Private equity firm Clarion Capital Partners said Thursday it had acquired B2B marketing shop Madison Logic for an undisclosed sum.
Clarion reportedly spent “hundreds of millions,” according to Fortune.
Madison Logic hadn’t previously raised any institutional funding and specializes in account-based marketing, which sends targeted content to specific enterprise decision-makers.
“We see an opportunity to apply our strategy to new industries,” said Madison Logic CEO Thomas O’Regan. He’s looking specifically at health care and financial services and said Clarion will “be able to help us operationalize the success we’ve had in our vertical and replicate that.”
While Clarion has health care and financial services in its portfolio, Madison Logic will “lean on them for best practices and suggestions,” O’Regan said. Unlike holding companies or large enterprise tech corporations, private equity firms don’t always bring their investments together.
However, O’Regan does intend to use Clarion’s cash and expertise to expand internationally and to make its own acquisitions.
Earlier this year Madison Logic solidified its presence in Europe with the purchase of Dublin-based lead-gen company Internal Results. And in the first quarter of 2017 O’Regan expects to open an office in Singapore to cover Australian and Asian customers, who currently work with teams in Dublin and London.
Last year, Madison Logic bought the B2B data and advertising business BBN Solutions, which already had a footprint in sectors like health care and finance.
“As a partner they can help us look at M&A in a much larger way and really take advantage of what we see as an opportunity in the market,” O’Regan said. “With a firm like Clarion you practically have your own investment bank for evaluating deals.”
