RD Station

RD Station originated in Florianópolis, Brazil, in 2011, founded by Eric Santos, André Siqueira, Bruno Ghisi, Guilherme Lopes, and Pedro Bachiega under the name Resultados Digitais. The founders, who had previously worked together, identified a market opportunity while seeking effective online promotion strategies, discovering the potential of inbound marketing for small and medium-sized businesses. The company's initial strategy focused on educating the Brazilian market about digital marketing, establishing itself as a thought leader to build demand for its services.

A significant milestone occurred in March 2021 when TOTVS, a Brazilian enterprise software giant, acquired a 92% stake in RD Station for R$ 1.86 billion, marking Brazil's largest private software M&A deal. Despite the acquisition, Eric Santos continued to lead the company, ensuring continuity in its strategic direction and international expansion plans.

The firm operates on a software-as-a-service (SaaS) model, providing a comprehensive platform for marketing and sales automation primarily to small and medium-sized businesses (SMBs). Its client base exceeds 40,000 companies across more than 20 countries. The business generates revenue through tiered subscription plans for its software solutions.

RD Station's core offerings are RD Station Marketing and RD Station CRM. RD Station Marketing is an all-in-one platform designed to manage and automate digital marketing efforts. It enables users to create landing pages, forms, and pop-ups; manage social media posts and ad campaigns; and execute email marketing with automation and lead scoring to nurture contacts through the sales funnel. The platform also includes analytics tools to measure campaign performance and track channel effectiveness. RD Station CRM is a tool for organizing the sales pipeline, managing customer interactions, and tracking sales opportunities generated from marketing efforts. The two products are designed to integrate seamlessly, providing a unified system for managing the entire customer journey, from lead capture to sales conversion.

Keywords: marketing automation, sales automation, CRM, inbound marketing, lead generation, SaaS, SMB software, lead nurturing, digital marketing, Brazilian tech