Marketopia Acquires Continuity Marketing: Business Backgrounds




Marketopia Acquires Continuity Marketing: Behind the Deal
But how exactly did the two companies find each other and come together? In an email interview, Andra Hedden offered this context...ChannelE2E: When did Marketopia and Continuity Marketing first begin M&A discussions, and how quickly did it become clear that an M&A deal looked like a good move?Andra Hedden: The conversations began with a note via LinkedIn from Continuity Co-founder Rich Thompson to me on Aug 16, 2021. We began discussions between all four owners (Terry, myself, Jamie, and Rich). We discussed how Continuity Marketing could leverage Marketopia in the UK to support their clients with tele services -- a service they did not offer. From there, the discussions morphed into a possible investment in their company, and then to acquisition conversations. The conversation morphed very quickly within the first few meetings and ultimately we closed on Friday (January 14, 2022) – about five months from the first outreach to close.ChannelE2E: Will Jamie Daum and Richard Thompson remain with the combined business post-M&A deal?Andra Hedden: Absolutely. Rich and Jamie are a huge reason we were interested in acquiring Continuity. They are amazing people and leaders. We are very proud of what they have created and look forward to incorporating it into the business that we already have in the UK. We already had a plan to expand our current business in the UK – currently we offer Tele (appointment setting services) locally to service EMEA, but the plan was always to build a digital lead generation and marketing agency to accompany the tele services as we have in the US. The timing was perfect as the Continuity team spent the last two years building the agency business and it fits perfectly with what we have. Jamie and Rich will remain in the business and they are excited to do just that – they love what they do and this will allow them to continue to service the industry and help companies grow while remaining executives in the business but reliving them of the ownership responsibilities.Marketopia Acquires Continuity Marketing: Executive Perspectives
In a prepared statement about the deal, Terry Hedden, CEO and co-founder of Marketopia, said:“We’re extremely excited to form a unified marketing firm that will only ascend from here. This is a powerful team of 175 channel experts spread across the world that will drive lead generation and demand while creating opportunities for our customers on a global basis.
This acquisition will benefit each company’s clients and prospective clients. We’re one of the top marketing firms in the US. They’re one of the top marketing firms in the UK. And now we’re joining forces to help each other and our clients grow better together.”
“We’re thrilled about this partnership and how it will further our global value to the industry. MSPs, vendors and technology companies around the world will now be able to rely on us as they strive to achieve their global growth goals.”
“Marketopia is the standard when it comes to marketing for the MSP and tech industries. We’re eager to leverage their vast expertise, especially in outbound sales, to help our clients grow even faster.”