Mention Me, a referral engineering platform for e-commerce brands, has announced a $25 million Series B round, led by Octopus Ventures.

Lead investor from a prior round Eight Roads Ventures also participated. London-based Mention Me previously bagged $7 million in a Series A.

It will use the latest funds to hire new team members, expand into the US, invest in its partner network (which includes Klaviyo, TrustPilot, Ometria and SAP) and develop its product offering.

Puma, Pret a Manger, Bought By Many, Bloom & Wild and Asos are among the firm’s 450 strong client base.

Andy Cockburn, CEO and Co-Founder, Mention Me, says: “With third-party data disappearing, paid social delivering diminishing returns and consumers increasingly overwhelmed by endless brand advertising, our technology puts advocacy at the heart of marketing to reconnect marketers and consumers.”

He adds: “The most successful brands are realising how this can drive growth, increasing customer acquisition and returns across the marketing activity spectrum.”

“Our new funds will help us to transform the marketing landscape. We’ll be expanding our offering and presence to enable all businesses to harness the exponential power of their fans, inspiring every CEO and CMO to think advocacy first.”

Octopus Ventures Principal Uthish Ranjan, who will join Mention Me’s board, comments: “Mention Me’s pioneering approach to customer advocacy and impressive growth trajectory is creating a new strategic channel of marketing technology.”

“We believe the team is well positioned to accelerate its growth in the changing world of marketing, and we look forward to supporting its international expansion.”