Influencer Marketing Pioneer Acquired By Fullscreen

Influencer marketing business sold

Influencer Marketing Pioneer Acquired By Fullscreen

Pete Borum co-founded Reelio, which is an influencer marketing platform that enables brands, agencies, and publishers to find social media influencers to endorse their products.

While Borum and his three co-founders forecasted the trend of influencer marketing, their major challenge was convincing advertisers who were used to controlling every aspect of a brand’s marketing, to turn over content creation to celebrity YouTubers, Instagrammers, and Snap Chatters.

Despite this challenge, they managed to raise $15M in capital from investors, and the company grew.  Borum had acquisition conversations with several strategic buyers and was bought in 2018 by Fullscreen, which is owned by Otter Media, a joint venture between AT&T and the Chernin Group.

 In this episode, you’ll learn:

  • Reasons to loop in investors during the selling process
  • Why having a “Best Alternative To A Negotiated Agreement” (BATNA) is an important step in the exit planning process
  • How to influence the way an acquirer thinks about your company’s valuation before getting a term sheet

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