By a News Reporter-Staff News Editor at Computer Weekly News -- TapInfluence (www.tapinfluence.com) the leader in influencer marketing software solutions, announced it has closed a $5.0 million round of Series B funding led by existing investor, Grotech Ventures, and new investor, Access Venture Partners. Both venture capital firms boast successful track records of investments in the social and software space with portfolios that include LivingSocial, Advertising.com, Sympoz and LogRhythm. The latest round of funding will be used to boost the company's hiring of engineering, marketing and customer success staff throughout the United States. The company also announced that Kirk Holland of Access Ventures Partners will be named to the TapInfluence board of directors.
"Content marketing continues to be a challenge for organizations," said Ian Michiels, principal analyst at Gleanster. "It's not just about creating more content, it's about creating engaging content that actually influences purchase decisions. "Brand marketers need a scalable way to partner with influential brand advocates to develop meaningful and authentic content that resonates with audiences. The real winners in the space will be companies like TapInfluence, who are developing deep relationships with both influencers and brands seeking to partner with one another in a turnkey, scalable, and measurable way," said Michiels.
TapInfluence is the leading platform licensed by marketers to automate the time-consuming and manual process of finding relevant digital influencers (those with key audiences on blogs, Facebook, Twitter, YouTube and other social platforms) and collaborating with them to create meaningful, brand-sponsored content. The cloud-based software provides a single workflow system that enables brands and agencies to co-create branded content with influencers, distribute that content across social platforms and brand sites, and access detailed analytics to measure the actual monetary value and ROI.
"While consumers appreciate product information from brands, what influences their purchase decisions the most are opinions from other consumers," said Kirk Holland, managing director with Access Venture Partners. "Marketers are underserved when it comes to tools that allow them to engage buyers with true, consumer-centric content and TapInfluence is the only company in the market that fills that need."
The turnkey solution includes access to a marketplace of influencers that can be searched by more than 35 different criteria including: reach, topic, gender, language, geography, education, and audience demographics. Brands can easily plan campaigns, identify and invite influencers, manage workflow and calendars, target the distribution of content, and measure the results in real time.
"Marketers see the need for content-focused strategies, but most don't have the internal resources to create the volume and variety needed to reach consumers," said Rustin Banks, president and CEO of TapInfluence. "Influencers represent a powerful content army for brands and the only way to manage and measure that effort with hundreds of influencers instead of a handful, is with technology that lets you scale. The investment by both Grotech Ventures and Access Venture Partners allows us to further accelerate our growth strategies to address the demand we are seeing from brands, agencies, and channel partners," added Banks.
Keywords for this news article include: Software, Marketing, Advertising, TapInfluence.
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