Streamlining CRM Integrations for AI Lead Qualification: A Structurely Case Study
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Middleware, SDKs & Libraries
Applicable Industries
- Buildings
- Cement
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Building Automation & Control
- Voice Biometrics
Services
- System Integration
About The Customer
Structurely is a conversational AI platform that streamlines lead qualification for sales and marketing teams, primarily in the real estate and mortgage space. Their product was developed to address a common problem faced by many companies - as lead generation efforts begin to scale, the sales reps who manually qualify leads begin falling behind and their backlog gets exponentially larger. With Structurely, companies can pipe their leads into the platform and have its conversational AI conduct qualifying conversations. The Structurely AI then sends back only the leads that are qualified, allowing sales reps to focus their time and efforts on the right prospects. Today, over 10,000 sales reps rely on Structurely to qualify their leads at scale.
The Challenge
Structurely, a conversational AI platform that streamlines lead qualification for sales and marketing teams, was facing a significant challenge as it sought to shift its focus from small to medium-sized businesses towards more enterprise customers and partnerships. A key part of Structurely’s product and roadmap was CRM integrations, which allowed customers to seamlessly pass leads and qualification data between their CRM and Structurely’s AI platform. However, they discovered that enterprise companies were not using the real-estate specific CRMs that they had traditionally offered. Instead, these companies were using more well-known and generalized CRM platforms, particularly Salesforce and HubSpot. This posed a clear barrier to success in their shift towards targeting enterprise customers. Additionally, their existing integration strategy, which involved manually developing server-to-server integrations or using Zapier to ship one-off integrations, was fraught with challenges around authentication, feature limitations, customer experience, and operational costs.
The Solution
In response to these challenges, Structurely began exploring other integration platform as a service (iPaaS) solutions in the market. They discovered Paragon, a platform that addressed many of their concerns. Paragon offered a simple, managed, one-click OAuth 2.0 authentication, which immediately addressed one of the more complex and repetitive challenges that Structurely had previously had to deal with for each new integration. Paragon also provided feature flexibility, allowing Structurely to build out workflows that consisted of the most common and standard actions out of the box, while also accommodating every single use case they needed. From an operational perspective, Paragon allowed Structurely to manage every deployment of a workflow in a centralized manner, saving their customer success team multiple hours every week. Additionally, the support that Structurely received from the Paragon team was another significant benefit.
Operational Impact
Quantitative Benefit
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