Content marketing firm Quark has acquired Docurated, an enterprise SaaS company, to integrate Docurated's sales enablement services into its content automation platform.
The acquisition should mean Quark's existing customers will be able to identify and send more relevant content to their prospects automatically, increasing the opportunity for conversion and reducing the manpower needed.
"When we started Docurated five years ago, we wanted to bring greater intelligence to how content is created and distributed within sales and marketing," said Alex Gorbansky, CEO and founder of Docurated. "I believe our incredible roster of clients speaks to our success in achieving this goal. As part of Quark, we're excited to be able to extend the benefits of Quark's content automation solutions, deliver even more personalized content, and transform the early stages of the content lifecycle."
Docurated uses automation and AI to find the content relevant to end users - technologies going beyond the traditional methods of taxonomies and metadata tagging, explained Cheri Keith, senior research analyst at SiriusDecision. This means sellers and buyers should be empowered by the delivery of more relevant content for their business.
Ray Schiavone, Quark president and CEO, said: "We believe Docurated has the best technology and user experience for sales professionals who must deliver the right content to the right prospects at the right time. Combined with Quark's existing content automation platform, we believe there is no better end-to-end platform for the sales and marketing content lifecycle."
Quark explained Docurated customers will continue to work with Docurated directly, although they will be able to take advantage of Quark's services too if they wish.
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Clare is the founder of Blue Cactus Digital, a digital marketing company that helps ethical and sustainability-focused businesses grow their customer base.
Prior to becoming a marketer, Clare was a journalist, working at a range of mobile device-focused outlets including Know Your Mobile before moving into freelance life.
As a freelance writer, she drew on her expertise in mobility to write features and guides for ITPro, as well as regularly writing news stories on a wide range of topics.