TechTarget, the B2B intent data service, has announced its agreement to acquire BrightTALK, a marketing platform for webinars and digital events.
The Boards of Directors of TechTarget and BrightTALK have approved the transaction with the cash purchase price being $150 million, subject to working capital and other adjustments. The transaction is expected to close by the end of the year.
This acquisition will expand TechTarget’s proprietary first-party purchase intent data and its opt-in audience. The addition of BrightTALK will allow TechTarget to:
- Expand its leading first-party purchase intent data
- Benefit from the increased adoption of online events
- BrightTALK’s leadership position in this space is a key asset
- Increase its customer base and revenues
- Grow its opt-in audiences
- Increase subscription revenue
BrightTALK allows marketers to create webinars and video content to engage with over 8 million professionals who are currently registered for the platform.
Michael Cotoia, chief executive officer of TechTarget, said: “TechTarget’s leadership position in the market is further strengthened by the acquisition of BrightTALK. This acquisition checks all the boxes. It allows us to increase our original content, grow our opt-in audience of registered members and add a material amount of proprietary first-party purchase intent data. It’s a very powerful combination that will enhance our customers’ abilities to use our purchase intent data to grow their revenues and increase their market share.”
