Marketing personnel at companies that sell to fellow businesses grapple with many of the same technical obstacles as their consumer-focused peers. One particularly common issue is that lead data and campaign workflows are often spread out across disparate systems, which requires teams to spend a great deal of time just keeping their work coordinated.

Integrate.com Inc. argues that there’s a better way. The Scottsdale, Arizona-based startup said today it has secured $8 million in funding for its marketing orchestration platform, which promises to help companies automate the task of synchronizing work across the different channels they use to generate leads.

At the heart of the product is a centralized console for managing campaigns. The dashboard enables marketers to plan and set budgets for a wide range of outreach initiatives, from webinars to customer conferences and media partnerships. The same feature set provides the ability to coordinate how a company buys leads from market intelligence providers such as Hoover’s Inc.

When a new lead comes down the pipe, Integrate automatically verifies the contact information and checks that the other details meet internal standards. Invalid records are sent back for revision. Approved entries then can be quickly synchronized to a company’s various customer relationship and marketing platforms thanks to built-in connectors.

The entire workflow is accessible for review through Integrate’s management console. According to the startup, the platform provides a unified view of marketing investments along with information on how well campaigns meet daily, monthly and quarterly revenue goals. The console also includes a templating feature that makes it possible to save the parameters of successful campaigns for future use. 

Despite the fierce competition in the marketing automation market, Integrate’s platform is gaining a good amount of traction. The startup has nearly tripled subscription revenue in the past year while surpassing 400 paying customers that include Salesforce.com Inc., Dell Technologies Inc. and several other tech giants.

Integrate will use today’s funding to keep the momentum going. Colorado-based fund Iron Gate Capital led the round with support from more than a half-dozen investors that included ExactTarget founder Scott Dorsey, who sold the company to Salesforce for $2.5 billion in 2013. Integrate’s total funding raised now stands at $37 million.

Image: Integrate