British marketing technology company Infinity is establishing an office in Baltimore as it looks to develop business in the United States.
Infinity recently opened a 10,000-square-foot office, at 250 S. President St. in the Inner Harbor area, with seven employees. The company, which specializes in call tracking for marketing campaigns, plans to build up its Baltimore staff to between 50 and 75 employees in the coming years, with at least 25 people working there a year from now.
"We feel like we've got a good footstep into the U.S. market," said founder and CEO Paul Walsh. "We just felt like we could do it better if we had a base on the ground."
Infinity works with clients to evaluate the effectiveness of online marketing campaigns. Infinity's call-tracking tools make it possible for clients to determine how often their online advertisements lead to telephone calls to the company. The metric is more difficult to track than the link between advertisements and online purchases, but can help companies better target customers.
The service is useful for companies that still do much of their business by phone, such as airlines that take flight reservations by phone or health care service providers, whose clients don't want to share private information online, Walsh said.
British Gas, Best Western, JLL and Baltimore-based education company Laureate are among Infinity's 800 clients.
The Baltimore office will make it easier for Infinity to increase its U.S. client base from the 30 companies it already serves.
Walsh said he chose Baltimore for its affordability, technology workforce and easily accessible direct flights to London.
The company may in the future add a second U.S. office on the West Coast, where many of its clients are based, he said.
Infinity's expansion in the U.S. is part of a broader growth plan for the company, spurred by a £10 million investment from Smedvig Capital, a London-based venture capital firm, in September.
Founded in 2010, Infinity expects to increase its total staff from 65 to 150 in the coming years.