Predictive Marketer EverString Now Does Predictive Advertising

On a roll, predictive marketing firm EverString is now adding a new demand generation tool to its arsenal. The San Mateo, California-based firm, whose data model finds companies that are likely customers for its clients’ products, is launching its Predictive Ad Targeting this week. In addition, the two-year-old company is announcing a new Series B round of $65 million, as well as new survey data that shows marketers are clamoring for more predictive marketing. EverString said this round — led by Lightspeed Venture Partners with participation from Sequoia Capital, IDG Ventures, and Lakestar — was the largest ever for a predictive marketing firm. Its customers include Comcast Business, IBM, Hortonworks, Apttus and Zenefits. Predictive marketing uses data from marketing platforms, customer relationship management systems and other repositories to generate the ideal customer profile for a given product. It then tries to find prospects matching that profile, with the idea that they will similarly be inclined to buy that product.