JMI Equity, a growth equity firm focused on investing in software companies, has made an investment in Visiting Media, a visual sales and marketing services company for the hospitality and event industries.

Visiting Media offers cloud-based sales enablement services, including its selling platform TrueTour that hotel and hospitality sales teams use to create, manage and distribute content. The company’s customers primarily include individual properties, hotel management companies and ownership groups, including Aimbridge Hospitality and Crescent Hotels & Resorts, among others. The investment looks to drive Visiting Media’s ability to bring new products and technologies to its customer base.

“JMI has a strong track record of helping software companies sustainably accelerate their growth,” says Ben Powers, Visiting Media founder and CEO. “I am confident that Visiting Media will be able to bring even more innovative products and technologies to our customers and position ourselves as the leading sales enablement platform for hotels and resorts worldwide.”