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Marketing software company Captora is announcing its second round of funding today — a new $22 million.

The main goal of Captora’s software is to bring in tons of leads, and to do that, it helps marketers optimize their company’s online content in various ways, though this is nothing new and companies including HubSpot, Moz, and Marketo have been offering various kinds marketing software.

“Marketing’s job is to engage new customers before they even know about your company. Most leads come to a company’s website because they have heard about your company,” Captora chief executive Paul Albright told VentureBeat.

His example: Imagine you own a plumbing company and you want software to help you improve and scale your business. If you search for “plumbing service software” on Google, fairly close to the top, you’ll see ServiceMax as a result with the keyword in the title — pretty good already.

Now, if you search for “boiler service software,” ServiceMax is again at the top, but the item’s title matches the new search keyword. And of course, if you click on this link, it will take you to a landing page branded with the keywords “boiler service software,” while clicking on the link in the first search takes you to a “plumbing service software” landing page. In fact, Captora customer ServiceMax has over 600 pages, generated automatically, that match such keywords.

“Captora identifies where there are marketing gaps in social, advertising, and search channels. We do 95 percent of the work through automation and technology that traditionally marketers have done by hand,” said Albright, himself a former marketing executive.

With it’s new funding in tow, the company says it will continue to add more applications to help fill this gap. It also plans to expand across the U.S and internationally in the next six to 12 months as well as continue to grow its teams, in particular on the engineering side.

New Enterprise Associates (NEA) led this funding round, with additional participation from Bain Capital, which led Captora’s first funding round.

NEA partner Scott Sandell is joining the company’s board of directors. Sandell has previously led investments in several software companies, including Tableau, Workday, Salesforce, WebEx, and Data Domain.

The company was founded in 2012 by Paul Albright, Anindo Mukherjee, and Srihari Kumar and is based in Mountain View, Calif. It raised its first round of funding in March 2013, totaling between $2.5 million and $5.2 million, according to a public filing. The company already counts Marketo, Salesforce, ServiceMax, International Culinary Center, and AppDynamics among its customers.

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