Black Rifle Coffee Company is a Utah-based coffee franchise launched in 2014 by U.S. Green Beret Evan Hafer. Hafer made a commitment to hire others who served, and today half of his workforce is made up of military veterans.
The company brews and distributes coffee throughout its brick-and-mortar locations and their products can also be found in supermarkets across the country. Black Rifle operates an online subscription-based service that is direct to-consumer, with subscribers numbering in the hundreds of thousands.
Black Rifle wanted to maximize their marketing engagement by creating a data driven marketing engine. They ran into issues previously using tools like Hubspot and Sakari. Hubspot’s API limit was proving to be a real hindrance to operations and ZenDesk failed to meet the company’s scaling requirements. In order to build next-gen marketing solutions, Black Rifle partnered with A360 and chose the Salesforce platform to fuel their growth engine. Black Rifle and A360’s partnership drove:
By entering the Salesforce ecosystem, the company is now able to automate marketing and sales workflows. With Salesforce’s predictive intelligence capabilities, the company can determine recommended next-step actions to tailor the customer experience. Black Rifle’s operations were improved in various ways: