This investment will support trumpet's expansion into the US and enhance its AI and machine learning capabilities, leveraging millions of proprietary data points to deliver unprecedented revenue intelligence signals throughout the sales cycle.

In an increasingly challenging B2B sales environment, where companies are tightening budgets and purchasing fewer tools, trumpet offers a fresh approach. With 95% of the buyer journey occurring without direct salesperson interaction, there's a growing need to adapt to async buying and cater to digitally-native millennial buyers. While the sales enablement market has surged, many tools fail to address the complexities buyers face – 77% of B2B buyers report that purchasing has become overly complicated. To close deals faster and win customers, sales teams need to shift their focus to creating a seamless and engaging experience for buyers.

Trumpet was founded to address this very challenge. The platform allows revenue teams to centralise the entire buying journey – from pitch to renewal – within a single, collaborative digital workspace. All deal information, content, timelines, and communications are housed in these digital "Pods," enabling sales teams to effectively sell even when they aren’t present, and helping them stand out from the competition.

The product has garnered strong user enthusiasm, with 15% of trumpet’s new customers coming from buyers who were first introduced to the product via a Pod created by a trumpet user. This has led to over 10,000 users and 250 paying customers, including well-known brands like Cognism, OpenTable, Sky Media, and Crossbeam. Trumpet’s growth has been particularly notable in the US, where 20% of its customer base resides, despite the absence of local marketing or sales teams.

Trumpet was founded in 2021 by Rory Sadler (CEO), Nick Telson-Sillett (CMO), and Andrew Webster (CPO). Telson-Sillett and Webster, both successful second-time founders, previously built and sold the hospitality booking platform DesignMyNight. Sadler, a former sales lead at Hotjar, joined forces with them to tackle the sales challenges they had encountered firsthand.

Already, trumpet is delivering significant results for sales teams, including a 28% reduction in sales cycles and a 13% increase in closed won opportunities. G2 has recognised trumpet as the top digital sales room and the sales tool with the most global momentum. Companies are expanding their use of trumpet beyond sales teams to customer success and account management, ensuring ongoing customer engagement and enabling upsell opportunities. The new funding will be used to grow the team, drive product innovation, and fuel US expansion.

Rory Sadler, co-founder and CEO of trumpet, said: “Companies are continuing to tighten their belts because of the economic climate and that means sales teams need to change how they fundamentally approach selling. We’re helping companies collaborate and centralise their buyer journey, increasing their sales efficiency and velocity. Our proprietary revenue intelligence signals are also helping revenue leaders forecast and understand their deal pipeline like never before. The new trend of buyer enablement is happening and we’re at the forefront of it. We’re delighted to be working with Paul and the team at Albion to support us as we expand to the US and integrate AI into the platform so we can continue to serve buyers and sellers.”

Paul Lehair, Partner at AlbionVC, said: “Rory, Nick and Andrew have built one of the most exciting B2B platforms we have seen recently. Trumpet is elegantly designed and extremely easy to use and it's already proving its effectiveness with global teams. There is so much potential for Pods to not only own the conversations between buyers and sellers but also other areas of B2B communications and I’m looking forward to working with the team as they expand and grow.”

Jonathon Ilett, VP Global Sales at Cognism and trumpet customer, said: “Delivering a standout buying experience is very important for us at Cognism which made partnering with trumpet an easy decision. We’ve been able to enable our buyers to easily evaluate our offering in one link, whilst seeing more multithreaded deals happening and an increase in sales velocity as a result. The collaboration between us and our prospects inside the Pods has also been a powerful signal for us to be able to forecast deals better.”