IDG Buys B2B Intent Specialist Triblio

Tech publisher and marketing services firm IDG Communications has acquired account-based marketing (ABM) platform Triblio, for an undisclosed sum.

Triblio is based in Reston, Virginia and combines account-based advertising, web personalization and sales activation features in a single platform, based on a proprietary purchase intent engine that scores the level of interest each (b2b) account has in making a purchase.

IDG is the parent of analyst firm IDC, and the publisher of titles including CIO, Computerworld, Macworld and PCWorld, with a global data platform focused on purchasing intent used to create and target content at appropriate buyers. The firm says the buy will 'accelerate the shift to ready-made, highly automated marketing technology platforms', bringing together premium content and first party data to help technology and business-to-business CMOs reach their targets. According to IDG, client marketing organizations will be able to build campaigns that 'zero in on desired buying personas, deliver highly relevant content, gain deep insights into buyer behavior and benchmark intent to purchase'.

Says IDG Chief Exec Mohamad Ali: 'I met Triblio within days of joining IDG and could see immediately the power and synergies in having them join us. 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 SaaS marketing automation. The role of the CMO is more difficult than ever and piecing together technology solutions is a further burden they don't need. By adding Triblio, they won't have to'.

Andre Yee, founder and CEO of Triblio, says the deal will enable his company to extend the reach of its Triblio solution into international markets and better support enterprise customers. He adds: 'We are also excited at the prospect of doubling down on our product roadmap toward our vision of orchestrating conversational campaigns across multiple channels and powering the sales process with insights and plays'.

Web sites: www.idg.com and www.triblio.com .