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Informa Acquires B2B Lead Management Platform NetLine

Acquiring NetLine brings Informa an experienced suite of effective lead generation and management capabilities.

David Pepin

Informa PLC, an international business intelligence and B2B markets organization, has announced it is acquiring NetLine Corporation. The move brings Informa a comprehensive suite of new audience development, demand generation, and lead generation capabilities.

Informa is used around the world by a tech community of more than 4 million. Its diverse brands power information, advanced knowledge, and events for professionals located in several diverse industries such as Biotech, Finance, Aviation, Environmental Science, and Artificial Intelligence.

“By joining forces with NetLine, we are excited to start shining a light on customer intent and behavior based on the content interests of our extensive community of technology professionals and really help our clients improve customer experience through meaningful and relevant engagement,” said Gary Nugent, Chief Executive of Informa Tech.

NetLine’s leading B2B buyer engagement platform serves as a trusted source for brands to access content-centric, intent-driven lead management strategies. Its end-to-end self service solution provides users with the tools necessary to optimize lead capture, qualification, routing, and measurement.

The platform is used around the world by organizations ranging from small businesses to Fortune 500 companies. Over 125 million diverse professionals representing multiple industries use the platform every month to process around 700 thousand leads per month. To date, the platform has processed 40 million leads for customers since its inception in 1994.

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The solution is built entirely on first party data to help users develop informed targeted approaches to generate B2B leads. Equipped with powerful campaign reporting tools, the platform helps users optimize and analyze their campaign performance.

For Informa, the acquisition helps upgrade its product offerings to better generate and manage quality leads. By leveraging leading organizations such as London Tech Week, GDC, Black Hat, Information Week, and Black Tech Fest, with Informa’s acquisition of NetLine, the company aims to improve user ability to make high-quality decisions.

BrightTower served as the sole financial advisor to Informa.