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.