Automation and Insight: Intacct’s Focus for Dreamforce 2015

This video interview was recorded on September 16, 2015, and originally posted on SMB Group Spotlight.

Laurie: Today I have the opportunity to talk to Rob Reid who is CEO of Intacct, which is a cloud-based financial management solutions company. We’re here at Dreamforce 2015 for this SMB Spotlight. Rob, I’m delighted to be speaking with you.

Rob: It’s a real pleasure. It’s always good to see you.

Laurie: Thanks and likewise! Before we kind of get into some of the specifics of what Intacct is focusing on at Dreamforce, can you provide a quick review about Intacct–who you are and what you do?

Rob:  Sure. At Intacct we deliver ERP solutions for midmarket firms. We focus on being best in class and complementing other best in class applications like Salesforce. So connecting the front office and back office seamlessly is one of the things that we really focus on at Intacct . We’re doing that for midmarket firms that are typically going through a lot of growth that want to automate their processes so they can invest in their mission. You know, so maybe they can hire more engineers, or if they’re a not for profit going on out and really helping the world. We help them eliminate some of the costs of running the business so that they can go and attempt the big things.

Laurie: Yes, helping midmarket companies to automate a lot of backend processes. So how did you arrive at this focus?

Rob: So you know the industry has pretty much segmented for while when we got into the market several years ago. There were solutions initially for enterprise corporations, such as Oracle and SAP. And because there are millions of very small businesses in the United States and across the world, businesses like Intuit went after that arena. And requirements are significantly different between what a large enterprise needs and what an owner/operator needs. But in the middle market, in the past, it was pretty much Microsoft and Sage with offerings there to help those organizations grow and to try to become larger companies. And unfortunately, Microsoft and Sage didn’t migrate to the cloud too quickly. The cloud changes the economic model, it’s a more cost-effective, easy to use type of environment, and enables much better reporting than ever before. So organizations like Intacct went on in to that sector to take advantage of cloud, and it’s been working great for us. We’ve been achieving 40% growth for the last four to five years. We now have 9,000 customers in locations all over the world in every continent other than the Arctic, and it’s just working for these organizations.

Laurie: Here at Dreamforce, you have some announcements or focal points that you’re highlighting here at Dreamforce. Could you talk about that?

Rob: I’d be glad to. At Dreamforce we’re showing Intacct Subscription Billing capability, which allows you to automate the subscription billing practices that you have. So many different industries are moving to subscription billing, they need an adaptive way to do the monthly billing and then connect that from a revenue recognition perspective. So we offer Intacct Subscription Billing, on top of the Salesforce1 platform. It’s totally integrated in with Salesforce, so there’s a seamless flow from the front office into the back office, so you’re accurately billing your customers. In turn, customers are happier, and will pay the bill faster. We’ve tied the revenue recognition requirements in and automated the whole overall process.

Laurie:  You’re absolutely right, even products now are on subscriptions, like on Amazon I have certain things set up for subscription, like vitamins, because I know that I’m going to need them every so often. I think that subscription capability is going to be key for a lot of companies.

Rob:  I’m glad you brought that up about getting your vitamins and other consumer things, but I want to clarify that our subscription billing solution is really focused on B2B type organizations. There are solutions from our partners that do a great job for the B2C area.

Laurie: So you integrate with partner solutions to handle the subscription billing in a B2C environment. Ok, what else is Intacct focusing on here?

Rob: In addition to automation to help organizations take out costs, they need to know exactly what’s going on with regard to revenue and their overall performance. They need to get information to the management team and all the employees about what’s going on in real time. They need empirical data to make both strategic and tactical decisions. If they can see what’s happening, they can spot opportunities and go after them. Or if all of a sudden there’s a new issue starting to bubble, you’ll see it and you can hone in on it. So we have delivered the Intacct Visual Board Book to give organizations the ability to see not just gap performance measures, but the operational measures that go on all the time. In today’s world, many times the operational measures are more important than the gap measures.

Laurie: If you can see where you’ve got either an opportunity or an issue and fix that or address it right away it’s gonna make a big difference.

Rob: Yes, and since we’re here at Dreamforce, there are a lot software companies here, and the change in monthly recurring revenue is actually the most comprehensive way to look at a software company’s health. Looking at revenue from the past, you’re always looking at things in the rearview mirror. When you’re seeing changes in real-time, you know exactly what’s happening. For instance, one of the challenges for most subscription-based software companies is the cost of customer acquisition. Well at Intacct, we’re providing you that information in real-time. Our Visual Board Book it’s keeping track of cash, it’s keeping track of what your customer lifetime value is, all that’s automated and provided visually. Everything is data-driven so that you make the right decisions. So as important as it is to have a financial management system to automate your processes, I think it’s even more important to be able to have the empirical data to make the right decisions.

Laurie: Right, have the insights and get everybody on the same page instead of everybody having a different opinion about what to do.

Rob: You know, you and I have known each other for a long period of time. I’ve been in Fortune 500 companies and I’ve never had more information to make the right decisions than I have right now at Intacct. We use Salesforce, we use Intacct, we use Marketo, we have about 30 different cloud solutions that we’ve integrated in together. We’ve got dashboards on everything and know what’s going on in the real-time.

Laurie: So these capabilities help you grow a business and sustain a business.

Rob: Yes, and that draws us back to that midmarket. According to The Economist, 89% of all the jobs created in our economy since the Great Recession are in the midmarket. The midmarket is driving our economy today. In fact, enterprise level new jobs have gone down 10% since the Great Recession. So we’re helping growth-oriented midmarket organizations take it to the next level. It’s just really an exciting time.

Laurie: We have known each other a long time Rob, and I know you have a lot of experience in business, and you were also honored with the Glassdoor CEO of the Year award last year. I’m looking forward to Part 2 of this interview, where we’ll talk about your management tips for midmarket businesses over and above automation and analytics.

Reduce Effort and Boost Confidence: Infusionsoft’s Goals to Help Small Businesses Improve Sales and Marketing

This video interview was recorded on September 16, 2015, and originally posted on SMB Group Spotlight.

Laurie: Today I have the pleasure of talking to Terry Hicks. I’m used to talking to Terry when he was at Intuit, but today he’s here in his new role as Chief Product Officer at InfusionSoft, which provides cloud-based sales and marketing automation solutions for true small businesses. I’m really happy to be talking to you today, Terry, and would like to hear what you’ll be doing in your new role. But before we get into this, you were at QuickBooks fifteen years or so. I’m really curious, you had a really successful role there, so what brought you to InfusionSoft? What inspired the change?

Terry: Well, I think one of the things that inspired me coming to InfusionSoft was really the passion for small businesses. Over my fifteen years at Intuit, I got a lot of personal energy, and felt like I was doing something good in the world, but I decided that it was time to take on a new challenge. Intuit’s a great company, I’ve learned a lot, but I just decided personally I wanted to take on a new challenge. I was very open-minded in what I was looking for, but the things that I wanted was a great group of people, who I really enjoy and trust and feel like I’d want to be in the trenches working with them every day. And an interesting problem to solve, where there is a big opportunity to make a difference. It could have been small business or some other space, but when I met the InfusionSoft team, I really connected deeply both with who they are, and the mission that they’re on. So once that happened, I just said, “Hey, this is the next right place for me.”

Laurie: That’s great. Tell us a bit about your role at InfusionSoft, and what you’ll be doing.

Terry:  InfusionSoft has an all-in-one sales and marketing software for small businesses and I’m the Chief Product Officer. What’s included in my role is the product management team and the design team, and also the payments business and the marketplace. So we’re looking at how we revolutionize all-in-one sales and marketing software for small businesses to make it much more appropriate from an experience standpoint, from a basic use standpoint, and solve these problems in a new and modern way.

Laurie: InfusionSoft already has over 30,000 small business customers, there are millions of small businesses out there, so is the challenge how do we get to that next level of growth?

Terry:  Exactly. A lot of what we are solving for is multi-system chaos. A lot of small businesses start using many, many tools to try to solve a problem. The may say, let me try this tool or let me try that tool, before really slowing down and starting to think about, what am I trying to accomplish in my business? So a big opportunity for us is to translate the years and years of expertise that InfusionSoft has to what we call the small business success method or life cycle marketing. We can translate that into both the product experience as well translate that knowledge and grow that knowledge through our ecosystem of experts. These expert partners help small businesses get started, and guide them to success with different strategies. That, I think that’s the big opportunity. It’s move more to, what are you trying to accomplish into the process from the start. As we build that into the experience of the product, it means less work for small businesses to achieve success.

Laurie: So if there’s one message you’re really hearing over and over and over again from the customers you see, like to really do this for me, what would that be?

Terry: Customers really connect with the potential benefits of InfusionSoft–such as I’m trying to grow to sales, I’m trying to get organized.

Laurie: Number one in our studies: Grow my business.

Terry: That’s right. And also saving time because small businesses are time starved, they wear all of those hats. So the number one thing is, I love all of those benefits, help me achieve them with less effort, with more confidence. Help me connect to the actions that I should take in my business to achieve those outcomes. So that really what we’re trying to do.

Laurie:  Make that roadmap more straightforward Okay. So what are the biggest challenges to do this. As we all know, software, whether it’s in the cloud or on premise, it can automate things for you, it can take care of things for you, but you still have to spend time getting things set up and configured for your business. So how do you overcome those challenges of really making that more drop-dead easy to use.

Terry:  Well, the number one challenge is when you have an existing base of customers, they’re comfortable with the way things work. And so, as you start to change, even though the benefit is very attractive, it is still reflected as change.

Laurie:  You’re talking about your existing installed base customers?

Terry:  Yes, that’s something we’re going to be very mindful of. The other thing is how do you build confidence? When the experience changes from building something from scratch to selecting from recommendations that are either tailor-made to look like you with your words, or maybe changing the activity a little bit, how do you build confidence that that’s the right thing for your business?. So whether it’s bringing the expertise of other experts into the experience, whether it’s providing reviews and ratings and performance metrics around it, that will be a big challenge because small businesses are skeptical. They don’t want to waste time or money on solutions that don’t work and could actually hurt their business more than help. So building that confidence is a big challenge.

Laurie:  I think we’ve all been there, no matter what size business, of trying things and it ends up to be such a time-sink and then you’re like, “This thing doesn’t work for me anyway.” So what are some ways you might address that challenge? I think a lot of small business owners have been burned already. They spend a lot of time if not money as well, but time is so key and it was just like, “This was just a big waste of time.” How will you circumvent that?

Terry:  Well, fortunately there are many patterns that exist in design that are successful. So just like our customers, we don’t need to reinvent all of those wheels ourselves. We can adopt many of the best practices that are out there in terms of getting started. Another big advantage though, that’s unique to InfusionSoft, is we have a large network of experts who help small businesses every day. Some of those experts actually work at InfusionSoft. So it’s really bringing those people and those personalities into the experience so for the customers who are more self-directed and inclined to analyze the recommendations and adopt them–they’ll be fine. But for the many who have a question mark of “Is this right for my business?” they’ll have more access to experts from the ecosystem of folks who already support InfusionSoft customers, as well as some of the key members of the InfusionSoft team that can help them get over that problem.

Laurie: So you can personalize it to your style and your preferences.  That’s great.

Well Terry, it was so great to see you again and congratulations on your new role. I’ll be looking forward to InfusionCon next March to see how everything’s going and catch up with some of the new things that you’re doing then.

Terry:  I really look forward to catching up with you. I’m sure we’ll have made a lot of progress by then and I’d love to share it all.

Are You Keeping Pace With Your SMB Customers?

The good news for tech vendors: SMBs are bullish on their own growth, and on using technology to help achieve that growth. The bad news: tech vendors may not be doing a good enough job helping SMBs understand, evaluate and buy the tech solutions that will best help their businesses.

SMB Group recently completed our 2015 SMB Routes to Market Study, which provides an in-depth look at U.S. SMB (small businesses: 1-99 employees, medium business: 100-999 employees) technology adoption, the decision-making process, and the buying cycle. Among the findings, we learned that “figuring out how different technology solutions can help my business” is the number one technology challenge for small businesses, and the number three challenge for medium businesses.

Figure 1: Top Three Technology Challenges for SMBs


SMBs need tech vendors to provide them with a more informative, consistent purchasing experience to help them punch through the confusions knothole. Though the priority rankings differ a bit between small and medium businesses, the top two asks for both small and medium businesses are for vendors to provide a consistent experience across online, mobile, offline and other channels and to more clearly articulate how the solution helps improve specific business goals. Number three for small businesses is the desire fro better real-time online chat/phone support to answer questions, while for medium businesses, its help in connecting with reference customers with similar needs.

Figure 2: Top Ways Tech Vendors Can Improve the SMB Purchasing Experience


The “SMB market” has always been a tough nut to crack as it actually comprises many different diverse markets. In addition to standard employee size and industry segmentation, SMBs vary widely in terms of business maturity, attitudes about technology, and a host of other variables. Furthermore, it’s a very volatile market: about 50% of new businesses fail within the first five years.

Today, these age-old challenges are compounded by the fact that the digital, social and mobile revolution raising SMB buyers’ expectations of tech vendors’ across solutions, marketing, sales add service.

As competition for SMB mindshare and market share continues to rise, tech vendors will need to work smarter to earn SMB dollars. Vendors need to do a better job of understanding the intricacies of the SMB market so that they can personalize content to nurture buyers along the their journey, providing them with an informative, helpful and consistent purchasing and service experience across channels.

Please contact Lisa Lincoln at (508) 734-5658 or for more information about the 2015 SMB Routes to Market Study (including a Table of Contents), or to order.


Infusionsoft ICON15: Inspiration and Automation for Small Business Marketing

This video interview was originally posted on SMB Group Spotlight.

Laurie: Hi, this is Laurie McCabe and I’m here today for SMB’s Spotlight with Greg Head, who is the Chief Marketing Officer at Infusionsoft. We’re at the ICON 2015 event, which is Infusionsoft’s annual user conference. It’s been a blast so far and I’d like to learn more about it, but Greg, could you start just by telling us a little bit about what Infusionsoft, and about the company in general?
Greg: Well, Infusionsoft is the leading sales and marketing software for small businesses and the company has been around for just over 12 years. It started as a small business that turned into a startup that turned into a growth company. And now it’s one of the largest software companies, with 30,000 small business customers. We serve exclusively small businesses and we have over 600 employees and thousands of partners.
Laurie: And located here in the Phoenix area?
Greg: Yes, located here in Phoenix where we started.
Laurie: Okay, and just to clarify when you say small business–because we know as analysts when people say small business they could mean a thousand different things–what’s small business for Infusionsoft?
Greg: Well, we serve small businesses that have up and running businesses. That are full time and have employees and are still owner operated, which means most of our customers have 25 employees and of that most have fewer than 10. That’s where most small businesses reside, but there’s the mid-market of hundreds employees and on up that we are not involved with at all.
Laurie: Okay, that’s good clarification. So tell us about ICON. This is the third year I’ve been here so I’m very familiar, that it’s a great event, but who is it for? What are the goals for the event?
Greg: ICON is our annual conference for users and partners, and now other small businesses that want to join in on all the learning and keynote speakers and so forth. So it’s here at the Phoenix Convention Center, we outgrew the conference room and then hotel rooms and the largest hotel in Phoenix. It’s kind of a movement that’s been happening and now there are over 3500 people here this week. Here exclusively to talk about small business growth, small business sales and marketing, some on how to use Infusionsoft better, that’s definitely part of it. You can be here for three days and attend very valuable sessions and keynotes on these topics.
Laurie: Yes, we will post a link to where people can get more information about the sessions.
Greg: Excellent.
Laurie: So, can you tell me a little bit more about the Infusionsoft solution, what does it do for small businesses? Why do they use it? What benefits do they get out of it?
Greg: Yeah, the main thing, is that our solution is the small business CRM, the contact management, the customer database, and the marketing capabilities from web forms, to emails, and all the automation needed make things go–because small business owners need to make things go.
Laurie: Right.
Greg: And ecommerce to transact online, it’s all in one system. So we help small businesses that are growing and have customers, leads in their funnel coming off the website and Facebook, the new digital funnel has exploded.
Laurie: Right. Exactly.
Greg: Most small businesses have a dozen different tools to capture leads over here and to sell something online over here. So Infusionsoft is the one system that can organize all of that.
Laurie: And to automate it.
Greg: Yeah, once you are organized you can actually automate. You can set it up to start doing things for you that we used to have to do manually.
Laurie: Right.
Greg: And that’s driving a lot of small businesses crazy.
Laurie: Yes, because you can’t keep up with the follow up and the other things that you need to do on that one off basis in a small company. Well, even in a large company it just doesn’t scale. So if you don’t automate it…
Greg: Yeah, but big companies, for instance, at Infusionsoft, we have IT resources, technology, and money to throw at it. Small businesses need one system that’s going to run and help to do that.
Laurie: Yes, absolutely, and I think that as a small business, that you got to have the inspiration, the perspiration, but then you need automation because if you don’t have that you know that perspiration factor just shoots right up.
Greg: Yeah, that’s right.
Laurie: And you’re killing yourself before long with that. And that gets on to my next question, which is for many small businesses, unless they are sales and marketing coaches, or something like that, sales and marketing is an intimidating thing. Putting yourself out there, fear of rejection and everything else. So when you counsel people about some of the basics, things they should look at when you’re thinking, “Okay how do I take sales and marketing in my company to the next level? Or I realize that my revenues are flat, or my revenues are declining, so I’ve got to do something. Where is the right place to start?” How should they think about tactics, strategy, that kind of thing?
Greg: Well, most small business owners don’t think about it separately, it’s part of what they do, and they’re in the firefight. So the first thing is when we help them, it’s a function of where they are in the stage of their business. Maybe they’ve just quit their job, and now they have the business up and running, and getting sales going for the first time. Or maybe they have some revenues and they’re trying to grow figure out tactics to make it work, and 10 or 20 employees, you’ve got different types of issues there. But primarily small businesses jump right into the tactics to go get people to talk to, to sell or convert online. So they run right into the tactical mode, and that’s where all the beginning is. They have a hard time taking a step back and looking how to optimize all that.
Laurie: Their real objectives are how they are going to measure the improvement?
Greg: Yeah, again they get a little stuck because they are peddling so fast, and they don’t look at the biggest thing underneath of all of that is distinguishing the right market for their products and services. At first everybody goes out and tries to sell to everybody but after a while, you have to start narrowing it down, to the ones who are your best customers and prospects.
Laurie: So I know you have a lot of tools to help people use the Infusionsoft solution, do you also have services to help them figure out those bigger picture things?
Greg: Yeah, well small businesses need help and between our partners and us we help them get Infusionsoft set up and get the system running and helping in their business, and we’re also advising them tactically where they should be spending time to plug the hole. Our partners do consulting as well to help small businesses figure out their marketing strategy. At ICON, over half of the speaking sessions are not about the tactical, day-to-day tactics. We are also trying to help them with ways to think about the business, and how to get through the next hurdle in the business. While businesses get to a once place, then it’s a struggle to get to the next level.
Laurie: Yeah, getting stuck and then unstuck.
Greg: So getting unstuck is a major part of what people get from coming to Infusionsoft, for a few days seeing some other possibilities and getting some tactical help to help bridge some of those gaps.
Laurie: Yeah, I like because we all get stuck in our own ruts. S one last question for you really. For you, what are the most exciting highlights here at ICON?
Greg: Well it’s a big deal for us when we get to be with all of the people that we serve. That’s why we’re here, and we get to hear all the small business stories about the stuck and unstuck. We appreciate that and all the challenges small businesses face. Some of our customers get on stage and tell their stories, and that’s a big part of what we do here. We’re continuing to grow, this is a major movement. And we’re announcing new capabilities in our product and the Infusionsoft payments to make getting paid easier and simpler, and more.
Laurie: Right, so once customers are ready to buy, you can easily process the payment.
Greg: Well, big companies, other departments handle the function of getting paid.
Laurie: We all want to get paid, right? I think that should be a good program, and you also introduced some new things to help them get started more quickly?
Greg: Yeah, there are new resources, we keep improving the resources we have for small business owners, starting with Infusionsoft get started and learn more about the concept that they may or may not know. So that’s part of our help center, and our kick-start services that we offer. And we are always making the software easier because we know small businesses have a passion, and they don’t want to spend all day reading manuals and learning to use something. You know most small business owners are focused on something else. So we try to make it easier to focus on the things that they do, and to get back the time and passion and growth in their lives. Families all that stuff that they thought they’re going to get more of, but didn’t really work out that way, so that’s why we’re here.
Laurie: This has been a great synopsis of Infusionsoft and ICON. Thanks Greg, so much.
Greg: Thank you very much.

See ICON15 event highlights here


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Vendor Strategies to Help SMBs Capitalize on Marketing Automation

This is the sixth and final post in a blog series discussing key marketing automation trends for SMBs. This series is excerpted from SMB Group’s December 2014 report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Themwhich provides detailed information and insights to help SMBs capitalize on these trends.

One of the best things about shopping for a marketing automation solution is that the vendors drink their own Kool-Aid! In other words, they provide a wealth of free resources to help SMBs learn more about marketing automation and their individual solutions (Figures 1a and 1b)). These include everything from papers and ebooks to webinars, live events and conferences. Even if a vendor’s solution is not the best one for your company, you’ll probably find some very valuable information among its resources that will help you make a more educated decision.

However, as part of the solution selection process, you should also consider the types of tools and services vendors offer to help SMBs get more continuous value from marketing automation. Evaluate the scope and types of tools, services and support programs that will help you get the most from the platform, and consider whether they will help you use the solution more effectively not only in the near term but also in the future as your needs evolve.

Figures 1a and 1b: Vendor Pre-Sale Education and Solution Enablement Programs

Slide1 Slide2

Each company discussed in this series offers a solid approach and a valuable solution. But, these vendors have designed their solutions for different types of SMB requirements; there is no one-size-fits-all solution. Consequently, it’s critical to thoroughly research these and other solutions to determine which will be best suited to your business. Develop a short list that includes solutions offering the capabilities and services you need as well as integration with other solutions your business requires.

Fortunately,  marketing automation vendors tend to be very generous in providing resources and information about how SMBs can effectively use and get value from marketing automation in general, as well as about individual solutions. If possible, attend a webinar or even an on-site event where you can ask questions.

Many vendors also offer free trials. Try to test-drive at least a couple of different solutions to get a better idea of the options as well as which type of solution will work well for your business. Finally, ask for references from customers that are similar to your business and personally talk to them to find out about their experiences in deploying, using and getting value from the solution. Because vendors will almost certainly provide you with happy customers for references, ask what they specifically like and don’t like about the solution, and find out what lessons they learned after using it. Even happy customers are usually honest about the drawbacks they’ve encountered.

By taking time up front to research how well different marketing automation solutions align with your company’s marketing objectives, resources and constraints, you can help ensure a smoother deployment and choose a solution that will enable you to adapt to new marketing challenges and opportunities.

For more information about the full report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Them, please contact Lisa Lincoln, Director, Client Services & Business Development: 508.734.5658 or

Choosing a Marketing Automation Solution That Works for Your Business: Vendor Solutions and Pricing

This is the fifth post in a blog series discussing key marketing automation trends for SMBs. This series is excerpted from SMB Group’s December 2014 report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Themwhich provides detailed information and insights to help SMBs capitalize on these trends.

SMB decision makers must determine how well any given marketing automation solution maps to the company’s needs and constraints. Different vendors provide different marketing automation capabilities, and of course pricing varies too (Figure 1). This is actually is a plus because no one approach or set of features is right for every company.

Some vendors focus on providing very in-depth marketing automation capabilities, while others combine marketing with CRM in a pre-integrated suite. In the case of NetSuite, integration extends further, including financials and inventory. In addition, some vendors require you to build your website on their platform, while others don’t. So in addition to determining if a particular solution provides the right features, you also must figure out what existing tools you’re willing to displace.

Figures 1a and 1b: Vendor Positioning, Capabilities and Pricing

Slide1 Slide2

Source: SMB Group, 2014

In addition to determining whether a solution has the functionality to suit your business needs, some key areas to consider when looking at different solutions include:

  • Internal marketing resources and skills: If you’re a smaller company without dedicated marketing resources, you’ll need a different type of solution compared to companies with a dedicated marketer or staff. As indicated in Figure 1, vendors often specify whether their solutions are geared toward dedicated marketers or not.
  • Do-it-yourself vs. do-it-for-me: Who in the organization will be using the solution? How much time and motivation and how many skills will they have to learn in order to use the solution effectively? This is particularly important to evaluate in small businesses, where the owner may be responsible for marketing in addition to wearing many other hats. What can you invest in training? Ask for references from customers that are similar to you. Find out from them how much training and time are needed to get up and running and productive with the solution. In addition, ask them how much time it takes each week to get the types of results you need.
  • Cost and commitment: SMBs upgrading from a simple email marketing solution need to prepare for a bit of sticker shock. Pricing for the vendors we cover in this report varies widely but typically runs from about $200 to $1,000 per month for “pure play” marketing automation vendors. Meanwhile, vendors that bundle marketing automation into an integrated CRM (e.g., SugarCRM) or full business solution suite (e.g., NetSuite) charge per-user fees. In addition to price, consider whether a vendor offers annual, monthly and/or yearly contracts, and determine your willingness to lock in to a short- or longer-term commitment.
  • Integration: The need to integrate different marketing and sales activities in order to gain a unified view of customers and prospects is a key driver for marketing automation. In addition to integrated marketing functionality, what sales force automation (SFA) and other CRM tools will you need to integrate marketing with? Pure-play marketing automation vendors such as Act-On integrate with multiple CRM solutions. Meanwhile, vendors such as Infusionsoft, HubSpot and SugarCRM provide pre-integration across marketing and CRM. NetSuite takes it a step further and integrates marketing and CRM with financials. Look at what other solutions you use today to help determine which approach will work best.
  • Content: Content truly is king. Marketing automation without compelling content is like a car without gas. Content is what leads the buyer through the sales funnel. Think about the internal creative resources you have to create content as well as what other resources you’ll need in order to feed the funnel. Although you can’t really automate content creation, you can streamline it. Some vendors offer education and even services to help you more easily create, reuse and repurpose content. Many buyers overlook this requirement and end up with marketing automation implementation that ultimately fails due to lack of content.

For more information about the full report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Them, please contact Lisa Lincoln, Director, Client Services & Business Development: 508.734.5658 or

Top Marketing Trends for SMBs: Vendor Views

This is the fourth post in a blog series discussing key marketing automation trends for SMBs. This series is excerpted from SMB Group’s December 2014 report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Themwhich provides detailed information and insights to help SMBs capitalize on these trends.

Although the vendors we covered in our report aim their marketing automation solutions at different slices of the SMB market, they agree on many of the top trends. For example, many identified cloud as a major trend. However, cloud deployments are already in the mainstream in this application area. Therefore, we won’t dwell on them—except to say that cloud computing has enabled and will continue to enable more SMBs to adopt technology solutions in general and marketing automation solutions specifically.

Another trend that several vendors identified is automation. As the term “marketing automation” clearly implies, SMBs must automate tasks in order to scale their marketing campaigns and reach more prospects and customers, and to provide them with the right information at the right time in their buying journey.

Moving beyond cloud and automation as fairly obvious trends, vendors also agree about many of the top marketing trends that SMBs must capitalize on, although they describe these trends differently (Figure 1). These trends include:

  • Mobile: Buyers are doing more research, shopping and buying on mobile devices. Therefore, SMBs must optimize the buying journey for their customers on these devices. At a basic level, this means, for instance, that email campaigns and websites need to be automatically rendered and optimized for devices ranging from laptops to smartphones. But SMBs also must address more areas. For instance, should an SMB develop mobile apps and mobile websites or use text messaging to connect with customers—or all of the above?
  • Social: Social media has quickly become the equivalent of digital word of mouth. SMBs need solutions that help them to actively observe, participate in and track the social networks that their prospects and customers use in order to engage and nurture relationships and build customer advocacy.
  • Content: Content feeds all marketing initiatives, and valuable, engaging and educational content is critical to establishing and sustaining customer relationships. But creating good content is often difficult and time-consuming. SMBs must be able to produce, distribute and repackage content more effectively so they can get more value from it.
  • Omnichannel: The buyer journey is evolving rapidly and is likely to include many more digital and traditional touch points. SMBs need to not only create and maintain a consistent look and feel across different channels, but also get an integrated view of customer behavior.

Figure 1: Vendor Views on Top Marketing Trends for SMBs


Source: SMB Group, 2014

While these trends are clear, many SMBs struggle to overcome issues that prevent them from taking a more streamlined, integrated approach. Some of the most prominent obstacles that stand in their way include:

  • Scarce marketing expertise and bandwidth: In small companies, employees wear many hats. Part-time marketers may lack confidence in their ability to get full value from a marketing automation solution. Meanwhile, though larger SMBs have a dedicated marketer or team, these resources are usually time-constrained. Carving out time to investigate, evaluate, deploy and become productive with a new solution is difficult.
  • Lack of budget: SMBs want transparent, affordable pricing. Many have been burned in the past with solutions that didn’t provide expected value. As a result, they fear hidden costs and are reluctant to make long-term financial commitments before knowing a solution will work well for them.
  • Poor alignment between sales and marketing on objectives and measurements: Aligning marketing and sales objectives and measurements is critical, but when sales and marketing use disconnected solutions, too much information falls through the cracks and/or gets lost in translation.
  • Lack of digital and technical skills to get full value from the solution: Although cloud-based marketing solutions remove the technical burdens of solution deployment and management, some require HTML expertise and/or integration with CRM, sales, accounting and other applications.

For more information about the full report, SMB Group Perspectives Report: Top Trends in Marketing Automation and How Vendors Are Helping SMBs to Capitalize on Them, please contact Lisa Lincoln, Director, Client Services & Business Development: 508.734.5658 or 


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