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Agent3 Acquires oneninefive, Boosts ABM Demand Generation Tools

oneninefive’s B2B demand generation program will help Agent3 develop and publish innovative account-based demand generation strategies.

David Pepin

Agent3, a leading provider of complete Account-Based Marketing (ABM) solutions, has acquired B2B demand generation company oneninefive. The move aims to enhance the solution’s ability to drive account-focused global demand generation strategies and lead qualification processes. 

“Increasingly, our customers have been turning to us to apply our account-based methodology to lead generation, as opposed to traditional methods which all too often are biased towards quantity as the only measure of value,” said Clive Armitage, CEO of Agent3. “This account-centric, personalized approach delivers needle shifting results for our clients, but bringing oneninefive into the fold enables us to do so at scale. Today is another huge step in the development of Agent3. With this announcement, I’m confident that our overall proposition for our customers just got even stronger.”

The strategic acquisition is driven by Agent3’s mission to combine data and insights to deliver better results. oneninefive’s suite of demand generation programs empowers users to quickly find and engage new customers so that sales pipelines stay lucrative. 

Every month, oneninefive’s platform helps deliver 150,000 unique conversations for customers located in 62 countries around the world.

Its platform distributes 10,000 pieces of content per month to target audiences in 16 language capabilities. oneninefive’s top technologies, MarTech Tracker and TechOctopus, are two advanced programs designed to provide marketing professionals with access to Martech content and tech-based research that can influence decisions.

Together, these services are helping oneninefive transform the ways companies generate demand and represent their brands to audiences. 

Related: Metadata Enhances Demand Gen Platform, Granted Two New Patents 

Since Agent3 was founded in 2013, the company has grown to become a leading data-driven end-to-end ABM solution. Top customers such as including Salesforce, LinkedIn, Intel, and Sony trust the platform to build, scale, and optimize their account-based programs. 

This acquisition follow’s Agent3’s 2020 acquisition of marketing consultancy The Craft, a strategic move that was also planned to impact the platform’s ABM capabilities. 

“In addition to the issue of disillusionment with the current demand generation process, for me, there are two macro events that are further driving the importance of effective demand generation,” said Jordan Adams, CEO, oneninefive.

“oneninefive is so named because we operate in all countries in the world and this scale, combined with Agent3’s personalized, account-centric approach means we’re creating significant opportunities for our customers to build better demand generation campaigns.”