Infusionsoft Looks To Expand Content And Apps, Streamlines Set-Up Process in Latest Update
- Written by Kim Ann Zimmermann, Managing Editor
- Published in Industry News
Infusionsoft continues to grow — the small business software vendor posted $60 million in revenue last year, a 54% increase from the previous year. They now have more than 21,000 customers and over 500 employees.
Co-Founder and CEO Clate Mask said the company is looking to do more than provide software. “Small business is not for the faint of heart. We don’t want to just hand them a piece of software. Everything is changing. Technology is changing. Customer behavior is changing. We want to own their entire success.”
Education is going to be a major push this year, Mask told attendees at ICON14. One way the company plans to do that is grow its partner ecosystem to provide more content and apps on its Marketplace. There have already been more than 30,000 downloads of 35 pre-built marketing campaigns, and Mask said that he wants that to expand. “We have true compassion for the small business owner,” he said, noting that content is a challenging area for the companies that Infusionsoft targets — those with more than $100,000 in revenue and fewer than 25 employees.
In an interview with Demand Gen Report, CMO Greg Head said social media content will also factor into the mix. “Small business owners are on Facebook, Twitter and other social media sites, but we want to help them make the most of those efforts and truly generate sales through social. There were 1.8 million leads generated through our GoSocial platform last year, and we want to take that even further. Small business owners need the right content to maximize those investments.”
Making lead generation more accessible for small business owners will also be a mission going forward, Head said. “Until now, we’ve been focused on companies that already have some leads and helping them maximize those connections. But we are going to be looking at how we can help small business owners generate more leads going forward.”
Simpler Setup And Robust Reporting
In the company’s Spring release, the emphasis was on simplifying the set-up process — for the initial software installation as well as for campaigns. “We want to lower the technology hurdle,” Head said.
Lindsay Bayuk, Senior Product Marketing Manager, said the update is designed to improve “speed, performance and agility.” She pointed to redesigned reporting windows in the latest release as an example. “Small business owners can quickly gain insights and better understand what is working and what is not. They can look at how a campaign is performing and look at open and click rates and compare one campaign to the five past campaigns.”
Bayuk said the web analytics tool has also been enhanced. “Users can easily identify trends. Visitors, contacts and customers coming to the web site.”
Support for Chrome, which Bayuk noted was a "personal favorite," and PayPal integration were also included in the update.
The new mobile app has been a popular addition, according to Brian Gates, VP of Product Management. “We had 6,000 downloads in the first month.”
The company is going to move away from major releases going forward and implement smaller changes throughout the year, Bayuk noted. “In the future, there will be smaller, bite-sized updates focused on making aspects simpler, smarter, and faster.”