Adobe and Salesforce Back Livefyre

Marketing data giants Adobe and Salesforce have joined investors in social media marketing firm Livefyre, as part of a $47m injection of funding. Livefyre says it will use the money to continue developing its technology and for expansion, including internationally.

The two big software firms - the latter through its Salesforce Ventures unit - joined existing investors Cue Ball, Greycroft Partners, Hillsven Capital and U.S. Venture Partners.

Based in San Francisco, Livefyre has now raised nearly $70m since it was founded in 2009, CEO Jordan Kretchmer (pictured) said the new total was made up of $32m in a new series D round and $15m completing the previous round.

The company, which acquired social media analytics specialist Realtidbits in November 2013, provides a platform which manages comments sections on blogs and news sites, and also helps marketers manage and curate content and discussions on the Web. According to Ketchmer: 'Livefyre's mission has always been to help our customers drive online conversations and community around content. Over time, we have evolved the platform to include vital functionality that enables marketers to not only engage but grow their audiences through the management, discovery and amplification of user generated content.'

Web site: www.livefyre.com .