Matrix Marketing
Matrix Marketing is a South African B2B data consultancy, founded in 1988, that provides lead generation and sales intelligence through a proprietary directory of 60,000+ companies and a pay-per-lead service for South African B2B buyers.
- Company typePrivate
- Founded1988
- HeadquartersGauteng, South Africa
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Matrix Marketing does
Matrix Marketing (Pty) Ltd, founded in 1988 and headquartered in Ferndale, Gauteng, South Africa, is a privately held B2B data consultancy that provides lead generation and sales intelligence services to South African businesses across finance, IT, manufacturing, healthcare, telecommunications, and automotive sectors. The company operates a proprietary B2B directory (MM Online) covering 60,000+ companies, updated daily by a team of internal telephonic researchers, and offers a suite of specialized modules: iTAM for total available market analysis, ALP for automated lead delivery to client inboxes, P2P for propensity-to-pay scoring, POPIFix for POPIA compliance management, Industry & Organogram Reports for competitive intelligence, and MyMoBi for mobile prospecting. The lead-generation core offering, LeadFinder, delivers pre-qualified leads on a pay-per-lead basis starting at R325.00 per lead, while LinkedIn profile management and managed outreach extend the offering into campaign execution.
The technology stack combines AI-enhanced data analytics (predictive scoring, recommendation engine, automated prospecting) with human-verified research, operating as a usage-based subscription and pay-per-lead hybrid model. The company holds a POPIA Compliance Certificate, B-BBEE Level 2 contributor status, and DMASA membership, addressing South African regulatory requirements for data handling. Go-to-market is sales-led with direct outreach, inside-sales telephonic research, a self-serve website for SMB quote requests, and a distribution channel through associated company SA Buyers Guide. Leadership comprises Group Managing Director Stuart Miller and Operations Director Andrew Haynes; the firm operates without disclosed external investment or M&A activity, with revenue streams spanning subscription (MM Online, MyMoBi), usage-based (LeadFinder), and professional services (digital marketing, SEO, PPC, web design).
Matrix Marketing firmographics
Firmographics- Name
- Matrix Marketing
- Legal name
- Matrix Marketing (Pty) Ltd
- Website
- https://matrixmarketing.co.za
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Matrix Marketing is a South African B2B data consultancy, founded in 1988, that provides lead generation and sales intelligence through a proprietary directory of 60,000+ companies and a pay-per-lead service for South African B2B buyers.
- Ownership category
- akta.pro rank
Matrix Marketing industry classification
Industry- Product category
- B2B Sales Intelligence & Lead Generation
- NAICS
- Directory and Mailing List Publishers (51314), Advertising Agencies (541810), Marketing Consulting Services (541613)
- SIC
- Services-Advertising (7310), Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)
- akta.pro secondary industries
- B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Telemarketing & Telesales Services (Outbound/Inbound) (BPAFAKAC)
Keywords
Where Matrix Marketing is headquartered
LocationHeadquarters
- HQ city
- Gauteng
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Matrix Marketing business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- LeadFinder (Pay-Per-Lead): Clients pay per qualified lead delivered, starting from R325.00 per lead. A qualified lead is someone who has shown willingness to connect and learn more about the client's offering. This is a usage-based model where clients only pay for leads that meet their target criteria.
- Online Business Intelligence Directory Subscription: Subscription-based access to the MM Online B2B directory with features including iTAM, ALP, POPIFix, P2P, Industry Reports, Organigram Reports, and refined search with 100+ filters. Revenue generated from recurring subscription fees.
- Digital Marketing Services: Additional services including Social Media (Meta & LinkedIn), Web Design & Hosting, Google Ads/PPC, and SEO services. These are likely one-time project or retainer-based services.
- MyMoBi App Subscription: Mobile B2B prospecting app with subscription access for on-the-go prospecting with 100 filters and proximity meter features.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Pay-per-lead pricing starting from R325.00 per qualified lead |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels12 records
Matrix Marketing product offering
Product offeringCore offering
Matrix Marketing (Pty) Ltd is a South African B2B data consultancy that provides sales lead generation and business intelligence services. It sells access to a proprietary B2B database of 60,000+ South African companies (MM Online Directory), delivers pay-per-lead qualified prospects via its LeadFinder service, and offers digital marketing services (SEO, PPC, social media, web design). The offering combines AI-enhanced analytics with daily telephonic research verification to identify decision-makers and deliver pre-qualified prospects to client inboxes.
Product overview
Matrix Marketing operates as a B2B data consultancy offering a unified MM Online platform centered on lead generation and sales intelligence. The core product is the Online Business Intelligence Directory (MM Online), complemented by the pay-per-lead LeadFinder service. The platform offers multiple specialized modules including iTAM for market analysis, ALP for automated lead delivery, POPIFix for compliance management, P2P for payment propensity scoring, Industry & Organogram Reports for competitive intelligence, and MyMoBi for mobile prospecting. Additional services include Digital Marketing (SEO, PPC, Social Media) and Web Design. The ecosystem collectively enables businesses to identify prospects, manage compliance, and execute targeted outreach.
Differentiator
Problem solved
Functional benefit
Brands
- LeadFinder: Pay-per-lead B2B prospecting tool that delivers profiled leads using target market data. Price per lead starts from R325.00.
- MyMoBi
- POPIFix
- iTAM
- ALP
- P2P
- Industry & Organogram Reports
- MM Online
Products and services
- LeadFinder Pay-per-lead B2B prospecting service that delivers pre-qualified, profiled leads directly to clients. Matrix Marketing handles the targeting, outreach, and initial engagement, and clients only pay for leads that have shown willingness to connect. Pricing starts from R325.00 per qualified lead.
- Online Business Intelligence Directory (MM Online) Subscription-based cloud platform providing searchable access to a proprietary B2B database of 60,000+ South African companies with 100+ filters, decision-maker contacts, and POPIA-compliant verified data. Foundational product that powers iTAM, ALP, POPIFix, P2P, and other modules.
- iTAM - Identify Your Total Available Market Standalone product that analyses sales potential using three unique business identifiers: geographical location, industry insights, and company size. Helps B2B sales teams size and prioritise their addressable market within the Matrix Marketing database.
- ALP - Automatic Lead Provider Subscription service that automatically delivers high-potential prospects to a client's email inbox on a daily, weekly, or monthly cadence, with company details, key decision-makers, and tracking capabilities included.
- POPIFix Standalone compliance software that manages sales contacts in a secure, encrypted environment and ensures full POPIA (South African data privacy) compliance, including opt-in proof and data portability when sales staff leave.
- P2P - Propensity to Pay Indicator Standalone data product that assesses a business's payment behaviour and distinguishes between good and bad payers, enabling sales teams to optimise prospect selection and reduce credit risk.
- Industry & Organogram Reports Subscription reports delivering competitive intelligence, listing the top 15 competitors in a given sector together with organigram data showing subsidiaries and management structures of holding companies.
- MyMoBi - Mobile B2B Prospecting App Subscription-based mobile B2B prospecting app (Android and Apple) with 100 filters for area, industry, executive type, and staff size, including a proximity meter that surfaces similar opportunities within a 2km-5km radius.
- Digital Marketing Services Service offering combining creative execution with analytics to improve online visibility and convert visitors into long-term clients, delivered on a project or retainer basis.
- Social Media Management (Meta & LinkedIn) Done-for-you social media advertising and content management on Facebook/Meta and LinkedIn, used as a B2B lead generation channel.
- Web Design & Hosting Service that designs, builds, and hosts responsive, conversion-focused business websites.
- Google Ads / Pay-Per-Click (PPC) Managed Google Ads and PPC campaign service that places clients in front of ready-to-buy search traffic and optimises for ROI.
- Search Engine Optimization (SEO) SEO services covering content optimisation, technical SEO, link building, and local search to drive qualified organic traffic and long-term growth.
Quantifiable outcome
- Sales teams that leverage data and automate can generate 30% more revenue on average
- +1 more outcomes
Companies that use Matrix Marketing
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles2 records
Matrix Marketing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature9 records
Matrix Marketing partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SA Buyers GuidecoreSA Buyers Guide is an associated company (a Matrix Marketing Pty Ltd company) that distributes Matrix Marketing's researched data to subscribers. It provides quick lookup for subscribers with selectors identifying line of business, location, contact numbers, and key positions within the South African business sector. This is a wholly-owned subsidiary distribution channel.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Matrix Marketing competitors and assessment
Company assessmentEmerging players
- Lead411: B2B lead generation platform providing verified company and contact data with intent signals. Comparable SMB-focused lead-gen subscription model.
- Adapt.io: B2B contact and company data platform with prospecting APIs and CRM integrations. Comparable emerging player in the same data/lead-gen category as Matrix, though with a more developer/API-centric approach.
Direct peers
- Lusha: B2B contact data and prospecting platform delivering verified emails/phone numbers and lead lists. Comparable business model to LeadFinder's pay-per-lead and MM Online's subscription directory, with similar SMB target buyers.
- Apollo.io: AI-powered sales intelligence and B2B contact data platform with prospecting, enrichment, and engagement tools. Closely comparable product set to Matrix's MM Online + LeadFinder + AI capabilities, at a similar SMB/mid-market price point.
- Salesgenie: B2B sales leads and business database provider offering company and consumer lists with prospecting filters. Closely comparable to Matrix's directory subscription and pay-per-lead model.
- Seamless.ai: AI-driven B2B contact search and lead generation tool delivering verified decision-maker contacts in real time. Directly comparable to Matrix's AI-powered prospecting and LeadFinder value proposition.
Regional players
- AfriGIS: South African geospatial and business data provider offering location intelligence and B2B datasets. Comparable regional player serving the same South African market with overlapping data/prospecting use cases.
Broad incumbents
- TransUnion (Commercial Information): Global credit bureau with a substantial South African commercial information business (relevant because Matrix's Operations Director previously led it). Comparable in that it sells business credit and corporate hierarchy data used for prospect screening and payment-behaviour scoring — overlapping with P2P and Organogram Reports.
- Dun & Bradstreet: Largest global provider of business credit and B2B data, with deep corporate hierarchy data similar to Matrix's Organogram Reports. Comparable as a broad incumbent in the same category.
- ZoomInfo: Global leader in B2B contact data and sales intelligence. Comparable because it sells the same core product category (B2B company/decision-maker data and lead generation) at much greater scale, setting the benchmark Matrix competes against.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Matrix Marketing social profiles
Digital presenceMatrix Marketing compliance and trust
Trust signalCompliance6 records
Matrix Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Matrix Marketing leadership team
Management profileNumber of profiles
Profiles2 records
Matrix Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Matrix Marketing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Matrix Marketing
What does Matrix Marketing do?
Matrix Marketing (Pty) Ltd is a South African B2B data consultancy that provides sales lead generation and business intelligence services. It sells access to a proprietary B2B database of 60,000+ South African companies (MM Online Directory), delivers pay-per-lead qualified prospects via its LeadFinder service, and offers digital marketing services (SEO, PPC, social media, web design). The offering combines AI-enhanced analytics with daily telephonic research verification to identify decision-makers and deliver pre-qualified prospects to client inboxes.
Is Matrix Marketing a public or private company?
Matrix Marketing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Matrix Marketing founded?
Matrix Marketing was founded in 1988. It employs 11 to 50 people.
Where is Matrix Marketing based?
Matrix Marketing is headquartered in Gauteng, South Africa, in the Africa region.
How does Matrix Marketing make money?
Four revenue lines are on record. LeadFinder (Pay-Per-Lead) is the primary driver. The others are online Business Intelligence Directory Subscription, digital Marketing Services and myMoBi App Subscription.
Who are Matrix Marketing's main competitors?
Emerging players on record are Lead411 and Adapt.io. Direct peers are Lusha, Apollo.io, Salesgenie and Seamless.ai. AfriGIS is listed as a regional player. Broad incumbents are TransUnion (Commercial Information), Dun & Bradstreet and ZoomInfo.
Does Matrix Marketing have an API?
No public API is recorded for Matrix Marketing.
What industry is Matrix Marketing in?
Matrix Marketing's product category is B2B Sales Intelligence & Lead Generation. Its primary akta.pro industry code is BPAFAKAF, Marketing Database & Contact Data Providers (B2B/B2C Lists), with a secondary code of BPAFAKAA, B2B Demand Generation & Lead Nurture Agencies. Its NAICS code is 51314 and its SIC code is 7310.