Australian marketing platform Simple has raised $10 million, taking the company’s total funding to $13 million to date.
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The capital will be used to accelerate growth and fund expansion in the US market. Based in Brisbane, Simple has offices in Sydney and Melbourne and has established its first sales team in San Francisco.
The four-year-old company makes software that helps enterprise marketing teams organise their workflow to be more agile, providing data to help marketers improve campaign execution and results.
Simple’s investors include Korean venture capital fund SparkLabs Global Ventures and Australian venture capital firm Perle Ventures, which was also an early investor in Catapult Sports.
Simple co-founder and chief executive James Charlesworth said the business more than doubled in size during the 2016 financial year. New clients include Xero, Tabcorp, AGL and Insurance Australia Group. They join Simple’s roster of blue-chip clients which includes Commonwealth Bank of Australia, Westpac, AMP and others.
The company has also appointed former Boston Consulting principal Paul McNamara as Simple’s CFO and head of growth.
“Marketing has been disrupted and redefined over the past few years and that is really just beginning,” Charlesworth said. “Big brands have developed strong digital playbooks but are still struggling to move at the pace that digital channels require. And another big wave of marketing disruption is upon us, driven by big data, artificial intelligence, machine learning, automation and bots.
“Now is the time for brands to reorganise for the future. Companies that can leverage this next wave to personalise the customer experience at scale will have an unfair advantage over their competitors.”
McNamara, previously headed up Boston Consulting Group’s agile transformation practice in Asia Pacific, said marketers need to test and learn more quickly than ever before.
“Marketing innovators have realised they can’t keep working the way they did a decade ago,” McNamara said. “They need to test and learn quickly, and build those learnings back into their go-to-market process. We provide the platform to help them do it.”
“We are doing for marketing what Salesforce did for sales — making it easy to mobilise marketing teams and improve performance,” he said.