Digital Transformation

Digital Transformation Provider Aurea Completes Acquisition of XANT

The Future of Commerce, with B2B Buying Experiences that Rival B2C, is One Step Closer

Aurea Software, Inc., the “Netflix of business software,” announced today it has acquired XANT, Inc. (formerly, a pioneer and recognized leader of guided sales engagement software with AI-powered buyer insights. XANT will become a pillar of Aurea’s future of commerce solutions portfolio in a quest to create B2C-like buying experiences for B2B transactions. Terms of the acquisition were not disclosed.

“B2B buyers are demanding the same kind of purchasing experiences they’ve become accustomed to as consumers,” said Aurea CEO Scott Brighton. “Delivering highly personalized, buyer-centric B2B experiences is vastly more challenging given product complexity, protracted multi-stage sales cycles, plus diverse constituents involved in the buying process,” added Brighton. “It’s virtually impossible without deep buyer insights, and that’s exactly what XANT adds to our commerce portfolio.”

XANT’s industry-leading Playbookssolution provides AI-powered sales engagement, optimizing sales representative contact rates by identifying who they should be reaching out to, via what channels and when they should be doing so. More than 50 billion buyer data points are analyzed, including information culled from XANT’s proprietary PeopleFinder database of prospect behaviors. XANT helps B2B sellers ensure potential buyers are engaged at exactly the right time, while helping sales representatives prioritize specific accounts to focus on.

Aurea’s future of commerce portfolio, which includes more than a dozen software solutions like Infer and FirstRain, enables B2B salespeople and marketers to target and engage prospects across the entire sales and marketing funnel more intelligently. XANT technology will help bridge the all-important gap between marketing and sales engagement — the initial prospect contact.

XANT customers will gain immediate access to the entire future of commerce suite through their Aurea software library subscription. Similarly, existing Aurea customers will gain immediate access to the XANT solution.

Founded as in 2004 and rebranded XANT in 2020, the company was valued at a peak of nearly $2 billion and invested upwards of $300 million in its technology, yielding dozens of patents. As part of the acquisition, Aurea will return the company to its original name,

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