AdRoll Group introduced these days that it has bought Growlabs, a two-year-old startup with business-to-business gross sales equipment and data.
While AdRoll is easiest identified for its retargeting generation for client promoting, it’s been construction out a collection of B2B advertising and marketing generation underneath 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 firms and 320 million enterprise identities, in addition to the startup’s lead era and gross sales automation equipment, it may assist shoppers run multi-channel campaigns with messages which are mechanically sequenced to the gross sales degree.
Asked why Growlabs was once an interesting acquisition goal, CEO Toby Gabriner (who joined AdRoll final yr) instructed me by way of electronic mail that each amount and high quality of data is a very powerful for construction an account-based advertising and marketing 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 stated. “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 stated all of the 18-person Growlabs staff can be becoming a member of AdRoll.
“Our mission has always been to help marketers grow fast — a mission we share with AdRoll Group,” stated Growlabs CEO Ben Raffi within the acquisition announcement. “Together, we’ll accelerate marketers’ ability to drive revenue.”