Canada-based marketing technology company Influitive closed a $30.5m series B round yesterday featuring Docomo Capital, the corporate venturing unit of mobile network operator NTT Docomo.
Relay Ventures, a venture capital firm managing funds on behalf of smartphone maker Blackberry, also invested in the round, which was led by VC firm Georgian Partners.
The round also included Canadian state-managed fund BDC Capital IT Venture Fund, crowdfunding platform OurCrowd and VC firms Atlas Venture, Hummer Winblad Venture Partners, Illuminate Ventures, Resolute Ventures, CommonAngels Ventures and First Round Capital.
Influitive’s platform and mobile app help marketing staff at companies to identify their most loyal customers and turn them into advocates for the brand. Customers gain points for completing tasks such as referrals and reviews, and can exchange those points for perks and rewards.
The company will use the series B funding to further develop its platform, dubbed AdvocateHub, and to support global expansion efforts.
Influitive previously secured $7.3m in a December 2012 series A round co-led by Relay and Hummer Winblad, and which also featured Lightspeed, New Enterprise Associates (NEA), Illuminate, Resolute, CommonAngels as well as a range of individual investors.
Relay had already backed Influitive’s $3.75m seed round in August 2012, investing alongside NEA, First Round, CommonAngels, Lightspeed, Illuminate, Resolute, Golden Venture Partners, Accelerator Ventures, 500 Startups and Benjamin Ling.