Tuesday, October 26, 2021

Adtech investing, Intuit buys Mailchimp, ideal customer profiles – TechCrunch

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Big gains in online advertising have boosted valuations for adtech startups since the pandemic began, but one insider says investors are missing the party.

“Adtech is having a moment,” writes industry veteran Casey Saran.

“And while much of the oxygen has been absorbed by large legacy companies hitting the public market, there have been smaller deals that indicate a hunger for better creative ad technology.”

Saran shares five reasons “why venture capitalists should consider increasing their investment in adtech startups that build the next generation of creative tools.”


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Use discount code ECFriday to save 20% off a one or two year subscription


On Wednesday, September 22 at 9:05 AM PST, I will moderate “The Road for Underrepresented Entrepreneurs,” a panel discussion at Disrupt 2021.

Our conversation will examine some of the unique challenges faced by the founders of historically marginalized groups, the strategies they used along the way, and the disruptive changes we must consider if we are to see fundamental change.

I’ll be talking to:

  • Hana Mohan, Founder and CEO of MagicBell
  • Leslie Feinzaig, Founder and CEO of Female Founders Alliance
  • Stephen Bailey, Co-Founder and CEO of ExecOnline

I hope you attend; We will answer questions from the audience after our discussion concludes. Thank you so much for reading Extra Crunch this week and have a great weekend.

Walter thompson
Senior Editor, TechCrunch
@yourprotagonist

5 things you need to win your first client

Image credits: Andrew Lilley (Opens in a new window) / Fake images

Congratulations on submitting your product, but how much do you know about your target customers?

Companies that have not created an ideal customer profile and have not done a SWOT analysis are making big bets on guesswork and intuition. Sometimes that works, but more often, it causes tears.

In a guest post that guides readers through the fundamentals of creating customer characters that correspond to your company’s goals, Grammarly Product Marketing Leader Bryan Dsouza shares five basic requirements for the customer acquisition.

“Understanding and executing these things can guarantee that the first customer wins, as long as they do them right and honestly,” he says.

“Your investors will also see the fruits of your labor and will be comforted to know that their dollars are working well.”

4 ways to take advantage of ROAS to triple lead generation

Someone opens the tab of a soda can, releasing a mist / spray

Image credits: Joshblake (Opens in a new window) / Fake images

At school, it is highly unethical to copy someone else’s work and pass it off as your own. In business, however, it is expected.

Xiaoyun TU, Global Head of Demand Generation at Brightpearl, wrote a comprehensive guide on how to use the key return on ad spend (ROAS) metric to triple your company’s lead generation.

“A ‘good’ ROAS score is different for every company and campaign,” he says. “If your figure is not where you would like it to be, you can leverage ROAS data to create targeted campaigns and personalized experiences.”

3 strategies to facilitate the adoption of new HR technologies for hiring managers

Steps with check mark on blackboard

Image credits: porcorex (Opens in a new window) / Fake images

Most of us prefer to trust our instincts rather than let automated tools help us make decisions, especially when it comes to hiring. But that’s not smart.

If your startup relies on an ad hoc hiring process, you are probably not tracking candidates properly, there is likely little consistency around how they are treated, and bias can play a big role in who gets hired.

It’s okay to be skeptical of automated recruiting tools, but don’t ignore it.

What could stop the startup boom?

In yesterday’s issue of The Exchange, Anna Heim and Alex Wilhelm speculated on conditions that could combine to cool a booming startup market currently fueled by low interest rates and a radical digital transformation.

“From our point of view, the factors underpinning the startup fundraising boom seem strong and are unlikely to ease overnight. Still, no golden period shines forever, and even the current glow will eventually tarnish. “

Intuit’s $ 12 Billion Mailchimp Acquisition Is About Expanding Its Small Business Focus

Signage for the financial software company Intuit at the company's Silicon Valley city of Mountain View, California, headquarters on August 24, 2016 (Photo by Smith Collection / Gado / Getty Images).

Image credits: Smith Collection / Gado / Getty Images

Before news broke this week that Intuit was acquiring Mailchimp for $ 12 billion, the 1980s-born fintech giant’s biggest purchase was spending $ 7.1 billion last year on Credit Karma.

In recent years, Mailchimp “has expanded its core email marketing functionality” with offerings like web design and CRM, writes business reporter Ron Miller.

Industry observers he interviewed said the move indicates Intuit’s interest in acquiring and serving more SMB customers with a variety of tools:

  • Laurie McCabe, Co-Founder and Partner of SMB Group
  • Brent Leary, Founder and Principal Analyst, CRM Essentials
  • Holger Mueller, Analyst, Constellation Research

Forge’s SPAC agreement is a commitment to the illiquidity of the unicorn

“One of my favorite long-term problems with the late-stage startup market is that it is much better at creating value than at finding an exit point for that accumulated value,” writes Alex Wilhelm for The Exchange. “More simply, the startup market is great for creating unicorns, but poor for making them public.”

That’s good news for Forge Global, a tech startup that operates a market for secondary transactions in private companies, and Alex called its plans to go public through a combination of SPACs as “perfectly reasonable.”

Dear Sophie: Should I apply for citizenship if I have a conviction?

Lonely figure at the entrance to the hedge of the labyrinth that has an American flag in the center

Image credits: Bryce Durbin / TechCrunch

Dear Sophie,

At Burning Man a few years ago, I was arrested and charged with a misdemeanor for smoking marijuana in public (in my car) and driving under the influence of alcohol.

I currently have a green card and want to apply for US citizenship next year.

I can? If so, how should I handle my criminal record?

– Sorry for the Reefer

Several Atlanta startups join the global venture capital financing boom

Alex Wilhelm and Anna Heim continued their American city tour after visiting Chicago and Boston in recent weeks.

This time, they stepped into Atlanta’s burgeoning startup scene, which is seeing record capital inflows.

“The image that is formed is that of a city enjoying a rising tide of risk activity, driven by some local dynamics that may have helped some of its earlier-stage companies to scale for a cheaper price than they could. having done it in other markets ”, they write.

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