Leadpages Acquires California Firm
The fast-growing Minneapolis-based Leadpages, which creates online “landing pages,” has acquired the Fresno, California-based Drip, a marketing automation company. Clay Collins, co-founder and CEO of Leadpages, said that the deal closed on July 1. Terms of the transaction were not disclosed.
Leadpages’ software offers a platform for small and mid-sized business owners to quickly and simply create landing pages for web sites, where customers can, for example, make a purchase or sign up for newsletters, email lists or webinars. Collins said that Drip allows users to track a customer’s online behavior and tailor marketing based on individual preferences.
“Different people should get different messages,” said Collins. “Drip allows you to send personalized messages to people based on what pages they’ve visited, what actions they’ve taken, the products they’ve purchased, et cetera.”
The deal marks the first acquisition for Leadpages. Collins said that the deal was in the works for about a year. Drip CEO Rob Walling and other staffers will relocate to Leadpages’ headquarters in downtown Minneapolis.
Leadpages’ revenue doubled in 2015 to more than $16 million. The company, which was founded in January 2013, now has 180 employees in the wake of the Drip deal.
Twin Cities Business recently looked at Leadpages as one of the leaders among local startups for attracting investors. Leadpages announced closing a $27 million Series B round of financing in June 2015. The company raised $11 million in a previous round of financing.
Collins says that Leadpages has a different philosophy than its competitors.
“Most people in our space have created like monolithic, all-in-one marketing apps and they kind of lock you into buying everything from them. Kind of like the cable bundle,” said Collins. “We really believe in an open approach to software.”