MALVERN, PA — 2X has announced its acquisition of Intelligent Demand (ID), a leading firm in B2B growth strategy and execution. This acquisition aims to transform how B2B organizations drive growth by blending Intelligent Demand’s strategic expertise with 2X’s scalable execution model.
The partnership addresses a critical challenge faced by B2B leaders—balancing innovation with cost efficiency. “With 2X and Intelligent Demand, they no longer have to choose,” said John Common, CEO of Intelligent Demand. “We deliver the only solution that combines transformative growth with optimized resources, helping leaders achieve what was previously out of reach.”
2X clients will gain access to Intelligent Demand’s capabilities in go-to-market (GTM) strategy, Account-Based Experience (ABX) programs, paid media management, revenue operations, and creative messaging. Meanwhile, Intelligent Demand’s clients will benefit from 2X’s subscription-based offshore model, enabling efficient, scalable solutions.
“This acquisition is a pivotal step forward in our mission to transform how B2B organizations scale marketing with less operational burden,” said Dom Colasante, CEO of 2X. “Together, we help our clients scale their impact—not their costs—while creating new opportunities for growth.”
The collaboration builds on both companies’ technology partnerships across platforms like Oracle Marketing Cloud, Salesforce, and Adobe, delivering enhanced value to clients.
Jack Berney, a 2X board member and Principal at Recognize, highlighted the strategic potential of this move. “We believe Marketing-as-a-Service is evolving into next-generation subscription-based solutions to deliver Growth-as-a-Service,” he said. “This acquisition accelerates 2X’s roadmap for helping clients achieve scalable growth with unmatched efficiency.”
John Common will oversee ID’s integration with 2X and later join the 2X management team to expand service capabilities, ensuring a seamless transition for clients and unlocking new growth potential.
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