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Ideometry
(01)Engagement
Overview
Strategic buyer acquires Ideometry for growth.
Founded in 2014, Ideometry is a full-service growth marketing agency focused on B2B SaaS and robotics companies. Over the past decade, the agency built a strong reputation for helping technically complex businesses scale through strategic planning, lead generation, branding, and web execution. Ideometry worked with a mix of venture-backed startups and publicly traded companies, establishing a clear niche at the intersection of SaaS and robotics.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category Digital Product & Web Development, Creative Content Development, Paid Media & Lead Generation, Account Based Marketing, Under $10M, Branding & Creative, Content Marketing, Data & Analytics, Market Research, Marketing & Advertising, Performance Marketing, SaaS & MarTech, Web Design & Development
- Buyer Type Strategic Acquirer
- Deal Size Under $5M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is Ideometry?
Ideometry operates as a remote-first agency with a highly collaborative team model. The agency is known for embedding directly into client organizations and taking ownership of the full marketing ecosystem. From audits and strategy to execution across lead generation, design, automation, and analytics, Ideometry functions as an extension of its clients’ teams. Long-standing client relationships and a strong base of recurring revenue positioned the agency as a trusted growth partner in competitive, technical markets.
(03)Founder's
Motive
The Why Behind The Sale
After more than ten years of building Ideometry, the founders reached a point where they felt proud of what they had created but began to experience slower growth. Rather than continuing independently, they decided to explore joining a larger organization that could provide additional support, infrastructure, and new opportunities to scale. Their priority was ensuring the business could continue to grow while giving the team access to broader resources.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
The founders were intentional about finding a buyer aligned with Ideometry’s B2B SaaS focus and collaborative culture. Flexibility was an important factor. One founder, Josh, wanted to remain involved and continue leading the team, while his partner, Charles, was ready to exit. The right partner needed to support leadership continuity, team integration, and future growth.
(05)Setting the Stage
Preparing Ideometry for Acquisition
To prepare Ideometry for acquisition, Merge focused on highlighting the agency’s strong recurring revenue model, long client retention, and specialized expertise in B2B SaaS and robotics. Ideometry’s integrated delivery approach and proven results across complex industries positioned the agency as a strategic platform for growth rather than a traditional agency exit.
(06)Attracting Suitors
Strategic Marketing of Ideometry for Acquisition
Merge marketed Ideometry as a growth-focused agency with deep technical expertise and strong relationships within the SaaS ecosystem. Its ability to integrate seamlessly with client teams and deliver consistent, measurable results made it an attractive opportunity for buyers pursuing expansion within B2B SaaS.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
Ideometry was acquired by Marketers in Demand, a B2B SaaS marketing group executing a broader roll-up strategy. Having already completed several acquisitions, Marketers in Demand saw Ideometry’s robotics and SaaS expertise as a natural addition to its platform. The structure of the deal allowed Josh to stay on and continue leading the Ideometry team, while Charles successfully exited, creating alignment on both sides.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
Following the acquisition, Ideometry and Marketers in Demand began integrating teams and expanding cross-selling opportunities across their shared client base. The combined organization increased depth across strategy and execution, unlocked new growth opportunities, and strengthened its ability to serve SaaS clients, all while maintaining continuity for clients and employees.
(09)Finding a New Home
The Merge Difference
Merge played a key role in aligning Ideometry with Marketers in Demand by balancing strategic fit with founder goals. Through thoughtful positioning, targeted outreach, and hands-on deal execution, Merge helped structure a transaction that supported leadership continuity, team stability, and long-term growth. The result is a partnership that positions Ideometry for its next phase of growth within a larger B2B SaaS-focused ecosystem.
Social Growth Labs
(01)Engagement
Overview
Entrepreneurial buyer acquires Social Growth Labs for growth.
Founded in 2019, Social Growth Labs is a marketing and growth agency built around one mission: helping startups go to market with impact. The agency carved out a niche as the go-to expert for Product Hunt launches, supporting VC-backed SaaS startups through pre-launch activation, launch-day promotion, and post-launch growth.
Working with founders from pre-seed to Series A, Social Growth Labs blends go-to-market strategy, user research, and performance marketing to help clients secure top rankings, gain traction, and drive measurable user acquisition. With a performance-based pricing model that rewards launch success, the agency built trust through results, powering more than 120 launches with a lean global team and strong margins.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category SaaS & MarTech, Creative Content Development, Paid Media & Lead Generation, Account Based Marketing, Under $10M, Content Marketing, Data & Analytics, Market Research, Marketing & Advertising, Performance Marketing
- Buyer Type Entrepreneurial Buyer
- Deal Size Under $10M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is Social Growth Labs?
Founder Leo Bosuener started Social Growth Labs as a remote-first agency designed for autonomy and flexibility. After five years of building a self-sustaining business with minimal founder oversight, Leo was ready to step back to focus on his family and spend more time with his two young daughters. He wanted to ensure the agency would continue growing under a buyer who shared his appreciation for efficiency, innovation, and scalable marketing systems.
(03)Founder's
Motive
The Why Behind The Sale
Leo sought a buyer who could expand Social Growth Labs’ model beyond one-time campaigns into recurring GTM retainers, SaaS partnerships, and post-launch growth programs. The ideal acquirer would understand early-stage startups, value the Product Hunt niche, and bring the resources to scale inbound demand while maintaining the agency’s high-performance standards
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
With a streamlined structure, proven outbound engine, and global team that required just a few hours of founder time per week, Merge positioned Social Growth Labs as a turnkey acquisition for buyers seeking a high-margin, low-touch growth platform with built-in credibility.
(05)Setting the Stage
Preparing Social Growth Labs for Acquisition
With a streamlined structure, proven outbound engine, and global team that required just a few hours of founder time per week, Merge positioned Social Growth Labs as a turnkey acquisition for buyers seeking a high-margin, low-touch growth platform with built-in credibility.
(06)Attracting Suitors
Strategic Marketing of Social Growth Labs for Acquisition
Merge marketed Social Growth Labs as a rare opportunity to acquire a performance-based SaaS growth agency with an established niche and proven success formula. By emphasizing its systemized process, lean team, and repeatable outcomes, the agency attracted buyers looking for operational simplicity with strong ROI potential.
Target outreach focused on marketing groups, digital holding companies, and entrepreneurs in the SaaS ecosystem who were seeking to expand into go-to-market services for startups.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
Social Growth Labs was acquired by Thomas Liu, a Columbia MBA and finance professional with experience in M&A, valuations, and transaction advisory at Gerald Edelman in London. Liu’s background in financial strategy and scaling businesses made him the perfect buyer to expand the agency’s model and integrate it into a broader digital portfolio.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
Under new ownership, Social Growth Labs is exploring new growth opportunities including recurring GTM services, venture partnerships, and community-driven marketing programs. The acquisition has enabled the agency to enhance its service mix while preserving its core strength of helping founders successfully launch and scale on Product Hunt and beyond.
(09)Finding a New Home
The Merge Difference
Merge’s positioning and hands-on marketing approach showcased Social Growth Labs as more than a niche agency. It was a proven growth engine with expansion potential. By highlighting its profitability, operational efficiency, and founder story, Merge attracted a values-aligned buyer and facilitated a smooth transition that allows Leo to step back while ensuring the agency continues to thrive.
11outof11
(01)Engagement
Overview
Entrepreneurial buyer acquires 11outof11 for growth.
Founded in 2017 by Angela Pointon in Ardmore, PA, 11outof11 entered the market with a focused mission: to provide tailored content marketing solutions to entrepreneurs and CEOs of growing B2B companies. With a niche in EOS-operated firms and women-owned businesses, the agency offers a comprehensive suite of services. Angela Pointon’s journey into marketing began unexpectedly, sparking a passion that led her back to education and to a career in various startups and agencies. Dissatisfied with the status quo, she founded 11outof11, assembling a top-notch team dedicated to helping businesses thrive.
(Details)
- Engagement Sell-Side Representation
- Type Full-Sale
- Category Creative Content Development, Account Based Marketing, Female Founded, Under $10M
- Buyer Type Entrepreneurial Buyer
- Deal Size Under $5M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is 11outof11?
11outof11 is an ABM-focused digital agency that empowers clients to take control of their marketing strategies. Their team of passionate marketing experts is dedicated to delivering high-quality solutions without compromise. As a testament to its expertise, 11outof11 has established a strong presence in the Professional Services industry, generating 60% of its revenue from this sector alone. The agency’s comprehensive suite of services includes HubSpot Support, content marketing, auditing, and more.
(03)Founder's
Motive
The Why Behind The Sale
Since its inception, 11outof11 has experienced remarkable growth. With the business stabilized, she reached a point where she could step back and let new leaders take the reins. The company is now poised for even greater success under fresh leadership, allowing Angela to focus on other pursuits that don’t compete with the organization’s growth. She is excited to watch her legacy thrive while in pursuit of her next venture.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
Angela has always placed a high premium on the well-being and success of her team, and as she considered her exit from 11outof11, it was crucial to her that the buyer would be able to seamlessly integrate and maintain the company’s culture. She wanted to ensure that her clients would continue to receive the same exceptional service and expertise, with her team members supported and nurtured in their roles. With a focus on long-term sustainability, Angela sought out a buyer who shared her values and vision, and who ultimately would prioritize the continued development of both the team and organization.
(05)Setting the Stage
Preparing 11outof11 for Acquisition
When presenting 11outof11 to potential buyers, it was crucial that Merge conducted a thorough analysis of the business. This analysis extended beyond the financials to reveal the agency’s qualitative strengths. One of the key areas of distinction was the company’s impressive portfolio of long-term client relationships, many of which were on a retainer-based contract further establishing strong tenure.
(06)Attracting Suitors
Strategic Marketing of 11outof11 for Acquisition
The team of 22 was fully equipped to continue scaling without Angela’s close involvement. The strong foundation she built enabled buyers to recognize the full potential of the company, rather than just focusing on its financials. By showcasing the agency’s cultural fabric, team dynamics, and client relationships, Merge painted a comprehensive picture of 11outof11’s value, ultimately attracting a buyer who shared Angela’s vision for the company’s future.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
It was a no-brainer when Merge discovered that Zachary Rischitelli, CEO of FiG Advertising, was the perfect match for 11outof11. With a proven track record of driving growth through strategic acquisitions, FiG was the ideal partner to take 11outof11’s SEO and HubSpot services to the next level. Having previously acquired an agency in 2019, FiG understood how to seamlessly bolt-on services through acquisition and had a strong history as an SBA pre-qualified buyer, which made the transition smooth and efficient.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
The acquisition proved to be a win-win for both parties, enabling Angela’s team to join a thriving ecosystem with a shared passion for innovation and growth. With FiG’s resources and expertise, 11outof11 is expanding their capabilities and reach. As a result, Angela was able to step away from the day-to-day operations and pursue her own interests.
(09)Finding a New Home
The Merge Difference
Merge played a crucial role in the acquisition of 11outof11 by FiG, effectively promoting the company to high-quality buyers and rigorously vetting potential partners. Through targeted marketing and expert negotiation, Merge brought Angela a myriad of conversations and ensured a smooth and successful deal for all parties invo
Mojo Media Labs
(01)Engagement
Overview
Strategic buyer acquires Mojo Media Labs for growth.
Established in 2007 by Nikole and Mike Rose, Mojo Media Labs has evolved into a HubSpot Diamond Partner agency with a strong social engagement mission. Based in Brooklyn, this full-service agency specializes in B2B account-based marketing, inbound marketing, website design and development, sales enablement, and email marketing. Notably, Mojo Media Labs has been a pioneer among HubSpot partners, consistently valued by clients for their commitment to generating engagement and advocating for a future that respects both humanity and nature.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category Account Based Marketing, Female Founded, Under $10M
- Buyer Type Strategic Acquirer
- Deal Size $5M-$10M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is Mojo Media Labs?
Mojo Media Labs stands as a beacon in the digital marketing world, particularly celebrated for its dedication to creating socially responsible and impactful marketing strategies. This innovative agency, deeply rooted in its mission to respect humanity and nature, excels in blending creativity with technology to serve a diverse range of clients, especially in the B2B sector. Mojo Media Labs has distinguished itself with its unique socially-engaged approach and expertise in leveraging HubSpot tools to deliver exceptional inbound marketing and sales enablement services.
(03)Founder's
Motive
The Why Behind the Sale
Nikole and Mike, having devoted over a decade to nurturing Mojo Media Labs into a flourishing agency, realized they had reached the zenith of their abilities. They sought a culture-fit buyer who could elevate the agency’s growth and offer their team more opportunities for career advancement, without necessarily aiming for an outright exit from the business.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
The couple envisioned a buyer who would not only appreciate Mojo Media Labs’ unique culture and social impact focus but also possess the capability to support and scale the agency’s operations. They were looking for a partnership that would ensure the agency’s continued growth and allow them to focus on areas where they excelled, with Nikole interested in staying on with the right buyer.
(05)Setting the Stage
Preparing Mojo Media Labs for Acquisition
Mojo Media Labs had made a significant impact in the digital marketing space, especially among socially engaged clients. Their unique governance model, focusing on flexibility, agility, and participatory working style, set them apart, creating a positive and dynamic work environment. This approach had yielded a long list of satisfied B2B clients and established the agency as a unique player in the industry.
(06)Attracting Suitors
Strategic Marketing of Mojo Media Labs for Acquisition
With Merge’s expertise in handling acquisitions, Nikole and Mike partnered with the firm, confident in its ability to find a perfect-fit buyer. Merge leveraged its vast pool of qualified buyers and specialized knowledge of the industry to showcase Mojo Media Labs’ strengths and potential for growth.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
The perfect match for Mojo Media Labs turned out to be Gravity Global, a highly awarded B2B and complex markets growth marketing consultancy. This partnership was seen as an ideal fit to leverage Mojo’s expertise in HubSpot account-based marketing and integrate it with Gravity Global’s extensive resources and client base.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
The acquisition by Gravity Global promised to amplify Mojo Media Labs’ capabilities and reach in the B2B sector. This collaboration was set to position Gravity Global as a leader in HubSpot account-based marketing, leveraging Mojo’s expertise and client relationships.
(09)Finding a New Home
The Merge Difference
Merge played a pivotal role in this transition, ensuring that Mojo Media Labs found a new home where its culture, mission, and growth potential would be valued and nurtured. Their strategic approach and deep understanding of Mojo’s unique positioning in the market facilitated a successful and synergistic acquisition.