Dan Rua, CEO of Admiral: $28 Million Raised to Build the Future of Visitor Relationship Management

Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech's most innovative B2B founders. In today's episode, we're speaking with Dan Rua, CEO of Admiral, a visitor relationship management platform that has raised $28 Million in funding.

Here are the most interesting points from our conversation:

• Creating a New Martech Category with Visitor Relationship Management (VRM): Dan shares Admiral’s mission to help websites build visitor relationships amid the rise of privacy regulations and ad blockers, moving from ad-centric to relationship-centric digital experiences.


• Founding Admiral from a Key Industry Shift: After observing the challenges facing publishers due to ad blockers, GDPR, and data privacy regulations, Dan and his team launched Admiral to provide media publishers with a tool for direct, valuable visitor relationships.


• Insights from Early Adoption: Securing partnerships with major clients, such as PGA Tour, helped Admiral validate its VRM approach. Dan describes the importance of targeting early adopters who deeply understand the value of long-term audience relationships.


• Building Flexibility for Publishers: Recognizing the diverse needs of audiences, Admiral created a flexible, modular approach to VRM, allowing publishers to choose modules—such as adblock recovery or subscription paywalls—to best meet the needs of various user segments.


• Prioritizing a Land-and-Expand Sales Model: Inspired by HubSpot’s modular growth strategy, Admiral focuses on starting with one pain point solution and then expanding into other VRM modules once trust is established with customers.


• Leveraging Analytics and AI for Automation: Dan explains that future development for Admiral centers on AI-driven automation to optimize visitor engagement, promising an “easy button” solution that intelligently manages visitor journeys to maximize value without complex manual intervention.

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