Expedition Growth Capital backs B2B platform Oktopost

Social media marketing

Business-to-business social media marketing platform Oktopost has secured a USD20 million minority investment from London-based growth equity firm Expedition Growth Capital.

Oktopost plans to use the fresh capital to advance its product roadmap focused on B2B needs, improve its customer success function, accelerate marketing and sales, and explore strategic acquisitions. The company's team is spread across Tel Aviv, London and Atlanta and plans to grow its workforce by 50 percent in the second half of 2021.

Oktopost provides an enterprise grade cloud platform built on a single code base, where B2B marketers can curate content, organise, and manage campaigns for corporate social media accounts, employee advocacy and social selling.

It provides native integrations with marketing automation platforms such as Adobe’s Marketo, Salesforce’s Pardot, and Hubspot; and CRM systems such as Salesforce and Microsoft Dynamics, according to the company.

"Our mission from day one was to establish the first ever B2B social media marketing platform with the ability to measure and quantify the value of social media in terms of lead generation, pipeline influence, customer acquisition, and ultimately ROI," said Daniel Kushner, co-founder and CEO of Oktopost.

"As former B2B marketers, we know attribution and hard ROI are paramount and as a result we have been first movers in developing strong integrations that generate these for social marketing," he added.

Oktopost’s marketing automation integrations aim to bring transparency to the dialogue between B2B brands and their customers, while its CRM integrations add sales intelligence to sales teams and account managers, and promote social selling and communication beyond email and phone outreach.

The global martech industry is now estimated to be worth USD121.5 billion, with B2B organisations investing in a variety of technologies to help them reach their marketing goals. Oktopost was recently recognised by Forrester in 'Now Tech: Social Suites, Q1 2021'.