Mobly is an in-person revenue platform for B2B go-to-market teams. Its AI-native platform spans the full field and event marketing lifecycle, from event selection through post-event ROI, giving revenue teams a system to run in-person marketing like digital, with real-time visibility and measurable pipeline impact. Pulse 2.0 interviewed Mobly Co-Founder Zach Barney to learn more.
Zach Barney’s Background And The Formation Of Mobly
Could you tell me more about your background, and how the idea for Mobly came together?
Barney said:
“My background is in B2B go-to-market. I’ve been building and leading sales and marketing orgs for about 17 years, ranging from small bootstrapped startups to post-IPO and even private equity. I spent years watching companies pour serious budget into field and event programs with almost no systematic way to measure what they got back.
That pattern showed up everywhere, across company sizes, verticals, and tech stacks. Kris [Jenkins] and I kept running into the same friction point: the moment a sales rep walked away from a booth, the data started degrading. Leads sat in spreadsheets. Follow-up was late. The CRM told an incomplete story.
We believed the in-person channel deserved the same infrastructure that digital had built over the past decade, and nobody had built it yet. So we decided to build it ourselves.”
Today’s Platform Launch
What does today’s launch mean for the market, and what are Mobly’s core products?
Barney explained:
“For B2B revenue teams, in-person marketing is still a blind spot. Digital channels deliver real-time data and clear attribution. In-person events rely on manual processes resulting in delayed follow-up and incomplete reporting.
The average company takes 11 days to send a first follow-up after an event. Reporting is fragmented. Budget decisions repeat without clear performance insight. What we’re launching today replaces that fragmented process with a single system of record for in-person revenue.
The platform has five integrated products. Our new Scout product helps teams evaluate which events are worth attending before they commit budget. It gives visibility into who is likely to be there, estimated booth costs, and attendee pass pricing, so teams can make data-aware investment decisions rather than relying on what the conference organizer tells them, since the event organizers are largely in the business of selling tickets and sponsorships.
Host runs every activation in one place, from trade show booths to private dinners. It handles registration, check-in, and attendance tracking, and connects directly to CRM for full attribution across every touchpoint.
Capture is our original product, but it’s now better than ever. It enriches, scores, and routes every in-person interaction in real time, while merging duplicate scans into a single profile, and works at any event, no conference API or organizer partnership required.
Pulse automates personalized follow-up generated from real interaction data and sends it within seconds or minutes while you are still top of mind for the lead, vs the days or weeks it will take your competitors to follow up. No template blasting, no ops dependency.
Last but not least, Insights brings structure to post-event analysis. It measures performance against the goals set for each event and gives teams a clear view into lead quality, rep performance, and speed to follow-up. It shows what worked and gives intelligent insights into where to improve.”
Favorite Memory
What has been your favorite memory working at Mobly so far?
Barney reflected:
“Watching a field marketer use the platform for the first time at a live event and seeing the reaction when the follow-up just went. No waiting on ops, no ticket, no template approval.
The lead was scanned, enriched, and in Salesforce with a personalized email sent out before the prospect had even stepped outside of their booth. That moment is exactly what we set out to build.”
Challenges Faced
Have you faced any challenges in your sector recently, and how did you overcome them?
Barney acknowledged:
“The biggest challenge is inertia. Field and event marketing has run on badge scanners and spreadsheets for so long that a lot of teams don’t realize how much they’re leaving on the table.
Our job is to make the gap visible. When you show a CMO that their competitors are enriching leads in real time and sending personalized follow-ups the same day, while they’re still waiting 11 days to send a first email, the conversation changes fast.”
Evolution Of The Company’s Technology
How has Mobly’s technology evolved since launching?
Barney noted:
“We started with the capture problem, making sure every in-person interaction became a clean, structured data point, and we have done a really great job! But as we built close relationships with our customers, they started sharing other aspects of their job that were likewise underserved by technology.
From there we built forward into automation and intelligence. Pulse took the ops dependency out of follow-up entirely. Scout brought pre-event intelligence into the decision-making process. And Insights turned post-event reporting from a manual assembly job into something that happens automatically.
The platform today covers the full lifecycle in a way that wasn’t possible when we first started.”
Significant Milestones
What have been some of Mobly’s most significant milestones?
Barney cited:
“Getting the platform into the hands of customers like Adobe and Ramp was a defining moment. When enterprise-caliber GTM teams adopt a new system and make it part of how they run their events program, that’s the validation that matters.
Beyond that, reaching 100,000 events in our Scout database and building the cross-customer intelligence layer that powers benchmarking and event recommendations were both meaningful milestones.”
Customer Success Stories
Can you share any specific customer success stories?
Barney highlighted:
“The pattern we see most often is a field marketer who has been burned by the old process. Big conference, significant spend, a weak post-event report, a frustrated revenue leader.
They come to Mobly, run their next event on the platform, and walk into the post-mortem with actual data: lead volume, pipeline created, conversion rates, speed to first touch.
The shift from defending budget based on gut feel to presenting a real attribution story changes how those teams operate.”
Funding And Revenue
Are you able to discuss funding or revenue metrics?
Barney revealed:
“We are focused on growth right now and continuing to build out the platform. We will have more to share on the funding side in due course, but I can say we’ve raised from some incredible investors like Jump Capital, Eniac VC and Peterson Ventures in the past, and have 150+ enterprise customers.”
Total Addressable Market
What total addressable market is Mobly pursuing?
Barney assessed:
“In-person is a $2.5 trillion market opportunity. CMOs have invested heavily in their digital MarTech stack to optimize every click and touchpoint. They have invested almost nothing comparable for in-person marketing, even though that channel consistently produces the highest-value conversations and often closes the biggest deals.
The gap between what companies spend on events and what they have to show for it is where we operate.”
Differentiation From The Competition
What differentiates Mobly from its competition?
Barney affirmed:
“Three things. First, we are the only platform that covers all five jobs of field and event marketing in one connected system. Most competitors do one…maybe two of them. Nobody else does all five.
Second, Mobly works at any event anywhere in the world, no conference API required. You can scan a badge, a business card, or a QR code at a side dinner in Singapore and the data is in your CRM in real time.
Third, our AI is trained on performance data across tens of thousands of events and our entire customer base, not just yours. That means the benchmarks and recommendations in Scout and Insights are based on real, aggregated performance intelligence that no single company could generate on their own.”
Future Goals
What are some of Mobly’s future goals?
Barney concluded:
“Mobly is becoming the in-person revenue machine the way Salesforce is the system of record for the pipeline that follows it. Every in-person interaction is captured. Every action is automated. Every outcome is measured.
Field and event marketing has always been where the best relationships get built. Our goal is to make sure none of that signal gets lost.”
