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Integrate announces majority investment from Audax

Publisched on
December 20, 2021

B2B marketing platform Integrate has announced a majority investment by the private equity firm Audax. The investment is expected to accelerate the development roadmap for Integrate’s Demand Acceleration Platform as well as creating opportunities for overseas and expansion and new acquisitions.

Integrate describes its mission as connecting data, channels and technology to drive account-based and person-based demand marketing at scale. “Audax’s ‘Buy & Build’ approach invests in companies with market leading positions and sustainable competitive advantages, and we believe our partnership with Integrate will help drive transformational growth in today’s new era of Precision Demand Marketing,” said Tim Mack, Managing Director of Audax in a release.

Why we care. We’re betting B2B marketing will be all but unrecognizable a year from now. Customer-driven journeys, more self-service and less dealing with reps, omnichannel engagement, and a slowly developing recognition that there are more nuanced metrics than numbers of leads.

Integrate is one of the vendors in the space that seems to understand this and we’ll be watching how it leverages this new funding.

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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