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Marketing automation, especially cloud-based solutions, have become a big business, and new funding announcements continue to show up. This is in part because big brands have to use multiple channels and mediums to reach target audiences. They need tools to create and manage campaigns and tailor fit the content to its different channels.

Portland, Ore.-based Opal makes a cloud-based enterprise software platform to manage all that. It’s designed to simplify the planning and management of a brand’s marketing content so it can be selected and easily transmitted over various marketing channels — online and off.

The company now says it’s raised $8 million in a round led by Pacific NW-based Madrona Venture Group. Opal closed its previous seed round of $2.1 million in November 2013, bringing its funding total to $10.1 million.

Opal’s software also offers a collaborations element, which team members can use to hone messaging, design, and other issues. The Opal platform is built to integrate easily with a client company’s existing asset management, content publishing, and analytics tools.

The company says it will use the funding to continue scaling up its cloud software deployment solution. It’s already doing business with some large brands with massive marketing operations. These include Levi Strauss & Co, Nike, Target, NASA, Nestlé, and Burberry.

“This funding will help Opal continue to arm today’s most creative brand marketers with the most innovative planning software on the planet,” Opal CEO Steve Giannini said in a statement. “We look forward to working with our new venture partners to bring Opal to even more brands, expand our team and move into our new headquarters by the end of the year.”


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