The company is backed by a $48 million seed round led by General Catalyst with participation from Lightspeed Venture Partners. With Different, marketers set the strategy, and the system builds and runs campaigns across channels, tailors them to each target buyer and shifts spend toward what works.

Different is the marketing system that runs demand generation across channels for B2B companies. It orchestrates, personalizes and optimizes campaigns in one closed loop, helping lean marketing teams launch faster, target buyers more effectively and improve marketing ROI.