Mobile apps testing startup Leanplum scores $4.8M; adds marketing automation

Leanplum, a startup launched last year to improve A/B testing for mobile apps, now has $4.8 million in new funding to push a new marketing automation feature and to staff up across the board.

The goal is to bring a full suite of tools — content management, A/B testing, analytics and marketing automation  — to mobile developers, co-founder Momchil Kyurkchiev, said in an interview. Kyurchiev and his co-founder Andrew First are both Google YouTube veterans.

“Typical customer product managers or marketers are told every day to improve their apps by boosting engagement, to get more money spent in the app,” he added. That requires a lot of iteration and testing  since it’s difficult to do this sort of marketing automation on the fly in a mobile apps world.

Most marketing automation vendors — Omniture, now part of Adobe(s adbe), Marketo(s mkto), Eloqua (now part of Oracle(s orcl)) are web-focused products and services trying to adapt to a mobile world, while Leanplum is mobile first, Kyurkchiev said.

Leanplum also competes with a bunch of startups in different areas — Kahuna in push notifications, Appboy for “in-app” messaging; Optimizely in A/B testing; and  Localytics in analytics.

This Series A round was led by Shasta ventures and brings total backing including seed funds to about $5.6 million.

Leanplum’s content management, mobile A/B testing and analytics are now available for iOs; Android support is in private beta.

Marketing automation has clearly bubbled to the top of the heap for both startups like Leanplum and giants like Adobe, IBM(s ibm), crm), Oracle — all of which have been buying up expertise in the past year.


Leanplum in-app message with templates.
Leanplum in-app message with templates.