Boston media company buys Reston marketing automation firm

IDG Communications acquires Triblio

Published June 23, 2020 by Sydney Lake

Reston-based marketing automation company Triblio has been acquired by Boston-based tech marketing and media company IDG Communications, the companies announced Tuesday.

Financial terms of the transaction were not disclosed.

Triblio, which was founded in 2013 by former employees of Oracle’s software-as-a-service product Eloqua, focuses on account-based marketing (ABM).

“Triblio is the most complete ABM platform in the market today, powering account-based campaigns for some of the most notable brands in the world,” Triblio founder and CEO Andre Yee said in a statement. “By joining IDG, we will be able to extend the reach of the Triblio solution into international markets and better support our enterprise customers.”

The acquisition is intended to expand audience reach, as well as data and research at both companies.

“By combining Triblio with IDG, we immediately add our global reach and scale, together with premium content and first-party data to accelerate our journey to the next generation of marketing automation,” IDG CEO Mohamad Ali said in a statement. “Together, we are building Marketing Automation 2.0 and continuing the transformation of IDG Communications into a company at the intersection of media and marketing technology.”

By 2014, Triblio had raised more than $3.4 million from Longworth Venture Partners and Kepha Partners. Four years later, Triblio sold a controlling stake in the company to Diamond Bar, California-based software company Liferay Inc.