Integrate Acquires Listenloop and Widens Its Demand Generation Offerings

The Acquisition Blends Programmatic ABM with Demand Orchestration for B2B Marketers to Improve the Quality and Quantity of Potential Leads

Integrate’s leading demand generation platform will double in strength as it acquires programmatic ABM capabilities of ListenLoop. Immediately after the acquisition, Integrate announced that it has already released a Programmatic Account-Based Marketing Solution for the B2B marketing community. Through this initiative, Integrate wants marketers to increase revenues for their brands by targeting a high number of quality leads.

With the acquisition, Integrate has validated its long-term ambition of expanding its B2B SaaS inventory in order to encapsulate very critical marketing channels to propel brand success. Customers of the Integrate platform can now execute, manage, measure and connect programmatic with demand generation, closing 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.

Also Read: A Review of the Top 20 Acquisitions in the Marketing Technology Landscape

“After running an extended private beta with Dell and some of our other large B2B customers leveraging ListenLoop and Integrate, it became crystal clear that connecting programmatic to the 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,” Bloom added.

Marina Lemas, Integrated Demand Marketing at Gigamon, said, “We were looking for a partner to help us push our programmatic ABM to the next level, aligning brand awareness with demand generation. 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.”

While programmatic advertising is a brilliant way to raise awareness in targeted accounts, it isn’t always a go-to method to generate opt-in leads for sales. Hence, one vital factor of the acquisition is that now Integrate can enable marketers to deploy programmatic abilities across multiple channels in order to generate high-quality opt-in leads.

Other key features of the acquisition are:

Account-Based Targeting

Integrate customers can centralize target-account list data from ABM, predictive analytics, Marketing Automation and CRM systems within the Integrate platform.

Also Read: Evolving Technology and Changing Consumer Behavior a Risk to Marketing Strategies: Gartner

Account-Based Engagement

Integrate’s customers can now increase brand consciousness among targeted accounts through personalization. These engaged decision-makers can be converted into qualified leads through branded content — this content can be syndicated by more than 150 of Integrate’s third-party media partners.

Data Integrity Services

Integrate automates the process of ensuring ABM lead data is accurate and complete before being fed into the CRM or the Marketing Automation systems.

Real-Time ABM Measurement

Integrate customers can measure and optimize account-based programmatic campaigns in addition to their demand marketing campaigns.

Recommended Read: Seven Areas Where MarTech CMOs Are Most Likely to Spend