Unbounce, the Vancouver company that specializes in creating landing pages for marketing campaigns, has merged with Insightly, a California customer relations company (CRM).
Insightly specializes in cloud-based customer relations management (CRM) software.
Both companies are owned by the private equity firm Crest Rock Partners, which has combined the two companies.
Unbounce will benefit from the first-party data that CRM will bring with it, said Unbounce CEO Steve Oriola.
“Part of what every marketer is looking for is access to first-party data, as it becomes more difficult to track people across the web, with the use of third-party cookies and such, so part of that rationale for us… is our ability to really activate that first-party data,” Oriola told BIV.
“Having a CRM company merging with a martech company makes perfect sense to us.”
“They have a CRM that has a sales solution,” he added. “They also have a marketing automation platform that we plan to integrate with our landing-page solution, and they have a services module.”
“Their primary buyer has traditionally been sales, and sales leadership and management,” Oriola said. “Our buyer traditionally has been the marketer and marketing agencies. And combined we have a solution that really brings sales and marketing together.”
The combined companies will employ roughly 200 people.
