Selligent, a growing force in marketing automation in Europe, announced it will merge with StrongView to form a company dedicated to omnichannel campaign management in both the B2B and B2C sectors. No financial details were disclosed about the deal, which was engineered by HGGC, the private equity firm that owns both companies.
The deal marks a concerted effort on the part of Selligent to become a force in the U.S. The company assumed a high profile at the Direct Marketing Association’s &THEN show, and the combined entity will carry the Selligent name. In Europe, Selligent made a name for cross-channel integration among B2C companies the likes of Audi, ING, Kinepolis cinemas, and Samsung.
StrongView, the former StrongMail, is a longtime provider of email solutions and is expected to strengthen Selligent’s chops in omnichannel campaign management. StrongView also has deeper roots in B2B businesses.
“We are thrilled to further enhance our software solutions with the addition of StrongView’s powerful email marketing capabilities,” said Selligent CEO Andre Lejeune in a press release. “As one company, we will be very well-positioned to provide brands in Europe and the U.S. with efficient and effective always-on consumer-first marketing.”
Serving as chairman of the new company will be HGGC CEO and Managing Partner Rich Lawson, who added that the VC firm was “excited to bring our investments in Selligent and StrongView together to create a global marketing technology powerhouse.”