2X

Canaccord Genuity Advises B2B Marketing-as-a-Service Category Pioneer 2X on its Strategic Growth Equity Investment from Recognize

Canaccord Genuity is pleased to announce it has advised 2X, a pioneer of the marketing-as-a-service (MaaS) solution for the business-to-business (B2B) sector, on its strategic growth equity investment from Recognize, a technology investment platform. This is the first institutional investment in 2X and accelerates its roadmap of evolving marketing for leading organizations in the B2B space.

B2B marketing is at an inflection point. Recent transformation in the space has been driven predominantly by software tools and technology platforms. Despite a US market size of more than $850 billion in 2022, the marketing services sector has seen limited disruption. With Recognize’s support, 2X is redefining the B2B marketing services landscape.

2X was founded in 2017 by three former B2B chief marketing officers who pioneered MaaS, a new operating model designed to bring scale to revenue and marketing leaders. The MaaS model covers a full range of offerings, including marketing operations, MarTech management, demand creation programs, digital marketing, account-based marketing, analytics, and creative services. 2X’s client roster includes enterprise and large organizations that need execution support, as well as private equity portfolio companies that require both growth and efficiency in their marketing. The company is a certified partner of many of the leading RevTech platforms, including 6sense, Salesforce, Adobe Marketo Engage, Drift, HubSpot, Bombora, and Google, among others.

The 2X team has cracked the code for high quality, offshore B2B marketing and is solving revenue growth problems for clients when they need it most. These transformative capabilities have fueled the company’s organic growth and 95% CAGR since its founding. 2X is ranked in the top 20% of the Inc 5000 list of fastest-growing companies in the US and in the top 100 of Financial Times’ list of The Americas’ Fastest Growing Companies. The company’s leadership team, including CEO Domenic Colasante, will continue to lead 2X from its headquarters in Berwyn, Pennsylvania.

Recognize is located in New York and is focused on the technology services industry. The firm was founded in 2020 by a visionary trio, including former Oracle President and Infor CEO, Charles Phillips, co-founder and former CEO of Cognizant Technology Solutions, Frank D’Souza, and private equity veteran David Wasserman. Recognize’s core mission is to find the next generation of technology services companies and help them unlock tremendous growth potential. The firm provides operational expertise, industry insights, and strategic capital to innovative companies in this sector.

Canaccord Genuity, with a team led by Sanjay Chadda, Ben Lunka, and Andrew Delio, served as the exclusive financial advisor to 2X.