CMO’s top 8 martech stories for the week – 10 March 2022

Cross-channel experience management player reaches US$1.22bn valuation

Insider is planning to invest AUD$70 million into the Australian market over the next three years after securing US$121 million in Series D funding.

The latest investment round was led by QIA and brings the SaaS player’s market valuation up to US$1.22 billion. Other contributors included Sequoia, Riverwood Capital, 212, Wamda Capital, Esas Private Equity and Endeavor Catalyst.

Headquartered in Singapore, Insider has more than 1000 customers including Australian retailers such as Accent Group, Samsung, Country Road, David Jones and Wittner. Because of this, the company said it’ll inject $70 million into Australian expansion plans.

It also plans to create more than 100 jobs globally over the next three years. Additional capital will also be used to fuel rapid expansion, enhance the company’s core technology and scale sales and marketing investments.

Insider’s AI-powered platform is designed to bring together personalization capabilities with emerging messaging channels like WhatsApp, Facebook, RCS and SMS. Insider technology coordinates offline and online data into an unified platform so it can be used to connect customer data across channels and systems, to unearth interests and preferred touchpoints, predict future behavior across different customer segments, and optimize campaign experiences accordingly.

With this funding milestone, the company noted it’s become one of a few female-led SaaS unicorns in the world. Founded in 2012 by CEO, Hande Cilingir, Serhat Soyuerel (chief revenue officer), Arda Koterin (chief customer officer), Sinan Toktay (CTO), Okan Yedibela (VP of Engineering) and Muharrem Derinkök (chief product officer), the Insider team has more than 700 team members from 41 different nationalities across 28 countries.

“We’ve been blitz scaling remarkably in the past three years and achieved 3X growth. In the same period, our global team grew by 300 per cent, and our customer base continues to increase,” said Cilingir. “Following our aggressive expansion in Asia, Europe and LATAM, we’ll carry this momentum in the US market.” Raises US$40m for B2B marketing operating system has secured US$40 million in Series B funding to progress its automated operating system for B2B marketers.

The latest investment round was led by Next47 and Resolute Ventures, with participation from a number of SaaS founders and CEOs. The new capital is earmarked for developing what is positioning as a new software category, accelerate growth and expand platform capabilities to meet its vision as the first operating system for B2B marketers.

The way the startup is hoping to blaze a new trail is by using artificial intelligence (AI) and machine learning to automate repetitive tasks B2B marketers experience day-to-day. The pitch is to help optimize campaigns and scale performance without having to hire additional resources.

And it’s gaining interest. Metadata claimed it grew 711 per cent year-on-year in the past 24 months, adding 110 new customers and securing five patents for its technology and growing a database of 1.5 billion business profiles, segmented by technographics, firmographics and buyer intent signals.

“In 2021, the Metadata platform executed nearly $50 million of digital spend for over 150 customers across Facebook, LinkedIn, Google, Quora and Display, resulting in over $130 million in a marketing-sourced pipeline and over $2 billion of influenced pipeline,” Metadata said. CEO, Gil Allouche. “No other technology was able to provide this amount of efficiency for B2B marketers. This funding validates the market demand for our technology and will help us develop this technology further.”


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