Relay Ventures, the venture firm which manages the two corporate-backed Blackberry Partners funds, has invested in a $7.3m round raised by marketing company Influitive today.
Relay was joined in the A round by venture firms Hummer Winblad, Lightspeed Venture Partners, New Enterprise Associates, Illuminate Ventures, Resolute.VC, Common Angels, and various angels.
Relay was rebranded this year at the same time as revealing the second $150m Blackberry Partners fund corporate backed by handset maker Research in Motion, media company Corus Entertainment and media company Thomson Reuters.
Alex Baker from Relay Ventures and Lars Leckie from Hummer Winblad will join Influitive’s board.
Alex Baker, principal at Relay Ventures, said: “This is a team that has pioneered a multi-billion dollar industry in cloud-based marketing automation. We are seeing companies increasingly dependent on peer referencing for acquiring customers, and believe that Influitive’s advocate-centered, self-service approach is going to win out in a new multi-billion dollar Advocate Marketing space that is forming.”
Influitive raised $3.75m in August backed by Relay Ventures and venture firms such as First Round Capital, Lightspeed Ventures and New Enterprise Associates, according to news provider TechCrunch at the time.