Rocksalt Raises $3.5M to Help Executives Build Influence Through AI-Powered Marketing
The new platform helps B2B leaders grow visibility and credibility by engaging in high-value online conversations.
Rocksalt, a San Francisco-based startup, has raised $3.5 million in seed funding to help business leaders grow their online influence using AI. The round was led by Lightspeed Venture Partners with participation from Defy.vc and angel investors including Gokul Rajaram, Mike Volpe, and Atlassian President Anu Bharadwaj.
Founded in October 2023 by siblings Arjun and Anita Moorthy, along with Ajoy Sojan, Rocksalt helps B2B companies build credibility by engaging their internal experts in relevant online communities like LinkedIn and Slack.
“The old strategy of relying on SEO and blogs doesn’t work anymore,” said co-founder Anita Moorthy. “People now discover content through social feeds or research using AI tools.”
Instead of pushing content to search engines, Rocksalt helps executives participate in meaningful discussions where their audience is already active. The platform uses AI to identify valuable conversations and makes it easy for experts to engage in just 10 minutes a day.
Helping Experts Stand Out Online
The platform focuses on helping small and medium-sized businesses connect with potential customers by sharing real expertise in online discussions.
“It’s inefficient for experts to find the right conversations,” said Anita. “Rocksalt surfaces the most relevant ones so they can join and contribute authentically.”
Unlike keyword-based tools, Rocksalt understands user intent and provides conversation suggestions that go beyond simple search terms. It also offers comment-assist features that help users respond naturally without sounding automated.
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Plans for Growth
With the new funding, Rocksalt plans to expand its platform to include communities on Reddit and Discord. The team is also working on tools to help users repurpose content and answer questions at scale.
The company already serves several customers, including Tamr, Zocks, HedgeFlows, and NinjaCat. Over 15,000 users are engaging with its LinkedIn and Slack tools.
A Team Built on Marketing and Product Strength
Arjun and Anita previously worked together at The Factual, a news rating platform acquired by Yahoo. Arjun led Yahoo’s AI Newsfeed, while Anita held marketing leadership roles at several companies, including Cleverly.
“When I started The Factual, I realized how critical marketing is to product success,” said Arjun. “With Rocksalt, I wanted strong marketing expertise from day one, and Anita brings that.”
Their collaboration benefits from deep trust and complementary skills.
“He focuses on product and data, while I stay close to the customer,” said Anita. “That balance helps us move fast and adjust quickly.”
Growing Interest in AI Marketing
Investor Arif Janmohamed from Lightspeed said the Rocksalt team stood out because of their experience and clear vision.
“Rocksalt is changing how companies approach inbound marketing,” he said. “Buyers now trust experts, not just SEO content.”
Venture funding in AI marketing has surged in 2025. So far this year, startups in the space have raised over $344 million globally—up from $65 million in the first half of 2024. The sector is on track to match or surpass the $705 million raised in 2021.