Different emerges with $48m seed funding for B2B marketing AI
General Catalyst led the financing, with Lightspeed joining the company founded by Ajeet Singh, Abhishek Pani and Abhinav Yajurvedi.
Different emerged from stealth on October 20 with $48m in seed funding led by General Catalyst, with participation from Lightspeed. The company is building an AI system to run demand generation for lean B2B marketing teams.
Its founders spent a year refining the system with early customers before the launch. Rather than handling content production alone, the platform links campaign planning and execution across ads, email and landing pages, with connections to the customer’s CRM and channel tools.
Marketing teams retain control of goals, campaign approvals, brand rules and budgets. Different uses results from those campaigns to recommend changes in messaging, audiences and spending. Descope and Motif are among the early users named by the company.
Co-founder and CEO Ajeet Singh previously co-founded Nutanix and ThoughtSpot. He is building Different with product leader Abhishek Pani and technology leader Abhinav Yajurvedi, drawing on their experience in marketing software and large commerce systems.