How This Marketing Company Is Powering Allbirds and Warby Parker

Building a client roster of fast-growing companies doesn’t happen without some fast growth of your own. 

Just ask the co-founders of GRIN, a marketing software company founded in 2014 that helps direct-to-consumer (DTC) companies including Allbirds and Warby Parker organize, track, and execute influencer marketing campaigns. As consumers increasingly turn to social media rather than TV for entertainment, the opportunity for brands to monetize content created in partnership with influencers has grown dramatically.

Sacramento-based GRIN tripled year-over-year revenue this year, and on Wednesday announced a $110 million Series B funding round, its largest to date. Led by Lone Pine Capital, a hedge fund that invests in both private and public companies, the funding values GRIN at $910 million. For GRIN, one of the keys to fetching a nearly $1 billion valuation was seeking capital at the right time.

“Fundraising is about traction and momentum,” says GRIN CEO and co-founder Brandon Brown. “Yes, you need the right market, team, and a compelling story, but more than anything, investors invest in traction.” It’s only after you’ve created enough sales momentum to drive future growth that you should look to fundraise, Brown adds.

GRIN didn’t seek significant investor capital until 2018, when it raised $2.7 million. The company previously raised a $17 million funding round in May and a $10 million round in December 2020. GRIN’s first funding was a $560,000 round the company raised the year after its founding.

One of the challenges of choosing a lead investment firm can be having interest from more investors than you have time to get to know. When GRIN’s co-founders were checking Lone Pine Capital’s references and speaking to entrepreneurs who had taken investment from the firm, they looked for attributes like integrity, humility, and thinking big, according to Brown.

“For us, it has to do with values and culture fit,” he says. “We were looking for investors with a track record of success who share our core values.”

GRIN plans to use the investment capital to strengthen its ability to solve common influencer marketing pain points, such as communication between influencers and brands and ROI measurement. The company also plans on using the funding to grow its executive leadership team and expand into the U.K and Australia.

Other Lone Pine Capital investments include the women’s health startup Tia, direct-to-consumer beauty brand Glossier, and marketing automation and email platform Klaviyo.

EXPLORE MORE Founder-Friendly Investors COMPANIESInc FFi Bug Black 267Rectangle

Source: How This Marketing Company Is Powering Allbirds and Warby Parker

*This is a free press release. Upgraded press releases are ad-free!

Li Auto Sales Surge More Than 200%. The Stock Is Rising.

This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers visit http://www.djreprints.com. https://www.barrons.com/articles/li-auto-stock-earnings-guidance-deliveries-51638178389 Updated Nov. 29, 2021 5:27 am ET / Original Nov. 29, 2021 4:33 am ET Order Reprints Print Article Investors should be pleased with third-quarter numbers from Chinese electric vehicle maker…

Read Press Release

Wisibl – Making influencer marketing as easy as booking a cab | Product Hunt

ProductsTopicsBrowse products through topicsUpcoming productsSee what Makers are currently buildingCollectionsProducts curated by the communityTime travelMost loved products by the communityNewsletterThe best of Product Hunt, everydayLaunching soon?Read our pro tips to prepare your huntCommunityDiscussionsAsk questions, find support and connectStoriesTech news, interviews and tips from MakersMakers GrantGiving back and supporting our communityToolsFounder ClubAmazing deals to kickstart your…

Read Press Release

NFTs could be a path towards new social interactions

NFTs have been continuously rising despite the price actions in the crypto market. These Non-Fungible Tokens are evolving as a topic of interest to a mainstream conversation. Variety of these crypto collectibles are drawing a new audience of enthusiasts. Notably, the entire industry is offering a glimpse into a new layer of social interaction. These…

Read Press Release

Taiwan Scrambles Jets after Chinese Air Force Breaches Buffer Zone

A Taiwan Air Force F-16 fighter jet takes off during a military exercise in southern Taiwan in 2014. Taiwan scrambled combat aircraft after Chinese jets flew through Taiwan’s air defense zone on Sunday, days after several U.S. lawmakers concluded a surprise visit to the island nation. Taiwan’s Defense Ministry said 18 fighter jets from mainland…

Read Press Release

How This Marketing Company Is Powering Allbirds and Warby Parker - Click To Share

Share on facebook
Share on twitter
Share on reddit
Share on linkedin
Share on email
Share on whatsapp