Team behind Merkle’s rise makes strategic acquisition of global B2B agency to form the world’s first Growth Services Provider

Trilliad is thrilled to announce the acquisition of Just Global, an award-winning B2B marketing agency. This strategic move propels Trilliad’s mission to create the world’s first Growth Services Provider, bridging the gap between the offices of the CMO and CRO within global Enterprise B2B brands.

1. Just Global's Market Leadership:

• Renowned for its full-funnel Connected Experience approach.
• Integration of strategy, media, creative, ABM, and analytics on a global scale.
• Numerous "B2B Agency of the Year" accolades.
• Sustained growth and leadership in B2B marketing.

2. Trilliad’s Vision and Leadership:

• Led by industry pioneers David Williams and Craig Dempster, former CEOs of Merkle.
• Aim to revolutionize the intersection of marketing and sales.
• Enhance marketing efficiency and boost seller productivity.
• Reduce Customer Acquisition Costs.

3. Strategic Alignment:

• Brandon Friesen remains CEO of Just Global.
• Existing leadership team to continue strategy and operations under Trilliad.
• Strategic leap forward for Just Global’s mission to become the world’s most influential B2B agency.

4. Synergy Between Marketing and Sales:

• Marketing and sales melding in the B2B enterprise.
• CMOs and CROs sharing revenue goals.
• Integration of AdTech, MarTech, and SalesTech.
• Data- and tech-enabled services supporting connected worlds.

5. Leadership Insights:

• Friesen highlights the strategic importance of the acquisition.
• Craig Dempster emphasizes the competitive edge from aligning marketing and sales.
• Importance of unified performance and real results for B2B brands globally.

6. Future Growth and Expansion:

• Acquisition marks Trilliad’s second of 2024, following the addition of Sercante.
• Plans for additional growth throughout the year.
• Transforming business performance for B2B brands worldwide.

The acquisition of Just Global by Trilliad marks a significant milestone in the evolution of B2B marketing and sales. By creating the first Growth Services Provider, Trilliad aims to revolutionize the industry, driving efficiency and productivity while reducing costs. This strategic move is set to transform the landscape for B2B brands globally, positioning Trilliad and Just Global at the forefront of innovation and performance.