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Hightouch Acquires Workbase

We’re excited and humbled to bring the Workbase team into our fold and are looking forward to further expand Hightouch's capabilities.

Tejas Manohar.

Tejas Manohar

Kashish Gupta.

Kashish Gupta

Joshua Curl.

Joshua Curl

April 19, 2022

4 minutes

Hightouch Acquires Workbase.

Hightouch’s mission is to empower business users and make data actionable to everyone in the tools they use every day. With this goal in mind, we want to continue to innovate and make Hightouch accessible to everyone. This is the exact reason we built Hightouch Audiences and also why we introduced Hightouch Notify most recently.

Over the past year as we’ve outgrown Reverse ETL and transitioned into a Data Activation Platform, we’ve realized that we are missing a core feature—specifically, workflow automation–so today we’re proud to announce that we have acquired Workbase.

What is Workbase?

Today, most workflow automation tools operate passively, only acting after new records have been created. In reality, many use cases for business teams revolve around calculating cross-table metrics and proactively monitoring for changes in that metric for existing records.

Workbase is a workflow automation startup that transforms raw data into actionable workflows on top of data warehouses like Snowflake, AWS Redshift, and Google Bigquery. Workbase lets you build formula-based analytics and triggers that correspond to specific events you define, which the platform proactively monitors.

With Workbase, you can easily update your automations and view all of your data in a simple workbook. Instead of having to hop back and forth between all of your different business tools, Workbase gives you a centralized platform to define all of your business logic and manage your workflows.

Why Did We Acquire Workbase?

Up until recently, Hightouch has mainly been a data tool. Workbase expands upon our mission to give every user and every team the ability to activate data in the tool of their choice. Until now, you’ve had access to Hightouch’s six frameworks for data activation:

  • Objects
  • Event syncing
  • Hightouch Notify
  • Hightouch Audiences
  • File Uploads
  • Tasks

Read this blog post for a more detailed explanation.

With Workbase, we see a world where we can expand the capabilities of Hightouch to include workflow automations, giving you the flexibility to configure workflows directly in parallel with your data syncs and event notifications.

A big example is Product-Led Sales. Bottoms-up adoption strategies like Product-Led Sales have become increasingly popular and more and more companies are beginning to rely on domain-specific connections between data warehouses and their customer relationship management (CRM) tools.

The Workbase team designed a way for teams like Revenue Operations to active their data warehouse for specific business use cases like Product Led Sales. Over the next few years, we’re looking to build additional products and resources for business teams like marketing and sales operations to activate the data in their warehouse through purpose-built, self-service flows. - Tejas Manohar Co-Founder & Co-CEO of Hightouch

Closing Thoughts

We strategically made this acquisition not only to expand upon our product but also to gain access to Workbase’s expertise and technical depth.

The Workbase team comes with a tremendous wealth of knowledge from the customers they’ve been able to instrument in Product-Led Sales. - Kashish Gupta, Co-Founder, and Co-CEO

We’re excited and humbled to bring the Workbase team into our fold and thrilled to hear that they share our sentiment about the acquisition.

Hightouch is committed to building a platform that customers love, and this is something we often heard first-hand in the market. Their vision is very much aligned with ours, and we’re excited to build together on this journey. - John Tan, Co-Founder, and CEO at Workbase

Hightouch’s vision to bring data activation into the hands of all teams is incredibly exciting. This is what we wanted to do for Revenue Operations and Product-Led growth, now as part of Hightouch we can accelerate that goal to even more teams. - Ed Parsons, Co-Founder, and CTO at Workbase.

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Stay tuned in the coming months as we collaborate to further expand upon the capabilities of Hightouch to support even more use cases.

More on the blog

  • What is Reverse ETL? The Definitive Guide .

    What is Reverse ETL? The Definitive Guide

    Everything you need to know about Reverse ETL.

  • What is Data Activation?.

    What is Data Activation?

    Learn everything to know about Data Activation, what it is, why it matters, and how you can get started activating your data today.

  • Friends Don’t Let Friends Buy a CDP.

    Friends Don’t Let Friends Buy a CDP

    How spending the first half of his professional career at Segment drove Tejas Manohar to disrupt the 3.5 billion dollar CDP category.


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We are proud to be recognized as a leader in Reverse ETL and Marketing & Analytics by customers, technology partners, and industry analysts.

Gartner, Cool Vendor.
Snowflake, Marketplace Partner of the Year.
G2, Fall Leader 2022.
G2, Best Software 2023.
G2, Winter Leader 2023.
Snowflake, One to Watch for Activation and Measurement.
Fivetran, Ecosystem Partner of the Year.