Most advertising campaigns begin to fade as soon as they start. The message loses its sharpness, the creative becomes familiar, and the performance suffers. San Francisco-based Multiply has built its business around fixing so-called “degraded advertising.”
Multiply has emerged from stealth with $9.5 million in funding to power a new approach to B2B advertising. This approach is believed to solve one of the industry’s oldest problems: the moment an ad is published, it loses its edge.
The round was led by Mayfield, with participation from Sorenson Capital, Instacart co-founder Max Mullen, Google’s head of Gemini and Google Lab’s Josh Woodward, and executives from HubSpot, Blaze, Isu, Brex, Sierra, and Commonroom.
What is the traditional approach and how does Multiply improve on it?
Matt Jason, the company’s co-founder and CEO, detailed the differences between traditional and Multiply to approaches. TFN. Similarly, in the traditional approach, “A company hires an agency. The agency conducts an introductory session, but only captures a fraction of what actually drives the customer to buy. A campaign is launched. The quality of leads is mixed, the feedback loop is slow, and eventually the agency is replaced. Then the cycle repeats.”
Meanwhile, elaborating on Multiply’s approach, he added, “We connect directly to sales call and CRM data to learn about customer pain points and purchase triggers. Our AI agents then launch hundreds of experiments to discover what messaging and audiences break through. The result is a dramatic improvement in lead quality, often increasing pipeline from ads by 300% to 500%.”
What is the origin of the company?
Multiply was founded by Matt Jayson, formerly of Google and Brex, and Ashish Warty, former VP of Engineering at HackerOne and engineering lead at Dropbox and Airship. Their ambitions extend beyond improving search and social advertising.
“My/Matt’s first job was at Google, where I oversaw a media agency responsible for user acquisition. I quickly realized that I was wasting millions of dollars because I was segmenting my customers wrong, which meant my campaigns were wrong. Ten years later, I was leading the team at Brex. I saw the same pattern. Segmentation remained the most difficult problem. But when we got our outreach, messaging, and product right, Ashish and I started Multiply.” We help B2B companies get discovered by their dream customers. ”
The company says it is already preparing customers for new formats like ChatGPT ads with infrastructure designed to extend campaign learning into conversational and AI-driven ad experiences.
A new model for B2B advertising performance
Multiply bills itself as the first AI-native media agency for B2B companies. Rather than providing software in isolation, we build the underlying technology and work directly with customers to execute campaigns.
Its core product is what the company calls “self-learning advertising.” The system leverages internal data such as sales meeting notes, CRM records, and customer emails to continually create and refine advertising campaigns. Instead of letting your creative become stale, keep updating your copy, targeting, design, and testing based on what real buyers are saying and doing.
This model is built around tight alignment between software and strategy. Multiply’s team acts as an extension of the customer, using tools to execute campaigns faster and more accurately than in a traditional agency setup.
The first ever AI media agency
Multiply is touted as the first AI media agency built specifically for B2B companies. The company has developed a series of specialized agents to handle different parts of the process. Matt said, “We build AI software to create and optimize ads, but we don’t just sell software. We’ve hired expert strategists who use our AI software to provide managed services for LinkedIn Ads and Google Ads. Most customers see 300-500% improvements in pipeline from leads, sales meetings, or ads.”
He further elaborated, “Our AI agents enable work that was previously impossible or not scalable.” These are:
Customer Insights AI agent: Extract customer quotes from sales calls and use them to personalize ads for similar customers.
- ICP Agent: Analyze closed deals to improve ICP and build highly targeted audiences.
- Quality Score Agent: Continually improve your Google Quality Score by adjusting your copy and keyword placement.
- Creative Agent: Create and edit images and documents, and update creative weekly.
- A/B Testing Agent: Run hundreds of structured experiments, identify winners, and eliminate losers.
How has Multiply benefited your company?
Multiply was first launched on Google and LinkedIn, where many B2B brands spend a lot of money acquiring leads and pipelines. According to the company, the results were surprising. Across our customers, we report a 300% to 500% improvement in sales meetings booked and pipeline generated. One company saw 900% growth after moving from another media agency.
Some of our early customers are already sharing tangible results. Vanta says working with Multiply has increased sales meeting recording by 770%. According to Listen Labs, LinkedIn became the most efficient paid channel for new leads, with campaign performance 5x better than the LinkedIn benchmark. Multiply says it’s already helped its customers generate thousands of leads and tens of millions of dollars in pipeline.
Future plans
Mutiply’s roadmap includes expansion into additional channels, daily creative updates, unified cross-channel attribution, and budget allocation that automatically moves to the highest performing platforms.
The company believes the future of B2B advertising will belong to campaigns that not only start well, but continue to get smarter after they launch.
Planned expansions include:
- Covers all major B2B advertising platforms including Meta, Reddit, G2, and more.
- Daily creative updates powered by AI.
- Unified attribution across channels.
- AI dynamically shifts media spend between channels to maximize pipeline impact.
He added: “We currently have 13 employees. We plan to reach 25 by the end of the year.”
Matt Jayson, co-founder and CEO of Multiply, explains: “Modern businesses already have all the data they need to create radically better ads. Sales conversations, CRM systems, and pipeline performance reveal exactly why customers buy. But those insights are rarely translated into ad campaigns fast enough.” Currently, Multiply focuses on Google Search Ads and LinkedIn Ads. The company connects directly to performance data from sales call recordings, CRMs, and advertising platforms to generate new creative and messaging tailored to why buyers choose your company over your competitors. Hundreds of structured experiments are run continuously to refine your audience, copy, and creative, so your campaigns get better every week instead of getting worse.
Jason explains the company’s ambitions: “We help businesses get discovered by their dream customers. That’s why we built the world’s most insatiable AI agent. Like any good growth marketer, we’re never satisfied. Our pipeline is never enough, so we keep learning, testing, and finding ways to improve.”
Ashish Warty, co-founder and CTO of Multiply, said: “These systems combined allow Multiply to iterate faster than traditional agency models. Brand safety is paramount. Every campaign has an experienced media presence. Human oversight by the buyer is included, and we work to each customer’s brand and compliance requirements. We move as quickly as the customer’s team and systems allow.”
“Big changes are occurring in the $50 billion B2B advertising market,” said Patrick Salyer, Partner at Mayfield and Multiply Director. “Service-as-Software is redefining how companies grow, and Multiply has built the first AI model for B2B advertising. Instead of manually managed static campaigns, Multiply has become a compound growth engine for all the companies we work with.”
