Nordwind Capital, a private equity firm based in Munich, has acquired a majority stake in the B2B Media Group, a German media and technology company which uses big data to help businesses reduce the costs of acquiring new customers.
The B2B Media Group helps business-to-business companies improve their sales and digital marketing processes through lead generation, content distribution, display and video marketing and social media campaigns.
It uses sophisticated big data technologies such as its smart data profiling engine to help clients identify and target individual potential customers in real time with specific content and so minimise unnecessary costs. It has offices in Munich, London, Würzburg and Augsburg and its clients include Dell, Hewlett Packard, IBM and SAP.
Nordwind Capital, which invests for an indefinite period in fast-growing, profitable companies, is paying an undisclosed amount for the acquisition. The founding team of The B2B Media Group will remain the company’s largest shareholder and will serve on the management team on a long-term basis.
The B2B Media Group, which was founded in 2012, currently has around 60 employees and is understood to generate annual sales revenues of between €10m and €20m. It publishes more than 20 proprietary online and offline publications and has more than 40 proprietary social media channels directed at business professionals in various industries.
Nordwind Capital’s acquisition of the stake in The B2B Media Group follows its acquisition in February of Productsup, a software-as-a-service company which provides software that analyses data used to create marketing and advertising content and product videos. Its software optimises content for marketing channels such as Google Shopping, Facebook, Idealo, Amazon, eBay and Criteo.
Germany is one of Europe’s biggest centres for private equity and venture capital. According to research by data and intelligence firm Preqin, there are currently 352 private equity fund managers based in Germany, the second largest number in Europe after the UK, and 164 active institutional investors in private equity based there, the third highest in Europe. In 2016, German-based firms attracted the second largest amount of capital in Europe for buyout and venture capital deals.