CLIENT:
Argyle Executive Forum, LLC (“Argyle Executive Forum” or the “Company”), a marketing services company, brings information and thought leadership to a membership community of over two million business leaders. The Company provides conference, private meeting, and virtual event services as well as content solutions to engage audiences and communicate client brands and product innovations. Additionally, the Company operates a business-to-business media brand, focused on publishing information for senior finance executivesthrough multiple channels, including digital, mobile, and print magazine. Argyle Executive Forum was founded in 2004 and is headquartered in New York, New York.

SITUATION:
Argyle Executive Forum was formed through the combination of two distinct lead generation platforms: (i) Argyle Executive Forum, LLC, focused on exclusive, invitation-only events providing networking opportunities, panel discussions, and thought leadership to industry executives; and (ii) CFO Publishing, LLC (“CFO Publishing”), a leading global voice and multi-channel platform for delivery of original enterprise finance information, award-winning thought leadership and specialized professional learning targeted to the CFO ecosystem.

The two entities were consolidated into one operating company that targets specific functional business disciplines with highly-curated and premium lead generation events and services while providing thought leadership and proprietary experiences for its executive communities. Argyle Executive Forum was seeking to divest its media assets and recapitalize the Company as part of its virtual events-focused reorganization strategy.

ENGAGEMENT:
G2 Capital Advisors, LLC (“G2”) was engaged by Argyle Executive Forum as the exclusive sell-side advisor to lead a highly-targeted and efficient sale process for the Company’s digital and physical media assets, customized virtual webinar platform, and valuable research and analytics services.

OUTCOME:
In a transaction successfully executed on December 15, 2020, the Company divested its CFO Publishing media assets through a sale to Industry Dive, Inc. (“Industry Dive”), a portfolio company of Falfurrias Capital Partners (“Falfurrias”). The acquisition enhances Industry Dive’s growing portfolio of award-winning industry publications and represents a unique opportunity to build upon CFO Publishing’s globally-recognizable media brand that has been trusted by chief financial officers for over 35 years.

Additionally, the Company successfully divested the assets of Argyle Executive Forum on December 23, 2020 through a sale to Demand&Suppli LLC (“Demand&Suppli”). The acquisition represents a platform investment for Demand&Suppli in the lead generation space and provides an exceptional opportunity to build upon Argyle Executive Forum’s strong brand and experienced management team.

The Chairman of the Board of Directors of Argyle Executive Forum, Kerry Gumas said, “My experience in working with G2 throughout the sale process was second to none. They were extremely diligent, hard working and focused on achieving the best outcome for all parties involved. The Argyle Executive Forum and CFO Publishing teams are excited to work with their new partners at Industry Dive and Demand&Suppli who clearly share a common vision for continued growth of the two brands and exceptional lead generation execution for the Company’s valued customers.”

The two platforms are well-positioned to benefit from the strong tailwinds that have accompanied the need for efficient sales lead generation and critical thought-leadership brought about by the COVID-19 crisis, and will likely continue to play an integral role within the larger marketing services industry.

“The market conditions for event-based marketing and media companies driven by COVID-19 created unique challenges that required the team to find creative ways to approach the sell-side process. It was an honor and privilege to work with Argyle Executive Forum’s management on these highly-strategic divestitures”, said Matt Konkle, G2’s Senior Managing Director and Head of Industry Teams. “The Industry Dive, Falfurrias, and Demand&Suppli teams were a pleasure to work with and we look forward to tracking their success investing in the niche media and marketing services segments.”

About Argyle Executive Forum, LLC:
Argyle Executive Forum, LLC, a marketing services company, provides conferences, private meetings, and virtual events services in the areas of sales, sales development, customer success management, marketing, meeting management and operations, content and programming, membership development, and business support. Additionally, the Company operates a business-to-business media brand, focuses on publishing information for senior finance executives in the United States. It provides information in the areas of accounting and tax, banking and capital markets, human capital and careers, growth companies, risk and compliance, strategy, and technology through multiple channels, including online, digital, mobile, and magazine. Argyle Executive Forum, LLC was founded in 2004 and is headquartered in New York, New York.

About G2 Capital Advisors:
G2 Capital Advisors provides M&A, capital markets, and restructuring advisory services to the middle market. G2 offers integrated, multi-product, and sector-focused services by pairing highly experienced C-level executives with specialist investment bankers. G2 aspires to be the trusted advisor of choice to its clients including corporations and institutional investors.

CONTACTS ON THIS DEAL:
Matt Konkle, Sr. Managing Director, Head of Industry Teams: T: 317.371.6608 E: [email protected]

Connor Grogan: Vice President: T: 617.918.7973 E: [email protected]