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Marketing software frenzy continues as scores $100M in funding

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Further proof that the marketing technology gold rush continues — now has $100 million in fresh Series C funding, bringing total VC investment in the 10-year-old company to about $140 million.

Based in Silicon Slopes, Utah,’s Software-as-a-Service crowdsources customer-sales interaction data  –from customers including ADP, Microsoft(s msft), Level 3 and Fidelity — as well as broader information sources to guide sales people. The system uses demographic and broad economic data as well as individual preferences to guide the sales person on who to call next, what products to pitch, and what mode of communication to use, CEO David Elkington said in an interview. Towards that end, is a big user of Hadoop, Hbase and MongoDB. fills the space between marketing automation products like Eloqua(s orcl) or Marketo or ExactTarget(s crm) and the customer relationship management (CRM) systems from and Oracle.

The goal is to minimize wasted calls and irritated prospects. Parts of the product run natively on the CRM platform of choice —’s for example, but the treasure trove of data gleaned from customer-sales interactions stays on’s own infrastructure, he said.

Polaris Partners led this round which included contributions from Kleiner Perkins Caufield & Byers, Acadia Woods, EPIC Ventures, and Zetta Venture Partners. Current backer Hummer Winblad and U.S. Venture Partners also took part as did some individual investors.

Spending priorities

So, what will the company do with all this money? Hire staff — technical and sales people.  The company employs about 375 people now, up from about 150 last year, and Elkington said it’s bringing aboard 20 to 40 people per week going forward as the company builds out its product and expands its reach outside the U.S.

Elkington estimates total addressable market for “sales acceleration products” to be $30 billion a year; but he said much of that is unrealized yet since less than half of all sales reps use tools like this now.

He also sees this arena entering the phase that the marketing automation companies hit 4 or 5 years ago when a ton of vendors converged into four major players — Eloqua, ExactTarget, Marketo and Omniture.  What’s happened since? Adobe Systems bought Omniture in 2009 for $1.8 billion; in late 2012  Oracle bought Eloqua for $871 million; Marketo went public in April 2013; and a few months later bought ExactTarget for $2.5 billion.

If and when that history repeats itself in this market, he said expects to be a buyer, not a seller.

4 Responses to “Marketing software frenzy continues as scores $100M in funding”

  1. Leo Dirr

    This huge round of funding for illustrates the tremendous growth of Utah’s high-tech corridor, known as Silicon Slopes. With the emergence of companies like Domo, Qualtrics and AtTask, Silicon Slopes has become a hot spot for high-tech innovations, venture capital and jobs.

  2. Joe at LiveOps isn’t fooling anyone. The picture of their “data visualization” is all from their marketing department. They are a dialer, cloud contact platform at best. To date, their doesn’t have any predictive analytics. You can run reports and adjust prioritization of leads, but that’s about it. The money will go to fund low paying, salaried, long hour jobs. You can bet none of the money will be for employees who Dave built the company on the backs of. Most people that built this company aren’t there anymore. Congrats on the cash out to the owners. They really duped the investors.

    • Joe Bleau

      Can verify, the analytics piece has been inflated beyond belief. Just look at the employer reviews. The product sells itself in spite of mismanagement, the poor employees are miserable. Good product, don’t believe the marketing spin, and pity the souls bleeding over the product completely thanklessly.

    • Chris

      Joe summed it up well. The company is not a place to work. Who works there and brags about it to their friends? The company is so cheap they can’t even get nice chairs for everyone, they are leftovers from Novel. The all goes to Dave’s elect circle of friends and nowhere else. Need to keep their executive 300k+/year salaries up at someone’s expense.