Belgium’s Showpad acquires UK marketing tech startup Hickup

Belgian marketing tech startup Showpad has acquired Hickup, a UK-based startup that develops mobile sales playbooks, reports De Tijd. No terms were disclosed.

Hickup, from London, creates learning and evaluation tools for sales and marketing departments to better engage with customers and prospects. It employs less than 10 people but counts JCDecaux and Fujifilm among its client base.

Showpad, which has raised over $60 million in funding, is headquartered in Ghent with offices in San Francisco. With the acquisition of Hickup, the company has launched Showpad Experiences, a tool for managing marketing materials and visuals.

The deal marks Showpad’s third acquisition over the last year or so. It acquired two US mobile marketing and app developer startups, LIA and Taptera, last year for undisclosed amounts.

(Full disclosure: tech.eu founder Robin Wauters was an early advisor to Showpad and still holds a small amount of shares in the company)

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