Adroll Group today (November 8) announced it's acquiring two-year old startup Growlabs to boost the company's "identity graph and data capabilities to strengthen B2B offerings," according to a company statement.
Growlabs, with its B2B database, will support Adroll Group's Rollworks, a business unit that focuses on providing B2B marketers with account-based marketing solutions.
Adroll Group chief executive Toby Gabriner said in a statement the acquisition enables customers to leverage data to better connect with B2B buyers at scale.
"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," Gabriner said.
Adroll Group is a privately-held company headquartered in San Francisco. Adroll and Rollworks have over 37,000 customers worldwide.
Growlabs is also based in San Francisco, and has a searchable database of 320 million business contacts across 12m accounts that aims to accelerate B2B companies' growth.