Intermediate/ Digest...

NetProspex, a cloud-based data management company focused on B2B marketing, has raised $13 million in Series C funding from Spring Lake Equity Partners.

The company spent the past year building out its product line. For instance, it debuted NetProspex Workbench, its own version of a data management platform (DMP) designed to give marketers access to clean and targeted data in which to execute campaigns. While DMPs have been acquisition targets in recent years, the eight-year-old NetProspex believes there is much room for growth on the B2B marketing side of the equation.

Although NetProspex doesn’t execute the actual marketing campaign, it is a data partner to companies that do. These partners include platforms like Salesforce.com, Oracle’s marketing automation platform Eloqua and independent marketing automation company Marketo. Email marketing personalization company Rapleaf, which was acquired by TowerData, also worked with NetProspex to layer social data on top of its marketing contact database to amplify demand generation efforts.

A common problem for B2B marketers, Bird claimed, is reliance on incomplete or outdated business information. NetProspex solves that by matching B2B data on the company and contact side with third-party data sources and critical company information.

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