GenY adds new technology with TailCurrent buyout

Hyderabad: GenY Medium, a city-based digital marketing company, has acquired business-to-business (B2B) lead generation firm TailCurrent, also from Hyderabad, for an undisclosed sum. The acquisition, which includes the brand, domain, technology intellectual property and the clientele, strengthens GenY’s portfolio to provide specialised digital marketing and lead generation services to its B2B companies. Besides, it adds search engine optmisation (SEO) technology and B2B lead generation automation to its services portfolio.

Founded in 2010 by Giridhar Apparusu, TailCurrent serves over 35 companies in India and overseas. As part of the acquisition deal, Apparusu has joined GenY as its Chief Technology Officer to strengthen the specialisation of using technology in digital marketing. “GenY Medium will certainly benefit from TailCurrent's expertise in marketing technology and vision of building next-generation products in listening and automation space,” Yashwant Kumar, Chief Executive 0fficer of GenY, said in a release on Thursday.

According to Apparusu, Founder and Managing Director of TailCurrent, with 70 per cent of buying research happening long before the marketing kicks in, social listening will play a pivotal role for both B2B and business-to-consumer (B2C) customers. “I strongly believe that this coming together will help us build some interesting products and extend richer suite of services to our clients,” he said.