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Signal, a Chicago-based marketing technology company, has recently closed a $30 million Series E round of funding to expand its product in global markets.

According to the Chicago Tribune, the funding round was led by I2A, a Chicago-based venture fund, along with investors such as Pritzker Group Venture Capital, Baird Capital, Epic Ventures, and Silicon Valley Bank.

More than 20,000 companies already use Signal’s platform, including powerhouses like Crate and Barrel, Macy’s, and Starwood Hotels and Resorts.

The six-year-old company runs a platform that has changed the game for companies everywhere.

The platform patches together data from different sources to help its clients recognize and track individual customers. The information can come from a variety of sources and can help brands get a comprehensive look at individual customers across multiple mediums.

“It’s not enough these days to know what (customers are) looking at, and then making a recommendation,” CEO and co-founder Mike Sands said.

Countless businesses rely on online marketing strategies to expand their reach, and technology like Signal’s could help them tremendously. The funding that Signal has now will allow them to expand globally, including opening spaces in the U.K., Australia, and even the Asian Pacific regions.

However, many companies aren’t even yet aware of the impact that good marketing technology and strategy can have on their business.

More and more companies are realizing the importance of video marketing as part of their strategy, and for good reason. People are no longer phased by ads on buses, and technology allows them to speed through television commercials. Even business phone systems have evolved to meet new customer and marketing needs.

When consumers need or want something, they reach for their phones. In fact, 62% of companies that designed a website specifically for mobile use reported increased sales across the board.

According to Marketing Tech, video is the most shared content type on Facebook for almost every industry. Sharing is essentially word of mouth marketing, and with minimal spending on a business’s part, is just as effective.

Companies like Signal are revolutionizing online marketing strategy with their software, and with Signal’s initiative to go global, countless companies worldwide will be able to benefit from their services.