Infusionsoft Spotlight, Part Two: Bite-Size Marketing Campaigns for Small Businesses

This is the second post in a two-part series featuring my conversation with Terry Hicks, Chief Operating Officer at Infusionsoft. We chatted at ICON17, Infusionsoft’s annual user conference. In this post, we talk about Infusionsoft Propel, Infusionsoft’s new solution, which allows small businesses to set up bite-size automated marketing campaigns in just a few minutes. In the first post, we discuss Infusionsoft’s vision to help small businesses win and keep new customers with its customer engagement and marketing solution, and new capabilities that Infusionsoft is adding to it’s core product.

Laurie:  Tell me about Infusionsoft Propel, the new solution that is in alpha or beta now. It sounds like it’s for people who need even more of a marketing shortcut.

Terry:  The background is that with our core products there have always been two parts that customers had to learn. First, they had to decide whether they were trying to follow-up or get repeat engagement from their customers. So, they need a marketing strategy or marketing campaign concept first, and implement it and in our core product. We refer to our core Infusionsoft product as our builder series, because the customers that use it want to build this, and they want customization.

But there are many other small businesses that want an easier starting place, they are willing to stand on the shoulders of others. They don’t want to be the builder, they want to deliver the campaign and see results. They’d like to see results in about three seconds after the campaign is launched.

So, we’ve tried to do a couple of things with Infusionsoft Propel. Number one, build a very simple experience to get yourself set up. Of course you have to say who you are and what your website is, all things that small businesses already know about themselves. No trick questions! Then, we incorporate their branding to customize them for who you are and what product you’re selling. But then you just decide what part of your business are you trying to improve. Are you trying to get new customers, trying to get repeat customers, or trying to get referrals? As soon as they decide on that goal, in just a few clicks, they can launch a campaign to achieve that goal. With really good, base language that can be tweaked, really professionally designed landing pages, emails or whatever components are part of the campaign.  And within 3-5 minutes, it’s on its way.

Laurie:  Which is great, not only because they don’t have to spend a lot of time learning how to use software but they can do it in little bite-sized pieces and as they see the outcomes and they get the results, they can build on that.

Terry:  Right. And when I say they are standing on the shoulders of experts who have done this before, who have thought through these details, those are the experts in our partner ecosystem where most of the campaigns are going to come from. Some have industry specializations, some are really good at getting referrals and recommendations. The small business owner can have the confidence that these have been tested in the marketplace. These campaigns are from the folks whose campaigns and wisdom has been tested.

Laurie:  Tried and true. And if they want to keep going, they can find a great partner to help them.

Terry:  Exactly. It’s a great opportunity for partners because they are always looking for ways to leverage their expertise. Also, sometimes our partners get a little bit anxious about customers that want to tweak campaigns, which may have the effect of making the campaign less effective than their partner imagined. One benefit to our partners is they can reach more customers and spread their knowledge a little bit more broadly, get more clients as a result. Another benefit is that they can put some guard rails on the customer so that customer ultimately gets to success.

Laurie:  I’ve been seeing for years now that the cloud and the SaaS model have really taken the technical barriers off of the small business back to use a solution but nothing is really taken off that lack of business process expertise off their backs. It looks like maybe this is going to be a start, which is kind of cool.

Terry:  Remember we talked about multiple follow ups produce better results, so they are going to get initial nudge and then follow-up with them again. Or if I leave a voice mail, I’ll get a little suggestion on things to highlight in the voice mail. All of it is gently guiding the small business owners so that they don’t forget to do these things. And you know, they know it’s the right thing to do, but people get busy so this helps them get to get to succeed.

Laurie:  When will Infusionsoft Propel be available for general release?

Terry:  We have limited availability right now, a few hundred customers. Folks are signing on here at ICON and they’ll be getting their invitations back and coming online. Probably general release will be by the end of June. It may happen sooner than that. We are testing to make sure we the right strategies in, and enough strategies so we have good product out of the gate. Also, there are always ways to perfect the on boarding experience, so that customers get launched, see the outcomes they want, and then are happily referring Propel to other businesses that could really benefit from it.

Laurie: It sounds like you’re going to start with freemium model?

Terry:  It’s a freemium model and there’ll be a couple different ways that folks will move from free to paid. It’ll be a fantastic freemium model with contact records built-in so you can see the history, that’s a basic piece of functionality that most small businesses need. There will be some prepackaged free campaigns, a couple of other transactional forms, and follow-up sequences that come out of the campaigns. Some customers will need more functionality, like grater sales pipe line management. So that would be a move from free to paid. There will be some campaigns as we progress with partners that will be for fee and over time, there will be add-ons like payments and the payment processing at an incremental cost.

Laurie:  They can get their feet wet and kick the tires for free.

Terry:  Yes. We are really hoping that the freemium model will get them small benefits they’ll see quickly, and then they’ll consume more strategies and the functionality they need that makes it right for their business.

Laurie:  Terry, this has been great. Thank you so much!

This post was sponsored by Infusionsoft.