Clarion Capital Partners has acquired Madison Logic, a provider of account based marketing services. The existing shareholders of Madison Logic, including CEO Tom O’Regan and Co-Founders Vin Turk and Chairman Erik Matlick, will maintain an ownership stake in the company.
Account based marketing (ABM) is the process of (1) identifying companies that are actively seeking to purchase products or services (it is estimated that a prospective customer is already 70% through the decision-making process before they even reach out to a salesperson); (2) develop marketing content to drive engagement of these companies; (3) generate sales leads and display advertising programs; and (4) create real-time analytics and data to measure results. Madison Logic’s business-to-business ABM platform is branded as Activate ABM. The company is headquartered in New York with an additional office in London (www.madisonlogic.com).
Madison Logic is considered by Clarion to be amongst the leaders in providing ABM services. “Madison Logic has an exceptional management team and is
highly respected within the media industry,” said David Ragins, Managing Director with Clarion Capital Partners. “We are in a media landscape where business-to-business marketers require clear ROI from their marketing solutions. Madison Logic is uniquely positioned to capitalize on this transformation thanks to its exceptional data-driven account based marketing products and industry leadership position.” Clarion intends to invest in the Activate ABM platform and market its services in new market verticals, invest in new geographic regions, expand its personnel base, and make add-on acquisitions.
“Madison Logic has the potential for tremendous organic growth and is a solid platform on which to build through strategic acquisitions,” added Mr. Ragins. “Clarion is excited to participate in this growth, fueling an already growing company with the resources and experience that will help it evaluate potential partnerships and acquisitions that offer value to Madison Logic’s customers.”
Clarion Capital Partners is a middle market private equity firm that invests from $15 million to $50 million in companies that have EBITDAs greater than $10 million. Sectors of interest include: business services; healthcare services; specialty financial services; consumer products; specialty retail; and media & entertainment. Clarion is based in New York (www.clarion-capital.com).
Monroe Capital was the sole lead arranger and administrative agent on the funding of a senior credit facility to back Clarion’s buy of Madison Logic. Monroe provides senior and junior debt and equity co-investments to middle market and lower middle market companies based in the US and Canada. Monroe Capital is led by Theodore Koenig, President and CEO; Michael Egan, EVP & Chief Credit Officer; and Thomas Aronson, Managing Director, Head of Originations. The firm was founded in 2004 and is headquartered in Chicago with additional offices in New York, Los Angeles, San Francisco, Atlanta, Boston, Dallas, and Toronto (www.monroecap.com).
Seth Rosenfield and John Prunier of New York-based investment bank Petsky Prunier were the financial advisor to Madison Logic on this transaction.
© 2016 Private Equity Professional | December 20, 2016
