Rocksalt Raises $3.5M Seed to Help Executives Build Influence Through AI Marketing
AI continues to change how businesses approach marketing. Siblings Arjun and Anita Moorthy spotted a gap in how executives build credibility online. With Arjun’s background at HubSpot and Yahoo, and Anita’s experience as VP of marketing at Cleverly, they recognized that traditional SEO and content marketing tactics no longer hold the same weight.
In October 2023, they partnered with Ajoy Sajon to launch Rocksalt, an AI-driven platform that helps B2B companies turn their executives into trusted voices within professional online communities like LinkedIn and Slack.
From SEO to Social Credibility
“The old playbook where companies relied on Google-indexed content to attract prospects is outdated,” Anita explains. Search behavior has shifted—now, people spend more time on social feeds or researching through AI tools rather than traditional search engines.
Rocksalt’s approach is to empower in-house experts to authentically build credibility by engaging in the most relevant conversations across social forums. The challenge? Executives often struggle to find valuable discussions and engage efficiently.
Rocksalt addresses this by using AI to surface high-value conversations, making it easier for executives and subject matter experts to participate consistently and grow awareness. Impressively, the platform claims users can maintain their influence by dedicating just 10 minutes a day.
Fueling Growth with New Funding
To expand its capabilities, Rocksalt recently closed a $3.5 million seed round led by Lightspeed Venture Partners, with participation from Defy.vc and notable angel investors including Gokul Rajaram and Atlassian President Anu Bharadwaj. The San Francisco-based startup plans to extend beyond LinkedIn and Slack to platforms like Reddit and Discord.
Future features will include content creation and repurposing tools to help executives answer questions at scale, improving their reach and impact.
AI That Understands Intent, Not Just Keywords
Unlike keyword monitoring tools, Rocksalt’s AI focuses on understanding user intent to identify meaningful conversations beyond simple keyword matches. It also offers comment-assisting features that help executives engage authentically without falling into generic AI-generated responses.
Operating on a SaaS model, Rocksalt serves clients such as Tamr, Zocks, HedgeFlows, and NinjaCat, and supports nearly 15,000 free users on its Slack and LinkedIn products.
The Founders’ Marketing Edge
Arjun and Anita’s combined experience is a key asset. Anita’s marketing expertise balances Arjun’s product and data focus, allowing the team to iterate quickly. “We can course-correct in hours, not weeks,” Anita says.
Arjun shares that having marketing support from day one was a priority after his experience building The Factual, which was acquired by Yahoo. Their sibling trust speeds decision-making and execution.
Investor Confidence in AI Marketing Startups
Lightspeed partner Arif Janmohamed highlights Rocksalt’s potential to reshape inbound marketing. “Today’s buyers trust experts more than a flood of SEO-driven content,” he notes, emphasizing the team’s ability to help businesses invest in organic marketing in a new way.
Investment in AI marketing startups is surging globally. According to Crunchbase data, these startups have raised over $344 million in the first half of 2025, already surpassing the total raised in all of 2024. This growth reflects increasing demand for innovative marketing technologies.
Why Marketers Should Watch Rocksalt
For marketing professionals looking to adapt to shifting buyer behavior, Rocksalt offers a practical solution to build executive presence and credibility online. By focusing on authentic engagement in targeted professional communities, companies can foster trust and organic growth without relying solely on traditional SEO tactics.
Marketing teams interested in AI-driven tools for content and community engagement might also explore relevant training resources to stay ahead. For example, Complete AI Training offers courses on AI marketing tools and strategies.
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