Infusionsoft stays true to small business vision, introduces Email Marketing 2.0


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In mid-2007 I first wrote about Infusionsoft, a new “CRM” company that launched to target small businesses. What piqued my interest was the fact that Pat Sullivan was involved on the board. He is the pioneer behind ACT! and still has the passion for small businesses.

My concluding comments:

I think Sullivan’s involvement is a positive sign that there is a real opportunity in the small business CRM market in general, and for Infusion Software in particular. It will be interesting to watch what happens in the months ahead. If VCs pump in some funding, look out!

Well, VCs did pump in some funding. First Mohr Davidow Ventures, which CEO Clate Mask says shared his vision to focus on small businesses and resist the temptation to move up-market. Then more recently in a 2nd round in 2009, vSpring Capital.

So what’s happened in the past couple of years? Well, Mask says they’ve stayed true to their small business focus, with 97% of their 5,000 customers having less than 25 employees. In fact, 80% have less than 10 employees. Mask goes so far to say they won’t do deals with companies greater than 100 employees and he’s pretty “militant” about enforcing that guideline.

As they’ve expanded their customer base, Infusionsoft has moved beyond early adopter “direct response marketers” and now target any small business that wants to use the Internet and email marketing. Mask says he still surprised that 50% of small businesses that don’t have a web site. I suspect that will rapidly change with Intuit and others offering easy ways to launch a web site.

From a marketing standpoint, they’ve struggled to find a good positioning that avoids the confusion about what “CRM” means. Yes, they have some SFA capabilities like you’d find in and many other solutions. But the design point is really around email marketing. So now they’ve settled on “Email Marketing 2.0” to describe what they do. Although “2.0” is showing its age, in this case it works as a differentiator from email-only point solutions. However, some may confuse it with “Web 2.0” which is really not the thrust of the solution at this stage.

Some changes of note include:

  • Business model has shifted to 100% subscription. Previously they asked for an upfront fee plus a subscription fee. I’m pleased to see this, because it helps align the vendor and the customer. No adoption means churn so the vendor is motivated to help the customer succeed.
  • Ease-of-use improvements to help small business owners/marketers create good looking HTML emails without knowing what HTML actual means.
  • Outlook integration so users can operate Infusionsoft without leaving Outlook. And coming later this year, iPhone and Blackberry integration. Again, smart moves that address critical ease of use for small businesses. Didn’t ask about Gmail, but I suspect that’s pretty popular with small businesses so hopefully they’re thinking about that.
  • Easy import from other email marketing vendors. Now this is the most important feature, in my view. Because I believe small businesses suffer from the same “point solution hell” as larger enterprises. It’s only after feeling that pain does an integrated solution become more appealing. So Infusionsoft makes it easy for users to switch from popular email marketing solutions like Constant Contact, Aweber, 1ShoppingCart and more. Nice.

What’s missing? Well, social media marketing is an obvious hole. Mask says they’re looking at adding Twitter and Facebook integration later this year. I think this is hugely important otherwise “social” will become yet another silo to manage.

By all accounts the Infusionsoft all-small-business-all-the-time strategy is working. Mask says they expect to double their customer base to 10K customers/25K users this year and reach cash flow positive. Somewhere, investors are cheering.

Having run a small business myself the past 15 years and used many point solutions, I think the integrated digital marketing solution makes a lot of sense. And, as I’ve said before, I think it’s cool that Infusionsoft has stayed focused on small businesses. That’s exceedingly rare given the pressure from most investors to cater to larger enterprises. Bravo!

Further Reading:


  1. To expand on updating your readers on the latest trends and technology in the CRM industry, I have inserted a comment. Our website,, we have selected the Top 10 Web Based CRM Sales Software Packages on the market (including Infusionsoft CRM) for review, comparison and free trial. We feel we have put together a good place for your readers to start their CRM software search and get their teeth into what the new CRM Sales Software Packages are bringing to the table.

    Kent Bond

  2. This is a great article. We currently use Microsoft’s CRM package within our company and it works slick. You can connect with many of your customers. Also, we use a Email Marketing Software called Mail Machine Pro for our email marketing strategies. I must say both combined keeps you connect with your customers.

  3. Reducing silo or stand alone systems is an important aspect to any customer relationship management system and the incorporation of social networking platforms is a mandatory requirement in modern business. This is the single most effective approach to generating and maintaining client interest and loyalty. Great article!

  4. Thank goodness. Small business are one of the beneficiaries of the e business and commerce. When we consider the isolation and lack of professional guidance, what 10 years ago, there is no excuse now for poor CRM and collaborative partnerships.

    Epos Software

  5. Small business, like any business must include a formal CRM system. Regardless of the program it must fit the profile of the company and also be a source that ensures their client relationships continue to improve. Great article.


  6. Not to malign Infusion soft and the admirable CRM work they have done so far, but to still be in the planning stages of incorporating social network integration this late in the game is a shocking oversight. I have confidence in Infusion softs capabilities to catch up, but it is an unenviable position for a company once seen to be leading the CRM field to find itself in.

  7. I have always found ACT to be a royal pain to use. It is not intuitive and it took such a long time to get my head around it. I am just worried that what Infusion Soft offer will be similar?

    Has anyone got any experience / advice?

    Thanks, Pete


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