US-based mobile marketing platform developer FollowAnalytics has raised $11m in a series B round backed by subsidiaries of customer relationship management software provider Salesforce and telecommunications firm Orange.
Salesforce Ventures and Orange Digital Ventures were joined by Sapphire Ventures, the VC firm spun out of enterprise software firm SAP, as well as Zetta Venture Partners, Aspect Ventures, Cathay Innovation and La Maison.
Founded in 2013, FollowAnalytics has built a machine learning-based mobile marketing system that generates intelligence on sales prospects that can be used by marketers in a variety of mobile campaigns. The suite includes real-time updates and a visual dashboard.
The cash will be utilised to release another product before the end of 2017, and to recruit 20 additional employees. More capital will support an expansion into the east coast of the US as well as the UK, Spain, Italy and Belgium.
FollowAnalytics has now received $27m in total, including $10m in a 2015 series A round led by Aspect that included Salesforce Ventures and existing investors Sapphire Ventures and Zetta Venture Partners.
Samir Addamdine, founder and chairman of FollowAnalytics, said: “This new round of financing will help us consolidate our position as the leader in the mobile marketing sector by adding a new dimension to our mobile platform.
“Companies now want to make strategic use of their mobile platforms to help them create closer connections with the customers and prospects.”