WorkSpan launches a platform for joint marketing campaigns

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.”

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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