With the recovery of mention, specialist in web and social watch, at the bar of the commercial courtAgorapulse crosses a strategic course. This operation, conducted within the framework of a receivership, illustrates the ambition to consolidate a complete tool for piloting the digital presence, by integrating both social networks management and listening to weak signals.
A structuring recovery
Announced at the end of March, the resumption of active assets by Agorapulse gives birth to a set of more than 180 employees and 9,000 customers worldwide. The combined turnover reaches 25 million euros, with an targeted growth of 15 % of the EBITDA in 2025. mention, which alone has 2,000 customers and achieves 80 % of its revenues outside France, is now integrated into the Agorapulse ecosystem after validation of the transfer plan by the Commercial Court.
This integration aims to meet a long -standing expectation by marketing managers: having a tool capable of managing their social presence while ensuring strategic monitoring on their digital environment. “” They can no longer be content to manage their presence on social networks, they must also actively listen to what their audiences, customers and competitors say of them, on networks as on the web “Explains Emeric Ernoult, co -founder and CEO of Agorapulse.
Product convergence and market repositioning
Agorapulse has been covers all the functional needs related to social networks for more than a decade: publication, commitment management, monitoring of conversations, performance analysis. Mention, for its part, specializes in the detection and analysis of brands’ notices, competitive surveillance and the identification of emerging trends.
The unification of the two technologies allows Agorapulse to extend its functional perimeter to the Social Listening and the reputational watch. This repositioning is part of a structural change in marketing priorities: according to a study by HubSpot, the three main challenges of social media professionals are now the ability to follow trends (22 %), measure the king (21 %) and produce engaging content (20 %).
Technical complementarity is also reinforced by an orientation towards artificial intelligence. Agorapulse plans to strengthen its investments to automate content creation, improve community management efficiency and facilitate reporting analysis. Objective displayed: growth of 20 % in 2026.
An integration strategy without fundraising
The operation is also distinguished by its conditions: carried out without fundraising, it reflects the self -funded growth strategy carried by Agorapulse. “” We are today the only player in our sector to have reached this size without raising funds, and this operation confirms the relevance of our vision: building sustainable, profitable and independent growth, at the service of a global ambition “Says Emeric Ernoult.
Mention, initially launched in 2012 by Hexa (ex Efounders), had experienced rapid adoption, but struggled to monetize his product in a profitable manner. Before his recovery, mention faced lasting structural imbalances. Despite recognized technology and an international customer base, the company has failed to make its model profitable. The product, mainly used for standby purposes, struggled to justify high pricing, due to a perceived value limited by users. In addition, the HR structure had proved to be oversized with regard to the revenues generated, sustainably engaging in profitability. Mention also supported high fixed costs linked to access to external data (CFC) necessary for its analyzes, without having sufficient levers to absorb them via growth. These weaknesses, combined with an increasing competitive intensity on the listening social market, led to the opening of a receivership procedure.
The transfer plan approved by the court provides for the resumption of 14 employees in France and 4 in the United States, technological assets as well as the main commercial contracts, for a total amount of around 4.67 million euros. On this sum, only 61,000 euros are paid to the procedural bodies. The real cost for Agorapulse will however be around 4 million euros, once integrated the recruitments planned, the rationalization of the technical infrastructure and the load linked to the recovery of assets. Unlike a classic acquisition, Agorapulse immediately supports all operating costs, without benefiting from associated income: the majority of transferred customers who have already paid their annual subscription, they will weigh on accounts until their next renewal.
A unified platform for increased marketing
The challenge for the two entities is now clear: to propose a SaaS integrated To marketers, capable of centralizing the publication, moderation, monitoring and analysis of social signals. “” It is the social media managers who will be the big winners of this new adventure », Ensures Matthieu Vaxelaire, ex-mention.
In 2019, Agorapulse had concluded a round table in the amount of 16.5 million euros from HI Inov Dentressangle, Cipio Partners and Venture entrepreneur.
