Atlanta Tech Village startup Tourial raised a $3.4 million seed round to scale its marketing storytelling platform.
Inside the deal: California-based Bonfire Ventures led the round. Atlanta angel investor Tom Noonan, Knoll Ventures, SaaS Ventures and TnT Ventures also participated. Tourial previously raised a small pre-seed round with support from Salesloft CEO Kyle Porter.
Why it matters: Tourial’s storytelling method is an emerging trend in the business-to-business marketing industry that reflects the way consumers are accustomed to purchasing items. Tourial’s brand storytelling takes advantage of dynamic technology features that allow potential buyers to have online experiences with the product to better understand it before moving forward in the sales process. Tourial has early support from Noonan and Porter — big names in the Atlanta tech ecosystem — which shows early traction for the product.
About the company: Co-founders Jason Graub and Andy Binkley started Tourial after working together at Gather, an events marketing startup that merged with Tripleseat. Binkley started the company in 2019, and both founders built out the product in the following year. Tourial’s platform is like Microsoft PowerPoint, Graub said, and easy for marketers to use without coding. The platform allows marketers to create interactive walkthroughs of their products to send to potential buyers.
What’s next: Tourial currently has 16 employees and plans to have about 35 by the end of the year. The company is focused on hiring marketing experts, Graub said. The startup will also expand its integrations into other sales and marketing platforms to allow customers to see engagement analytics, Graub said.
