Advocate Marketing is quickly becoming the most strategic focus for marketing organizations as it cultivates the human power of referral and word of mouth. Influitive, the leading Advocate Marketing platform, is a marketer’s dream. The software helps marketers activate their most loyal fans, which in turn drives referrals and increases engagement.
From CRMs and Marketing Automation to social sites and advocacy communities, like Influitive, Marketers are challenged with managing contacts (and contact data) on a multitude of platforms. Rallying all of your advocates onto one singular online community to track, monitor, analyze and manage is extremely difficult. And pairing this task with the coordination of the handoff to sales when advocates are either referring new leads or so enthusiastic that they’re ready to buy more, makes things all the more difficult.
Aaron Rothschild, Director of Product Management, is responsible for leading the Influitive integrations development team and has deep empathy for the marketers who are constantly challenged to design their own marketing integrations ecosystem. His mission: to lift the marketers’ burden of perpetually trying to “make it work” off of their shoulders, and to deliver beautifully seamless integrations that they can consistently rely on. That’s where Cloud Elements comes in.
Rothschild shares his experience of building an integration on his own before partnering with Cloud Elements: “After we prioritized, scoped, planned, developed, tested and deployed the first integration to a marketing automation platform [Marketo] on our own, my team quickly realized how cumbersome it was going to be to keep supporting various providers and accommodate their legacy SOAP APIs when we’re building all our new stuff using RESTful API’s. And then on top of that, we have several more apps to design and integrate.” The ongoing maintenance with a growing list of priority integrations felt insurmountable.
Cloud Elements’ reliability was the key performance metric for Rothschild and his team. Once the integration was rolled out with Eloqua as the initial Proof of Concept, it was easy to determine that Influitive Integrations team could continue to move on and roll out the next connectors. “It took us almost a month or more to create first marketing automation integration on our own. With Cloud Elements, we were moving 10x faster and released three more integrations in less than two weeks,” shares Rothschild. On top of a faster time-to-market, Influitive was able to avoid many of the risks of building and code maintenance. “We built in the assumption that something could change with each API endpoint, but now the risk, among other things, is in the hands of Cloud Elements.”
With benefits like Cloud Elements’ ability to normalize REST APIs substantially faster, we are confident that the Influitive Integrations roadmap is in good hands.
To learn more, read the full story on Influitive Integrations.