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Yorkshire agencies create Matter after merging to drive B2B growth


B2B agencies Ampli and NERVE have announced their merger to create a new Leeds-headquartered business, Matter.

The two businesses are bringing together their respective experience in B2B sales and B2B marketing to provide a solution for businesses looking to grow, while continuing to operate as individual brands.

As part of this merger a number of key appointments have also been made, including COO Tosh Balding, who joins from IMA HOME; and Client Services Director Ben Freer, who joins from Golley Slater.

Matter is forecasting fee income of £3 million in its first year, and expects this to grow to £8 million within five years. Its headcount, currently 35 in total, is set to double within the next two years.

Other senior figures include Director of Media and Ad Tech Paul Roberts, CTO Phill Midwinter, and Sales Director Rob Conway. The respective CEOs of NERVE and Ampli, Michael Ward and Jason Horsman, are majority shareholders.

Jason Horsman said: “We genuinely believe Matter will offer B2B clients something new and different in an overcrowded and siloed agency marketplace. So many traditional B2B marketing agencies are disconnected from the sales process and similarly many sales agencies are disconnected from the marketing effort.

“Only when you align the two and bring in next gen tech to accelerate the process will you experience rapid and sustainable B2B sales growth. We are very much looking forward to working together with NERVE to create that ‘bigger picture’.”

Michael Ward added: “There is a noticeable disconnect between B2B sales and marketing departments up and down the country which we’re on a mission to solve. By unifying our sales and marketing propositions, both with AI at their core, we’re removing waste and helping B2B organisations operate smarter, more efficiently and most importantly, more profitably.”

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