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One might think that a short week due to a U.S. holiday calls for a short weekly recap, but we have plenty to share about growth marketing from our coverage over the week. With the help of your recommendations, this week we were able to interview Peep Laja and Lucy Heskins, and publish multiple guest columns on growth-related topics including homepage testing, marketing lies to watch out for, VR ad opportunities, company-naming and ad compliance.
TechCrunch is collecting responses in this survey to find the best growth marketer for founders to work with. We’ve included some of our favorites, below the links.
This early-stage marketing expert says ‘B2B SaaS is actually very, very cool now’: Extra Crunch reporter Anna Heim interviews Wales-based growth marketer Lucy Heskins about her experience working with start-ups, how content marketing is best used, and more!
Navigating ad fraud and consumer privacy abuse in programmatic advertising: Did you know that “ad fraud exceeded $35 billion last year, a figure expected to rise to $50 billion by 2025”? Jalal Nasir, CEO of marketing compliance startup Pixalate, lends his thoughts about how business leaders and brands can ensure they don’t fall victim to the problem.
To stay ahead of your competitors, start building your narrative on day one: Anna also sat down with Peep Laja to discuss the importance of a startup being the one to write their own narrative and how it can mature with the company.
Demand Curve: How to double conversions on your startup’s homepage: Head of content Nick Costelloe looks at when it’s good to be unique, and when it’s best to stick to the status quo when working to double conversions on your homepage.
(Extra Crunch) Demand Curve: 10 lies you’ve been told about marketing: For subscribers, Costelloe goes through 10 lies you’ve heard about marketing, and what to try instead to create better results.
(Extra Crunch) Can advertising scale in VR?: Have you been on the fence about VR advertising for your company? AR/VR analyst Michael Boland lists out the pros and cons in this article.
(Extra Crunch) What I learned the hard way from naming 30+ startups: Naming a start-up might require more thought than you imagined. Marketing executive Drew Beechler takes us through what should be considered when picking out a name, like strategic alignment.
As always, please let us know if you can recommend a top-tier growth marketer who works with startups by filling out this quick survey.
Marketer: Nikita Vorobyev
Recommender: Ruby Club
Testimonial: “Nikita & his company, Buildrbrand, have worked tirelessly to bring my idea to life and did everything in his power to get it to the level it is today. He & his team created a world-class conditional quiz visual experience that I think would be really cool for him to share with the industry. He doesn’t know I nominated him, but I definitely wanted to give back to him in any way I can since I believe his agency creates some of the best brands going viral online right now.”
Marketer: Max van den Ingh, Unmuted
Recommender: Harry Willis, ShopPop
Testimonial: “They [have] shown considerable and demonstrable growth marketing success at various companies. One of them being MisterGreen, a Dutch Tesla-leasing company that had grown 10x under Max’s leadership.”
Marketer: Patricia (Patty) Spiller, Chief
Recommender: Livongo
Testimonial: “Hired her to lead Product Marketing and she identified the opportunity to do growth in a much different way, which could significantly accelerate our company’s growth. So, she founded the Growth Marketing team and scaled the team from 1 person to 30 people in less than 2 years, based on all the success they had in growing our member base.”
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AI startup RealityEngines.AI changed its name to Abacus.AI in July. At the same time, it announced a $13 million Series A round. Today, only a few months later, it is not changing its name again, but it is announcing a $22 million Series B round, led by Coatue, with Decibel Ventures and Index Partners participating as well. With this, the company, which was co-founded by former AWS and Google exec Bindu Reddy, has now raised a total of $40.3 million.
In addition to the new funding, Abacus.AI is also launching a new product today, which it calls Abacus.AI Deconstructed. Originally, the idea behind RealityEngines/Abacus.AI was to provide its users with a platform that would simplify building AI models by using AI to automatically train and optimize them. That hasn’t changed, but as it turns out, a lot of (potential) customers had already invested into their own workflows for building and training deep learning models but were looking for help in putting them into production and managing them throughout their lifecycle.
“One of the big pain points [businesses] had was, ‘look, I have data scientists and I have my models that I’ve built in-house. My data scientists have built them on laptops, but I don’t know how to push them to production. I don’t know how to maintain and keep models in production.’ I think pretty much every startup now is thinking of that problem,” Reddy said.
Since Abacus.AI had already built those tools anyway, the company decided to now also break its service down into three parts that users can adapt without relying on the full platform. That means you can now bring your model to the service and have the company host and monitor the model for you, for example. The service will manage the model in production and, for example, monitor for model drift.
Another area Abacus.AI has long focused on is model explainability and de-biasing, so it’s making that available as a module as well, as well as its real-time machine learning feature store that helps organizations create, store and share their machine learning features and deploy them into production.
As for the funding, Reddy tells me the company didn’t really have to raise a new round at this point. After the company announced its first round earlier this year, there was quite a lot of interest from others to also invest. “So we decided that we may as well raise the next round because we were seeing adoption, we felt we were ready product-wise. But we didn’t have a large enough sales team. And raising a little early made sense to build up the sales team,” she said.
Reddy also stressed that unlike some of the company’s competitors, Abacus.AI is trying to build a full-stack self-service solution that can essentially compete with the offerings of the big cloud vendors. That — and the engineering talent to build it — doesn’t come cheap.
It’s no surprise then that Abacus.AI plans to use the new funding to increase its R&D team, but it will also increase its go-to-market team from two to ten in the coming months. While the company is betting on a self-service model — and is seeing good traction with small- and medium-sized companies — you still need a sales team to work with large enterprises.
Come January, the company also plans to launch support for more languages and more machine vision use cases.
“We are proud to be leading the Series B investment in Abacus.AI, because we think that Abacus.AI’s unique cloud service now makes state-of-the-art AI easily accessible for organizations of all sizes, including start-ups,” Yanda Erlich, a p artner at Coatue Ventures told me. “Abacus.AI’s end-to-end autonomous AI service powered by their Neural Architecture Search invention helps organizations with no ML expertise easily deploy deep learning systems in production.”
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Rappi represents a new era for Latin American technology startups.
Based in Bogotá, Colombia, the on-demand delivery startup has taken the region by storm, attracting a record amount of venture capital funding in mere months. Today marks the beginning of a new round of explosive growth as SoftBank, the Japanese telecom giant and prolific Silicon Valley tech investor, has confirmed a $1 billion investment in the business.
The king-sized financing comes two months after SoftBank announced its Innovation Fund, a new pool of capital committed to spending billions on the growing tech ecosystem in Central and South America.
VC funding in Latin America catapulted to new heights in 2018. Startups located across Argentina, Brazil, Chile, Colombia and more have secured nearly $2.5 billion since the beginning of 2018, according to PitchBook, up from less than $1 billion invested in 2017.
SoftBank plans to transfer the Rappi investment to the Innovation Fund “upon the fund’s establishment,” according to a press release. For now, the SoftBank Group and affiliated Vision Fund will each invest $500 million in the company. Jeffrey Housenbold, a managing director at SoftBank responsible for investments in Brandless, Opendoor and DoorDash, will join Rappi’s board of directors.
“SoftBank’s vision of accelerating the technology revolution deeply resonated with our mission of improving how people live through digital payments and a super-app for everything consumers need,” Rappi co-founder Sebastian Mejia said in a statement. “We will continue to focus on building innovations for couriers, restaurants, retailers and start-ups that translate into new sources of growth.”
Mejia, Simón Borrero and Felipe Villamarin launched Rappi in 2015, graduating from the Y Combinator startup accelerator the following year. It didn’t take long for the business to capture the attention of American VCs, including the likes of Andreessen Horowitz, DST Global and Sequoia Capital .
The latest round, the largest ever for a Latin American tech startup, brings Rappi’s total raised to date to a whopping $1.2 billion. The company was valued at more than $1 billion last year with a $200 million financing.
Rappi is among few venture-backed “unicorns” based in Latin America. São Paulo-based Nubank, a fast-growing fintech startup, garnered a $4 billion valuation last year with a $180 million investment.
Rappi didn’t immediately respond to a request for comment.
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