Influitive Corp., provider of a cloud-based customer advocacy platform, has secured $10 million in equity and debt financing.
The financing was led by Georgian Partners and Comerica Bank.
Also participating were Relay Ventures and Export Development Canada.
The funding will accelerate investments in the firm's AdvocateHub platform, a product that facilitates the creation of
communities in which customers and prospects can participate as advocates, the company says.
The firm hopes to build in better usability, streamlined administration, scalability and
performance improvements that could presumably affect marketing via email and other channels.
The company concedes that it is acting in response to client demand.
“We founded Influitive based on the idea that the most successful sales and marketing comes from advocates,” states Mark Organ, CEO of Influitive. “But only
through listening to our own customers, have we come to appreciate that we were focused too narrowly.”
He adds: “We needed to think bigger to understand the impact that customers
can have across nearly every function within an organization.”
Influitive also plans to add team community managers and advocate managers. In addition, is expanding its Canadian
operation to Halifax, Nova Scotia.
The firm hopes to “invite more customer advocate and go beyond marketing and sales.”