Adroll Group announced the acquisition of Growlabs, a two-year-old startup with a comprehensive B2B database and suite of lead generation and outbound sales automation technologies. The acquisition of Growlabs will “bolster AdRoll Group’s identity graph and data capabilities to strengthen B2B offerings,” according to a company statement.
San Francisco based startup Growlabs helps B2B companies accelerate growth with efficient prospecting and powerful sales engagement tools. It was founded in 2016 by Ben Raffi, Jaclyn Klein, and Safeer Jiwan. In two years, it has built a searchable database of 320 million business contacts across 12 million accounts to help sales teams identify the right leads to target within minutes. It has 18 employees and has helped more than 400 sales teams increase revenue and close more deals.
Through this acquisition, AdRoll Group will leverage Growlabs’ data containing 12 million companies and 320 million business identities to enhance its proprietary data graph of more than 1.2 billion digital profiles.
“This acquisition gives us the ability to enable our customers to leverage the precise data needed to connect with B2B buyers at scale,” said Toby Gabriner, CEO of AdRoll Group and President of RollWorks. “The customer journey in B2B is incredibly complex. An average B2B deal now requires 6.8 people to sign off before a company makes a purchase. Trying to connect with each of those stakeholders in a way that resonates is a significant undertaking. The capabilities the Growlabs team brings will enable us to provide richer data and actionable insights to our B2B customers, accelerating their revenue growth.”
Ben Raffi, CEO of Growlabs said, “Our mission has always been to help marketers grow fast, a mission we share with AdRoll Group. Together, we’ll accelerate marketers’ ability to drive revenue. The data and multi-channel capabilities we can offer B2B customers with RollWorks today, and in new product development going forward, will be a game changer for B2B marketers.”