AdRoll Group acquires Growlabs to bolster B2B marketing insights

Anne Freier

In Mobile Advertising. November 12, 2018

AdRoll Group, the data-based marketing firm, has acquired Growlabs, a business-to-business lead generation start-up in an effort to expand its daughter RollWorks that focuses on lead-generation marketing campaigns.

Originally launched in 2018, RollWorks provides account-based marketing solutions including account discovery and engagement and measurement for campaigns.

“This acquisition gives us the ability to enable our customers to leverage the precise data needed to connect with B2B buyers at scale,” explained 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.”

Through the addition of Growlabs, AdRoll Group hopes to bolster its identity graph and data capabilities to bolster its overall offering.

“Our mission has always been to help marketers grow fast – a mission we share with AdRoll Group,” added Be Raffi, CEO of Growlabs. “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.”

Furthermore, Growlabs brings on board multi-channel engagement including targeting to find buyers with high intent. Clients are then able to activate ads and sales automation sequences for their campaigns.