Acquires Aberdeen, Launches Intelligent Account-Based Marketing, and Grows Executive Team
AUSTIN, Texas – January 26, 2021 – Spiceworks Ziff Davis (SWZD), a division of Ziff Davis, today announced its continued momentum in the B2B intent data, research, and performance marketing sectors. Several strategic expansions further solidify SWZD’s position as a premier B2B marketplace and trusted partner that drives technology decisions, including:
- The acquisition of Aberdeen, a global provider of B2B behavioral-based marketing solutions
- The launch of Intelligent Account-Based Marketing (IABM)™
- The appointment of Wayne Silverman as Chief Revenue Officer
SWZD will also be featured as part of Forrester’s Now Tech: B2B Marketing Data Providers, Q4 2020, a report that profiles established technology players to help B2B marketing professionals select data providers that best suit their needs.
Scaling Actionable B2B Intent Data with Aberdeen Acquisition
The acquisition of Aberdeen combines the company’s highly scaled B2B intent data and wide-reaching industry research with SWZD’s deep community presence and robust performance marketing capabilities.
SWZD now has massive reach into the entire buyer’s collective with a monthly audience of 71.5M in 188 countries across powerhouse IT brands. The initial combination of data sets from SWZD and Aberdeen immediately boosted the depth and scale of SWZD’s intelligence with a 15% overall increase in addressable businesses, a 70% increase in segment scale, 30% richer intent data, and expansion into more than 15 new verticals, with visibility into digital advertising engagements across numerous B2B segments, including IT, marketing, finance, healthcare, travel, and manufacturing.
SWZD and Aberdeen customers will now be able to access and activate best-in-class B2B intent data through IABM, omnichannel, and lead generation campaigns – empowering them to reach and engage in-market prospects across the entire buying collective. For the near term, Aberdeen will operate independently as a wholly-owned subsidiary and division of SWZD.
Furthermore, SWZD’s powerful B2B data story has been recognized by and included in Forrester’s 2021 Now Tech report on B2B Marketing Data Providers.
This report, created as a means to segment established technology players and profile their capabilities, provides guidance and understanding to B2B marketing professionals regarding the value they can expect from a B2B marketing data provider and to help them select providers best suited for their needs.
Identifying, Expanding, and Prioritizing Target Accounts Through Intelligent ABM (IABM)™
Now more than ever, marketers need best-in-class B2B tech install and intent data to help drive business decisions and influence and engage the best accounts with an intelligence-driven approach. Backed by SWZD’s intent data, IABM provides unprecedented visibility into the buyer’s journey with insights to reach the right people within the right businesses at the right time.
IABM sets-up a strong sales pipeline and improves conversion rates for customers with its:
- Quality, diverse, and expansive tech installed and intent data that provides reliable information about in-market businesses, allowing customers to focus, prioritize, and expand their current list with net new accounts
- Proprietary network of tech-focused media properties with strong audience engagement signals and guaranteed reach with display
- Strong background in lead generation which can be activated through the platform to deliver in-market accounts
- Intent scores along with the signals behind the scores to provide sales with the right visibility and context to nurture and convert accounts with relevant, contextual, and personalized content
Since the launch of IABM in June 2020, SWZD has secured top-tier customers including Ekahau, NEC, Vipre, and VMware.
Expanding Executive Team with Wayne Silverman, Chief Revenue Officer
Effective immediately, Wayne Silverman has joined SWZD as chief revenue officer, responsible for global sales and the client success team. Wayne joins us most recently from business.com where he served as CRO for the past two years. He’s a recognized media, technology, and big data professional having held leadership positions at Dun & Bradstreet, CBS Interactive, CNET, and IDG. And, he has a strong training background, having spent ten years as an advisor to the EcSell Institute, a premier provider of continuing education and development for sales management professionals. He graduated from the University of Massachusetts-Amherst.
“We’re thrilled to have Wayne join the SWZD family as we continue to forge our path as a leader in intelligence-driven, omnichannel marketing fueled by some of the best-in-class B2B intent data.” said Richard Jalichandra, Global Executive Vice President and General Manager of SWZD. “SWZD has been able to achieve some significant milestones in 2020 despite the many challenges related to the pandemic and economy. The acquisition of Aberdeen, launch of Intelligent ABM, and addition of Wayne to our leadership team will further strengthen our ability to accelerate growth in 2021 and beyond.”
With the power of SWZD’s combined data sets, vertically integrated demand generation capabilities, and continued technology and services innovation, SWZD is well-positioned to partner with brands to reach in-market buyers, drive conversions, and accelerate pipelines.
About Spiceworks Ziff Davis
Spiceworks Ziff Davis is the trusted global marketplace for connecting technology buyers and sellers across all marketing channels. By leveraging the breadth and depth of relationships with millions of professionals involved in B2B tech purchase decisions, we are uniquely positioned to provide unparalleled insights and intelligence to help technology buyers and sellers grow their businesses. http://www.swzd.com.
Media Contact
Caryn Pratt
VP, Global Marketing
Spiceworks Ziff Davis
caryn.pratt@swzd.com