St. Paul Startup Docalytics Acquired By Contently



Via News Release

“NEW YORK–(BUSINESS WIRE)–Contently today announced the acquisition of Docalytics, a marketing and sales analytics company, for an undisclosed amount. Based in St. Paul, Minn., Docalytics provides sales and marketing professionals at B2B companies with detailed data on how people engage with downloadable content like PDFs and sales materials.”

“Downloadable content (PDFs, e-books, whitepapers) is a core part of every B2B marketer’s content strategy, but no solution has existed to track, measure, and optimize these assets like other web-based content,” said Contently CEO and co-founder Joe Coleman. “Our acquisition of Docalytics changes that, giving marketers access to a whole new universe of data. It’s impossible to make smart content marketing decisions without granular data, and expanding the amount of tracked assets is an ongoing initiative for us. Our acquisition will bring immediate benefit to marketers, as well as to content owners across the enterprise.”

With the acquisition of Docalytics, Contently will gain access to Insight Engine™, the company’s proprietary tracking and analytics software. Insight Engine™ will be integrated into Contently’s existing analytics suite, providing customers with one centralized location for tracking, managing, and optimizing content production and performance.

“Contently Analytics has been a great tool for measuring and maximizing our lead generation,” said Adecco Group VP of Digital Marketing John Santangelo. “Understanding what content works is a critical part of B2B content strategy. We’re looking forward to utilizing Contently’s new measurement and optimization features to expand our business through content.”

Docalytics’ software will introduce key features to the Contently platform, including the ability to track downloadable content, optimize lead capture forms, and integrate with marketing automation, CRM, and email marketing platforms. These features will allow Contently clients to generate and convert more leads, helping both sales and marketing teams tie revenue directly to content.

“Creating content for the sake of it is a thing of the past,” said Docalytics CEO and co-founder Evan Carothers. “B2B marketers and sales teams rely on content analytics to help them generate and convert more leads through content, which is why we count some of the world’s biggest B2B brands as clients. Contently’s acquisition of Docalytics will allow us to help many more of the world’s most recognizable B2B brands optimize and scale their content efforts.”

All Docalytics employees are staying on, and will operate as employees of Contently’s Midwest office, focused on growing Contently’s engineering team and customer base.

Read the full story of the acquisition and what it means for Contently clients here.

About Contently

Contently is a technology company that helps enterprise companies create results-driven content by providing them with smart technology, vetted creative talent, and proven methodology. Contently was recently named one of Inc. magazine’s 100 fastest-growing private companies, and received the Digiday Signal Award for Best Content Marketing Platform. Visit for more information. Visit for trends and insights on the content marketing industry.



  • Jeff Pesek

    Docalytics investors include: Tony Abena, gener8tor, Matchstick Ventures

    • Casey Allen

      ..and Gener8tor Accelerator.

      Awesome job Evan, Steve, Ryan. Awesome team, great outcome.

  • Adam Sellke

    Congrats, @Evan!

  • Kelly Kuhn-Wallace

    Fantastic match! Congrats to Evan, Steve, & Ryan.