Keep Calm—and Get Marketing Organization with Lately

Laurie:  Today I’m talking with Kate Bradley Chernis, the CEO of Lately, which is a new company that helps businesses to consolidate and streamline marketing activities into more of a unified step-by-step playbook. Kate, before we get into what Lately does, can you tell me a little bit about yourself and the company?

Kate:  Sure. A little background on me is I own a marketing agency. Eight years ago I was managing a Walmart campaign and the best tool that I could find to organize everything was this insanely thorough spreadsheet. I pulled in everything from analytics to budgets, and I made a calendar, added the graphics and key messaging and everything else we needed for the campaign. We were doing radio, TV, cable and social media and more. The results for the campaign were 130% ROI for three years, year-over-year. Walmart rolled the template of my spreadsheet out to all their campaign managers, which was awesome. Then I noticed that my other smaller clients, startups or non-profits or other smaller businesses than Walmart, had similar problems and we were getting the same type of success using my spreadsheet for their campaigns. Lately was born when I had the idea to automate this process.

Laurie:  So you turned the spreadsheet into a solution to streamline set up and all the tasks in the campaign?

Kate:  Exactly. It’s called Marketing Resource Management, which isn’t a sexy term, and hard to understand because its sort of a new category. Basically, it’s the idea of managing pieces, kind of like a dashboard for all of your marketing.

Laurie:  How long ago did you launch Lately and then, can you tell me about what it does?

Kate: Lately was born live to the world in Octoberjust a few months backwhich is exciting. Lately does a lot of stuff. For instance, we have marketing calendar so you can instantly see what’s going out, when it’s going out. You have visibility and can easily show your boss or clients what you’re doing. We also help you automatically organize messaging. For example, we can check messaging as you type it in to make sure it’s consistent. We know that marketers forget to use key messaging 82% of the time, so we catch this. We even create messaging for you so you can just push it out.

Laurie:  Yes, you showed me that in the demo, which is on your site. So anyone that’s interested can see the way Lately just kind of auto magically does things for you.

Kate:  Our goal is leverage all the work you do, help you do it faster, and make it easier collaborate with team members. For me, I find that organization makes me feel calmer as a person and that’s the feeling our customers get too–it’s all here, it’s super organized, now I can get my work done and feel more empowered.

Laurie:  Is Lately for marketers, agencies, small, medium, large businesswho are you targeting?

Kate:  That’s my favorite question. Short-term, its small marketing agencies or consultants similar to me, who are forgiving, because it’s a new product. So we’re learning with them, they’re our partners and we’re building the product out based on their input. Most of these folks that work with about 25 clients, which is ideal, because our long-term goal is to reach SMBs. We want Lately to become the QuickBooks for marketing. Just like QuickBooks pulled back the black curtain, on accounting so that anyone can do it, even meI’m a fiction writing majorour goal is to make it easy for anybody to do marketing.

Laurie:  Tell me a bit more about the category you’re putting Lately inMarketing Resource Managementwhat defines the category, and how does Lately differ from other offerings in it?

Kate:  You can kind of think of it like Lately is trying to do for Marketing Resource Management or MRM what Salesforce did for CRM. Currently, there are a handful of MRM competitors. Their solutions start at $25,000, and they’re made for an elite group of marketers who really know what they’re doing and have pretty high technical skills. Whereas, Lately starts at $99 and like I said, its simple and designed for self-service. That’s $99 per month per company, so you can invite as many people as you want to use it.

Laurie:  About how long does it take for non-marketers to get up and running and productive?

Kate:  It takes seconds and it is do-it-yourself. Being that we are so new, we love to give people a 15-minute demo first just to make sure we know the basics. But it literally takes seconds. I was giving a demo to a class the other day. There was a Macintosh there, which I’m bad at using that’s I use a PC, so I needed help with the Mac. A student came up and just did the demo for me because it was so easy.

Laurie:  How are you kind of getting the word out and marketing and selling this?

Kate:  We’re starting out light, looking specifically for smaller marketing agencies and consultants who want to get in on the ground floor and partner with us. So, we’re social media, we’re constantly testing our own messaging, and just doing direct sales and marketing right now. So we’re really excited to have this opportunity with you because we haven’t thrown a lot of spaghetti at the walls yet!

Laurie:  Well, the demo looks great, definitely worth a look!

Kate:  Thank you so much.

 

Act Local to Grow Global: Part 1, Entrepreneurs’ Organization

world-549425_640How can quality localization help small and medium businesses (SMBs) enter, sustain and grow their businesses internationally? I’ve been interviewing customers for this four-part blog series, sponsored by SDL, to learn more about how SMBs are using localization to improve customer experience and grow their businesses.

In each interview, we discuss the role that international markets play in these businesses’ growth strategies, and how they are using centralized language localization services help them improve engagement, sales and retention in overseas markets.

In this first interview, “Entrepreneurs’ Organization: Using Localization to Grow International Membership,” I talk with Taylor Collision, Marketing Manager at the Entrepreneurs’ Organization (EO), a global, non-profit membership organization designed exclusively to engage leading entrepreneurs helping them learn and grow. We learn why international growth is critical to their business, and discuss how EO is using localization to help expand membership in key international markets.

New Rules for Tech Vendors: How the SMB Buying Journey Is Changing

So many vendors are interested in selling to SMBs, or selling more to them—for obvious reasons! It’s an enormous market and many areas of the market are ripe for new technologies and solutions.

But over the years we’ve seen so many vendors flail—and even fail—when it comes to successfully reaching, selling and serving SMBs. And its arguably getting even more difficult to be successful as as the SMB landscape changes and more vendors compete for SMB customers.

So we put this webinar together as a  primer to on some of the key dynamics we see in the SMB market, so you can use it as a starting point to fine tune your SMB marketing strategy and tactics. During the webinar, I discuss:

  • Key SMB technology market trends
  • Insights into how the SMB customer technology journey is changing across the exploration, evaluation, selection and service phases, and their new expectations of technology vendors
  • Eight new rules for technology vendors in the SMB market

Please let me know what you think, and any additional observations that you’ve made related to this area!

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.

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 lisa.lincoln70@smb-gr.com.

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 lisa.lincoln70@smb-gr.com.

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

Slide1

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 lisa.lincoln70@smb-gr.com.