Dive Brief:

• Social media marketing vendor Gigya Inc announced it has raised an additional $25 million in funding through recent investments lead by Greenspring Associates.
• To date, the company has raised a total of $70 million in funds from investors. “The global market is telling us that we need to grow faster to meet demand and that's exactly what we're going to do," says Patrick Salyer, the vendor’s CEO.
• Gigya currently employs 225 associates serving over 700 merchants and states that it plans to utilize the new funding to fun sales and marketing expansion.

Dive Insight:

Marketing to consumers based on relationship status changes—as Gigya's tools also users to do—can be a tricky area to navigate, and retailers should be be responsible with such campaigns. Nevertheless, this funding round show how important social media account management and marketing is for businesses right now. Companies need solutions, and Gigya has a significant stable of clients to show for its efforts.