ResponseTap is set to accelerate the US expansion of its call tracking and analytics platform after being awarded £4 million of series B funding.

Private equity firm Beringea is investing £2.5 million from the ProVen Venture Capital Trusts it manages, with the remainder coming from Bath-based Eden Ventures.

Customer journey data for web visitors, leading up to, during and after a phone call, is predicted by Beringea’s managing partner, Stuart Veal, to be a marketing growth sector

“As more expensive and more complex products are increasingly sold online, we believe that the importance of phone calls will increase, rather than decrease, as a sales channel,” Veale said.

More European launches?

The UK development team will also benefit from the funding as ResponseTap looks to build on an established US presence, solid client base and a staff of more than 50 employees.

When discussing how beneficial this funding will be, ResponseTap’s CEO and co-founder, Ross Fobian, mentioned that there were plans in place to take the platform to other countries.

“All of this gives us the perfect springboard to continue our expansion in the US, to continue our technical development, increase the associated support team and to launch into Europe,” Fobian revealed.

Over a million calls are processed in the UK by ResponseTap each month from brands such as Tui, British Gas and AVIVA, as well as over 500 marketing agencies.