Messaging applications are a common appliance on smartphones today. Facebook Messenger, What’s App and Slack all play an important role in both personal and professional lives. In fact, a 2017 eMarketer study found that more than three-quarters (76.3%) of the world’s smartphone users use a mobile messaging app.
Now, this trend is expanding into the business world as B2B gravitate to quick, authentic engagement mediums as they research new solutions.
I recently attended Advocamp, the annual gathering of companies who are either starting or advancing their journey to develop and mobilize advocates. The event, which is coordinated by solution provider Influitive, drew approximately 1,000 attendees and featured an interesting mix of case studies showcasing how companies are using advocacy programs to drive content marketing, support ABM programs and reinforce customer success.
Whether it’s clear as day or buried deep down in your buyer’s subconscious, one thing is for certain: your actions influenced him (or her) to buy. This influence is happening every day within the B2B marketplace, but only the most progressive of B2B organizations are tapping into it to enhance their marketing campaigns and sales conversations.
Influitive, an advocate marketing platform provider, has raised $30.5M in a Series B round of funding. The company will use the investment to expand its AdvocateHub platform, develop new products and broaden its global reach.
The company recently signed its 250th customer, hired its 100th employee and has more 20,000 active advocates per month using its platform.
Georgian Partners, which led the investment round, was joined by OurCrowd, Atlas Venture, Docomo Capital, BDC Capital IT Venture Fund. Previous investors Hummer Winblad Venture Partners, Illuminate Ventures, Resolute Ventures, Relay Ventures and First Round Capital also participated.
“I’m gratified by the enthusiastic response we’ve received from investors that share our excitement for advocacy,” said Mark Organ, CEO and Founder of Influitive. “The team leading this round offers Influitive enormous value beyond the financing. I’m looking forward to tapping into their broad operational and analytical expertise as we scale our business.”
Advocates are playing an increasingly important role in B2B marketing, Jim Williams, VP of Marketing for Influitive, told Demand Gen Report in an interview at Dreamforce. He said many major marketing organizations are having success by enlisting their fans to get the word out about their products.
Influitive announced the launch of Influitive Referrals, a B2B referral solution designed to help marketers generate more sales-ready leads from customers and partners.
Influitive Referrals, which is integrated with Salesforce and LinkedIn, can suggest potential referral names from your advocate’s social networks.