Vancouver-based media tech company Black and White Zebra (BWZ) has acquired Crozdesk—a London, U.K.-based SaaS lead-generation firm—for CAD $3.6 million.

What this means: Crozdesk's lead-generation technology, Software Select, helps businesses find and compare software, including pricing, features, user reviews, and rankings. The acquisition will see BWZ leverage Crozdesk’s platform to connect readers of its media properties with SaaS companies selling software. “This acquisition transforms our business from a significant media publisher to an advanced media tech business, and we have a significant opportunity ahead,” said BWZ founder and CEO Ben Aston.

Details: BWZ was founded in 2011 and is the parent company for a number of major online publications that provide readers with business knowledge and tools. BWZ publications include The Digital Project Manager, The Product Manager, and the Indie Media Club. The firm’s properties are used by SaaS companies like Monday.com and ClickUp to drive website views and leads.

What they’re saying: “Combining BWZ’s reach, scale, and engaging content with our digital lead generation solutions–used by more than 13,000 software vendors–makes this an exciting opportunity for both businesses,” said Nicholas Hopper, founder and CEO of Crozdesk, in a statement. “We have the ability to provide deep insights into enterprise buyer behaviour, and provide our partners with invaluable data for sales, marketing, and customer success.”

B.C. tech trending east: BWZ is the latest in a string of B.C.-based tech companies to make strategic acquisitions across the pond. In January, Victoria-based Certn purchased U.K.’s Credence. In February, Trulioo bought Denmark’s HellowFlow, and in April, Wishpond acquired London’s ViralLoops.