London-based Gravity Global, a B2B and complex markets consultancy, has acquired Irving-based Mojo Media Labs, which specializes in account-based marketing (ABM) and is a HubSpot diamond agency partner, according to a news release.
According to the release, this is Gravity’s third acquisition in three months and gives its expertise in connecting B2B components: branding, demand generation, sales and client development. In March, Gravity acquired the B2B practice of Houston-based 9thWonder and Minneapolis-based content marketing agency Morsekode.
Gravity Global’s U.S. headquarters is based in Houston.
“Mojo’s expertise makes us a major player in ABM,” Jose Lozano, U.S. CEO of Gravity Global, said in the release. “We now provide all three critical ABM components of strategy, content, and marketing automation, and we do this at scale with complete branding capabilities. That sets us apart among independent B2B agencies, which typically excel at only one or two of the ABM pieces.”
Mojo Media Labs was founded in 2011 by husband-and-wife team Mike and Nikole Rose. It focuses on marketing, operations, client service, finance, and sales of the companies it works with “to create customer engagement that boosts the sources of business success for clients such as Penn Engineering, LTK/RewardStyle and Array.”
Nike Rose, president and COO of Mojo, will lead the acquired business going forward. Current CEO Mike Rose will provide support in a non-executive/advisory capacity.
“We take companies from random acts of marketing and sales to predictable revenue growth,” Nikole Rose said in the release. “Most agencies focus on metrics that don’t matter, like visits and leads, whereas we tie everything to the actual business pipeline. Increasingly, we’re attracting clients that need brand strategy and global reach we weren’t able to provide. Now we can.”
According to the release, Mojo’s Hubspot leadership complements Gravity’s expertise across platforms, including Salesforce and Marketo.
“Marketers don’t have the resources to effectively juggle two dozen specialist agency relationships to create B2B programs around the world,” Lozano said in the release. “They want specialist agencies that are more nimble and agile than holding companies, but they still want one source for strong creative, media, PR, ABM and content. With Mojo, we can fulfill the most complex marketing matrices and produce significant growth for any size client anywhere.”
Gravity Global started in 2009 and is now backed by London-based private equity firm Elysian Capital. It has completed seven acquisitions to extend geographical coverage and service offerings in the last two years. The company said it is on track to double its current employee total of 340. It has 15 offices worldwide.