CRM & Marketing Integrations from Months to Days
Industry: Sales Enablement
Challenge: Needed to get real-time website marketing intelligence into sales tools
Solution: CRM and Marketing integrations
KickFire is the leader in cloud-based B2B sales automation and IP address intelligence. The KickFire solutions are powered by TWIN Caching, an advanced, proprietary IP-to-company identification technology. KickFire's IP address intelligence & B2B firmographic data allows you to translate IP addresses to companies, identify anonymous web visitors, and integrate account data into your technology stack – all based on a company's IP address.
KickFire’s LIVE Leads solution pushes data back into CRM and marketing automation systems so that sales and marketing utilize real-time first-party intent data and identification of the accounts viewing their website, content and how they are engaging with the product. In this way, KickFire’s clients can make more informed decisions about their website’s invisible pipeline and transform anonymous visitors into actionable sales opportunities.
Need for Integration
As the Director or Operations, Maggie Taylor Aherne wears many hats. She works directly with new customers as they onboard the KickFire platform and she serves as the linking voice between sales, marketing, product and support. From the beginning, integration has been a primary, strategic focus for KickFire’s product team. Being in the sales and marketing software space, KickFire strongly believes seamless integration between sales and marketing tools is necessary to progress deals forward and win business. Initially, KickFire’s development team began building out their integrations in-house until they came across Cloud Elements.
Even though integrations were always viewed as a strategic initiative, KickFire’s product team found it challenging to prioritize integrations - a common pitfall of many other SaaS providers. “In the past, our deployment of integrations was limited and would often stall other product roadmap items. Integrations became an afterthought for our team when they were usually at the forefront for our prospects and customers.”
As KickFire continued to grow, they recognized the burden that integration had on the product team. Building one-off API integrations was hindering the development of new product features and backlog items. In order to serve customer demands and drive product adoption, they decided to shift their focus on building a stellar product rather than building integrations. Thus they began the process of evaluating integration tools that could alleviate that pain.
Why Cloud Elements
Before finding Cloud Elements, KickFire considered contracting individual integration experts in specific endpoints such as Salesforce, Dynamics, and Marketo. However, they quickly came to realize that whenever there would be a change to a specific API, such as versioning updates, the knowledge of those integrations would leave with the contractors who built the integration. KickFire turned to Cloud Elements because it allows any of their developers to get into the platform to manage and spin up integrations without having to be experts in the endpoint or having to worry about maintenance.
Aherne states “Typically it would have taken us a month to launch our new HubSpot CRM integration, but with Cloud Elements we were able to deploy within a day or so. You build once, and integrate to many.”
The KickFire sales team has been able to move deals forward without any roadblocks from integration limitations. “We are able to quickly check that box and move through the process because we can offer almost any integration our customers ask for and that makes sense for the type of business intelligence we provide.” KickFire also found value in the customer intelligence Cloud Elements provides. KickFire is able to access the usage data of their customers and track which customers are using the integrations. That information becomes extremely powerful when customers have contracted integrations and are not maximizing on their investment. Cloud Elements has helped KickFire identify potential retention issues by creating customer stickiness and promoting adoption of the integrations that their customers identified to be VIP in the POC.
With the ability to spin up new integrations quickly, accelerate sales pipeline and reduce churn KickFire has seen the value of investing in an integration platform and not burdening their developers with building one-offs themselves. “We were able to get back to focusing on providing our customers the best-in-class IP addresses and B2B data and leave the integration magic to Cloud Elements,” says Aherne.
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