Former Salesforce execs launch marketing data operating system

California-based martech company Habu has launched a marketing data system after closing a Series A funding round with $15 million. 

The company aims to help marketers build strong foundational data while delivering cross-channel personalisation and automated privacy control. Habu was founded by former Salesforce executives, and helps marketers with common challenges, including automated insights, first-party data growth, interoperable tech and omnichannel orchestration.

Habu plans to use the funding to hire experienced engineers and martech sales executives. The company currently employs 35 employees between San Francisco, Boston, and New York; and the team aims to double by the end of the year.

Matt Kilmartin, formerly CCO of Salesforce’s Consumer Engagement Platform said: “I’ve talked to hundreds of CMOs about their marketing data challenges, and they’re all confronting the same dilemma: the privacy-personalization paradox.  “CMOs are under pressure to improve customer engagement, but they’re hampered by new market realities and rules. Habu resolves the privacy-personalization paradox with automated privacy controls, personalization at scale, and first-party data growth options.”

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