Spiceworks Ziff Davis Acquires Aberdeen

Spiceworks Ziff Davis (SWZD) acquired intent and technology intelligence vendor Aberdeen.  The acquisition brings together intent data from Spiceworks and The Big Willow, Aberdeen and SWZD market research, Aberdeen’s technology profiles (the old HHMI / Access CI datasets), and Ziff Davis B2B media sites.  

SWZD describes itself as “the trusted global marketplace for connecting technology buyers and sellers across all marketing channels and 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 71.5M across powerhouse IT brands.”

Aberdeen will be managed as a wholly-owned subsidiary of SWZD, but initially operate independently.  Along with third-party intent, Aberdeen adds a library of industry intelligence, technographic and firmographic data, and a demand generation call center.  

The union positions SWZD as a credible competitor to Zoominfo and TechTarget in the B2B technology intent space, helping customers identify “businesses that are truly in-market for their product.”  Unlike the two larger technology sales intelligence vendors, SWZD does not offer a sales intelligence platform.

“We give our clients actionable visibility into the businesses that are truly in-market for their products and unparalleled access to quality, scale, and diversity of B2B tech intent data to make meaningful connections with those buyers.  With the union of businesses, we immediately married our data and boosted our intelligence, resulting in a 15% increase in businesses, 70% increase in segment scale, 30% richer intent data, and expansion into fifteen new verticals.”

Richard Jalichandra, EVP and Global GM of SWZD

Continued Jalichandra, “We’re just starting to explore opportunities to further enhance our business-level data and invest in our combined product roadmap.”  

Jalichandra also identified “synergies around research,” a core function at both firms.  Aberdeen offers a “rich library of data-backed reports,” while SWZD offers custom market research.

The combined resources deliver account-level insights across 14 million companies and 24 million contacts.  Over 11 billion intent signals are collected monthly from over 10,000 B2B websites.  Intent data is available for over fifty technology segments.

The merger improves the depth of B2B intent data, expands the scope of account and contact intelligence, and grows their market research capabilities.

“We’re excited about the opportunity to expand the reach and identity of Aberdeen as a subsidiary of SWZD to put customers in even closer contact with the very buyers and influencers they’re targeting,” said Aberdeen CTO Mark DePalma.  “Through the power of our combined data sets, vertically integrated demand generation capabilities, and continued innovation in our technology and services, we help customers with unparalleled targeting and marketing outcomes.”

SWZD’s Intelligent ABM delivers “actionable intent signals,” target account list prioritization, data appends, look-a-like expansion, built-in campaign activation, purchase intent scores, campaign analytics, and “seamless integration with marketing automation platforms.”

“With the combination of SWZD’s first-party intent data and Aberdeen’s third-party intent data, you get greater visibility into the entire buying collective. Not just that, our intent signals captured on the basis of the actions our audience takes; whether it is troubleshooting tech issues, comparing product reviews, connecting with an expert or accessing strategic content, provides an incredible quality and diversity of data right from the boardroom to the server room.”

Spiceworks Ziff Davis Website

SWZD offers a set of technology marketing services, including

  • Direct and programmatic advertising
  • Email marketing and newsletter sponsorships
  • Content marketing (e.g., whitepapers, e-books, infographics, case studies, interactive content, custom video, and market research)
  • Lead generation (e.g., content syndication, BANT qualified leads, intent-based leads)
  • Market research (e.g., online surveys, focus groups, in-depth interviews)
  • Virtual events (e.g., webinars, video meetups, panel discussions)

Financial details were not disclosed.

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