2X, a provider of subscription-based marketing-as-a-service (MaaS), has secured a strategic investment from Insight Partners, reinforcing its position as a leader in transforming B2B marketing and revenue operations.
The investment, which comes less than two years after 2X’s initial backing from Recognize, signals continued confidence in the company’s tech-enabled approach to scalable, cost-efficient marketing solutions.
The investment supports 2X’s mission to help B2B organisations achieve greater impact with fewer resources, a growing priority as businesses face ambitious growth targets alongside tightening budgets. By combining Recognize’s expertise in next-generation tech-enabled services with Insight’s deep knowledge of software innovation, 2X is set to accelerate product development and market expansion.
A growing market for outsourced B2B marketing
According to market analysis, the B2B marketing outsourcing market—which includes internal labour, agency services, and technology solutions—is valued at over $100 billion and is expanding at more than 20% annually. Despite this growth, only a small portion of marketing functions are currently outsourced in a scalable and efficient way, creating a major opportunity for 2X’s MaaS model.
Domenic Colasante, CEO of 2X, sees this investment as a validation of the company’s approach.
“This investment is validation that our marketing-as-a-service model is the solution to the challenges B2B go-to-market leaders face,” said Colasante. “As B2B growth targets become more ambitious while budgets tighten, our solution enables leaders to accomplish more with less—greater impact, reduced costs, and complete flexibility. We’re excited to have Insight on board along with Recognize to help accelerate our mission to transform how B2B organisations scale revenue growth without increasing costs or operational overhead.”
Investor confidence in 2X’s scalable model
David Wasserman, managing partner at Recognize, believes 2X exemplifies the next generation of service companies.
“At Recognize, we believe the next generation of service companies is emerging, and 2X is a prime example of that evolution,” said Wasserman. “Since our initial investment less than two years ago, we’ve enjoyed working with the talented 2X team. We believe the addition of Insight Partners will accelerate Dom’s vision of building the preeminent B2B marketing-as-a-service firm.”
Jeff Horing, co-founder and managing director at Insight Partners, noted that 2X first gained Insight’s attention through its work with companies in its portfolio.
“We were impressed with their innovative business model and strong product-market fit in solving critical go-to-market challenges for B2B organisations,” Horing said. “We’re excited to partner with 2X to help scale this market to its full potential.”
Richard Matus, principal at Insight Partners, added that 2X’s approach addresses inefficiencies in how marketing teams operate, creating a significant opportunity to transform B2B go-to-market execution.
Strategic partnerships driving innovation
2X has built a strong relationship with 6sense, an Insight Partners portfolio company and strategic partner, which shares its vision for revolutionising B2B marketing execution.
“2X, Insight Partners, and 6sense share a vision for revolutionising go-to-market execution at scale,” said Jason Zintak, CEO at 6sense. “As their largest technology partner, we’ve seen firsthand how the 2X team can deliver tangible value through innovation and operational excellence. This partnership aims to expand their reach and enhance how B2B companies approach their entire revenue generation process.”
Future growth and expansion
With this investment, 2X plans to expand its services, refine its AI-driven marketing capabilities, and scale operations to meet increasing demand for outsourced marketing solutions. As B2B organisations look for ways to drive growth without increasing operational overhead, 2X’s MaaS model is well-positioned to transform how businesses approach marketing efficiency and scalability.
Canaccord Genuity served as exclusive financial advisor to 2X in this secondary investment.
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