MadKudu Acquires Breadcrumbs to Accelerate the Shift to Signal-Based Selling
I am thrilled to announce that MadKudu has acquired Breadcrumbs.io, the best-in-class B2B marketing predictive analytics platform, founded by Armando Biondi, Gary Amaral, and Massimo Chieruzzi.
Armando and I have known each other for years, and we both share a passion for helping B2B GTM leaders create more pipeline, more efficiently.
Why Join Forces?
In the past two years, there has been a seismic shift in the GTM world, leading to a complete shake-up in the Martech and Revtech ecosystem.
The traditional ways of generating pipeline have stopped working.
The response rate on generic cold outreach is nearing zero. Our buyers ignore cold emails and send unknown calls to voicemail. On top of that, Google and Outlook are cracking down on high-volume senders.
Marketers have also realized that dark intent does not lead to more pipeline. GTM leaders have bought intent data left and right, only to find that sales teams were not doing anything with it or that there was simply no lift from using dark intent data.
New Ways to Generate Pipeline
New methods of generating pipeline have emerged, and signal-based selling is one of the most effective.
Signal-based selling is not about adding more buying signals to the stack. GTM teams already have plenty of those. They have invested in ZoomInfo, Apollo, 6Sense, G2, Clearbit Reveal, and more.
It is about making it extremely easy for your sellers to run signal-based outreach where every message is personalized and sent for a good reason. For example, sellers should not email a prospect simply stating that they have intent. Instead, they should share that they have seen the prospect looking at a specific competitor and explain why customers choose their product.
MadKudu and Breadcrumbs customers have seen outstanding success, with BDRs going from booking 10 meetings per month to booking 90 meetings per month, or seeing "content leads" convert better than handraisers!
A Shared Vision
In our discussions, it became clear that Armando and I were very aligned on a vision to provide the best signal-based selling solution to the market. We saw tremendous demand for it, and, in talking to our customers, we heard their desire for GTM vendors to work more closely together.
Instead of building separately, why not join forces and accelerate R&D and GTM? The answer was obvious.
I am incredibly excited to see Breadcrumbs join MadKudu on this journey to build the stack needed for this new approach to generating pipeline and empowering sellers.
Congratulations to Armando, Gary, Massimo, and the Breadcrumbs team for building such an innovative company and a vibrant community.
Our combined resources and shared vision position us to set new industry standards. We're not just merging platforms; we're uniting our commitments to help businesses grow smarter and faster."
- Armando Biondi
In the coming months, Breadcrumbs customers will be transitioned to the MadKudu platform.
Expect to see even more—and faster—innovation!
Read the press release here.