Content marketing platform Skyword announced a merger with marketing insights company TrackMaven.
Through this merger, the companies aim to create a platform that makes use of TrackMaven’s deep analytics and tools to put them into action using Skyword’s content planning, creation, and activation tools. Together, the two companies have more than 400 customers, including top companies like IBM, Iron Mountain, and Microsoft. According to the companies, the platforms will be supported and operated separately until they are fully integrated.
According to the deal, Skyword Founder and CEO Tom Gerace will lead the combined company. Allen Gannett, Founder, and CEO of TrackMaven, will serve as CSO and EVP. Tim Koubek, President of TrackMaven, will take on the role of COO, and TrackMaven board member Patrick Kerins will join Skyword’s board of directors.
“We’re incredibly excited to join forces with the TrackMaven team,” Gerace said in a statement. “Combining our organizations accelerates our growth and product strategies and gives customers a solution that no other company can match.”
“The TrackMaven team couldn’t be more thrilled to join with the Skyword team and continue serving our clients in an even more powerful capacity,” said Gannett in a statement. “TrackMaven has always been able to show a CMO where he or she is leading the competition or losing ground. Now with Skyword, we can incorporate those insights into the actual content creation workflows, giving marketers the power to create content strategies that win.”
Gerace wrote in the company’s blog: “The merger of Skyword and TrackMaven reflects our thesis that content-centric marketing is the marketing of the future. In today’s world, the stories brands tell differentiate them in the market. Customers expect and demand exceptional brand experiences. Content is the only experience that is on demand, always on, and scalable in both depth of experience and distribution to broader audiences. Marketers who stop treating content as a standalone tactic and start bringing a content-first mindset to the entire marketing organization will dominate this next phase of marketing evolution.”
