Aberdeen

Established in 1988 by John Logan and Peter Kastner, Aberdeen operates as a marketing intelligence company with headquarters in Waltham, Massachusetts. Initially focused on utilizing enterprise data for business decision-making, the firm has evolved its offerings. Today, Aberdeen provides intent-based marketing and sales solutions, catering to B2B marketers and sales teams.

The company's core business revolves around capturing and analyzing buyer behavior across various B2B sectors. Aberdeen combines data on online interactions—such as topics and keywords—with targeting data like company location and contacts. This allows them to create targeted account lists and model client-specific market spaces. The firm's platform offers solutions for account-based marketing (ABM) optimization, sales enablement, data analytics, and sales funnel optimization. Revenue is generated by providing clients with these data sets, analytics, and content marketing services to enhance the effectiveness of their marketing campaigns and sales team performance.

A significant milestone in the company's history includes its acquisition by Spiceworks Ziff Davis (SWZD) on November 23, 2020. Prior to this, Aberdeen was acquired by Harte Hanks in 2006 and later by Halyard Capital in 2015. In December 2018, Aberdeen acquired The Big Willow, an intent data provider, which significantly enhanced its ability to offer specific company locations and target contact titles by tracking billions of device IDs across numerous web pages. Over its history, the company has raised a total of $11.3 million in funding over five rounds, with investors including TL Ventures and Commonwealth Capital Ventures.

Keywords: marketing intelligence, intent data, B2B marketing, sales solutions, predictive analytics, lead generation, account-based marketing, ABM, sales enablement, data analytics, buyer behavior analysis, lead scoring, B2B data, marketing technology, sales intelligence, demand generation, content marketing services, Spiceworks Ziff Davis, The Big Willow, target account lists