Technical manuals and other product content may not be the first things that come to mind when you are thinking of software. But if you’ve ever found yourself in a pickle or just need some help getting something to work correctly, you know how vital they can be, and also how frustrating it can be if you cannot find what you are looking for.

Today, a startup called Zoomin, which has built a platform that uses AI to help companies get their technical documentation in order, and natural language to help better understand what answers people are looking for, so that those content troves can be used better and across more environments, is announcing that it has raised $21 million, and picked up a strategic investor, as it comes out of stealth.

“We are focused on product content assets — manuals, guides, and so on — the most boring assets at every company,” Gal Oron, the CEO and co-founder, joked. “To us, it’s all gold because this is actually the information customers are looking for.”

Bessemer Venture Partners, strategic backer Salesforce Ventures and Viola Growth are leading the funding, which actually came in two parts while Zoomin — founded in Israel but now with operations and its CEO also in New York — was still under the radar.

“We have done no PR for the last four years,” said Gal Oron, who co-founded the company with Joe Gelb and Hannan Saltzman. “It’s because we’ve been very busy developing product and signing our first customers. Now, after having dozens of very big customers and nice traction, we felt like this was the time to go.”

The startup now counts Imperva, Dell, Automation Anywhere and McAfee among its customers, with the companies using the Zoomin platform to better organise their content into something that can be used by both customer service agents helping people with issues, and by customers themselves if they opt to try the DIY option, wherever they might be seeing information: be it on a website, in a customer forum, over email or chat, or in a piece of software or an app itself.

The challenge that Zoomin is going after goes a little something like this: technical content is a boring yet necessary component for using software and hardware, especially when a user comes up against any kind of hitch.

The issue is that a lot of it has been written in fits and spurts, and often in a way that might not be easy for the average user to access or understand, with no easy and quick way of drilling into the content to find what you are specifically looking for. And a lot of it exists in disparate places and these days, the entry points for where a user might be looking for that information might also be as fragmented as the places where the content lives.

“Dell has no way of controlling where you might engage with a product,” Oron explained. It might be on Dell’s site, in its software, on a forum, on social media, and so on.

Zoomin aims to provide what Oron describes as a personalised experience for users wherever they may be searching. By that, he means that Zoomin learns what a user is working with, and what that user typically searching for, in order to connect them more quickly with the right answers. In an app, this might take the form of a widget that appears for help. On a forum, it might more likely be by way of an agent who is participating, using Zoomin’s engine to find the right answers to respond to questions.

For Zoomin, this has so far applied primarily to the world of B2B customer service: its product is used to organise and “orchestrate” knowledge for its customers to in turn provide to business/enterprise customers. But Oron notes that it could be just as applicable, and may well see traction over time, with non-business consumers, too, since at the end of the day they are all consumers, he noted.

“We like to think of ourselves as consumerizing the experience,” he said. “We want to make it as easy as buying on Amazon or browsing Netflix.”

The wider area of “knowledge base management” or knowledge orchestration is often part of a larger customer service play, an unsurprisingly the companies that have products in a similar area include the likes of Zendesk and Hubspot. Other tech companies building solutions to help organise knowledge bases include companies like ProProfs, Helpjuice and Instrktiv.

Salesforce is an interesting strategic investor in that regard: it hasn’t build something like this itself in its community and service clouds, so Zoomin is a close partner to provide that option. (The startup also integrates with a number of other platforms like Oracle’s service cloud, Zendesk, Jira, SharePoint and more.)

“Salesforce Ventures supports bold ideas put forward by enterprise cloud companies, so we are thrilled to support Zoomin on their journey to improve how product content is experienced. We believe in the innovative team at Zoomin and their vision of increasing content accessibility,” added Alex Kayyal, partner and head of Salesforce Ventures International.

Investors are especially interested in the role that a company like Zoomin might be playing these days in particular: with customer service enquiries higher than ever before as more of us are working remotely, it puts a big strain on systems to triage and answer questions. This presents an opportunity.

“The era of digital transformation has clearly reached product content,” said Amit Karp, Partner at Bessemer Venture Partners in a statement. “As technical product content continues to grow exponentially, Zoomin allows enterprises to leverage this content as a strategic asset.”

Zoomin is not disclosing valuation at this stage.

It’s been an eventful fall for Perigee CEO and founder Mollie Breen. The former NSA employee participated in the TechCrunch Disrupt Startup Battlefield in September, and she just closed her first seed round on Thanksgiving, giving her a $1.5 million runway to begin building the company.

Outsiders Fund led the round, with participation from Westport, Contour Venture Partners, BBG Ventures, Innospark Ventures and a couple of individual investors.

Perigee wants to secure areas of the company like HVAC systems or elevators that may interact with the company’s network, but which often fall outside the typical network security monitoring purview. Breen says the company’s value proposition is about bridging the gap between network security and operations security. She said this has been a security blind spot for companies, often caught between these two teams. Perigee provides a set of analytics that gives the security team visibility into this vulnerable area.

As Breen explained when we spoke in September around her Battlefield turn, the solution learns normal behavior from the operations systems as it interacts with the network, collecting data like which systems and individuals normally access it. It can then determine when something seems off and cut off an anomalous act, which may be indicative of hacker activity, before it reaches the network.

She says that as a female founder getting funding, she is acutely aware how rare that is, and part of the reason she wanted to publicize this funding round was to show other women who are thinking about starting a company that it’s possible, even if it remains difficult.

She plans to grow the company to about six people in the next 12 months, and Breen says that she thinks deeply about how to build a diverse organization. She says that starts with her investors, and includes considering diversity in terms of gender, race and age. She believes that it’s crucial to start with the earliest employees, and she actively recruits diverse candidates.

“I write a lot of cold emails, particularly around hiring and that’s partly because with job listings it’s all inbound and you can’t necessarily guarantee that that is going to be diverse. And so by writing cold emails and really following up with those people and having those conversations, I have found a way of actually making sure that I’m talking to people from different perspectives,” she said.

As she looks ahead to 2021, she’s thinking about the best approach to office versus remote and she says it will probably be mostly remote with some in-person. “I’m really balancing at this point in time, how do we really make the connections, and make them strong and genuine with a lot of trust and do that with balancing some elements of remote, knowing that is where the industry is going and if you’re going to be a company and in a post-2020 world, you probably need to adopt to some element of remote working,” she said.

Businesses today feel, more than ever, the imperative to have flexible e-commerce strategies in place, able to connect with would-be customers wherever they might be. That market driver has now led to a significant growth round for a startup that is helping the larger of these businesses, including those targeting the B2B market, build out their digital sales operations with more agile, responsive e-commerce solutions.

Spryker, which provides a full suite of e-commerce tools for businesses — starting with a platform to bring a company’s inventory online, through to tools to analyse and measure how that inventory is selling and where, and then adding voice commerce, subscriptions, click & collect, IoT commerce and other new features and channels to improve the mix — has closed a round of $130 million.

It plans to use the funding to expand its own technology tools, as well as grow internationally. The company makes revenues in the mid-eight figures (so, around $50 million annually) and some 10% of its revenues currently come from the U.S. The plan will be to grow that business as part of its wider expansion, tackling a market for e-commerce software that is estimated to be worth some $7 billion annually.

The Series C was led by TCV — the storied investor that has backed giants like Facebook, Airbnb, Netflix, Spotify and Splunk, as well as interesting, up-and-coming e-commerce “plumbing” startups like Spryker, Relex and more. Previous backers One Peak and Project A Ventures also participated.

We understand that this latest funding values Berlin -based Spryker at more than $500 million.

Spryker today has around 150 customers, global businesses that run the gamut from recognised fashion brands through to companies that, as Boris Lokschin, who co-founded the company with Alexander Graf (the two share the title of co-CEOs) put it, are “hidden champions, leaders and brands you have never heard about doing things like selling silicone isolations for windows.” The roster includes Metro, Aldi Süd, Toyota and many others.

The plan will be to continue to support and grow its wider business building e-commerce tools for all kinds of larger companies, but in particular Spryker plans to use this tranche of funding to double down specifically on the B2B opportunity, building more agile e-commerce storefronts and in some cases also developing marketplaces around that.

One might assume that in the world of e-commerce, consumer-facing companies need to be the most dynamic and responsive, not least because they are facing a mass market and all the whims and competitive forces that might drive users to abandon shopping carts, look for better deals elsewhere or simply get distracted by the latest notification of a TikTok video or direct message.

For consumer-facing businesses, making sure they have the latest adtech, marketing tech and tools to improve discovery and conversion is a must.

It turns out that business-facing businesses are no less immune to their own set of customer distractions and challenges — particularly in the current market, buffeted as it is by the global health pandemic and its economic reverberations. They, too, could benefit from testing out new channels and techniques to attract customers, help them with discovery and more.

“We’ve discovered that the model for success for B2B businesses online is not about different people, and not about money. They just don’t have the tooling,” said Graf. “Those that have proven to be more successful are those that are able to move faster, to test out everything that comes to mind.”

Spryker positions itself as the company to help larger businesses do this, much in the way that smaller merchants have adopted solutions from the likes of Shopify .

In some ways, it almost feels like the case of Walmart versus Amazon playing itself out across multiple verticals, and now in the world of B2B.

“One of our biggest DIY customers [which would have previously served a mainly trade-only clientele] had to build a marketplace because of restrictions in their brick and mortar assortment, and in how it could be accessed,” Lokschin said. “You might ask yourself, who really needs more selection? But there are new providers like Mano Mano and Amazon, both offering millions of products. Older companies then have to become marketplaces themselves to remain competitive.”

It seems that even Spryker itself is not immune from that marketplace trend: Part of the funding will be to develop a technology AppStore, where it can itself offer third-party tools to companies to complement what it provides in terms of e-commerce tools.

“We integrate with hundreds of tech providers, including 30-40 payment providers, all of the essential logistics networks,” Lokschin said.

Spryker is part of that category of e-commerce businesses known as “headless” providers — by which they mean those using the tools do so by way of API-based architecture and other easy-to-integrate modules delivered through a “PaaS” (clould-based Platform as a Service) model.

It is not alone in that category: There have been a number of others playing on the same concept to emerge both in Europe and the U.S. They include Commerce Layer in Italy; another startup out of Germany called Commercetools; and Shogun in the U.S.

Spryker’s argument is that by being a newer company (founded in 2018) it has a more up-to-date stack that puts it ahead of older startups and more incumbent players like SAP and Oracle.

That is part of what attracted TCV and others in this round, which was closed earlier than Spryker had even planned to raise (it was aiming for Q2 of next year) but came on good terms.

“The commerce infrastructure market has been a high priority for TCV over the years. It is a large market that is growing rapidly on the back of e-commerce growth,” said Muz Ashraf, a principal at TCV, to TechCrunch. “We have invested across other areas of the commerce stack, including payments (Mollie, Klarna), underlying infrastructure (Redis Labs) as well as systems of engagement (ExactTarget, Sitecore). Traditional offline vendors are increasingly rethinking their digital commerce strategy, more so given what we are living through, and that further acts as a market accelerant.

“Having tracked Spryker for a while now, we think their solution meets the needs of enterprises who are increasingly looking for modern solutions that allow them to live in a best-of-breed world, future-proofing their commerce offerings and allowing them to provide innovative experiences to their consumers.”

It’s been more than two years since the Pentagon announced its $10 billion, decade long JEDI cloud contract, which was supposed to provide a pathway to technological modernization for U.S. armed forces. While Microsoft was awarded the contract in October 2019, Amazon went to court to protest that decision, and it has been in legal limbo ever since.

Yesterday marked another twist in this government procurement saga when Amazon released its latest legal volley, asking a judge to set aside the decision to select Microsoft. Its arguments are similar to ones it has made before, but this time takes aim at the Pentagon’s reevaluation process, which after reviewing the contract and selection process, still found in a decision released this past September that Microsoft had won.

Amazon believes that reevaluation was highly flawed, and subject to undue influence, bias and pressure from the president. Based on this, Amazon has asked the court to set aside the award to Microsoft .

The JEDI reevaluations and re-award decision have fallen victim to an Administration that suppresses the good-faith analysis and reasoning of career officials for political reasons — ultimately to the detriment of national security and the efficient and lawful use of taxpayer dollars. DoD has demonstrated again that it has not executed this procurement objectively and in good faith. This re-award should be set aside.

As you might imagine, Frank X. Shaw, corporate vice president for communications at Microsoft does not agree, believing his company won on merit and by providing the best price.

“As the losing bidder, Amazon was informed of our pricing and they realized they’d originally bid too high. They then amended aspects of their bid to achieve a lower price. However, when looking at all the criteria together, the career procurement officials at the DoD decided that given the superior technical advantages and overall value, we continued to offer the best solution,” Shaw said in a statement shared with TechCrunch.

As for Amazon, a spokesperson told TechCrunch, “We are simply seeking a fair and objective review by the court, regarding the technical errors, bias and political interference that blatantly impacted this contract award.”

And so it goes.

The Pentagon announced it was putting out a bid for a $10 billion, decade long contract in 2018, dubbing it JEDI, short for Joint Enterprise Defense Infrastructure. The procurement process has been mired in controversy from the start, and the size and scope of the deal has attracted widespread attention, much more than your typical government contract. It brought with it claims of bias, particularly by Oracle, that the bidding process was designed to favor Amazon.

We are more than two years beyond the original announcement. We are more than year beyond the original award to Microsoft, and it still remains stuck in a court battle with two major tech companies continuing to snipe at one another. With neither likely to give in, it will be up to the court to decide the final outcome, and perhaps end this saga once and for all.

Note: The DoD did not respond to our request for comment. Should that change, we will update the story.

Tive, a Boston-based startup, is building a hardware and software platform to help track the conditions of a shipment like say food or medicine to make sure it is stored under the proper conditions as it moves from farm or factory to market. Today, the company announced a $12 million Series A.

RRE Ventures led the round with help from new investor Two Sigma Ventures and existing investors NextView Ventures, Hyperplane Ventures, One Way Ventures, Fathom Ventures and other unnamed individuals. The company has now raised close to $17 million, according to Crunchbase data.

“Tive helps companies all over the world track their shipments in a very specific way,” company co-founder and CEO Krenar Komoni told me. Using a tracking device the company created, customers can press a button, place the tracker on a palette or in a container, and it begins transmitting shipment data like temperature, shock, light exposure, humidity and location data in real time to ensure that the shipment is moving safely to market under proper conditions.

He said that they are the first company to create single-use 5G trackers, meaning the shipping company doesn’t have to worry about managing, maintaining, recharging or returning them (although they encourage that by giving a discount for future orders on returned items).

The approach seems to be working. Komoni reports that revenue has grown 570% in 2020 as the product-market fit has become more acute with digitization hitting the supply chain in a big way. He says that in particular customers and investors like the company’s full-stack approach.

“What’s interesting […] and why we are resonating with customers and also why investors like it, is because we’re providing the full stack, meaning the hardware, the software, the platform and the APIs to major transportation management systems,” Komoni explained.

The company has 22 employees and expects to double that number in 2021. As he grows the company, Komoni says that as an immigrant founder, he’s particularly sensitive to diversity and inclusion.

“I’m an immigrant myself. I grew up in Kosovo, came to the U.S. when I was 17 years old, went to high school here in Vermont. I’m a U.S. citizen, but part of who I am is being open to different cultures and different nationalities. It’s just part of my nature,” he says.

The company was founded in 2015 and its facilities are in Boston. It has continued shipping devices throughout the pandemic, and that has meant figuring out how to operate in a safe way with some employees in the building. He expects the company will have more employees operating out of the office as we move past the pandemic. He also has an engineering operation in Kosovo.