MarketFirst Inc is closing out a mezzanine round of venture funding which will net it $16.5m in addition to the $16.5m it has already brought in. It will use it to build out its marketing automation suite and the channel. The company claims two dozen revenue customers – up from two at the beginning of the year – with an average install price of $75,000 to $100,000, and says that 90% of its business is going through application service providers.
In addition to a new module for blueprinting a custom sales channel lead management application using its suite, MarketFirst is also working on a module that will capture leads as email addresses from web advertising. Coupling this with information about where the same addresses touch down will enable users to build sophisticated patterns of customer behavior and build more fine-tuned interactive marketing campaigns from their web sites, it says.
The internet provides another marketing touchpoint for companies to add to call centers, tradeshows and direct sales channels. Rubric and Annuncio are its chief competitors.
