Cambridge marketing and sales software company HubSpot is turning to social and dating app Rekindle to help its customers make better connections.
"Instead of being in a romantic relationship, it's a business relationship," said Brad Coffey, vice president of product for HubSpot, which yesterday announced it had acquired Rekindle.
Rekindle uses phone contacts to connect friends who may have drifted apart or want to restart a relationship. Rekindle recently rolled out a way to understand connections between friends of friends.
At HubSpot, Rekindle's team will focus on making those connections work for salespeople by adding context to potential leads, including revealing connections to other leads. HubSpot recently jumped headfirst into sales after focusing on software for marketers for years.
"(Salespeople) get so much value out of understanding the relationships between their customers and their prospects," Rekindle co-founder Matthew Grace said. "There's so much value in those relationships."
Grace said his team will be doing more to integrate and connect all the information the HubSpot software already collects, including social media,
"All the data HubSpot has ... it's an order of magnitude bigger, it's kind of like a playground," Grace said.
Grace and Coffey both declined to say how much HubSpot paid for his company, but Grace said, "All my investors are happy, I'll leave it at that."
Grace and the four other employees at Rekindle have already started at HubSpot.
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