Alignable takes what’s old — cross-promotion — and makes it new with $4M in the bank

Alignable CEO Eric Groves thinks local businesses do better when they work together.

After a decade at marketing giant Constant Contact, Groves departed to create a new venture called Alignable. The online platform enables small businesses to partner up and market to each other’s customer bases through their email lists and social followings.

Perhaps one Boston business sells sporting equipment, and another other rents out sporting venues. Through Alignable, they could create a package deal and offer discounts to their joint customers.

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