Lead gen tech company Pontiflex has raised a $6.25 million second round funding. The round was led by RRE Ventures, with returning investors New Atlantic Ventures and Greenhill SAVP also participating. The company raised $2.5 million in ts first round a year ago.
Unlike most lead gen firms, Pontiflex offers "marketing leads" as opposed to "sales leads"a practice that was occasionally marred by deceptive banner ads promising a free iPod to entice users to click. And so, the company has been trying to popularize the CPLcost per leadas opposed to CPC. I spoke with Zephrin Lasker, the Brooklyn, NY-based Pontiflex's CEO and co-founder, who said, "I don't consider myself of part that [sales lead gen] industry. We're totally transparent about where the leads are coming fromthe leads are generated by users who voluntarily opt-in. People thought it couldn't be done, that you couldn't create a business based on marketing leads, as opposed to sales leads. This is about being interested in a specific offer, not just getting someone off a list who might be interested in buying a car. It's a clearer way to harness intent."
Pontiflex highlights its work with brand name marketers like Kimberly Clark as proof that it's not a fly-by-night. To further prove that, the company plans to use the funding for promotional purposes and attract more publishers, as well as add to its engineering team.
By David Kaplan