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AnteriadNov 16, 2020 12:00:45 AM2 min read

MeritB2B Acquires 180byTwo: Leading Audience Solutions and Account-Based Marketing Technology Company

(RYE BROOK, NY – Effective November 16, 2020) – MeritB2B announced today that it has completed the acquisition of 180byTwo, a leading Account-Based Marketing Technology, and Audience Solutions Company in Clearwater, FL. This is the second acquisition this year for MeritB2B, the leading provider of B2B data and performance marketing solutions.

With this acquisition, MeritB2B, as a world class data-driven marketing solutions organization, expands and enhances their Digital and Account-Based Marketing offerings. 180byTwo’s technology in advanced processing, identity resolution, and machine learning/AI allows MeritB2B to provide their clients with a more intelligent, end-to-end Account-Based Marketing platform.

180byTwo was built on the premise of delivering solutions to meet the growing needs of Business-to-Business marketers looking to simplify data work-flows and centralize their technology stacks. Their Unifi platform is the world’s first end-to-end identity resolution and data activation platform for account-based marketing. The platform enables B2B and Account-Based Marketers to seamlessly execute and measure marketing programs across marketing channels.

“MeritB2B has been helping B2B and Account-Based Marketers leverage data, and analytics to prove ROI to their customers for 20+ years,” said Eric Shaffer, CEO of 180byTwo. “180byTwo’s products, technology, and industry leading integrations complement MeritB2B’s existing capabilities. Combining these strengths, enables us to bring our customers a more comprehensive end-to-end solution. We’re excited to join MeritB2B and look forward to working alongside their team to deliver differentiated solutions helping businesses improve their marketing efficiencies and growth.” 

Ben Goldman, Chief Revenue Officer of 180byTwo commented, “The combination of 180byTwo and MeritB2B is a highly disruptive and transformative relationship that will elevate the B2B marketing industry to new heights.  B2B Marketers will be empowered to leverage 1st and 3rd party data across all media channels in innovative ways to improve lead quality and increase ROI from all marketing efforts.”

Rob Sanchez, CEO of MeritB2B added, “We are very excited about the acquisition of 180byTwo. We are aligning organizations for growth and to improve upon our client offerings. Finding an organization that has a similar corporate culture, requires a lot of research and due diligence. 180byTwo stood out as a best-in-class organization and the perfect fit for MeritB2B. The strength of our combined companies is unmatched in the B2B marketing industry. This acquisition adds strong leadership and experience, and it scales our ability to deliver enhanced B2B digital audience targeting as well as technology enabled account-based marketing solutions.”

The founders of 180byTwo will serve on the leadership team at MeritB2B reporting to Sanchez. Shaffer will serve as Chief Product Officer; Ben Goldman, as Senior Vice President, Digital, and Karl Hjartarson will serve as Senior Vice President, Programmatic and Digital Data Operations.

MeritB2B, based in Rye Brook, NY, with 6 other offices across the US and UK, is the leading provider of B2B data, database products, analytics, digital and performance marketing solutions. The Company leverages its leading database technology platform and specialized analytics to enable growth for B2B marketers. More information on MeritB2B can be found at

180byTwo, based in Clearwater, FL is an industry-leading Business-to-Business and Account-Based Marketing solutions provider. Savvy B2B brands and progressive marketers worldwide use 180byTwo to drive their strategy and maximize marketing ROI. 180byTwo’s suite of Artificial Intelligence-powered Data and Software solutions provide marketers with the tools and expertise needed to orchestrate omni-channel programs