Marketing services provider Trilliad plans to pursue additional acquisitions as it builds toward USD 1bn in revenue within seven years, said CEO Craig Dempster.

The Annapolis, Maryland based business, backed by MRE Capital since June 2023, and Balance Point Capital since August 2024, expects acquisitions to account for about half of its growth. Most recently, it acquired Accelerate Performance on 28 April.

“I’d be very surprised if we didn’t get a couple of deals done in the next 12 months,” Dempster said, adding that the company could complete another transaction before the end of the year.

Trilliad has more than USD 100m in annual revenue, and the CEO said its goal is to reach USD 1bn by 2033.

Targets can generate between USD 10m and USD 50m in revenue, Dempster said.

Trilliad places a heavy emphasis on cultural fit and leadership alignment, Dempster said. Targets must be strategically additive in terms of capability, geography, or scale, and typically serve B2B enterprise clients across sales, marketing, or customer success functions, he added.

Accelerate Performance will be part of Trilliad’s sales performance services line, one of four core service lines, he said. The others are technology services, global B2B marketing services, and a consulting offering.

The technology services line is anchored by the acquisition of Salesforce consultancy Sercante and focuses on consulting, implementation, and managed services for sales, marketing, and customer success technologies, the CEO said. While Salesforce remains a core ecosystem, Trilliad is also developing capabilities around Snowflake and artificial intelligence platforms including Anthropic, Dempster said.

Global marketing services are delivered through Just Global, which was acquired in July 2024, and provides media planning, buying, and execution for B2B brands across multiple regions.

“We’re looking to expand our marketing services capabilities in both Europe, the Middle East, and Africa (EMEA) and Asia‑Pacific (APAC), and M&A will be part of that activity,” Dempster said.

To support that expansion, the company hired Rob Gold, a former B2B executive at Dentsu to lead growth efforts in EMEA, Dempster said.

The company has strong access to capital, supported by its investors.

The CEO was formerly part of the leadership and founding team at Merkle, helping grow it to USD 2bn in revenue through multiple acquisitions, he said. In 2016, Merkle sold a 60% stake to Dentsu Aegis Network, the London-based global media group. The remainder was sold to Dentsu in 2020, and Dempster remained CEO until 2022, he added.

MRE Capital is a family office that was started by Merkle’s previous CEO and co-founder, David Williams. MRE’s long-term horizon is what attracted Balance Point Capital, Dempster said.

“Both came in to originally fund the initial acquisitions that we did,” Dempster said, adding an exit for either firm is very likely far off.

“We’re probably a decade away from even thinking about that, to be very honest. To build what we want to build, it’s going to take time,” Dempster said.

Technology services tied to data platforms and AI ecosystems remain highly competitive in the current M&A environment, while marketing services valuations have come down as traditional advertising holding companies have slowed acquisition activity and financial sponsors have become more prominent buyers, Dempster said.

Trilliad’s legal advisors are Venable and Troutman Pepper Locke, Dempster said.