The Aberdeen Group

CG Petsky Prunier Advises Aberdeen on its Sale to Spiceworks Ziff Davis

CG Petsky Prunier is pleased to announce it has advised Aberdeen, a leading global provider of behavioral-based marketing solutions that range from intent-targeted media to demand generation programs and independent industry research, on its sale to Spiceworks Ziff Davis, a subsidiary of J2 Global, Inc. (NASDAQ: JCOM), a leading Internet information and services company.  Aberdeen was previously a portfolio company of Halyard Capital. 

Spiceworks Ziff Davis (SWZD) is the trusted global marketplace for connecting technology buyers and sellers across all marketing channels and is the leader in demand generation and integrated intelligence-driven marketing, connecting technology buyers and sellers across IT, marketing, HR, and finance. SWZD has a massive reach into the entire buyer’s collective with a monthly audience of approximately 71.5 million across powerhouse IT brands.

By combining Aberdeen’s highly scaled intent data and wide-reaching industry research with SWZD’s community of technology professionals and robust performance marketing capabilities, SWZD is now positioned as a premier B2B tech marketplace.  The merger gives clients actionable visibility into the businesses that are truly in-market for their products along with unparalleled access to quality, scale, and diversity of B2B tech intent data to make meaningful connections with those buyers.  With the union of the businesses and combination of data, SWZD has significantly boosted its intelligence, resulting in an approximately 15% increase in businesses, 70% increase in segment scale, 30% richer intent data, and expansion into 15 new verticals.

Outside of data, Aberdeen has a suite of unique products that complement SWZD’s products and services, including a rich research library of industry intelligence, technographic data, firmographic data, and demand generation call center. For the near term, Aberdeen will operate independently as a wholly-owned subsidiary and division of SWZD. 

CG Petsky Prunier, with a team led by Sanjay Chadda and Seth Rosenfield, served as exclusive financial advisor to Aberdeen and Halyard Capital.