Mention Me, a martech – customer advocacy platform, has secured a $25m Series B round, the funding was led by Octopus Ventures. Lead investor from the previous round, Eight Roads Ventures, also participated.

The London-based company helps businesses turn their referrals into more  strategic channels for acquiring quality customers, while enabling better collection of first-party data that amplifies wider marketing activity.

Mention Me will use the new funding to support its long-term vision of making every brand think advocacy-first by expanding into the US, they will also focus on investing in their partner network (which includes Klaviyo, TrustPilot, Ometria and SAP) and developing their core product offering.

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This will include further development of Mention Me’s approach to applying AI and machine-learning to referral data, so that brands can effectively identify their biggest fans and optimise their wider customer experience efforts.

Mention Me’s unique Referral Engineering® technology has delivered over 4.5 million referrals totalling more than USD $1.5 billion in revenue for global clients. Brands like Puma, international franchise Pret a Manger, InsurTech unicorn Bought By Many, Europe’s leading online florist Bloom & Wild and international fashion retailer ASOS are among its 450+ client base.

The funding will be used to grow the team besides expanding core activities. Major leadership changes includes Roy Robinson from Boxever as CPO to lead product development, Ash Rama, previously at Trustpilot, as VP People and Rebecca Hooley joining from private equity firm Livingbridge as CFO.

Octopus Ventures Principal Uthish Ranjan, who will reportedly join Mention Me’s board, qas quoted as saying: “Mention Me’s pioneering approach to customer advocacy and impressive growth trajectory is creating a new strategic channel of marketing technology. We believe the team is well positioned to accelerate its growth in the changing world of marketing, and we look forward to supporting its international expansion.”

Andy Cockburn, CEO and co-founder of Mention Me, was quoted as saying, “Our new funds will help us to transform the marketing landscape. We’ll be expanding our offering and presence to enable all businesses to harness the exponential power of their fans, inspiring every CEO and CMO to think advocacy-first.”

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