We created SparkToro to help people do better marketing. Specifically, we want to assist organizations of all kinds to quickly and accurately identify where their audience spends time and pays attention, so marketing efforts can be better targeted and more effective. We think it sucks that so much of web marketing today is “buy ads on Facebook and Google.” That duopoly makes marketing less creative, less interesting, and less fruitful. It’s great for Google and Facebook’s bottom line, but that’s where the benefit ends.
Help people do better marketing by making the publications, people, and sources that influence any audience more transparent
The alternative is to help identify other places that deserve marketing investment — not just advertising, but partnerships and outreach, guest editorials and content contributions, authentic endorsements and organic references. SparkToro can help marketers identify the publications and people that influence their target audience. And *that* can help marketers spread their dollars and their efforts more broadly. We’re excited to help solve this problem, and hopefully, to help diversify the kinds of marketing organizations consider.
SparkToro’s goal is to be more of a Zebra than a Unicorn. We believe in organic, profitable growth. We’d rather be the best product in our space than the biggest company. We want to delight customers, help everyone in our field do better marketing, give our team great professional lives, and deliver returns to our shareholders… in that order.
SparkToro is not seeking to raise additional capital. We aren’t looking at M&A opportunities anytime soon. And we’re not currently hiring (not until we’re profitable with the two team members we’ve got).
Casey and Rand, SparkToro’s co-founders, have worked together previously (at Moz), and have had a long friendship, too. We’re excited about working together on this company and have a good feeling it’s going to become something special.