Businesses have used portals and other online tools to communicate with their channel partners almost since the internet began.
But this week a Redwood City, California-based startup is launching into general availability a new way for marketers from multiple businesses to collaborate. It describes its new platform — which just received a Series A funding round of $9 million — as the first designed specifically for joint marketing campaigns.
WorkSpan, founded in 2015, says Marketing Networks can plan, build, coordinate and fund joint marketing campaigns through its platform for campaigns directed at other businesses or at consumers.
Execution — like running ads or managing an email campaign — is handled by external tools. At the moment, WorkSpan is integrated with Marketo, Salesforce, Eloqua, Google AdWords and Facebook, and other integrations are in the works.
A typical use case, CEO and founder Mayank Bawa told me, might be an effort by a bank to promote a custom credit card with a retailer. Multiple marketers from each company can work together to create what he called “a circle of trust across company boundaries.”
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