Spotler

What Spotler does

Spotler is a privately held European marketing software company headquartered in Guildford, United Kingdom, founded in 2005 and operating with 251–500 employees. It sells an integrated Marketing Cloud platform serving three primary segments: B2B marketing and communication teams (Marketing Cloud for B2B), e-commerce and retail businesses (Marketing Cloud for Commerce, augmented by the March 2023 acquisition of Sooqr B.V.), and public sector organisations (Service Cloud for Public Sector).

The platform is built as a modular suite combining CRM and lead management, email marketing automation, event management, website personalisation, conversational marketing, social media publishing, a customer data platform, transactional email, and search and merchandising, all integrated via Spotler Connect (a connector platform) and Spotler APIs. A dedicated Spotler AI layer adds conversational, generative, predictive, and natural-language analytics AI capabilities across the workflow. The technical differentiators cited include ease of implementation, integration breadth, and a compliance posture spanning ISO 27001, GDPR, WCAG, and the EU AI Act.

Spotler operates a hybrid go-to-market combining sales-led enterprise engagement (with Contact Sales, Request a Quote, and Online Demo options) and a product-led self-serve motion (with website login and free marketing tools such as UTM Builder, Contact Tracker, and Persona Builder). It distributes through direct enterprise sales, a partner and reseller network, and self-serve web access, with localised presence in the UK, Netherlands, Germany, Spain, Sweden, and Australia. Pricing is quote-based and not publicly disclosed, consistent with a subscription, annual billing SaaS model targeting mid-market and enterprise customers.

Name

Spotler

Legal name

Spotler

Website

https://spotler.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Spotler is a UK-headquartered, privately held marketing software company that sells an integrated Marketing Cloud platform — combining CRM, email automation, events, personalisation, CDP, transactional email, e-commerce search, and AI — to B2B, commerce, and public sector organisations across six countries.

Ownership category

akta.pro rank

Product category

Marketing Automation Software

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Marketing automation software
• Customer data platform
• Email marketing automation
• Conversational marketing AI
• Commerce search merchandising

Headquarters

HQ city

Guildford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Marketing Software Subscriptions: Spotler operates as a SaaS marketing software platform with subscription-based pricing for its Marketing Cloud products, including CRM & Lead Management, Email Marketing Automation, Event Management, Website Personalisation, Conversational Marketing, Social Media Publishing, Customer Data Platform, Transactional Emails, Search & Merchandising, and AI tools. The platform offers tiered solutions for B2B, Commerce, and Public Sector markets.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Spotler sells a subscription-based Marketing Cloud SaaS platform that provides B2B marketers, e-commerce businesses, and public-sector organisations with integrated tools for CRM & lead management, email marketing automation, event management, website personalisation, conversational marketing, social media publishing, transactional email, customer data management, and AI-driven analytics. The offering is structured as three specialised suites (B2B, Commerce, Public Sector) augmented by Spotler AI capabilities and integration via Spotler Connect and APIs.

Product overview

Spotler offers a unified Marketing Cloud platform with specialized solutions for B2B, Commerce, and Public Sector organizations. The platform is built around a modular architecture combining CRM & Lead Management, Email Marketing Automation, Event Management, Website Personalisation, Conversational Marketing, Social Media Publishing, Customer Data Platform, Transactional Emails, and Search & Merchandising. The portfolio is enhanced by Spotler AI capabilities including Conversational AI, Generative AI, Predictive AI, and AI Analytics. Integration is facilitated through Spotler Connect (connector platform) and Spotler APIs. The March 2023 acquisition of Sooqr B.V. added personalized onsite search, product recommendations, and smart merchandising capabilities to strengthen Spotler's Commerce Experience Platform positioning.

Differentiator

Problem solved

Functional benefit

Brands

• Marketing Cloud for B2B: Connected B2B marketing tools for creating smart, targeted campaigns that convert leads into pipeline.
• Marketing Cloud for Commerce
• Service Cloud for Public Sector
• Spotler AI
• Spotler Connect

Products and services

• Marketing Cloud for B2B Connected B2B marketing tools that bring everything together for creating smart, targeted campaigns that turn leads into pipeline. Aimed at B2B marketing and communication professionals who need integrated marketing automation to manage leads, pipeline, and targeted campaigns.
• Marketing Cloud for Commerce Connected Commerce marketing tools that bring all data together for insights to grow revenue, boost retention and create seamless customer experiences. Built for e-commerce and retail businesses seeking connected commerce marketing tools.
• Service Cloud for Public Sector Connected customer service tools for public sector organisations covering Webcare for multi-channel contact, Social Publishing & Monitoring, and Conversational AI for automated citizen service queries.
• Spotler AI AI product suite offering Conversational AI (chatbots and automated support), Generative AI (content creation, optimisation and translation), Predictive AI (customer value and conversion forecasting), and AI Analytics (natural-language querying of marketing data) capabilities.

Quantifiable outcome

• 84% satisfaction rate from email campaigns (Kempinski Hotels custom welcome journey)
• +4 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature8 records

Partnerships

One partnership is on record.

• Sooqr B.V.coreStrategic or Co-development Partner · 9 March 2023Spotler Group acquired Sooqr B.V. on 9 March 2023 to enhance e-commerce capabilities, particularly in personalised onsite search, product recommendations, and smart merchandising. The acquisition strengthens Spotler's position in the emerging Commerce Experience Platform category, leveraging Sooqr's technology with over 1100 customers worldwide.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• GetResponse: GetResponse is a European-origin email marketing, automation, webinar, and landing page platform serving SMBs and mid-market. Comparable to Spotler in product breadth and European customer base.
• HubSpot: HubSpot offers an integrated CRM, marketing automation, email, and AI-powered content tools platform targeting SMB and mid-market. It is the most direct competitive analogue to Spotler's Marketing Cloud for B2B, though at significantly larger global scale.
• Mailchimp (Intuit): Mailchimp is a leading email marketing and marketing automation platform with AI content and analytics capabilities. Overlaps directly with Spotler's email automation, AI Analytics, and Generative AI features, especially for SMB.
• Klaviyo: Klaviyo is a B2B SaaS marketing automation platform purpose-built for e-commerce, combining email, SMS, CDP, and AI personalisation. Direct overlap with Spotler's Commerce segment and Sooqr's search/merchandising capabilities.
• ActiveCampaign: ActiveCampaign provides email marketing, marketing automation, CRM, and conversational AI for SMB and mid-market B2B customers. Comparable to Spotler's B2B Marketing Cloud across automation, CRM, and AI chatbot functionality.
• Brevo (Sendinblue): Brevo is a European-headquartered marketing automation, email, SMS, and CRM platform serving SMBs and mid-market. Closely comparable to Spotler in geography, product mix (email, automation, transactional), and target segments.
• Omnisend: Omnisend is an e-commerce-focused email, SMS, and automation platform with strong retail/DTC positioning. Direct overlap with Spotler's Commerce Marketing Cloud and Sooqr-acquired search/merchandising stack.

Broad incumbents

• Salesforce Marketing Cloud: Salesforce Marketing Cloud is an enterprise-scale marketing, email, social, advertising, and CDP platform. A broad incumbent competing with Spotler at the high end of the European enterprise market across similar use cases.
• Adobe Marketo Engage: Adobe Marketo Engage is an enterprise B2B marketing automation and lead management platform. Overlaps with Spotler's CRM & Lead Management and event management modules for larger B2B accounts.

Regional players

• Dotdigital: Dotdigital is a UK-headquartered customer engagement and marketing automation platform with strong European retail and B2B presence. Closely comparable to Spotler in geography, vertical mix, and product scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/spotleruk
• Facebookfacebook.com/SpotlerUK

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Spotler