Sprinklr, a New York City provider of social media management tools, has acquired highly targeted advocacy influencer platform, Branderati. The deal marks Sprinklr's third acquisition in about six months — a continuation of what the firm calls its strategy to grow "aggressively and smartly."

In February, Sprinklr bought Austin, Texas-based Dachis Group, a social analytics company, and formed the largest independent end-to-end social relationship platform in the market.

And just last month it bought TBG Digital, a company that considers itself a pioneer of corporate advertising on Facebook and Twitter. The acquisition was designed to amplify Sprinklr’s reach across social media.

Now it's bought Branderati, a company that boasts that it helps brands identify their most passionate “advocate influencers” and take those relationships to the next level to drive brand advocacy and loyalty. Ekaterina Walter, Branderati's co-founder and CMO, told CMSWire this morning that the deal capitalizes on the complimentary strengths of both companies. "As we've watched Sprinklr grow and transform to a provider of a robust, all in one platform, it became very, very obvious to us that Branderati was a key part that solution," she said.

Capitalizing on Big Opportunities

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Sprinklr CEO Ragy Thomas noted that the firm has grown 300 percent year-over-year, and boosted employment from 30 to 530 in the past two years.

The company works with more than 650 brands worldwide, including what it calls four of the top five banks, three of the top six insurance companies, three of the top seven hotel brands, the top two consumer packaged goods companies and "many of the biggest names in tech," including Cisco, Dell and Samsung.

Sprinklr's goal is to help companies manage all aspects of their social investment and deliver what it calls "a consistently great experience across every paid, owned and earned social touchpoint."

In a statement, Thomas noted, "We’re sitting at the crossroads of a huge market opportunity combined with a big vision and a comprehensive solution for social. We’ve nailed owned media, now have paid media and now have earned media."

Addressing Client Needs

He said the acquisition of Branderati will enable Sprinklr to "deliver the industry’s only fully integrated, enterprise grade paid, owned and earned media (POEM) solution for managing customer experiences enterprise wide." The deal will accelerate client activity for advocacy focused earned media, an area of increasing importance as organic social reach matures, he added.