Mountaingate Capital Portfolio Company MeritB2B Acquires True Influence, Creating Full-Funnel B2B Marketing Solutions Platform

December 2021


Denver, CO, December 2, 2021 – MeritB2B, the leading provider of B2B data, analytics, and performance marketing solutions, announced that it recently completed the acquisition of True Influence, a leader in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. The acquisition marks MeritB2B’s third acquisition since partnering with Mountaingate Capital in 2019.

Founded in 2008, True Influence is an industry-leading provider of demand generation and ABM solutions. The company utilizes proprietary technology platforms, including True Influence Marketing Cloud and Relevance Engine to drive best-in-class quality and client service. True Influence’s team of more than 350 employees serves enterprise technology brands and other B2B marketers.

The combination of MeritB2B and True Influence creates a differentiated B2B enterprise marketing technology solution, bringing together the data, analytics, and performance marketing capabilities of MeritB2B with the intent-based, AI-driven ABM and demand generation capabilities of True Influence. The combination enables the delivery of a full-funnel, end-to-end solution that will allow MeritB2B and True Influence to better serve B2B marketers.

“With an exclusive focus on B2B marketing needs, our own world-class data resource, and the ability to activate that data with leading edge marketing cloud technology, B2B CMOs get a full-funnel offering that will grow with their evolving needs. We believe the combination of MeritB2B and True Influence represents the future of B2B marketing,” said Rob Sanchez, CEO of MeritB2B. Rob continued “We are excited to welcome True Influence’s team of demand generation and ABM experts to the MeritB2B partnership.”

MeritB2B was advised by Hogan Lovells US LLP while Canaccord Genuity served as exclusive financial advisor to True Influence.

About MeritB2B

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

About True Influence

True Influence is the pioneer in the identification, processing, and delivery of relevant buyer intent signals in the B2B marketplace. Their proprietary approach to identity resolution and intent signal analysis is unique in that they collect and catalog decision-makers’ content consumption behaviors across the internet. They expertly leverage data, technology, and content to drive high-impact marketing campaigns to help their customers win new business. True Influence generates revenue across multiple industries, promoting brands and products from successful global companies including industry leading enterprise technology brands. More information on True Influence can be found at

About Mountaingate Capital

Mountaingate Capital is a private equity firm based in Denver that specializes in building and empowering companies with strong growth potential and engaged leadership teams. Mountaingate’s focus on organic growth coupled with its proven customer-centric buy-and-build approach and shared equity ownership with management creates more value for the end customer, while forging stronger, more collaborative, and more successful partnerships with management teams. Mountaingate targets investments in new platform companies with $5 million to $25 million of EBITDA, as well as add-on acquisitions of any size. For more information on Mountaingate, please visit