OBI4wan
OBI4wan is a Netherlands-based social media monitoring and webcare provider, now operating within the Spotler Marketing Cloud, serving European B2B, commerce, and public sector marketing professionals with integrated analytics and customer engagement tools.
- Company typePrivate
- Founded2011
- HeadquartersZaandam, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What OBI4wan does
OBI4wan is a Netherlands-based social media monitoring, webcare, and social analytics provider founded in 2011 in Zaandam by co-founder and CEO Alexander de Ruiter. The company was historically a standalone social listening/webcare vendor and completed two disclosed acquisitions, Buzzcapture in February 2017 and HowAboutYou in April 2020, to broaden its customer engagement and analytics footprint. OBI4wan's social monitoring and webcare capabilities are now distributed within the Spotler Marketing Cloud, an integrated European marketing software platform that the input data associates with 38,000+ marketing professionals across the Netherlands, United Kingdom, Germany, Sweden, Spain, and Australia.
OBI4wan firmographics
Firmographics- Name
- OBI4wan
- Legal name
- Spotler
- Website
- https://obi4wan.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- OBI4wan is a Netherlands-based social media monitoring and webcare provider, now operating within the Spotler Marketing Cloud, serving European B2B, commerce, and public sector marketing professionals with integrated analytics and customer engagement tools.
- Ownership category
- akta.pro rank
OBI4wan industry classification
Industry- Product category
- Social Media Monitoring & Webcare Software
- NAICS
- Advertising Agencies (541810), Custom Computer Programming Services (541511), Other Services Related to Advertising (54189)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising (7310)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
- akta.pro secondary industries
- Marketing Automation & Campaign Management CRM (HDAEAFAB), Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where OBI4wan is headquartered
LocationHeadquarters
- HQ city
- Zaandam
- HQ country
- Netherlands
- HQ region
- Europe
Offices5 records
Markets served
OBI4wan business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Marketing Cloud Software Subscriptions: Subscription-based access to marketing and communication software platforms including CRM, email marketing automation, event management, customer data platform, and AI-powered tools. Delivered as integrated cloud suites tailored for B2B, Commerce, and Public Sector verticals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise-tier subscription with full platform access |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
OBI4wan product offering
Product offeringCore offering
OBI4wan delivers an easy-to-use, complete solution for social media monitoring, webcare and social analytics, sitting within the Spotler Marketing Cloud platform that also encompasses CRM, email marketing automation, event management, customer data platform, conversational/generative/predictive AI, and APIs. The offering targets B2B, commerce and public-sector marketing and service teams that need to publish, monitor and respond to customers across social, messaging and email channels from a single integrated environment.
Product overview
Spotler Marketing Cloud is a platform-plus-modules architecture consisting of three main clouds: Marketing Cloud for B2B, Marketing Cloud for Commerce, and Service Cloud for Public Sector. The platform unifies CRM & Lead Management, Email Marketing Automation, Event Management, Website Personalisation, Conversational Marketing, Social Media Publishing, Customer Data Platform, Transactional Emails, Search & Merchandising, and Webcare modules. Integration capabilities are provided through Spotler Connect (connector platform) and Spotler APIs. AI capabilities are delivered through the Spotler AI suite comprising Conversational AI, Generative AI, Predictive AI, and AI Analytics. The platform serves 38,000+ marketing professionals across B2B, commerce, and public sector segments.
Differentiator
Problem solved
Functional benefit
Products and services
- Social Media Publishing & Monitoring Centralized social media management module that lets B2B, commerce and public-sector marketers publish content and monitor conversations across social channels from a single dashboard; intended for marketing and communications teams.
- Webcare Webcare / customer-service module within the Service Cloud that gives audiences the freedom to contact the organization through their preferred channel (social, messaging, chat) and lets service teams respond from one place; for customer service, communications and CX teams.
- Conversational Marketing Module enabling real-time conversations with buyers through live chat and messaging channels they prefer; for B2B and commerce marketers seeking live engagement.
- Spotler AI AI product suite bundling Conversational AI (automated query handling), Generative AI (content creation/translation), Predictive AI (customer value and conversion prediction), and AI Analytics (natural-language data insights) for marketing automation and analytics use cases.
- Marketing Cloud for B2B Connected B2B marketing cloud that combines CRM, email marketing automation, event management and personalization to run targeted campaigns that convert leads into pipeline; for B2B marketing teams.
- Marketing Cloud for Commerce Connected commerce marketing cloud that unifies customer data via CDP, transactional email, search/merchandising and messaging (WhatsApp/SMS/social retargeting) to drive revenue growth, retention and seamless shopping experiences; for e-commerce/retail marketers.
- Service Cloud for Public Sector Service cloud for public-sector and service organizations that brings email communication, event management, webcare and social publishing/monitoring together to deliver consistent, personalized customer service across channels.
- Email Marketing Automation Email marketing automation module for sending personalised newsletters, automated drip campaigns and segmented broadcast emails; for B2B, commerce and public-sector marketers.
- Transactional Emails Transactional email module (e.g., Spotler SendPro) that turns order confirmations, shipping notifications and other essential updates into branded, personalised experiences; for large-scale, compliant mission-critical transactional communications.
- Customer Data Platform Customer Data Platform module that collects customer data for smart profiling, segments and journey automation across marketing, commerce and service use cases.
- Spotler Connect Connector platform providing built-in integrations to connect any third-party system (CRM, ecommerce, data tools) with the Spotler Marketing Cloud; for IT and marketing ops teams.
- Spotler APIs REST APIs that allow developers to customize and extend integrations with the Spotler Marketing Cloud platform.
Quantifiable outcome
- 500% uplift in email revenue
- +2 more outcomes
Companies that use OBI4wan
Customer profileNamed customers24 records
Segments3 records
Ideal customer profiles3 records
OBI4wan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature10 records
OBI4wan partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
OBI4wan competitors and assessment
Company assessmentDirect peers
- Iterable:
- Brevo (formerly Sendinblue): European-headquartered marketing cloud combining email automation, CRM, chat, SMS and now transactional/personalisation capabilities. Closest direct competitor by geography, SMB/mid-market focus and integrated platform-vs-point-solution positioning.
- ActiveCampaign: All-in-one email marketing, CRM and automation platform targeting SMBs and mid-market. Comparable on integrated email + CRM + automation stack and on multi-channel (email, chat, SMS) execution.
- Dotdigital: UK-listed engagement marketing platform with email, SMS, social, webcare and CDP modules sold mainly through agencies and direct to mid-market/enterprise — direct peer across product mix, channels and European customer base.
- Klaviyo: Commerce-focused marketing automation combining email, SMS, reviews and CDP. Strong peer for Spotler's Marketing Cloud for Commerce, particularly the CDP + transactional + personalisation modules used by Rituals and similar retail customers.
- Coosto: Dutch-headquartered social media management, webcare and monitoring platform. Closest direct peer to OBI4wan's original social-monitoring and webcare franchise and a natural regional competitor in the Benelux market.
Broad incumbents
- HubSpot: Global incumbent marketing/CRM/sales/service platform. Broadly overlaps Spotler's Marketing Cloud for B2B with deeper brand, sales coverage and product depth; represents the dominant mid-market competitive benchmark.
- Salesforce Marketing Cloud: Enterprise marketing cloud (Email Studio, Journey Builder, CDP, Social Studio) competing at the top of Spotler's customer base. Overlaps Spotler's enterprise marketing-cloud capabilities at significantly larger scale and ecosystem depth.
- Adobe Marketo Engage: B2B marketing automation incumbent within the Adobe Experience Cloud. Direct overlap with Spotler's Marketing Cloud for B2B (lead management, nurturing, account-based marketing), targeting larger enterprises.
Emerging players
- MoEngage: AI-driven customer engagement platform combining CDP, email, SMS, push, in-app and web personalisation. Comparable to Spotler's Marketing Cloud for Commerce + AI Analytics for growth-stage digital brands globally.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OBI4wan social profiles
Digital presenceOBI4wan compliance and trust
Trust signalCompliance3 records
OBI4wan financial estimates
Financial estimateRevenue estimate
Valuation estimate
OBI4wan leadership team
Management profileNumber of profiles
Profiles1 record
OBI4wan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OBI4wan M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OBI4wan
What does OBI4wan do?
OBI4wan delivers an easy-to-use, complete solution for social media monitoring, webcare and social analytics, sitting within the Spotler Marketing Cloud platform that also encompasses CRM, email marketing automation, event management, customer data platform, conversational/generative/predictive AI, and APIs. The offering targets B2B, commerce and public-sector marketing and service teams that need to publish, monitor and respond to customers across social, messaging and email channels from a single integrated environment.
Is OBI4wan a public or private company?
OBI4wan is a private company. It is classified as unknown and is currently operating.
When was OBI4wan founded?
OBI4wan was founded in 2011. It employs 11 to 50 people.
Where is OBI4wan based?
OBI4wan is headquartered in Zaandam, Netherlands, in the Europe region.
How does OBI4wan make money?
One revenue line is on record: marketing Cloud Software Subscriptions.
Who are OBI4wan's main competitors?
Direct peers on record are Iterable, Brevo (formerly Sendinblue), ActiveCampaign, Dotdigital, Klaviyo and Coosto. Broad incumbents are HubSpot, Salesforce Marketing Cloud and Adobe Marketo Engage. MoEngage is listed as an emerging player.
Does OBI4wan have an API?
Yes. Spotler offers APIs for custom integrations. Spotler Connect provides a connector platform for integrating any system. The APIs allow customization of integrations across the marketing platform.
What industry is OBI4wan in?
OBI4wan's product category is Social Media Monitoring & Webcare Software. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging, with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 541810 and its SIC code is 7370.