Trilliad is thrilled to announce the acquisition of Just Global, an award-winning B2B marketing agency. This strategic move propels Trilliad’s mission to create the world’s first Growth Services Provider, bridging the gap between the offices of the CMO and CRO within global Enterprise B2B brands.

Just Global has been at the forefront of B2B Marketing, renowned for its full-funnel Connected Experience approach that seamlessly integrates strategy, media, creative, ABM, and analytics on a global scale. Their sustained growth and numerous ‘B2B Agency of the Year’ accolades underscore their leadership during a time of unprecedented market change.

Trilliad, led by industry pioneers David Williams and Craig Dempster, former CEOs of Merkle, aims to revolutionize the intersection of marketing and sales. By aligning and optimizing the entire buying experience across marketing, sales, and customer success, Trilliad is set to enhance marketing efficiency, boost seller productivity, and reduce Customer Acquisition Costs.

Brandon Friesen remains CEO of Just Global, and along with the existing leadership team, will continue to lead the strategy and operations of the business under the Trilliad umbrella. The acquisition marks a strategic leap forward in Just Global’s mission to become the world’s most influential B2B agency.

“This is a strategic leapfrog move,” says Friesen. “Marketing and sales are melding in the B2B enterprise. CMOs and CROs now share revenue goals, and AdTech, MarTech, and SalesTech are increasingly integrated. It’s only logical to create a new category to support these connected worlds with data- and tech-enabled services. Joining Trilliad and partnering with David and Craig, who share our people-first, customer-centric vision, ensures our team and customers will continue to thrive in this rapidly evolving world.”

Craig Dempster, CEO of Trilliad, commented, “In the current landscape, aligning marketing and sales for shared growth delivers a competitive edge for organizations. We are thrilled to welcome the impressive Just Global team to Trilliad. This marks a major step in our journey to offer something unique and essential with a new Growth Services Provider category. We are shaping our services to power unified performance and produce real results for B2B brands globally.”

This acquisition marks Trilliad’s second of 2024, with plans for additional growth to come in the balance of the year, following the recent addition of Sercante, a CRM consultancy and execution business. Together, these acquisitions are set to transform business performance for B2B brands worldwide.