Dive Brief:
- Appboy, a mobile marketing automation firm, raised $20 million in a Series C round.
- According to reporting by Venture Beat, Appboy CEO Mark Ghermezian said the funds will help the company grow globally.
- The company recently opened a U.K. office and an EU data center.
Dive Insight:
“We’ll plan to use the funds to fast-track our growth worldwide,” Ghermezian told Venture Beat. He added that Appboy’s business has been “thriving” in EMEA for the past four years and that some of their most strategic customers are based there.
Given the importance of martech as well as rise of the mobile channel as key to marketing strategy, mobile marketing automation solutions pose an attractive tech piece for any marketing/sales stack.
"Appboy views the world differently," Ghermezian said. "We believe that customer interactions will increasingly take place on mobile and other connected devices, and that brands who want to build meaningful relationships with their customers will be much better served investing in a mobile-first marketing automation and CRM technology platform that was built to harness that customer interaction data in real time, and make it actionable for the data-driven marketer."