Software startup Allbound moved across the country for Atlanta’s marketing technology talent.
Allbound is a partner relationship management software that helps company sales teams collaborate with other companies to increase their business. For example, a Zoom sales representative may sell other communication tools to their customers in a bundle, fulfilling customer needs and increasing business for all the companies involved, Allbound CEO Daniel Graff-Radford said.
When Graff-Radford took over the top seat at Allbound in early 2019, the startup had 13 employees. Now, he has a team of 60 and expects to grow 30% more by 2022.
The company's previous headquarters, Scottsdale, Arizona, was not meeting that hiring need, Graff-Radford said.
Allbound is now based at 3411 Coworking in Chamblee. The startup hopes to pull talent from former employees of other successful marketing technology companies, such as Pardot, which was founded by serial entrepreneur David Cummings and sold for $95 million.
Pardot created a flywheel of other successful marketing technology, or martech, startups. Cumming, the founder of the Atlanta Tech Village, helped incubate Terminus, an account-based marketing platform, and SalesLoft, a sales engagement platform valued at more than $1 billion.
Mailchimp, an email marketing giant, and Cardlytics, a public digital advertising platform, also add to Atlanta’s martech reputation.
Allbound wants a piece of that talent, Graff-Radford said.
"What’s great about Atlanta is you’ll find truly global professionals that understand what it’s like to work across different time zones, and they understand marketing technology because we have such a deep bench of companies to draw from here,” Graff-Radford said.
Allbound has offices in London, Arizona and India in addition to its Atlanta headquarters.
Allbound has raised about $13.5 million in venture capital, Graff-Radford said. It's backed by investors Jim Armstrong, a former managing partner of Canal Partners private equity firm, and Wain Kellum, former CEO of Atlanta’s OnSolve and investor in CallRail.
The startup’s business grew during the pandemic, both because of the increased reliance on digital tools and because of a renewed popularity in the collaborative sales model, Graff-Radford said.
Partner relationship management, the niche marketing industry in which Allbound operates, has been around for more than 20 years, Graff-Radford said. But investors are starting to take more interest in the marketing strategy because of more sophisticated automation and integration tools.
Allbound’s PRM software integrates into other customer relationship management software, such as Salesforce, so sales representatives can manage their partner sales in one channel.
“People are looking to do more and more collaboration with other companies to sell in the market,” Graff-Radford said. “We’re focused on hiring from product, design and engineering because our customers are demanding more features.”
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