Limelight Platform seeded with $3.1 mln in Rowanwood-led round

Canadian marketing automation technology company Limelight Platform Inc has closed $3.1 million in seed-stage financing. The round was led by Rowanwood Ventures, a new fund managed by Canadian venture capital firm iGan Partners, with participation from Jason Tryfon, Sandhill Angels, Hyde Park Ventures and Acceleprise Ventures. Based in Toronto, Limelight has developed an end-to-end platform to help brands optimize live marketing such as demos, trade shows, test drives and VIP events. It plans to use the proceeds of its seed round to accelerate expansion into the United States. Limelight was founded in 2014 and is led by CEO Jonah Midanik.


Canadian Startup Limelight Launches Live Marketing Platform, Closes $3.1M in Seed Funding

Startup’s Growth Driven by F500 Companies Looking for Greater Live Marketing ROI; Limelight Signs on BMW, Scotiabank, Mercedes-Benz to Growing Client List

TORONTO, ON–(Marketwired – January 13, 2016) – Canadian martech company Limelight Platform Inc. today announced it has successfully closed $3.1 million in seed funding in its first year. The marketing automation technology company is providing F500 clients with the world’s first end-to-end platform to optimize their live marketing activities at every touchpoint with consumers.

A cloud-based solution, Limelight lets marketers prove and improve the ROI of every ‘live marketing’ experience, defined as every face-to-face interaction between a brand and consumer. Through Limelight, brands can plan, build, communicate and measure campaigns in one place, replacing point solutions and custom work from a multitude of vendors. The live marketing automation platform gives brands the control to track and optimize the performance of live marketing activities such as experiential programs, test drives, trade shows, sponsorships, sampling programs and branded consumer events. Watch how Limelight works here.

“There’s clear demand from brands to increase ROI from their live marketing efforts,” said Jonah Midanik, Limelight founder and CEO. “It’s exciting to see marketers willing to embrace new technology.”

The growing number of clients using Limelight include Allstate, BMW, Bosch, Heineken, Infiniti, Mercedes-Benz, and Scotiabank. While 33 per cent of businesses have already implemented or started to implement marketing automation software, another 30 per cent are planning to do so in the near future as they look for new ways to make their marketing operations more efficient and trackable (Source).

“For the 2015 calendar year of events — auto shows, drive programs and new vehicle launches, BMW was able to elevate and measure the customer experience using Limelight software, while integrating it with our core backend systems,” said Marianne MacNeil, Event Marketing Manager, BMW Canada.

“Using the platform, we were able to accurately measure results and compare against previous years’ activations, and most importantly, saw a substantial increase in sales leads from key events. We are excited to see continued momentum in 2016 as our partnership with Limelight evolves.”

Launched in 2014, Limelight is backed by noted angel investors and venture capitalists. The most recent round of funding was led by Rowanwood Ventures and included Jason Tryfon, Sandhill Angels, Hyde Park Ventures and Acceleprise Ventures. Limelight’s funding is being used to accelerate its aggressive expansion into the U.S.

About Limelight Platform
Limelight Platform helps brands improve ROI of live marketing such as demos, trade shows, test drives and VIP events by delivering more customer engagement, higher sales and lower costs. With Limelight, brands can plan, build, communicate and measure their live marketing activities using a single, integrated platform. The company, with offices in Toronto and San Francisco is venture-backed. To learn more, visit
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Media & Analyst contact:
Livy Jacobs

Photo courtesy of Limelight Platform Inc