SMB SaaS leader Thryv has announced a collaboration with Breesy AI that’s meant to empower franchise-based local businesses with better decision-making intelligence. Together, the integration goes beyond intelligence, bringing local businesses the ability to take revenue-boosting action.
Unpacking that a bit, Breesy AI is a platform that provides an AI operating layer for businesses. Meanwhile, Thryv drives inbound business leads and customer engagement, while powering operational and marketing functions for local businesses, such as lead cultivation, CRM, and booking/scheduling.
Combine the two, and you have an AI engine and an embedded SaaS platform. By plugging into that platform, Breesy AI can ingest robust local-business inputs, which are then processed into revenue intelligence. We’re talking things like sales blockers, upsell opportunities, and underserved segments.
The goal in all the above is transparency in current operations to uncover future opportunities. Or as Thryv puts it, ‘a clear line of sight from the first marketing touchpoint to final invoice.’ This carries the notion that in order to grow revenue, you have to understand what’s currently driving (or not driving) it.
“Many businesses are struggling to keep up with how quickly generative AI tools are reshaping search engine results and resulting changes in consumer behaviors around online search,” Thryv president Grant Freeman told Localogy Insider. “With Thryv’s industry-leading software, businesses build a strong online foundation so they show up where their customers are searching, generating more quality leads. When paired with Breesy AI’s ability to connect advertising investment directly to measurable outcomes, this integration delivers the distinct advantage of turning data into action and marketing spend into predictable growth.”
From Insights to Action
Going under the hood, what does this look like in practice, and what are the specific outcomes and use cases that Breesy AI brings to the table? The key term above is revenue intelligence, and all outputs of this collaboration trace back to that central goal. To that end, a few use cases include insights into:
- Which marketing sources generate the best jobs
- How much advertising spend is funding opportunities that never become revenue
- If the existing team could handle a large increase in call volume
- Which locations convert opportunities most effectively
- How much revenue is lost from missed calls and delayed response times
- Where jobs are slipping through the cracks
One point to underscore is that these endpoints aren’t possible without the capabilities that both parties bring to the table. Thryv’s operational scale and depth of integration with each business endows access to robust operational data. And Breesy’s established AI engine can run with that data to do its thing.
The result will be previously hidden operational insights and revenue intelligence. Unearthing these insights could create enormous value. But again, it’s not just about insights but action. Thryv’s operational integration with local businesses is the key to closing the loop and achieving that action.
Lastly, this integration is purpose-built for franchise-based businesses, as noted – a market that Thryv is increasingly penetrating. One outcome of this positioning will be greater data volume to accomplish all the above. At national scope, the data inputs and revenue outputs will occur at even greater scale.
Thryv’s Joe Walsh on Taking a Measured, Practical Approach to AI for SMBs
Do More with Less
Stepping back, how does this move align with Thryv’s broader positioning and trajectory? The company, over the past few years, has made several moves to lean into AI’s escalating capabilities. This requires recognizing what AI does well – especially for local businesses – and cutting through the other hype.
So what sits in the middle of that Venn diagram between AI and SMB marketing? According to Thryv CEO Joe Walsh, it’s about empowering local businesses – both SMBs and franchises – to do more with less. That means giving them Fortune 500-like resources and saving their most valuable resource: time.
Strategically, Thryv is the right company to do this, as an existing/trusted marketing SaaS provider is a natural candidate to hold SMBs’ hands into the AI era. This builds on one of Thryv’s biggest strengths: 200K+ customers. So it’s about retaining and growing that base with smart product evolutions.
Since (and before) expressing this vision to us back in January, Thryv has walked the walk. Prior to Breesy AI, this includes a recent AI lead flow tool and specialized automation in the high-value home services vertical. Expect more from Walsh and team as they follow through on this strategic trajectory.
Header image credit: Jakub Żerdzicki on Unsplash
