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Last week was full of surprises for the B2B industry.
- Gong tripled its valuation after raising an extra $250M.
- Prosus acquired Stack Overflow for $1.8B.
- iContact acquired Moz.
Then, just before corporate America signed out for the week, two more tech giants combined forces: Attentive, the leader in SMS marketing for ecommerce brands, acquired Privy, an email marketing platform for small ecommerce businesses.
Privy’s CEO, Ben Jabbaway, broke the news on Twitter:
I couldn’t be more excited to share that @attentivemobile has acquired @privy .
Two industry leaders. Better together.
I literally can’t stop smiling because of what this means for YOU, our customers + partners.
— Ben Jabbawy (@jabbawy) June 4, 2021
Talk about real, contagious excitement!
According to Ahrefs, Privy is estimated to have 4M+ annual website visitors (a combination of direct, organic, social, paid, and referral traffic), 8.8K live backlinks, and over 500K customers from 180+ countries who have generated over $3.9B in sales.
Attentive, meanwhile, engages and grows mobile audiences with personalized text messaging. Even though they started five years after Privy’s launch, they sure moved up the ranks quickly.
Currently, the SMS marketing leader boasts of an impressive $2.2B valuation, with over 3,000 customers across ecommerce and other industries. They also have 1.4M annual visits to their website.
The merge feels like a match made in heaven, but what does it actually mean for B2B marketers? Let’s find out.
What Attentive’s Acquisition of Privy Means for B2B Marketers
Despite the acquisition, Privy will remain Privy, a standalone division within Attentive. Everything will stay the same—the support, product previews, and other features marketers love.
Ben Jabbaway will stay on as Privy’s CEO, leading the company in fulfilling its mission of supporting small ecommerce brands that want to build thriving online businesses.
Although there won’t be many changes, there definitely will be some improvements, as Ben mentioned in the tweet thread.
Here are some of the key takeaways:
1. Better features
Marketers love speed and efficiency; that’s a given. That’s one thing this merger will achieve: faster product development and more “yummy” features to find and reach customers and boost conversion rates.
In many ways, Privy and Attentive are like two faces of the ecommerce marketing coin. On one side, Privy is providing small businesses with email marketing services.
On the other side, Attentive is providing enterprise brands with high-converting SMS services.
Put together, these two brands have a great shot at becoming a leader in the ecommerce marketing field. The combination of their individual superpowers positions the company as a go-to tool for ecommerce marketers.
2. Better resources
Privy’s learning center is a hub of massive value, blending expert opinion, industry insights, product information, and relevant blogs.
From the blog to a masterclass to the ecommerce marketing school hosted by Dave Gerhardt and Ben Jabbaway, every content piece delivers value to marketers looking to up their ecommerce game.
Attentive’s resources are just as valuable. Their experts share insights on SMS marketing strategies through events, webinars, and comprehensive guides.
The merger of these two brands focused on providing valuable content for ecommerce marketers likely means there’s even more rich content on the way.
3. More job openings
For marketers looking to jump ship (and individuals looking to make a career switch), the acquisition created the perfect opportunity to make a move. So be on the lookout. You just might find an opening tailor-made for you.
Summary
The merger of Attentive and Privy gives marketers:
- Access more features that deliver better results
- More resources to point you in the right direction and amplify marketing and sales efforts
- Exciting new job opportunities
Overall, Attentive’s acquisition of Privy looks to be good news for the B2B industry
