This week Spiceworks Ziff Davis announced the acquisition of Aberdeen, a leading global provider of behavioral-based marketing solutions. The combination of SWZD’s first-party data and Aberdeen’s third-party data gives customers access to the most actionable B2B tech intent data, enabling clients to make meaningful connections with the entire buying collective by providing unmatched visibility into businesses that are truly in-market for their products.
The Power of Quality, Scale, and Diversity
COVID-19 has spurred business transformation, with 76% of businesses planning on long-term IT changes, as documented by our 2021 State of IT report. During this rush to remote work, businesses across the globe rapidly deployed technologies to maintain business continuity during the global health crisis. The use of B2B intent data was an important tactic prior to the pandemic, but it has now become even more critical to reaching the right people with the right message at the right time and place.
In this new environment, marketers more than ever need best-in-class B2B intent data to help drive business decisions. This intent data needs to be high–quality to provide a complete picture of business intent; diverse, capturing data across channels and across the spectrum of decision makers; and scalable, capturing intent signals from both first-party and third-party data to uncover more accurate patterns that lead to predictable results.
SWZD’s acquisition of Aberdeen produces industry-leading B2B intent data, with scale and depth, industry-leading research, intent-targeted demand generation solutions, and enhanced performance.
By combining Aberdeen’s highly scaled data and wide-reaching industry research with SWZD’s deep community presence and robust performance marketing capabilities, we have positioned ourselves as the premier B2B tech marketplace, giving our clients and B2B marketers the most actionable visibility into the businesses that are truly in-market for their products and unparalleled access to quality, scale and diversity of B2B intent data to make meaningful connections with those buyers.
With the power of our combined data sets, vertically integrated demand generation capabilities, and continued innovation in our technology and services, we are extremely well positioned to partner with our clients and B2B marketers in deriving efficient marketing outcomes.
1) Scale of B2B intent data
Aberdeen significantly increases the scale of SWZD data, enabling us to see and reach more businesses in-market to buy products, technology and services. Aberdeen’s scale broadens our intent data reach beyond IT into other B2B verticals such as Marketing, Finance, Healthcare, Travel, and Manufacturing to help you reach the entire buying collective, from the boardroom to the server room. And, we have the ability to add new intent segments on demand.
2) Depth of B2B intent data
Acquiring Aberdeen brings new depth to the data intelligence that powers our intent algorithms. Not only do they bring the ability to see a massive scale of digital advertising engagements, their data has unique intelligence surrounding business site location, technology stacks, spend, and digital behavior that, when added with SWZD first-party data, increases the depth and diversity of our data to a degree that’s entirely unique in the industry today. This depth further strengthens the algorithm used to calculate in-market businesses, providing rich insights to drive business decisions.
3) Industry-leading research and insights
Aberdeen offers industry-leading research solutions that provide fact-based findings that drive thought leadership and market intelligence. Aberdeen research brings credible, third-party validation to the table with insights that are vendor-neutral and based on facts — not opinions. This expertise will boost and diversify our market research, content marketing and data intelligence to further explore the buyer’s journey and provide tips on how to address prospects at every stage of the buying process.
4) Enhanced performance, from planning to campaign activation
Both SWZD and Aberdeen ensure brands and marketers have the right data at their fingertips to deploy a more successful marketing strategy. Together, we can increase the service level and performance of all our data and offerings, making our clients that much more successful. As we diversify, our client’s toolkit does as well to drive business decisions and outcomes.
5) Intent-targeted demand generation solutions
Our ability to provide a global, GDPR-compliant Intelligent ABM solution to deliver the right message to the right audience at the right time is boosted by Aberdeen’s powerful intent-targeted programmatic advertising and demand gen solutions, ensuring marketers’ objectives, from brand awareness all the way to sales conversion, are achieved.
To learn more about SWZD’s industry-leading B2B intent data that helps drive business decisions and our performance marketing capabilities, speak to a rep today.
