Indianapolis digital marketing firm The Juice makes acquisition
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A pair of digital marketing platforms associated with venture firm High Alpha are now one.
Indianapolis-based The Juice has acquired AudiencePlus, the company said this month, and the merged services will operate under the AudiencePlus brand.
Terms were not disclosed.
Indianapolis-based High Alpha helped launch The Juice in 2021. Its technology provides a platform for B2B professionals to save and share marketing content such as thought leadership and educational articles, a sort of Spotify for B2B content.
AudiencePlus, a High Alpha portfolio company based in Phoenix that launched in 2022, helps businesses publish and distribute their own content.
The combined company aims to modernize the B2B marketing playbook, the company said in a news release.
“AudiencePlus and The Juice are solving a persisting problem for marketers in different yet complementary ways. Not only did a partnership become obvious, but we recognized a larger opportunity to accelerate our shared vision that involved one product and team,” said The Juice CEO and founder Jonathan Gandolf, who will lead the combined company. “The combined product will allow marketers to return to creating content that resonates with humans, not algorithms.”
Company leaders say the combined platform can help businesses build their own media properties and distribution networks to better engage with their customers and gain market insights.
“B2B marketers have been saddled with the same tired hosting platforms, distribution networks and analytics for decades,” High Alpha co-founder and partner Kristian Andersen said. “The combination of AudiencePlus and The Juice accelerates a vision for B2B marketing that was shared by both companies – bringing brands closer to their audiences with a solution built for the future.”
A company representative said the acquisition primarily involved the technology platforms, not personnel. The company employs a handful of employees.