Dentsu Aegis Network announced the acquisition of Digital Pi, a leading digital marketing agency focused on marketing automation consulting services in the B2B sector. The acquisition is set to pave the path for a combination of Merkle, a leading technology-enabled with a data-driven approach and Digital Pi, getting a new approach toward B2B marketing.

Merkle’s current strategy of expanding across different areas of people-based marketing and enterprise solutions will be combined with Digital Pi’s marketing technology expertise. Digital Pi’s core capabilities include campaign operation and marketing automation that will be coupled with Pi’s Adobe Marketo skills. B2B marketers will be getting an expanded view with data-driven technology that is personalized and has integrated solutions. Merkle boosts its data, technology, and audience skills that is all set to build a cornerstone for B2B agency solutions.

Ryan Vong, Founder and Chief Executive Officer of Digital Pi, said in a statement that Merkle has a large client base seeking expert assistance to maximize its return on investment in marketing automation. The addition of Merkle with Pi will provide both businesses maximum return on investment in marketing automation. The companies also predict that they would be a great business fit and even on a cultural scale of a demanding environment. The next phase will be interesting as they both move from a digital medium to data-driven with the digital medium.

President of Merkle Americas Craig Dempster said in a statement that 2020 would be the year of continued growth for Merkle, and Digital Pi will be a key player in their expansion throughout the coming decade. The company is committed to supporting growth and ensuring that our clients are getting the best-in-class service.

Digital Pi was founded in 2013 and is headquartered in Dallas, Texas. After the completion of the acquisition process, 50 employees will be working with Merkle and will report directly to Michael Mclaren, Global CEO, Merkle B2B group. Currently, Merkle has more than 2,200 employees globally.