Integrate, a demand orchestration platform, has acquired ListenLoop, an account-based programmatic advertising platform. Terms of the deal were not disclosed. The company also unveiled a new solution powered by ListenLoop that is designed to connect programmatic ABM and demand generation.
The solution aims to help B2B marketers increase the quality and quantity of target account leads to accelerate revenue. Features for the new solution include:
- Account-based targeting: enabling users to centralize target account list data from ABM, predictive analytics, MAP and CRM systems all within the Integrate platform;
- Account-based engagement: users can deliver personalized display ads to target decision makers;
- Data integrity services: automate the ABM lead data verification process; and
- Real-time ABM measurement: measure and optimize demand generation and account-based programmatic campaigns.
According to Integrate, ListenLoop employees will join the company as part of the acquisition. This includes ListenLoop Co-Founder and CEO Rodrigo Fuentes, who will take on the role of VP of Product and Programmatic, and Co-Founder and CTO Sandeep Arneja, who will serve as VP of Technology and Programmatic.
"B2B marketers are frustrated by their inability to prove ROI from their programmatic investments," said Jeremy Bloom, Founder and CEO of Integrate, in a statement. "Connecting programmatic to pipeline added the value and insight that our marketers were looking for. Acquiring ListenLoop marks the first step in our journey to build a best-in-class ABM capability and represents a key part of our broader vision to orchestrate the top funnel for B2B marketers."