insideview2.jpgInsideView, a company that provides “inside view” of the hierarchies of large companies so that markerters can pinpoint which executives are important enough to pitch, has acquired TrueAdvantage, a company it hopes will help it in that endeavor.

InsideView’s rivals include Hoover’s, Reuters and other traditional providers of marketing intelligence, but InsideView says its advantage is in gathering Web 2.0 data that the providers don’t have.

InsideView synthesizes blogs, social networks, forums, Web 2.0 sites along with traditional corporate data sources to give sales and marketing people a more precise picture of a company’s internal structure. This is important because it allows a sales force to see who is in charge of a company, which allows for more relevant data for marketers, permitting more-targeted pitches and better-informed inquiries.

The deal gives InsideView two important resources: customers and technology TrueAdvantage acquired at a cost of $20 million.

TrueAdvantage combs the web for contact information to help people make better sales decisions. However, InsideView CEO Umberto Milletti tells us TrueAdvantage was “too early for the market.”

Although InsideView’s competitors may have better brand recognition, InsideView’s Miletti argues its inclusion of Web 2.0 data gives customers insight not only into the corporate seating chart, but employee’s online behavior and events.

Milletti won’t say how much money changed hands. TrueAdvange has been on the auction block since earlier this month. A couple weeks ago, founder Jeret Christopher acquired the technology and customers of TrueAdvantage. The technology becomes part of Christopher’s Mortgage CRM product.

InsideView, based in San Bruno, Calif., raised $7.4 million in a first round funding earlier this summer.

Formed in 2004, InsideView has 50 employees.

We covered the company in June.



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