hootsuite acquisition

Vancouver, British Columbia-based Hootsuite is expanding its toolset for sales executives through the acquisition of another Vancouver-based company, Sales Prodigy.

Hootsuite plans to capitalize on Sales Prodigy's mobile app, which can help sales professionals build relationships with prospects on platforms like Twitter and Instagram.

Eight-year-old Hootsuite, which claims 13 million users for its social media management platform, did not disclose the sales price. Sales Prodigy was founded by Mik Lernout, who was software development director at Dell before starting the company in 2014. In addition to his role as CEO at Sales Prodigy, Lernout is entrepreneur-in-residence at CrossPacific Capital Partners in Vancouver.

Seizing an Opportunity

Matt Switzer, senior vice president of labs, corporate and business development at Hootsuite, said the acquisition fills a “big opportunity” in social. For years, the emphasis in social has been on marketing and social support, but not social selling.

Sales people are still combing through various social media accounts to find their prospects and customers, and some have deployed social listening tools to detect buying triggers. But it's not enough and too time consuming, he said.

The Sales Prodigy app syncs with CRMs like Salesforce and HubSpot, does the social searching for the sales agent based on programmed keywords and also helps sales agents become part of the social conversation with relevant messages.

“Before this it was just a small social media team within marketing,” Switzer said of the early days of companies investing in social. “Now, everyone’s getting involved. Sales teams need very simple specific tools. You don’t want a sales team with complex software.”

The news comes six months after Hootsuite debuted another social selling app. It claimed then that its mobile employee advocacy application, Hootsuite Amplify, makes it easier for employees to share and consume their company's content on social channels. 

About the New App

Hootsuite’s new social selling solution aims to help customers:

  • Consolidate all of their social networks and online communities in one platform
  • Deploy targeted, listening streams
  • Track and measure success with analytics
  • Listen for the right opportunities to engage with prospects and customers
  • Improve understanding of target accounts in anticipation for sales calls

“We started Sales Prodigy to help sales people build rewarding relationships with customers on social media,” Lernout said in a statement. “Hootsuite has been by our side every step of the way: as an inspiration, customer and partner. We’ve been impressed by their ruthless focus on providing their customers with best in breed solutions, and could not be more excited to join their team.”

Sales Prodigy was previously part of Hootsuite’s open ecosystem App Directory, a platform that supports more than 200 business integrations and applications.