True Influence

Canaccord Genuity Advises True Influence on its Sale to MeritB2B, Creating an Industry Leading Provider of Full Funnel B2B Data, Account-based Marketing, and Demand Generation Solutions

Newly Combined Organization Aggressively Expands Data and Cloud-based, AI-driven Technology Offerings, Creating a Uniquely Agile and Robust B2B Marketing Solution

Canaccord Genuity is pleased to announce it has advised True Influence, an industry leader in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace, on its sale to MeritB2B, the leading provider of B2B data, analytics, and performance marketing solutions.  The combination creates a powerful and unique B2B enterprise marketing technology solution, bringing together the data, analytics, and performance marketing capabilities of MeritB2B with the intent-based, AI-driven account-based marketing and demand generation capabilities of True Influence. MeritB2B is a portfolio company of Mountaingate Capital. 

MeritB2B, based in Rye Brook, NY, with six other offices across the US and UK, is the leading provider of B2B data, database products, analytics, digital, and performance marketing solutions. The company leverages its leading database technology platform and specialized analytics to support growth for B2B marketers.

The combination of True Influence and MeritB2B enables the delivery of a full-funnel, end-to-end solution that provides every element that a B2B marketer needs to create successful omnichannel campaigns. Together, True Influence and MeritB2B will be able to provide B2B and enterprise technology CMOs with the most comprehensive B2B database, advanced intent technology, artificial intelligence, and automation, as well as extensive research and human touch, at scale. The combined organization will deliver the data and technology to power the full funnel demand generation that CMOs rely on to make smarter spending decisions, use their data and insights to develop future-proof strategies, and develop omnichannel solutions that deliver growth. 

The two companies will merge their innovative data-driven solutions and technology to deliver value for clients immediately. The massive, rich, and fully privacy compliant MeritB2B data asset will now power the True Influence demand generation engine and be integrated into the True Influence Marketing Cloud™. MeritB2B’s market leading programmatic data and audience solutions will also now support True Influence and the combined company’s offering.  The combined organization will also have industry leading intent and identity graph capabilities, as well as expanded geographic reach, to better serve its clients’ global B2B marketing needs.

The combined company will have more than 500 employees globally, including a deep team of data scientists, analysts, engineers, and B2B operations specialists. RK Maniyani, co-founder and chief technology officer of True Influence, will join MeritB2B’s board of directors and will also become chief technology officer of the combined entity, working closely with MeritB2B’s CEO Rob Sanchez, who continues in his role and takes on CEO responsibilities for the combined entity.   Brian Giese, co-founder and CEO of True Influence, will operate as a consultant to the combined organization to assist in transitional matters and integration.

Canaccord Genuity, with a team led by Sanjay Chadda and Peter Sullivan, served as the exclusive financial advisor to True Influence.