About SparkToro

SparkToro® is a software company founded by Casey Henry and Rand Fishkin, based in Washington State, USA. We believe high-quality market research and audience research should be available to everyone, not just tech giants and those with huge budgets.

The Team Behind SparkToro

Casey and Rand, SparkToro’s co-founders, have worked together previously (at Moz), and have had a long friendship, too. We’re excited about working together on this company and have a good feeling it’s going to become something special.

Rand Fishkin
CEO, Co-Founder
Rand runs most of the show at SparkToro. He was formerly co-founder and CEO of Moz, co-founder of Inbound.org, and author of Lost and Founder: A Painfully Honest Field Guide to the Startup World. He doesn’t take himself too seriously, but he does have a bit of a chip on his shoulder, and is deeply passionate about making SparkToro a great company (at least, by his own peculiar standards).
More about Rand Fishkin
Casey Henry
CTO, Co-Founder
Casey lets Rand think he runs most of the show at SparkToro. He was formerly at Moz, Wistia, HubSpot working on Inbound.org, and most recently at Ookla. When not working, he enjoys spending time with his wife and two daughters hiking, camping, and doing anything outdoors.
Amanda Natividad
VP of Marketing
Amanda works behind the scenes to let Casey, er, Rand run most of the show at SparkToro. Previously, she led marketing for Growth Machine and for Liftopia. Prior to that, she helped build Fitbit's B2B marketing team. She got her start in marketing at NatureBox. She’s a contributor for Adweek, a Le Cordon Bleu-trained chef, and a former journalist.

The SparkToro Mission

We created SparkToro to help people do better marketing. Specifically, we want to assist organizations of all kinds to quickly and accurately identify where their audience spends time and pays attention, so marketing efforts can be better targeted and more effective. We think it sucks that so much of web marketing today is “buy ads on Facebook and Google.” That duopoly makes marketing less creative, less interesting, and less fruitful. It’s great for Google and Facebook’s bottom line, but that’s where the benefit ends.

Our Vision:

Help people do better marketing by making the publications, people, and sources that influence any audience more transparent

The alternative is to help identify other places that deserve marketing investment — not just advertising, but partnerships and outreach, guest editorials and content contributions, authentic endorsements and organic references. SparkToro can help marketers identify the publications and people that influence their target audience. And *that* can help marketers spread their dollars and their efforts more broadly. We’re excited to help solve this problem, and hopefully, to help diversify the kinds of marketing organizations consider.

We’re a Different Kind of Tech Startup

SparkToro’s goal is to be more of a Zebra than a Unicorn. We believe in organic, profitable growth. We’d rather be the best product in our space than the biggest company. We want to delight customers, help everyone in our field do better marketing, give our team great professional lives, and deliver returns to our shareholders… in that order.

Graphic courtesy of The Zebra Movement

SparkToro is not seeking to raise additional capital. We aren’t looking at M&A opportunities anytime soon and we’re not currently hiring.

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