Two Atlanta-based TechOperator portfolio companies are joining forces as the future of retail moves even further online.
Springbot, the marketing and analytics platform based in Midtown, acquired Atlanta-based Matcha last week. Matcha has made a name for itself in the content marketing space since moving from Chattanooga to Atlanta in 2018.
“Both Matcha and Springbot have long shared a vision for serving D2C (direct-to-consumer) eCommerce marketers and the opportunity to simplify multichannel marketing through content, automation, and analytics. The Matcha offering furthers our vision of how we will uniquely marry customer data, channel action, and content for our customers,” Springbot’s CEO Brooks Robinson told Hypepotamus via email.
With the acquisition, Matcha’s CEO Fynn Glover will take on the role of VP of Business Development at Springbot. Glover told Hypepotamus that the new realities of e-commerce have made content marketing more appealing to marketers and agencies looking to reduce reliance on paid customer acquisition and to differentiate their brands online.
“Four years ago, I had agencies and performance marketers tell me that they weren’t bullish on content marketing. Two years ago, brands started telling us they wished they’d implemented a content marketing strategy earlier. Paid advertising was getting really expensive,” said Glover.
“With the explosion in eCommerce growth due to COVID, brands have rediscovered the importance of doing more than just pitching products. Good content allows you to differentiate, build rapport and customer affinity, and establish your brand as an authority within your industry. We’ve seen a large surge in interest from eCommerce stores to find ways to connect with their audiences that goes beyond just selling products.
“With Matcha and Springbot, eCommerce stores can quickly and efficiently create or source content tailored to their audience and distribute it via social media, email, and ads all within our platforms.”
Matcha’s team will fully join the Springbot team. “We’re excited to fully integrate the teams and are looking forward to the culture add the Matcha team brings to Springbot. At this time, we’re still maintaining a flexible work from home policy during the global pandemic but plan to bring the teams together at our Colony Square office in Midtown Atlanta at some point in the new year,” said Robinson.
According to a U.S. Securities and Exchange Commission filing, Springbot also raised an additional $2.6 million in funding last week.