— Juan V Lopez (@JuanVLopez) March 31, 2015
Infusionsoft co-founders Clate Mask, Eric Martineau & Scott Martineau revealed 3 universal small business truths on Day 1 of #ICON15 – the same truths they saw come to life when they founded Infusionsoft (a complete sales and marketing automation software for small businesses combining CRM, email marketing, lead capture and e-commerce) in 2001.
1) Invest in your marketing – Even when it’s uncomfortable.
Scott Martineau (co-founder and SVP of Product Strategy) remembered how tough it was to invest in marketing at the start of their business. It was tough for them to pay “Mark”(a marketer named ‘Mark’) at the beginning, especially when they were barely scraping by.
“There were months that it did not feel good to pay Mark first,” Scott joked.
Eventually, they realized their marketing investment was not just about spending money – it was an area of their business that needed to be focused on early in the process. Just like it should in yours.
2) Follow-up works – So, do it relentlessly
Eric Martineau (co-founder and Chief Software Architect) knows follow-up works (click here for an example of a 20-step follow-up process).
But “why is it that so many of us don’t? … Fear is what keeps us from taking the action that we need to do to grow our business,” Eric stated.
After you acquire a prospect & they don’t immediately buy, the question becomes: How do you stop your customers from going to the competition while keeping a steady stream of prospects ringing your phone or walking through your door?
3) Automation is the great game changer
Clate Mask (founder and CEO) is a firm believer that automation is a key component to small business success – it’s the core of what Infusionsoft helps small business owners do.
Marketing & sales automation is necessary, as it delivers on two key priorities:
1) Cutting the time spent on business activities
And, 2) Reducing the money spent on completing business processes
The co-founders’ “aha! moment” was when they clearly understood the role automation played in scaling their business.
“Recognize that automation can literally change the game,” Scott said.
The ability to streamline, reduce inefficiencies in the sales and marketing process, & reinforce accountability made growing their small business much more feasible.
As a small business owner, your head is constantly spinning, there are always 100-plus items on your to-do list & there’s always large deadlines looming – so automation should be your best friend.
What truths have you found to be true in your small business? Share below!
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