Written by The Business Journal Staff
A Minneapolis company, Leadpages, has acquired Drip, a Fresno-based marketing automation company.
Financial details of the transaction, including the purchase price, were not disclosed.
According to a press release announcing the sale, the purchase is “just the first in a series of partnerships, acquisitions and other announcements you can expect to see from Leadpages in the coming year.”
The deal comes one year after Leadpages’ successfully completed a $27 million Series B financing round, led by Drive Capital, Foundry Group and Arthur Ventures.
“The addition of Drip brings sophisticated marketing automation and a visual campaign builder to the Leadpages catalog,” said Clay Collins, Leadpages CEO and cofounder. “This acquisition will help our customers convert more leads into customers.”
Drip’s reputation in the marketplace helped lead to the transaction.
”Some of the best marketers I know have been asking Leadpages to integrate with Drip, so we started digging into the product,” Collins added. “What we found was a solution available at a small business price point that was better than $100K+/year automation solutions marketed to Fortune 500 companies.”
Drip comes with a robust feature set that includes customer journey mapping, advanced workflow automation, lead scoring, and event-triggered communication. The acquisition also adds top product, engineering and customer success talent to the Leadpages team, Collins said.
“The addition of the Drip team to Leadpages will make for the best product development team in small business marketing software,” said Collins.
Drip was founded in Fresno in 2012. The company’s CEO Rob Walling, who also founded MicroConf, and other team members, including Drip co-founder Derrick Reimer, will join Leadpages at the company’s Minneapolis headquarters in July, growing the Leadpages team to over 180.
Leaders of both companies say the Drip feature set will allow Leadpages to better serve larger enterprises, support existing customers as they grow and provide businesses of all sizes with industry-leading campaign management and automation.
Said Walling, “My vision is to continue pushing forward on the path we’ve traveled for 3 years, but use the extensive resources of Leadpages to launch features faster, and make Drip a better product in a way we couldn’t accomplish on our own.”
Leadpages, founded in 2013, is the world’s most popular lead generation and landing page platform, serving more than 40,000 businesses worldwide. The company’s suite of digital marketing tools — including landing pages, web forms, automation links, SMS lead generation processes and A/B split testing — has helped businesses drive more signups and sales and increase their conversion rates, in some cases by more than 400 percent.
The Leadpages platform enables businesses to capture more email signups, webinar attendees, white paper downloads and product sales. Users can publish pages to WordPress, Facebook, or their own servers.