Global Expansion Triggers First Merger As Aservo Teams With DemandGen

The global expansion of demand generation practices has triggered the industry’s first big merger. DemandGen, a leading consultancy in marketing automation and lead management based in the Bay Area, today announced that it has merged with Aservo Interactive GmbH of Germany to form DemandGen International.


“Our centers of excellence in Europe and North America enable us to better service our customers’ marketing teams in each region,” said David Lewis, Founder and CEO of DemandGen. “Marketing strategy and best practices vary greatly from country to country, and the merger lets our customers leverage the vast expertise our combined teams can provide.”

The merger is effective immediately, and the combined company will be called DemandGen International. The company’s North American headquarters will continue to be in California’s Bay Area, with ASERVO International’s Munich offices becoming the headquarters of DemandGen Europe. Lewis will continue in his role as CEO Americas. The company has also established presence in Singapore, and is planning continued expansion in Asia as well.

“I am excited about all the opportunities the merger provides to our customers and partners,” said Reinhard Janning, former CEO of ASERVO Interactive, whose new role will be CEO of DemandGen Europe. “The marketing automation market is exploding globally and the combined strengths of the two companies will help further our market leadership worldwide.''

DemandGen currently has more than 150 customers across 12 countries worldwide, including such well-known names as Apple, American Express, Citrix, DuPont, FICO, Informatica, Messe München, NetApp, Novell, Nokia, Polycom, Riverbed, Standard and Poors, Siemens, Taleo, VMware, and many others. The company’s key partners include Eloqua, Marketo, Microsoft, Salesforce, and Oracle. Lewis added that DemandGen International is the only consulting company worldwide that is 100% focused on marketing automation.

DemandGen’s partners were also enthusiastic about the merger. “We are excited for our enterprise customers who will benefit greatly by having a large, international, experienced partner,” said Rob Brewster, SVP of Business Development for Eloqua. “DemandGen and ASERVO have been two of our best partners in their respective regions, so the merger will help all of us accelerate our growth worldwide.”