Product managers in the tech sector might spare a thought for the plight of the contemporary digital marketer trying to make the best fist of content marketing. It’s not only grown in significance over the last few years through its ability to tap new revenue channels, it’s grown in complexity, too. The number of channels marketers must create engaging content within has burgeoned, climbing above 20 in the last three years alone. And this is exactly where competitive intelligence startup TrackMaven comes to the rescue.
Founded by Acceleprise General Manager Allen Gannet in September 2013, TrackMaven is designed to solve the complexity headache for digital marketers with finite budgets, pulling together into one dashboard all the relevant data from earned, paid and owned media channels. Digital marketers get to see not only what their rivals are up to across 15 channels, but what’s working for them, too.
But product managers familiar with the competitive intelligence market will be aware that there are plenty of tools out there crunching first-party analytics and social listening data (what people say about the brands they come across as opposed to what the brands say about themselves). TrackMaven goes further: marketers not only actually see what their audiences are interested in, they can benchmark against their rivals in all of the categories.
The startup’s client list suggests that some pretty big names think its technology is worth the investment, among them Aol, Martha Stewart Living, NBA, Eddie Bauer and Computer Sciences Living. But they aren’t the only people to be impressed: so are investors. TrackMaven has just announced a successful $6.5 million Series B round, led by New Enterprise Associates (with participation from Acceleprise Ventures and Bower Capital).
Gannet says his startup’s value lies in its central mission: to establish itself as the first genuinely comprehensive competitive intelligence platform for marketers, allowing corporations and big brands to meticulously track and benchmark all their digital marketing endeavors from one dashboard.
The new funding will permit the addition of new data sources (it already incorporates traditional channels like organic search, site traffic, email, PR, text and display advertising, as well as new generation channels like YouTube, Instagram, Pinterest, Facebook, Twitter and LinkedIn). Money will also be ploughed into improved exporting and enhanced custom visualizations.