Ad Practitioners acquires Knoq to move the startup’s door-to-door marketing approach online – TechCrunch

know (Formerly known as Polis) was a startup that recruited delegates to go door-to-door in their neighborhoods to talk about their products and services. So it faced challenges in 2020, for obvious reasons.

“And in February, we stopped knocking on doors, we were trying to figure out what the way forward was,” founder and CEO Kendall Tucker told me.

The company has already focused once From political work to commercial marketing. But Tucker said Knock also has some attractive assets, namely its “unique, expansive consumer model” designed to predict if anyone would be interested in a given product, as well as the “neighborhood.” The delegates will also have experience of building these teams. “

So Nook took over what he described as a competitive bidding price. Advertising professionalA digital media company that owns property like Wealth. Com And To consumers.

As part of ad practitioners, Tucker said the Knock team will be able to interact with visitors to those properties and help “pair consumers with the right product”, whether it’s auto insurance or software. Finally, he said that there are already a lot of consumers reaching out to advertising practitioners via chat bots and phone calls: “These people are already asking for help … we’re really just connecting the dots . “

Knoq screenshot

Image Credit: know

In announcing the acquisition, Ed Practitioners CEO Greg Powell said a similar saying that the deal “helps people make decisions through data and technology-driven interactions while educating people about products and services.” Represents a shared vision. “

“The Money and Consumers brand is already trusted by millions of highly engaged users,” Pavel continued. “Together, we expect a world where consumers come to our sites for great content [and] To talk to reviews and representatives who can help them find personal information.

The Nowock leadership team has already moved to Puerto Rico to join Ed Practitioners, with the rest of the Knock team set to leave later this year.

You would think a startup would have a desire to stay in its current location (in Knock’s case, Boston), at least for the duration of the epidemic, but Tucker said he would have a greater confidence in seeing your team in person. is. In fact, Knock’s team had socially distorted outdoor meetings over the summer, “to churn or just hang out and make sure people are okay.” In addition, he is excited about the prospect of “hiring amazing people on this island”.

Financial terms of the acquisition were not disclosed. Noko was the most recent Raised $ 2.5 million Initialized Capital and Haystack. From PVC, and Tucker said that it was important that the acquisition provided a good result not only for his team and himself, but also for his investors.

“We are very excited for Kendall and his team on a successful exit for Ed Practitioners,” said Allia Leu Denis, Initialized General Partner in a statement. “It’s a pleasure know In the last few years. know The team will bring a technology-leading approach to sales outreach and customer analytics. And, Kendall’s skills as a brilliant builder, operator and strategic thinker will be a huge asset for advertising businessmen. “