InsideView CEO and founder Umberto Milletti

Market intelligence company InsideView just raised another $32.5 million. Its service feeds data directly into CRM, marketing automation and analytics systems.

By Heather Clancy
July 30, 2015

Before walking into sales calls or meetings, brokers with commercial real estate firm Jones Lang LaSalle can peek at up-to-the-moment news about clients—anything from social media commentary to financials to recent personnel changes.

That data is part of a comprehensive service from San Francisco-based marketing intelligence company InsideView used by more than 20,000 organizations to qualify business-to-business sales prospects. Customers include Amazon, Bank of America, and United Health “The problem we solve is as important to a small business as it is to large companies,” said InsideView CEO Umberto Milletti.

His company’s eponymous platform “triangulates” information from 40,000-plus sources, and feeds it to sales and marketing teams. Something that distinguishes InsideView’s service are application programming interfaces (API) that push its data into customer relationship management systems from Microsoft, Oracle, Salesforce and others. The result is cleaner data, according to Milletti.

InsideView’s data and alliance universes are about to get larger, thanks to $32.5 million in new financing disclosed Thursday and led by Spring Lake Equity Partners.

The infusion brings total backing to more than $80 million. Existing investors including Big Sky Partners, Foundation Capital, Rembrandt Venture Partners, and Split Rock Partners also participated.

“InsideView’s superpower is using intelligent data to provide companies with a consistent unified view of their marketing opportunity to align sales and marketing for greater revenue performance,” said Spring Lake partner Jeff Williams, in a statement. “That’s why we’re leading the market and we chose to invest.”

The new money will be used to acquire more data sets and to negotiate additional partnerships, Milletti said. InsideView’s data volume already grew threefold this year alone. Revenue for its marketing services portfolio grew 138% in the first half, compared with one year ago.

InsideView is finding a following in high tech, financial services, and business services such as professional consulting.

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