2X

Canaccord Genuity Advises 2X on its Strategic Investment from Insight Partners to Scale Marketing as a Service Category Leadership

Investment accelerates 2X's mission to transform B2B marketing and revenue operations in $100+ billion market

Canaccord Genuity has advised 2X, a leader in subscription-based marketing as a service (MaaS) and a portfolio company of Recognize, on its strategic secondary investment from Insight Partners, a global software investor. The investment comes less than two years after 2X’s initial backing from Recognize, further validating the company's approach to transforming how B2B organizations scale their marketing and revenue operations to accelerate sustainable growth.

2X is a leading B2B marketing as a service firm that helps marketing leaders achieve greater impact while lowering costs through its managed services delivery model. Servicing more than 150 clients, including SAP, Ricoh, Docker, Hyland, Seismic, Qlik, and GoTo, 2X provides dedicated and highly skilled FTEs specializing in marketing operations, martech management, campaign execution, content and creative production, and strategy consulting services. With more than 1,000 team members globally, 2X has been recognized as one of the fastest-growing companies in the US by Inc. and the Financial Times.

2X first landed on Insight’s radar through the company’s work with the investor’s portfolio companies, including 6sense, which has become 2X’s largest technology partner. Insight is a global software investor partnering with high-growth technology, software, and Internet startup and ScaleUp companies that are driving transformative change in their industries. As of September 30, 2024, the firm has more than $90 billion in regulatory assets under management. Insight Partners has invested in more than 800 companies worldwide and has seen more than 55 portfolio companies achieve an IPO. Headquartered in New York City, Insight has offices in London, Tel Aviv, and the Bay Area. Insight's mission is to find, fund, and work successfully with visionary executives, providing them with tailored, hands-on software expertise along their growth journey, from their first investment to IPO. 

Insight’s investment reflects confidence in 2X's tech-enabled, subscription-based services model, which empowers marketing leaders in today's resource-constrained environment to achieve greater impact and flexibility while lowering the overall cost of growth. Combined with Recognize’s expertise in next-generation, tech-enabled services businesses, Insight’s renowned software expertise will help create a powerful foundation for 2X’s continued innovation and growth. The investment validates 2X’s marketing as a service model as the solution to the challenges B2B go-to-market leaders face in scaling revenue growth without increasing costs or operational overhead. As B2B growth targets become more ambitious while budgets tighten, 2X’s solution enables leaders to accomplish more with less—greater impact, reduced costs, and complete flexibility.

Recognize is a technology investment platform exclusively focused on the technology services industry. The firm provides operational expertise, industry insights, and strategic capital to innovative companies in this sector. Recognize is led by industry veterans Frank D'Souza, Raj Mehta, Charles Phillips, and David Wasserman.