Babar Khan Javed
Apr 26, 2018

Insider launches growth-management platform

Company has set sights on Indonesia, Korea, and Japan for its rollout.

The six co-founders of Insider.
The six co-founders of Insider.

Insider has launched a growth management platform (GMP), and CEO Hande Cilingir said the business has set its sights on Indonesia, Korea, and Japan for its rollout.

Cilingir said the platform's strength is a quick learning curve with a panel that can be deployed by any non-technical user.

She said that the APAC region is underserved and lacks a localised presence of the large marketing technology firms, adding that for this reason Insider expects adoption of the GMP to reach record-breaking numbers in Indonesia, Korea, and Japan.

"As Insider, we are here to democratise the technology we have with localised offices in each country and making it much more accessible for the Asia markets," she said.

While penetration pricing is the market norm to fuel interest and trial when entering new regions, Cilingir insisted that the GMP is neither cheap nor underpriced.

Having raised $11 million in Series B from Sequoia India, Cilingir said that shifting global headquarters from Istanbul to Singapore was largely fueled by the desire to be closer to the high potential APAC markets.

She notes that adapting to the cultural complexities of Japan and Korea were minor roadblocks to growing in the market and in understanding the varied sales cycles.

"We are one of the educators in the market," she said, adding that it's been a balance between educating the talent to work on the platform and the clients that need to understand the value of GMP.

Insider's GMP covers the entire digital-marketing funnel and buyer decision journey, with additional tools for remarketing and retargeting, all of which the company said are powered by AI and machine-learning capabilities. Neither those claims nor the product is unique, with Salesforce Marketing Cloud, Oracle Marketing Cloud, Adobe Marketing Cloud, and others offering the same outcomes in simplifying the work of an advertiser or agency. 

Revenues from SaaS marketing platforms have crossed $5 billion in APAC, with 20% coming from Japan, according to the latest quarterly reports from Adobe and Salesforce.

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