Influitive, a Toronto-based company focused on advocate marketing, announced this morning that it has raised $30.5 million in Series B funding.
Advocate marketing means turning customers into advocates for your company, encouraging them to make positive reviews and referrals.
[related_articles In Influitive’s case, that happens through a gamified interface where advocates can compete for rewards, badges and high rankings on the leaderboard. Businesses using Influitive include HP, Intuit, LinkedIn and Optimizely.
The company has now raised more than $40 million in funding. The Series B was led by Georgian Partners, with participation from OurCrowd, DoCoMo Capital, BDC Capital IT Venture Fund, Hummer Winblad Venture Partners, Illuminate Ventures, Resolute Ventures, Relay Ventures, CommonAngels Ventures and First Round Capital.