AdRoll announced today that it has acquired Growlabs, a two-year startup with business-to-business sales tools and data.
While AdRoll is best known for its consumer advertising retargeting technology, under its RollWorks business unit, which was launched earlier this year, a number of B2B marketing technologies have been developed.
The company says it combines artificial intelligence technology with the Growlabs database of 12 million businesses and 320 million businesses Identities, as well as the lead generation and sales automation tools of the startup, can help customers multi -Channel campaigns with messages sequenced automatically up to the sales phase.
Asked why Growlabs was an attractive acquisition target, CEO Toby Gabriner (who joined AdRoll last year) told me by email that both the quantity and quality of data are critical to building an account-based marketing program are.
"Growlabs has none. They only built one of the largest B2B datasets, but more importantly, they've developed a number of industry-leading techniques to make sure the data is accurate," said Gabriner. "By combining the identity charts of Growlabs and the AdRoll Group, our RollWorks division will provide our customers access to one of the largest independent B2B identity diagrams in the world."
The financial terms of the acquisition were not announced, but Gabriner The entire 1
"Our mission has always been to help marketers grow fast – a mission we share with the AdRoll Group," said Growlabs CEO Ben Raffi in announcing the acquisition. "Together, we will accelerate the ability of marketers to increase their revenue."