What is the key to Intuit’s phenomenal success in the SMB marketplace? IMO, this is their formula:
- Make enterprise software that is easy to use. For just about everybody!
- Keep making incremental improvements to the user experience
- Make it usable out of the box. No need to build custom reports and the like.
- Price it to make it accessible for companies of all sizes.
- Provide world-class support so users feel well taken care of.
We thought these were pretty good ideas to build our own company around.
So we are doing to marketing automation what Quickbooks did to accounting for small businesses.
We do not need to promise the moon and stars to make a sale, our prospects see the value right away. In addition, we are reaching a whole new class of customer: in over 50% of our closed deals, we have no competition. These are companies of all sizes in all kinds of industries.
Over 30% of our business every quarter comes from upsells, indicating that customers are using us more and more. Contrast this with the reports that in over 75% of the cases, owners of traditional marketing automation systems are struggling to get the most value from their automation investments, and that the automation platform ends up getting used as a glorified email engine.
We like to think that our anti-ERP approach stands in sharp contrast to that of traditional marketing automation vendors.