Small business owners often have trouble piecing it all together. From daily marketing efforts to sales, there’s often a lot of disjointedness in terms of seeing how everything works together as part of a business strategy.
To refer to the E-Myth book by Michael Gerber, most of us are too busy working in our businesses to work on them. We simply don’t know how to get the eagle eye view of our business from a strategy standpoint, and to plan where we want to take the business in the future.
Infusionsoft gets that.
The all-in-one sales and marketing platform recognizes that small businesses often don’t have the resources to integrate processes to show them how they connect. And that means, for most, missed opportunity. CEO and Co-founder, Clate Mask, says:
“If you’re a one-man shop, you have different needs and challenges than a business with 25 employees. And you have widely different needs and challenges than a 100-person or 500-person company.”
Clate says that many small businesses attempt to improve their sales and marketing processes by piecing together a variety of point solutions, but that doesn’t fix the disjointedness. Unlike big businesses, he says, small businesses don’t have the internal IT resources it takes to integrate all these points solutions, so their sales and marketing processes are never fully connected, leading to lost sales and wasted time.
Filling a Niche
Customer Relationship Management software is beginning to connect the dots for small businesses, and it’s rapidly evolving. CRM has changed from being, as Director of Product Marketing, Rebecca Sprynczynatyk, says:
“A static repository of customer data into a key source of business intelligence and customer insight.”
It’s that intelligence that helps business owners get the big picture.
With Infusionsoft’s platform, for example, a customer can capture data about leads and customers, including where the lead came from, how long they spent on the company’s website, what they’re doing on social media and how they make purchases. Sales, too, are tracked, providing valuable data for small businesses.
What does this data mean for small biz? It provides ample information about what’s working and what’s not, which helps a business better target its efforts and find more opportunities for growth. Says Sprynczynatyk:
“Having all of this data in one place gives businesses the ability to see [a] 360-view of individual customers, which can be used for advanced segmentation and targeted marketing.”
How Infusionsoft Connects to Small Business
Infusionsoft’s primary focus is on the small biz customer. In fact, the company has more than 9,800 small business clients representing 35,000 users in 62 countries. But simply providing CRM solutions isn’t all the brand does to connect.
Each year, the company hosts InfusionCon in Phoenix, where 1,500 small business owners meet for three days to get valuable tips and tools from the likes of Gary Vaynerchuk, Chris Brogan and Pam Slim.
Infusionsoft recently launched its Marketplace, which connects business owners to apps, consultants and other businesses that can help them grow. And its acquisition of CustomerHub — a membership site creator — in the fall of 2011, further embedded Infusionsoft into the small business world.
The company recently announced its “Battle of the Apps” contest, encouraging developers to create apps and plugins that enhance an Infusionsoft user’s experience. The pot for winners – $20,000.
The company participates in other small business events, including the Small Business Influencer Awards (they’re a sponsor), the GROWCO and Inc. 500/5000 conferences and the Arizona Entrepreneurship Conference. Infusionsoft also travels the country and to London every year educating small businesses on how to be better marketers during its 2012 Small Business Success Tour.
The Future of CRM, According to Infusionsoft
Technology accelerates small business tools, and it’s no surprise Infusionsoft frequently comes out with new releases that include useful features for businesses. The company says it’s working on its lead scoring capabilities to make it even easier for sales teams to find qualified leads based on their behaviors. This should, I expect, help cut down on chasing the wrong leads and focusing on leads that have higher scores in terms of behaviors that are more likely to turn into sales.
Infusionsoft is one of the key brands showing their support of small businesses by sponsoring the Small Business Influencer Awards.