Social media marketing software creator GroSocial was acquired Tuesday by sales and marketing software provider Infusionsoft, with the latter using some of the $54 million in growth capital financing it raised earlier this month, led by Goldman Sachs, to add social media to its arsenal.
Terms of the transaction were not disclosed, but the two companies said the 19-person GroSocial team will join Infusionsoft, boosting its employee count to 370, but it will continue to operate as a dedicated product team in Utah, led by GroSocial Co-Founder and CEO Zach Mangum, adding that Mangum and Co-Founder Kevin Kirkland will oversee social product strategy.
GroSocial will be integrated with Infusionsoft’s customer-relationship marketing, marketing-automation, and ecommerce tools, and the GroSocial application will feature an Infusionsoft widget allowing users to capture leads and trigger automatic following up.
Social media marketing isn’t just for big brands. We see a huge opportunity to change the way small businesses get results from social media platforms. Our tools make it easy for small businesses to have a big-business presence on social media and to actually generate leads and convert sales from their social media marketing efforts. We’re excited to catapult our innovation for small businesses with Infusionsoft even further.
Infusionsoft Co-Founder and CEO Clate Mask added:
GroSocial is helping small businesses get real results from their social media marketing efforts. The company has proven its commitment to customer success with an amazing product that drives social media leads for tens of thousands of growing small businesses. Their team is talented and passionate, and the company is a clear winner and the ideal choice for us in the social media marketing space. An Infusionsoft and GroSocial combination will lead to innovation and powerful results for small businesses.