Akkroo and Integrate for $34M

Akkroo Acquired By Integrate for $34M

I’ve been thinking about the news I heard last Thursday, April 4th 2019, that a company called Integrate acquired Akkroo for $34M. Consolidation in the martech space is nothing new. In our six years in business, we’ve seen it happen over and over again, Oracle acquiring Eloqua, Upland Software acquiring LeadLander, Adobe acquires Marketo…the number of acquisitions goes on and on. Just look at the list of recent acquisitions on MarTech Today.  As you scroll through, I bet you’ll recognize a few companies that were acquired. Then, you’ll murmur “I was wondering what happened to them”. Give it some time, and I’m betting you’ll say the same thing with this acquisition. I’ve never been one to be shy about comments. I’m not letting my thoughts marinate any further, and wanted to share a pragmatic view, as well as a dogmatic and slightly cynical one, and say congrats to Integrate and Akkroo. You’re going in the right direction.

Pragmatic View

Brand dilution wasn’t my first thought after hearing the news. Instinctively, I thought – “how does this change our company?” The answer – it doesn’t change it, it helps it. The news about Integrate acquiring Akkroo only validates what Lead Liaison has been doing since the infancy stages of our business. We’ve been developing a sales and marketing solution that unifies top-of-funnel lead capture, converts leads, closes deals, and helps retain customers. Don’t believe, check our home page. We’ve had the “Attract, Convert, Close, Retain” message on our home page forever. So long that we even branded that on the back of our company t-shirts – no joke.

As I further dwell on the acquisition, I read that in January 2019 Integrate announced it acquired ListenLoop to grow its set of tools and solutions for account-based marketing (ABM) advertising. We unveiled Lead Liaison’s ABM solution in late 2017 with resounding cheers from our client base.

The news also reinforces the investment Lead Liaison has been making to simplify event lead management for the entire event tech space. B2B companies are spending more money on events as they recognize the impact that trade shows and other corporate events have on their top line. In fact, spend is on the rise as experts estimate 22% of a B2B company’s marketing budget is spent on events. Check out these 40 other shocking event marketing statistics. There’s no denying the event industry is becoming more high tech than ever and niche technologies will continue to be absorbed as event marketers demand more control and ownership over their event leads.

Rest assured, we’ve long understood the value of in-person events as a viable lead generation channel. We began our company as a tracking solution and evolved into a robust sales and marketing automation company that helps businesses grow at scale. Over the years, customers pushed us to add more capabilities and introduce marketing features and sales solutions, peppered with a high dose of automation. Establishing our roots in automation has given us a leg up over our competition for quite some time now. When we rolled out GoExhibit!, our solution for capturing and managing leads at events, it was a natural progression for our platform as trade shows and marketing events were yet another top-of-funnel channel too irresistible not to support.

Dogmatic and Slightly Cynical View

Akkroo pulled off a major heist of $34 million dollars with a promise to eventually modernize the Event Market. At Lead Liaison, we have been at the forefront of bringing better solutions to market since the infancy stages. We welcome the competition, but fear that the true losers of this endeavor will be the investors.

Let’s face it, we’ve seen this scenario play out a million times in technology. Big Brother (company A) buys company B and assumes they can force feed the new “solution” to their market at a greatly marked up cost.  They throttle support in ways that only big companies know how to do and what was once a friendly relationship becomes very vendor-customer oriented. Customers will expect price increases at their next renewal. 

What happens next? Investors start to think: we aren’t making as much money as we hoped when we overpaid for this company. What do they do next? They cut product development, and make another slash to support. Next thing you know, you are paying a premium for a product that looks just like it did three years ago…and nobody will answer your calls anymore unless it’s to tell you that a bill is due.

Congratulatory View

I feel honored to see other companies following suit as it further reinforces the direction of our company and justifies our continued growth. We’re incredibly proud of the fact that we’ve enhanced our solutions on our own, without needing to buy anything. Everything we’ve built is homegrown, from the ground up. Our customers benefit from this as they experience a fully integrated solution, with better support. Integrating companies is not easy.

So, while we congratulate those that got a nice cash in; we invite the existing customer base of Akkroo to learn more about Lead Liaison. Congrats to Integrate as well. Fully integrated solutions are the way to go.

Lead Liaison Sales Technology of the Year Award Finalist

Lead Liaison has been nominated for the Sales Technology of the Year Award at this year’s Sales Innovation Expo held at the Excel London on March 27th and 28th, 2019.

Our Event Lead Management solution, GoExhibit!™ is the only fully integrated event solution on the market with end-to-end visibility of the customer journey. Here’s an example of how it works:

You meet someone at an event and scan their business card or barcode, or fill out an electronic form. Then, they instantly receive a personalised response via either email or SMS. When they engage, you’re able to see them on your website Let that sink in for a moment, real-time engagement tracking for your show leads.

You’ll be able to track how many website visitors you’ve had during and after an event, as well as how engaged they are. All reporting is live, so you can check up on how many leads each salesperson has collected as well as the quality of the conversations they’re having.

Big tech for big events, we support multi-language input as well as having native marketing automation and visitor tracking to enable all of this to work all within a single platform.

Come and see us on stand 2782!

Lead Liaison Press Release

Lead Liaison Launches Program to Help Startups

Dallas, TX – Lead Liaison, a software provider that helps companies build scalable sales and marketing processes, announced today the launch of their Lead Liaison for Startups Program. The new program provides premium sales and marketing solutions at a deep discount for qualifying startups. It also offers VCs, incubators, and university startup programs an opportunity to provide more value to their portfolio of companies.

“We have a special place in our hearts for startups,” says Alan Page, VP of Customer Success at Lead Liaison. “Not that long ago we were in the same position, and we remember how challenging it could be at times. As a startup, you tend to take an ostrich-like approach to business. Most companies have their head in their sand, obsessing over technicalities and product development. Sales and marketing tends to be the last thing on their mind. Sales and marketing is also not a natural skill for most technical founders. Our platform alleviates pressure on startups and gives them a foundation, as well as a head start, to focus on sales and marketing. Over the years, we have successfully built first-class solutions that accelerate sales and marketing initiatives and we’ve grown our business rapidly by using our own software. Now’s the time for us to ‘give back’ to those in a similar position.”

Startups often struggle with taking their businesses to the next level of growth. Lead Liaison designed their Startups Program for companies that need a helping hand as it relates to customer growth and retention. The program includes an array of sales and marketing solutions coupled with free education and world-class support.

What’s more, Lead Liaison’s discounts are far deeper than comparable programs. An investment in Lead Liaison’s Startup Program is 86% less than big-name competitors such as HubSpot. Discounts are valid through 2nd and 3rd year as well, which is 50% longer than competing plans like HubSpot.

Solutions in this program include a marketing automation platform, a CRM, website visitor tracking, event lead management, sales enablement, and more. Lead Liaison’s goal is to become a startup’s system of record for all marketing and sales initiatives.

“There is a uniquely low discount on all of their software, which we found extremely appealing…” says Ryan Cochrane, Head of Commercial Operations at Good-Loop, a startup delivering impactful, purpose-driven digital advertising.

Good-Loop achieves this through offering viewers a free charity donation in exchange for watching an advertisement. This moment of shared good between the brand and the viewer combines with the ad to create a powerful halo effect, leading to improved brand perception, recall and engagement.

“We aren’t limited to specific solutions offered by Lead Liaison under their Startup Program, it covers their entire suite of sales and marketing software. We have looked, and we haven’t found a program like this from any other provider. It’s affordable for startups of all sizes, as it’s a small investment with a monumental return. We’re using their software to identify people and businesses that are visiting Good-Loop’s website and for striking up more conversations with non-profits and brands looking to advertise in specific channels.”

Lead Liaison developed their software from client feedback and from the needs of their own startup challenges. The company was founded in 2014 and has continued to be privately funded throughout the lifetime of its existence. Rather than acquiring software and bolting it into their solutions, Lead Liaison has built everything from the ground up – giving startups one ideal platform to build and scale their sales and marketing operations.

You can learn more about Lead Liaison for Startups by clicking here. To become a Startup Partner (VCs, Incubators, Accelerators, or University Programs), click here. And to refer a partner, click here.

About Lead Liaison
Lead Liaison provides cloud-based sales and marketing automation solutions that helps businesses accelerate revenue by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales providing sophisticated visitor tracking and additional website engagement tools to boost sales effectiveness. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Lead Liaison is headquartered in Dallas, Texas. For more information, visit http://www.leadliaison.com or call 1-800-89-LEADS (895-3237).

Lead Liaison Named one of the 50 Best Tools to Develop a Successful Marketing Strategy

Develop a Successful Marketing StrategyLead Liaison was recently named one of the 50 best tools to develop a successful marketing strategy along with several other marketing industry leaders such as Moz and Evernote. The list comprises the best solutions that help companies with their marketing strategy, namely with planning, strategy, competitive analysis, outreach, and taking action.

Lead Liaison’s Revenue Generation Software®, which includes enterprise-level sales and marketing automation software and website visitor tracking at small to mid-market prices, is optimized to deliver tremendous value to a company’s operational efficiency. It helps companies attract, convert, close and retain more customers, making it a logical tool for any sales and marketers toolbox. Lead Liaison’s VP of Customer Success, Alan Page, says:

“We’re honored to be included as a top tool that helps companies develop a successful marketing strategy. We’re coming off the heels of a very successful year, growing in 2014 by 171% over 2013, so it’s really appropriate for our software to be in this list as we kick off the new year. Marketing automation is very complementary to many of the top 50 solutions. Take SEO for example, solutions offered by Raven, SpyFu, Moz, SEMrush and others on the list. The main purpose of SEO is to drive traffic back to a company’s website. SEO does a great job of that; however, it’s only half the battle. What happens when a prospect does land on your site as a result of your SEO efforts? There aren’t many tools in the market that give you visibility into which people and businesses are on your website. More importantly, builds up crucial sales intelligence by tracking a prospects entire online behavior as they download documents, submit forms, watch videos, click through social media posts and more. Lead Liaison does this. We’re the other half of SEO. They’re the Bonnie and we’re the Clyde. SEO and sales and marketing automation are essential solutions to have when developing a successful marketing strategy. In this case, the whole is definitely greater than the sum of its parts. If companies included just half of the top 50 tools to boost their marketing strategy the whole would be a million times bigger than the sum of its parts.”

Fergal Glynn, VP of Marketing at Docurated, goes on to say:

“The amount of variables in a successful marketing strategy seems to grow by the day. Unless teams are equipped with the right tools they will struggle to bring an increasingly disparate set of marketing activities together. With these demands in mind, we set about creating a list of the Best Marketing Strategy Tools available today. Lead Liaison’s wide-ranging capabilities including content creation, CRM integration, and lead nurturing made them a perfect candidate for inclusion in our list.”

More information on Lead Liaison’s sales and marketing automation solution.

About Docurated

Docurated accelerates sales in companies looking for fast growth by making the best Marketing content readily available to Sales. Docurated works with existing content stores and uses data science to track what content sells and enables go to market teams to find and re-use the most effective content with no manual tagging or uploading. Docurated has been adopted by leading organizations like Acquia, Del Monte Foods, Rocket Fuel, DigitasLBi, Havas, and The Weather Company. For more information on how Docurated helps enterprise sales teams accelerate pipeline with the best content, visit www.docurated.com

About Lead Liaison

Lead Liaison is a cloud-based sales and marketing automation solution that helps businesses accelerate sales by attracting, converting, closing and retaining more prospects. Filling a void in the small pool of marketing automation providers that focus on marketing-centric functionality, Lead Liaison gives equal focus to sales support with solutions such as a hot-lead dashboard, Buy Signals and a live ticker alert of businesses on the customer’s website. Lead Liaison blends ease-of-use, a flexible business model, deep external integration, marketing across social, web, mobile, email and offline channels and powerful functionality, all specifically tailored for mid-sized businesses, into a single platform, called Revenue Generation Software®. Additionally, Lead Liaison provides content creation services leveraged for communication vehicles such as press releases, blog posts, emails, and posts on social media platforms. Lead Liaison is headquartered in Allen, Texas, near Dallas, and employs 22 people. For more information, visit www.leadliaison.com or call 1-800-89-LEADS (895-3237).