trumpet, a London-based B2B sales startup, has secured $6.35 million in seed funding. The round was led by AlbionVC, which Gridcog and Treefera. Previous investors Lightbird Ventures, Anamcara Capital, and Triple Point Ventures also contributed to the round. This follows the £1.6 million in pre-seed funding raised in 2022.
It will enable the company to expand to the US and to surface never-before-seen revenue intelligence signals powered by AI and machine learning which are generated using the millions of proprietary data points trumpet is collecting throughout sales cycles.
Paul Lehair, Partner at AlbionVC, said: “Rory, Nick, and Andrew have built one of the most exciting B2B platforms we have seen recently. Trumpet is elegantly designed and extremely easy to use and it’s already proving its effectiveness with global teams. There is so much potential for Pods to not only own the conversations between buyers and sellers but also other areas of B2B communications and I’m looking forward to working with the team as they expand and grow.”
What challenge does it tackle?
B2B sales have become harder than ever with companies continuing to tighten their belts and buying fewer tools, making it an increasingly difficult market to sell into. The sales enablement market has exploded in recent years with tools to make sales teams more efficient and better hunters. Yet these tools ignore the needs of buyers, with 77% of B2B buyers reporting that purchases have become too complex. To close deals faster and win new customers, sales teams need to move their mindsets to delight their buyers and streamline the process.
Rory Sadler, former sales lead at Hotjar, co-founded trumpet in 2021 alongside Nick Telson and Andrew Webster, both of whom exited the hospitality booking platform DesignMyNight in 2019. They created the startup to solve the problems they had experienced in the sales process.
What does the company do?
trumpet creates personalised, collaborative sales rooms, moving forward with the new trend of buyer enablement. Each collaborative sales room, ‘Pod’, keeps track of communication between buyer and seller, decks, case studies, and video demos in one centralised space to make it simpler to keep track of interactions and make it easier for buyers to make decisions.
As per the company, win over 10,000 users and 250+ paying customers, including Cognism, OpenTable, Sky Media and Crossbeam. It claims that 20% of its customer base comes from the US, without any marketing or teams based there. Already trumpet is helping sales teams reduce sales cycles by 28% and increase closed won opportunities by 13%.
Rory Sadler, co-founder and CEO of trumpet, said: “Companies are continuing to tighten their belts because of the economic climate and that means sales teams need to change how they fundamentally approach selling. We’re helping companies collaborate and centralise their buyer journey, increasing their sales efficiency and velocity. Our proprietary revenue intelligence signals are also helping revenue leaders forecast and understand their deal pipeline like never before. The new trend of buyer enablement is happening and we’re at the forefront of it. We’re delighted to be working with Paul and the team at Albion to support us as we expand to the US and integrate AI into the platform so we can continue to serve buyers and sellers.”
Jonathon Ilett, VP Global Sales at Cognism and trumpet customer, said: “Delivering a standout buying experience is very important for us at Cognism which made partnering with trumpet an easy decision. We’ve been able to enable our buyers to easily evaluate our offering in one link, whilst seeing more multithreaded deals happening and an increase in sales velocity as a result. The collaboration between us and our prospects inside the Pods has also been a powerful signal for us to be able to forecast deals better.”
