News Summary
The Juice, a B2B marketing platform from Indianapolis, has acquired AudiencePlus, a Phoenix-based digital marketing platform. This strategic acquisition aims to enhance their service offerings under the AudiencePlus brand, modernizing B2B marketing practices. With a focus on integrating technological assets, the merger will help create innovative solutions for B2B marketers, addressing the gaps between content creation and audience engagement. The combined entity aims to empower businesses to build more effective media properties and content distribution channels.
Indianapolis, IN — The Juice Acquires AudiencePlus to Transform B2B Marketing Landscape
The Juice, a B2B marketing platform based in Indianapolis, announced its acquisition of AudiencePlus, a digital marketing platform headquartered in Phoenix. The deal was disclosed earlier this month, though specific financial terms were not made public. The integration is set to consolidate the companies’ services under the AudiencePlus brand.
Details of the Acquisition
The acquisition primarily involved the technological assets of both firms, with minimal changes anticipated within their small teams. The Juice, founded in 2021 with support from venture firm High Alpha—also based in Indianapolis—provides a platform that allows B2B professionals to save, organize, and share marketing content. This platform has been likened to a “Spotify for B2B content” for its streamlined approach to content discovery and sharing.
AudiencePlus, launched in 2022, specializes in helping businesses publish and distribute their own content, aiming to modernize the way companies approach content marketing. The combination aims to offer more comprehensive, innovative solutions to address challenges faced by B2B marketers in reaching and resonating with their target audiences.
Strategic Goals of the Merger
The merged entity will continue to operate under the AudiencePlus brand. Company leaders indicated that the primary goal is to modernize the traditional B2B marketing playbook, making it more efficient and aligned with current digital trends. The combined platform is expected to strengthen clients’ abilities in building their media properties and expanding their content distribution networks.
Jonathan Gandolf, the CEO and founder of The Juice, will assume leadership of the new, merged organization, overseeing its strategic direction and integration efforts. The leadership team emphasizes that the merger was driven by a shared vision of creating marketing tools that effectively address persistent industry problems—namely, producing content that genuinely resonates with human audiences rather than solely algorithms.
Industry Context and Future Implications
The acquisition has been motivated by the broader recognition that many current B2B marketing tools are outdated. Industry stakeholders, including Kristian Andersen, a co-founder of High Alpha, have highlighted the need for innovative solutions to bridge the gap between content creation and audience engagement in B2B sectors.
While the companies are small, their strategic focus on technology development aims to impact the B2B marketing landscape significantly. The integration is expected to streamline content management and distribution processes, providing clients with more dynamic and effective marketing solutions.
Summary
In conclusion, the acquisition of AudiencePlus by The Juice marks a key step in evolving B2B marketing tools. By combining their technological assets and strategic visions, the companies aspire to modernize content marketing practices and address longstanding challenges faced by B2B marketers. The consolidated platform aims to empower businesses to build stronger media properties and more effective distribution channels, positioning them for greater engagement in a rapidly changing digital environment.
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Additional Resources
- Inside Indiana Business: The Juice Makes Acquisition
- Wikipedia: B2B Marketing
- Building Indiana: Wabash Uplabs to Modernize Transportation Manufacturing
- Google Search: B2B marketing
- Current: Dwellane Revolutionizing Indianapolis Real Estate
- Google Scholar: B2B marketing strategies
- Inside Indiana Business: Strategic Value of Competitive Intelligence
- Encyclopedia Britannica: Content Marketing
Author: STAFF HERE INDIANAPOLIS WRITER
INDIANAPOLIS STAFF WRITER The INDIANAPOLIS STAFF WRITER represents the experienced team at HEREIndianapolis.com, your go-to source for actionable local news and information in Indianapolis, Marion County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Indianapolis 500, Indy Jazz Fest, and the Indiana State Fair. Our coverage extends to key organizations like the Indy Chamber and Visit Indy, plus leading businesses in motorsports and healthcare that power the local economy such as Indianapolis Motor Speedway and IU Health. As part of the broader HERE network, we provide comprehensive, credible insights into Indiana's dynamic landscape.
