and help them to “scale globally.” For marketers, this means “[reimagining] interacting with a buyer in a way they haven’t before that is based more on influence and thought leadership based, rather than part of a traditional campaign.”
International Data Group, Inc. is a media firm focusing on tech. Triblio is an ABM platform. Together these companies have reached a deal—IDG will acquire Triblio. Doing so will expand their “global reach and scale.”
According to a statement released by Mohamed Ali, CEO OF IDG, “By combining Triblio with IDG, we immediately add our global reach and scale, together with premium content and first-party data to accelerate our journey to the next generation of marketing automationnext generation of marketing automation.”
Meanwhile, Founder and CEO of Triblio, Andre Yee, sees enormous potential to develop a new breed of marketing platform with the acquisition. Triblio will remain a distinct company—just now under IDG’s banner.
According to Yee, marketers can, thanks to this decision, “reimagine interacting with a buyer in a way they haven’t before that is based more on influence and thought leadership based, rather than part of a traditional campaign.”
Yee added that marketers have traditionally been able to have control over their first-party channels, but not second-party media sites. It’s a good idea because “it is a very powerful concept to tie together media data, and campaign execution.”
What Triblio gets out of the agreement reached with IDG is an improved reach into international markets. At the same time, this buy-out will allow Triblio to better maintain their enterprise customers.
Triblio is excited for the future—“at the prospect of doubling down on [their] product roadmap toward [their] vision of orchestrating conversational campaigns across multiple channels and powering the sales process with insights and plays.”
Original article from DemandGen Report on 23 June 2020.
