Canada-based advocate marketing technology provider Influitive raised $8.2m yesterday, expanding a series B round featuring telecommunications network operator NTT Docomo to $38.7m.
The new funding was supplied by Relay Ventures, the venture capital firm supported by smartphone producer Blackberry, as well as Leaders Fund, Export Development Canada, Georgian Partners, BDC Capital IT Venture Fund and OurCrowd.
Docomo Capital, NTT Docomo’s corporate venturing unit, combined with Relay, Georgian Partners, BDC Capital, OurCrowd, Atlas Venture, Hummer Winblad Venture Partners, Illuminate Ventures, Resolute Ventures, CommonAngels Ventures and First Round Capital to invest the initial $30.5m in July 2015.
Influitive’s AdvocateHub software enables marketers to create brand advocate communities in which members get recognition and status in exchange for helping promote the brand’s interests and reputation.
The funding will support the acquisition of Ironark Software, the US-based developer of scheduling and organisation apps Hub and Workbase. Ironark’s founders and lead developer will join Influitive’s product division.
Mark Organ, founder and chief executive of Influitive, said: “This additional investment strengthens an already deep bench of investors backing Influitive.
“The acquisition of Ironark brings strong talent to Influitive who align with our focus on community building and exceptional mobile experiences for our customers.”
Influitive has now raised more than $50m since it was founded in 2010, $7.3m of which came from a 2012 series A round backed by Relay Ventures, Resolute, Illuminate, Hummer Winblad, CommonAngels, Lightspeed Venture Partners, New Enterprise Associates and assorted angel investors.