AdRoll Group introduced nowadays that it has received Growlabs, a two-year-old startup with business-to-business gross sales equipment and data.
While AdRoll is very best recognized for its retargeting generation for shopper promoting, it’s been development out a collection of B2B advertising generation beneath its RollWorks enterprise unit, which introduced previous this yr.
The corporate says that by marrying its synthetic intelligence generation with Growlabs’ database of 12 million corporations and 320 million enterprise identities, in addition to the startup’s lead era and gross sales automation equipment, it will possibly assist shoppers run multi-channel campaigns with messages which are routinely sequenced to the gross sales degree.
Asked why Growlabs was once an interesting acquisition goal, CEO Toby Gabriner (who joined AdRoll remaining yr) instructed me by way of e mail that each amount and high quality of data is the most important for development an account-based advertising program.
“Growlabs has not only built one of the largest B2B data-sets, but more importantly they have developed a number of industry leading techniques to ensure that the data is accurate,” Gabriner mentioned. “With the combination of the Growlabs and AdRoll Group identity graphs, our RollWorks division will provide our customers access to one of the largest independent B2B identity graphs in the world.”
The monetary phrases of the purchase weren’t disclosed, however Gabriner mentioned all of the 18-person Growlabs crew can be becoming a member of AdRoll.
“Our mission has always been to help marketers grow fast — a mission we share with AdRoll Group,” mentioned Growlabs CEO Ben Raffi within the acquisition announcement. “Together, we’ll accelerate marketers’ ability to drive revenue.”