bChannels, a global channel marketing company, has been acquired by The Channel Company, the parent of CRN. The deal expands The Channel Company’s digital marketing services, adding 150 employees focused on digital marketing services in the United Kingdom, Spain, Malaysia, U.S. and Australia.
bChannels maintains a database of 660,000 partners in 208 countries, and supports translations into 38 languages. Its AI-based target marketing platform, which was launched 18 months ago, harvests and analyzes data to enable channel leaders to strategically target partners to drive growth in a certain product segment or technology market.
“With The Channel Company’s U.S. best-in-class channel database and bChannels’ unmatched global channel database, we are now the undisputed global channel leader for to and through partner marketing services,” Blaine Raddon, The Channel Company CEO, told CRN.
Channel digital marketing services represent the fastest-growing part of The Channel Company’s business, CRN reported. The investment in bChannels and its channel data capabilities, “is the next big wave for us,” Raddon said.
Phil Gowing, bChannels founder and CEO, will become chief strategy officer of The Channel Company. Mark Truby, the COO and CFO of bChannels, will become senior vice president and general manager of The Channel Company’s international business. Vaughn Mordecai, chief revenue officer at bChannels, will become senior vice president of sales leading the international customer engagement model.
Terms of the deal were not disclosed.