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It’s pretty rare to see an investor back a company that’s trying to disrupt another company in its portfolio. But that’s exactly what Scale Venture Partners is doing.  The firm is pouring $20 million into Sailthru, a company which aims to disrupt ExactTarget and all of its competitors.

 

So far, it appears to be working: Sailthru has accumulated more than 400 clients, serviced by 145 employees. The company earned $8.1 million in 2012 and has more than doubled that this year.

 

Known initially as a content recommendation service, and then an email marketing service, Sailthru is strong in personalization. The company has expanded its tools to include everything from email marketing to customer development, CRM, revenue management, marketing data and analytics, and creative services. For those of you who like buzzwords, Sailthru now offers an “omnichannel solution.”

 

Sailthru is displacing budgets of other email providers, including ExactTarget and Responsys, Capel says. Unlike its competitors, Sailthru’s personalization can be extended across many marketing channels beyond just email. “We’re personalizing every touchpoint and that’s what companies need today,” Capel says.

 

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