Foundry

The business combines B2B technology publishing, events and proprietary data with marketing-technology software. On the supply side, it operates an owned-and-operated network of editorial sites and 800+ industry events that attract technology decision-makers, generating first-party behavioural and event data. This audience and data foundation is used to build intent datasets, benchmarking products and activation capabilities. On the demand side, it packages this into software (ABM and intent platforms), managed lead-generation and demand campaigns, and sponsorship across media and events.

Value is created by enabling technology vendors and B2B marketers to identify in-market technology buyers, orchestrate account-based marketing, run campaigns in trusted editorial environments and measure outcomes. Foundry differentiates from pure martech vendors by controlling both the media inventory and the data supply, and from traditional publishers by operating software and data products that integrate into customers’ martech and sales stacks.

Foundry (an IDG, Inc. division owned by Blackstone) is a B2B technology media, data and marketing-technology company focused on the IT and enterprise technology sector. It operates specialist editorial brands and a large global events portfolio, and has built a martech and data stack via acquisitions such as Triblio (account-based marketing software) and Metri (IT pricing and benchmarking data). Competitors include TechTarget and other B2B technology publishers and intent-data providers.

The company generates revenue by selling advertising and sponsorship across its media properties and events, by delivering managed lead-generation and demand programmes underpinned by first-party and intent data, and by licensing its marketing software and data products such as its ABM platform and contact-level intent data. Its direct customers are technology vendors and B2B marketers who pay for media, data and software to reach and activate in-market technology-buying audiences.