Agentic AI platform enables B2B companies to drive organic demand via hard-to-reach community conversations

SAN FRANCISCO—July 24, 2025—Rocksalt, a modern inbound platform for the AI age, announced today its $3.5M seed led by Lightspeed Venture Partners with participation from defy.vc and leading angels like Gokul Rajaram, Mike Volpe, and Anu Bharadwaj. Rocksalt  makes it easy for internal experts to become influencers, helping businesses gain visibility in high-value conversations with buyers in forums like LinkedIn and Slack communities. By enabling experts to share valuable insights that elevate the company brand, Rocksalt is helping B2B businesses capture attention organically–and unlocking a new chapter in inbound marketing.

For years, companies relied on search traffic to reach buyers — and for good reason. It was the most cost-effective way to get in front of buyers. Now with the explosion of AI-generated content and AI answers, organic search is delivering half the traffic or less for many companies. 

To stay relevant, companies need to show up where their buyers spend a lot of time: LinkedIn, Slack groups, and other social spaces. But the challenge with social: buyers don’t want to talk to brands. They want real conversations with real people. That’s where a company’s internal experts come in. Launched by serial entrepreneurs and brother and sister co-founders duo Arjun Moorthy and Anita Moorthy, and Ajoy Sojan, Rocksalt helps companies activate their best experts by identifying the most important conversations happening online and guiding them on when and how to join in. Since experts are busy and often not social-savvy, Rocksalt makes it easy for them to show up authentically and build trust — with a focused daily email that takes just 10 minutes to complete.

“Rocksalt is helping to rewrite the inbound playbook," said Arif Janmohamed, partner at Lightspeed Venture Partners. “Today’s savvy buyers trust experts, not a flood of marketing content designed for SEO. The leadership team at Rocksalt has a deep understanding of the dynamics shaping modern buying decisions and is making it easier for businesses to invest in organic marketing. Inbound marketing will never be the same.”

Arjun previously founded The Factual, a consumer news ratings engine, that was acquired by Yahoo, where he later led their AI Newsfeed. CTO and co-founder Ajoy Sojan was also co-founder and CTO of The Factual and joined Yahoo as VP Engineering; he previously worked as an engineer at Chegg and Siebel Systems. Co-founder and CMO Anita Moorthy was previously CMO at The Factual and Head of Marketing at Hearsay Systems and VP Marketing at Cleverly.ai.

“Rocksalt is reimagining inbound for the AI era by helping companies tap into their most credible voices: their own experts,” said Brian Rothenberg, partner at defy.vc. “The team has built an elegant solution that makes it easy for busy leaders to show up where it matters and build real trust. As repeat backers of Arjun and Ajoy, we’re especially excited to support them again — now alongside Anita — as they unlock a powerful new channel for B2B growth.”

"When companies consistently show up in the right conversation, they don’t just build awareness – they build trust," said Arjun. “We built Rocksalt to help busy experts find the places where their buyers already research online and quickly add value, while also reducing the spam marketing that too often plagues buyers. We believe the best way to earn trust and drive organic demand is by combining smart AI guidance with original human insights.”