While AdRoll is good known for its retargeting technology for customer announce, it’s been building out a suite of B2B selling technology under its RollWorks business section, which propelled earlier this year.
The company says that by marrying its neural networks technology with Growlabs’ database of 12 million corporations and 320 million business names, as well as the startup’s conduct generation and sales automation tools, it can help customers run multi-channel expeditions with themes that are automatically sequenced to the sales stage.
Asked why Growlabs was an appealing acquisition target, CEO Toby Gabriner( who joined AdRoll last year) “ve told me” via email that both length and quality of data is crucial for building an account-based marketing planned.
” Growlabs is not simply built one of greater B2B data-sets, but even more importantly they have developed a number of industry guiding techniques to ensure that available data is accurate ,” Gabriner said.” With the combination of the Growlabs and AdRoll Group identity graphs, our RollWorks division will provide our customers access to one of greater independent B2B identity graphs in the world .”
The financial terms of their purchases were not disclosed, but Gabriner said the entire 18 -person Growlabs team will be joining AdRoll.
” Our operation has always been to help purveyors originate rapid — a operation we share with AdRoll Group ,” said Growlabs CEO Ben Raffi in the acquisition advertisement.” Together, we’ll accelerate marketers’ ability to drive revenue .”
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