Zaius, a customer data company working with consumer brands like Tea Forte and Burt's Bees Baby, raised $ 30 million in Series B financing.
CEO Mark Gally said that while business-to-business marketing is about CRM, there is a "mishmash" on the side of consumer marketing. Specifically, he said, marketers have a "swivel chair problem" where they might have a customer data platform that does not allow marketers to do the necessary customization between channels or a product of Less robust marketing automation. "When it comes to customer data.
"We literally broke these two systems together," Gally said. (I could quibble with his use of "literally" if it was not such a funny picture.)
For example, with Zaius (who bears the name of the character of the Planet of the Apes who was the guardian of the truth for monkeys), a clothing brand would have access to key data about of a customer, as the fact that they are more interested in advance access than discounts, through the devices and communication channels. They could then adapt their messages accordingly.
Gally said that for some customers, Zaius can improve revenue by 33% and by allowing them to coordinate campaigns across multiple channels, increase their reach by 50%.
Jurgen Nebelung, vice president of e-commerce and digital at Tea Forte, made a similar point in the funding announcement, saying that the use of other marketing software resulted in siled data and a disconnected customer experience. in one place, offering a complete view of how buyers engage with our brand, whether on the web, mobile or email. "
Zaius has now raised $ 50.8 million in total funding. The new round was led by Insight Venture Partners, with the participation of previous investors Matrix Partners, Underscore VC and Fun Leaders. The CEO of Insight, Nikitas Koutoupes, joins the board of directors of the company.
"It's no secret that B2C marketers are under increasing pressure as their role in business continues to evolve, and they need tools to improve results," he said. said Teddie Wardi, director of Insight. "Through a single platform, Zaius provides B2C marketers with a complete view of their customers throughout the purchasing process, coupled with campaign execution tools to engage these customers in personalized communications." on several channels. "
Among other things, Gally said the new funding will allow the company to expand its ecosystem of developers and integrate it to other marketing tools.
"What's key is not to force a rip-and-replace," he said. "We are improving all of our systems … Not only the unification of the ecosystem, but now ecosystem feeding, is a huge opportunity where we will continue to put the emphasis. "