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Grotech closes $3.2m financing round for BlogFrog

7 Mar 2012

Washington DC-based Grotech Ventures has closed a $3.2m financing round in social activation platform BlogFrog.

TechStars founder David Cohen also participated in the Series A round, which will be used to expand the company, make it more marketable and grow its network of publishers.

BlogFrog’s software allows consumer brands to activate “social influencers” according to niche topics, to create content and conversations about products and measure users’ responses.

Co-founder Rustin Banks said, “Brand marketers and agencies know that it’s not enough to advertise online.

“They need to be an authentic part of the conversation people are having long before they consider buying a product.

“BlogFrog has engineered smart social media technology that lets brands activate thousands of digital influencers to spark and spread conversation.”

Grotech has previously invested in social technology sites LivingSocial and Collective Internet.

General partner Lawson DeVries said, “Businesses today are facing the biggest branding challenge they have encountered in decades.

“Purchase decisions are driven less by advertising and more by peer and community sentiment.

“We were attracted to BlogFrog’s unique approach, which not only helps brands start these conversations with key influencers but then allows them to engage millions by scaling the conversation across the social web.”

The venture firm, which was founded in 1984, supports early-stage high-potential technology companies with investments starting at $500,000.

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