Based in northern France and headquartered in New York, the Sarbacane Group, a publisher of applications for corporate communications, has raised USD 27 million in funding. The round was led by IDI, a French investment firm, which is investing approximately USD 10 million.

A significant part of the transaction is set aside by the Sarbacane Group for external development, particularly abroad. The acquisition of the Datananas start-up (sales automation), acquired by the group in April 2020, is the first phase of an established plan, significantly to strengthen the role of the group outside France.

This new financial deal marks the beginning of a new era, after the previous expansion period funded by the Ardian Growth Fund. It shows the durability and efficiency of the recurring Sarbacane service model (B2B SaaS) and the effectiveness of its approach.

“In 2021, we will celebrate Sarbacane’s 20th anniversary. Companies of all sizes in every sector have grown their business thanks to effective campaigns created with our tools. Their trust in us is what drives us to constantly innovate,” said Mathieu Tarnus, Founder and CEO of Sarbacane.

The Sarbacane team has designed a unique way to promote business based on three main criteria: cutting-edge features (Smart Template technology, automatic multi-channel campaign, predictive emailing, etc.), easy to use, and, most importantly, individual support, which distinguishes Mailify (the Sarbacane Group’s offering) from other players in the market.

More than 10,000 companies have shown their interest in the Sarbacane Group’s business approach, which mainly includes SMEs and also some government agencies and major groups (Christian Dior, L’Occitane, Mondial Relay, Warner Music, etc.). The premium approach of Mailify is built for professionals who are not happy with low-cost self-service tools or the all-inclusive marketing suite model, which requires substantial resources and dedicated teams.

Sarbacane aims to take this opportunity further to increase its investment in R&D at the forefront of innovation in its industry, as it did with the Smart Templates feature released in the summer of 2020, whose algorithm is capable of creating personalized, ready-to-send email and newsletter templates based on just the address of a website. Touchdown – email and text message marketing tool integrated with Microsoft Dynamics 365, Layout – an email template builder, and Sarbacane chat –the chatbot for conversational marketing, were all released in the last quarter of 2019. Adding to this, Mailify wishes to continue to introduce more effective solutions and make the latest technologies available for professionals in need.

“The Sarbacane Group is accelerating its development through the growth of its various brands, all of which are leaders in their respective markets. We are thrilled to partner with the team in the implementation of this strategy, and in its diversification and acquisition projects in the field of marketing software and B2B services,” said Julien Bentz, Member of IDI’s Executive Committee.