Acquisition creates first company to deliver intent signals down to target titles within a company location.

Aberdeen has announced that it has acquired The Big Willow, the leader in buyer intent data science and intent-targeted digital advertising. Combined, Aberdeen and The Big Willow is now the first company in the market to deliver intent qualified opportunities that include the specific company location of the intent and the target titles with their respective contact information.

Clients have immediate access to this unique capability via cost per lead programs, data lake delivery, or data push into their CRM. As part of the transaction, Charlie Tarzian, The Big Willow CEO, is named President and Chief Innovation Officer of Aberdeen and Keith Blackwell is now Aberdeen Chief Operating Officer.

The Big Willow intent data is the largest, most accurate and highly targeted in the market today. The intent data tracks the buyer journeys of 3.7 billion device IDs across over 12 billion webpages with more than 480,000 keywords to calibrate intent signals.

“Connecting intent signals to specific company locations and contacts is the next step for the industry,” said Dawn Colossi, FocusVision CMO. “The insights we gain from The Big Willow’s intent data allows us to maximize our budget for the biggest impact to our sales funnel. I’m excited to see what the combination of these two industry leaders bring to market.”

“We are all about helping clients beat their numbers and Aberdeen is the first company to make intent data 100% actionable for sales to drive revenue growth,” said Matt Sharrers, Sales Benchmark Index CEO. “We have partnered with Aberdeen to help our clients outperform the market.”

“We are focused on helping clients convert intent data into new wins,” said Marc Osofsky, Aberdeen CEO. “The addition of The Big Willow makes us the only company with all of the necessary capabilities to deliver results from the power of intent data.”

“We are elated to be joining forces with Aberdeen to solve the full funnel problem for clients,” said Charlie Tarzian, The Big Willow CEO. “We are now a one-stop shop to help companies convert intent data into opportunities and qualified contacts to drive ROI.”

All ongoing client programs for The Big Willow will continue uninterrupted and fully supported.

About Aberdeen

Aberdeen provides intent-based marketing and sales solutions that deliver performance improvements in advertising click through rates and sales pipeline resulting in a measurable ROI. Our intent data is the largest scale, most accurate and highly targeted in the market. To benefit from the data, we don’t force clients to buy more software; our products plug into clients’ existing marketing and sales tech stack via data feeds, embedded analytics and apps. For clients seeking a full service approach, we offer intent targeted advertising and cost per lead programs.

About The Big Willow

The Big Willow is radically improving how sellers find buyers, monitoring billions of daily web interactions to measure an account’s intensity level in researching a product category. Tracking this intensity identifies prospects early in the buying cycle, often prior to their revealing their purchase intent to the market, thereby providing sellers a first-mover advantage and resulting in vastly more effective marketing and sales investment.

Source: Aberdeen Press Release