Different has emerged from stealth with a $48 million seed round led by General Catalyst, with participation from Lightspeed Venture Partners, to build an AI marketing system designed to run end-to-end demand generation for lean B2B marketing organizations.
The San Francisco-based company was founded by Ajeet Singh, Abhishek Pani, and Abhinav Yajurvedi. Singh previously co-founded ThoughtSpot and Nutanix, while Pani led machine-learning work behind Adobe’s marketing products and Yajurvedi worked on large-scale marketing infrastructure for Flipkart and Myntra.
Different is designed to let marketers establish strategy and creative direction while its system handles campaign orchestration across channels. The platform can plan campaigns, create and launch advertising, emails, and landing pages, and perform answer engine optimization activities ranging from monitoring to content recommendations and creation.
The system draws on a shared memory that stores a company’s strategy, brand, and campaign results. Different said it continuously adjusts campaigns based on performance and can apply information learned in one channel to other channels and future campaigns, while requiring marketers to review and approve work before publication.
The company pointed to early customer results, including Motif, whose three-person marketing team increased its campaign workload from one campaign at a time to more than a dozen campaigns across four channels. Different said Descope used the platform to identify and redirect 60% of paid advertising spending lost to poor targeting.
Together Fund, Haystack Ventures, MXV Capital, and Firebolt Ventures also participated in the financing. Different plans to use the capital to expand its engineering and go-to-market teams as it scales platform adoption.
KEY QUOTES:
“We built Different so a marketing team of five can do the work of 50. Marketers own the strategy and the creative ideas. Different turns them into campaigns and keeps learning and optimizing as they run, so companies can grow faster without wasting spend.”
Ajeet Singh, Co-Founder And CEO Of Different
“Different has helped us scale our marketing without scaling our team. Two of us run as many as ten programs at once, each delivering the right message to the right buyer at the right time. Before Different, this level of output would have required a much bigger team.”
Abhi Iyer, Head Of Marketing At Descope
“At General Catalyst, we bet on ambitious teams tackling big markets. Different is going after one of the largest opportunities in AI: changing how companies market. We believe Ajeet, Abhishek and Abhinav have the track record and technical depth to build something special in this category.”
Hemant Taneja, CEO Of General Catalyst
