About ITTS

ITTS is a technology sector focused B2B telemarketing agency, offering high quality phone based lead generation, research and appointment setting services, focused on outcomes. ITTS was established in 1992 after recognising a niche for a quality focused provider of sales leads for the IT sector. Their vision was to build a lead generation business which focused exclusively on the IT industry and which employed experienced IT salespeople in telephone-based lead generation roles to ensure the highest quality of project results. They have grown steadily over the years adding new and innovative demand generation services that their clients can leverage whilst expanding their client base. ITTS employs over 50 people and is recognised as the leading provider of EMEA focused lead generation services for IT vendors.

About Agent3 (owned by Next Fifteen)

Founded in 2013, Agent3 is a global account-based marketing (ABM) services and technology agency with offices across London (UK), Woodbridge (UK), Cheltenham (UK), Sydney (Australia), Sofia (Bulgaria), New York (USA) and San Francisco (USA). They have over 100 employees across these offices, and they are growing fast. Agent3 are part of the Next 15 digital communications group, which employs over 1,350 people across 32 offices in 14 countries. This allows them to continually invest in technology innovation and skills, as well as access group-wide resources and infrastructure. They work with some of the largest B2B brands in the world, including Salesforce, Citrix and Oracle.

About the deal

Agent3’s acquisition of ITTS will enable them to provide full service demand and lead generation solutions across the entire buying funnel, and the potential for further dynamic growth on a global basis.

ITTS will enable Agent3 to support customers with ‘the final mile of an ABM programme’. As customers increasingly look to be able to point to direct commercial outcomes from their programmes, the need for direct engagement with decision makers at target accounts has become more and more important. One of the most obvious ways of achieving this is through speaking with individuals on the phone to understand more about their needs and interests or even go a step further and qualify and book appointments on behalf of sales teams.

Our work

We advised Agent3 on their acquisition of ITTS by providing financial due diligence and advising on deal structuring matters.