The triple crown of marketing is getting the right content to the right person at the right time.
Insightera has raised $6.5 million to help marketers achieve this goal. The startup provides a business-to-business marketing platform that personalizes content in real time. It collects data on a visitor’s industry, location, and digital behavior, and automatically presents targeted, customized content. The goal is to boost conversion rates and accelerate customer acquisition.
CEO Mickey Alon told VentureBeat that most of the sales process happens before actual contact is made. Before meeting with a company, most people will check out its website for background information. This is a chance to make a strong first impression.
“Prospects make initial decisions, educating themselves and learning about your offerings from your website, while still comparing you to the competition,” Alon said. “The best marketing is done when it’s most relevant. The control is moving to the buyer’s side and this requires a new playbook for marketers.”
Insightera applies data analytics and machine learning to automate the personalization process. It integrates with any CMS and requires no coding. Businesses gain greater insight into potential clients that are visiting their site and the platform helps them make the most of the opportunities.
Advancements in the areas of big data and machine learning have made it possible for businesses to ramp up their marketing efforts using technology, which leads to better sales and improved returns-on-investments. Accordingly, marketing automation is a hot space right now. Digital marketing firm ExactTarget was just acquired by Salesforce for $2.5 billion, and Oracle bought cloud marketing company Eloqua for $871 million in December 2012. Marketing automation company Marketo went public in May and raised $79 million.
Insightera’s biggest competitor Demandbase recently closed $15 million to push for growth. It works with large companies such as Adobe, HP, Dell, and Informatica. Insightera’s customers include smaller names like Hortonworks, Landa, Prophix, Cellbrite, Powtoon, and LiveU. Lightspeed Venture Partners and Opus Capital led this Series A round, which will support customer acquisition and product development.
Insightera is headquartered in San Mateo with a team in Israel. It has 25 employees.
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