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Vancouver’s Unbounce merges with California’s Insightly

Unbounce gains customer data advantage through merger with CRM company
steve-oriola-unbounce
Unbounce CEO Steve Oriola

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.

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