Marketing automation platform Force24 has announced its acquisition of social media product SoAmpli.

The acquisition, for an undisclosed sum, marks the company’s latest move in its attempt to become the UK’s leading marketing tech provider.

SoAmpli was created by Maz Nadjm, who also founded one of the UK’s first social networks ‘2BMates’, and social agency Rareface, before becoming Ogilvy’s head of social media.

Nadjm was named by Forbes in the world’s top 50 social media power influencers in 2012.

The product aims to turn every company employee into a ‘savvy social seller’, and has been used by clients including Rentokil Initial, British Heart Foundation and DAZN.

The SoAmpli product combines human and AI functionality to allow employees to have conversations with clients.

“SoAmpli will slot beautifully into their suite of marketing automation products,” said Nadjm.

SoAmpli will maintain its London base, as Force24 looks ahead to its own geographical expansion in 2019, but the team will work more collaboratively to acquire and support customers moving forwards.

There are plans in the pipeline for further investment in the social tool too, Nick Washbourne, Force24’s commercial director has eluded.

 “Having invested £5m in our product to date, we’re constantly evolving our marketing automation portfolio, and a social media tool was next on our roadmap,” said Washbourne.

“We wanted something that could seamlessly integrate into our stack and enhance our vision of supercharging a marketer’s world.”