Toronto based advocate marketing company Influitive has acquired Triggerfox, a mobile relationship management application. The application is designed to help sales professionals build and manage relationships. Apart from Triggerfox, Influitive had acquired another mobile startup, Ironark Software, earlier this March.
How will Triggerfox help?
It is a personal CRM application that focuses on relationship management, gives alerts about the clients in the network and notifies personal and professional events, so that sales professionals can reach out to their consumers at the opportune moment. According to Influitive, this startup’s employees will bring significant product management and development expertise in building mobile products.
Salespeople, today, are embracing ‘social selling’ in response, and actively coordinate content and relationships to inform buyer decisions.
“We need to make it easy for sales reps to tap into their advocate community at the moments when that social proof is needed most. Not only will it create a better experience for the advocates, but it will also reduce the administrative burden for advocate marketers and boost the value of their advocate community internally,” said Mark Organ, Founder and CEO of Influitive.
Why the short-spanned rapid acquisitions?
Writing on the company blog, Organ writes: Influitive wants to use the technology behind both Ironark and Triggerfox to better its products for its consumers. As Influitive helps B2B marketers and customer success professionals build better rapport with their clients, using Triggerfox’s technology, they can extend advocate marketing to the sales domain. Similarly, Ironark Software is the maker of home and family organizer called ‘Hub’ and business task and schedule manager called ‘Workbase’. Piggybacking on that technology, Influitive tends to strengthen its community building skill, with advocate marketing at the core.
“Engaging mobile products are now as important to B2B companies as they are to consumers. By more than doubling our mobile talent, we can accelerate our mobile experience efforts and unlock opportunities to innovate in the mobile space for our customers and their advocates,” says Organ.
Advocacy programs enable sales organizations to generate referrals and references, but now must also mobilize advocates – trusted peers – around a buyer for success. Influitive claims that using its AdvocateHub software, marketers can quickly and easily build advocate communities in which members gain recognition and status in exchange for activities that help promote the brand’s interests and reputation.