Landbase acquires Adauris to boost inbound GTM platform
Canadian-founded, California-based go-to-market platform Landbase has completed the acquisition of Adauris, a move intended to advance the company's development of signal-driven inbound publishing.
Vancouver's Adauris team, which focuses on creating intent signals through content generation for business-to-business clients, has already contributed to the introduction of Landbase's inaugural inbound marketing feature.
The collaboration between Landbase and Adauris has already led to the launch of a new marketing feature on the Landbase platform. This functionality supports GTM teams with signal-based LinkedIn content publishing, allowing them to post branded content, track buyer engagement in real time, and connect with their target markets within the platform's ecosystem.
Company leadership changes
Following the acquisition, Adauris's senior leadership has taken on new functions at Landbase. Logan Underwood, formerly Chief Executive Officer at Adauris, is now Head of Partnerships at Landbase, overseeing the company's partner ecosystem and expanding agency collaborations. Tina Haertel, previously Chief Operating Officer at Adauris, has become Director of Product at Landbase, leading development of inbound marketing capabilities. Griffin Cook, Adauris's former Chief Technology Officer, now serves as Engineering Lead for Landbase's inbound product line.
"We're building the future of GTM: intelligent, connected, and deeply multimodal. The Adauris team brings the technical depth and GTM insight to supercharge our inbound roadmap. Together, we're launching high-impact entry points like signal-based LinkedIn publishing and laying the foundation for AI-powered marketing channels that will complement our existing outbound capabilities," said Landbase Chief Executive Officer Daniel Saks.
Strategic benefits
The signal infrastructure from Adauris has a track record across niche B2B media networks, with metrics indicating more than 10 million monthly impressions and over 45,000 prospects identified daily. These capabilities will be integrated with Landbase's GTM-1 Omni model and orchestration engine to offer new inbound and outbound signal types through the Landbase platform.
"We joined Landbase because it's solving a critical market pain point: providing a unified approach to GTM, and combining inbound and outbound into single omni-channel campaigns," said Underwood. "We saw the power of Landbase as a customer and a partner, and the impact is undeniable. We couldn't be more excited to join forces to accelerate the pace of autonomous GTM."
Future expansion
The new feature marks only the initial step in Landbase's inbound strategy. Additional updates are planned, aiming to expand the platform's publishing channel support, enhance engagement analytics, and further automate content creation based on signal detection.
This acquisition comes after Landbase's USD $30 million in Series A funding announced in June. The completed acquisition is one in a series of steps planned by Landbase as it works to unify outbound and inbound automation functions within a single platform.
Image courtesy of Landbase and Adauris. From left: Tina Haertel, Logan Underwood, and Griffin Cook.
