Sanjeev Aggarwal's Blog

April 9, 2015

Infusionsoft ICON15: Inspiration and Automation for Small Business Marketing

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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