Tag Archives for " infusionsoft "

January 30, 2019

My take on Infusionsoft’s name change

I’ve been asked a few times in the last 24 hours about Infusionsoft’s name change. Infusionsoft is changing from ‘Infusionsoft’ to ‘Keap’. Which to my eyes seems to be a miss-spelled or made up word. According to CEO Clate Mask, it’s a nod to the tenacity of entrepreneurs to ‘keep at it’.

Which to put it mildly, is tenuous.

I’ve been repressing a number of frustrations about Infusionsoft for a long time. Perhaps the biggest is the number of add-ons you end up using. Bafflingly, neither web forms or order forms are mobile responsive out of the box.

Sure, you can use third party add-ons like PlusThis to fix the web forms, and Spiffy to fix the order forms. But shouldn’t that be a core part of the software, not an add-on?

I love the Infusionsoft campaign builder. I love the potential of what you can do with it. But for a long time I’ve been asking: why not just make the core software really great?

Instead, they’ve introduced a new landing page builder. I suspect a lot of customers were asking for it, because they don’t know how to Google ‘LeadPages’, but it doesn’t solve any core issues with the software. ‘WHY COULDN’T YOU JUST FIX THE ORDER FORMS’, I’ve been shouting in my head.

I’m not asking for much. Web forms that work, and an ecommerce refresh would be nice.

Infusionsoft’s solution to all their problems has been to develop ‘new Infusionsoft’, effectively a completely new product built on a new code base. I know enough about software development to know that sometimes you’re better off starting again. But for an existing user it’s deeply frustrating, because almost all core product development of ‘old Infusionsoft’ has been put on hold.

Yesterday, Infusionsoft announced the next wave of cosmetic change – a new name change. From now on, Infusionsoft will be known as ‘Keap’. I’ve received a fanfare of emails announcing the change.

I can barely convey how underwhelmed I am. They didn’t need a new name – the name was the least confusing thing about the whole thing. An anchor in increasingly choppy waters.

All I’ve wanted them to do all along is fix the order forms, fix the web forms, and ideally add multi-currency. That’s just my personal wish list – others will have their own. But to do the really cool stuff Infusionsoft is capable of you have to sew together a bunch of paid add-on services.

I’m not against add-ons, incidentally. No CRM software is going to cater to all use cases. But add-ons shouldn’t paper over cracks in the software.

I don’t recommend buying ‘new’ Infusionsoft, or Keap, or whatever it’s now called, because in development terms it’s still in nappies. And I don’t recommend buying ‘old’ Infusionsoft, or ‘Infusionsoft by Keap’, or whatever that’s now called, because there will be no major development put into the product.

Fundamentally there’s also a huge issue of confusion. When you mention ‘Infusionsoft’, do you mean the old or new version? What are those versions even called now? As somebody who regularly changes his corporate identity, I definitely don’t recommend changing if at all possible. And certainly not if the existing name is fine.

I might be wrong about all of this. On some level I hope so at least.

But I really wish they had just knuckled down and made the existing version of Infusionsoft really great.

Time will tell.

May 25, 2017

Are you being choked by the weeds of inattention?

I’m not what you might call a keen gardener. I like to sit in the garden. And I like to burn wood in the garden. Other than that, the appearance of the garden is of marginal importance.

Well, when you move abroad for most of spring, this is what happens:

Garden uncut

As I plugged in our cheap Flymo a line from Jaws came to mind…

‘We’re going to need a bigger boat!’

I’m faced with a similar feeling most times I log into someone’s:

  • Google AdWords account
  • Facebook ads account
  • Infusionsoft app (don’t get me started…)

We know these things don’t optimally manage themselves. And yet we get too busy, and let the weeds grow up around us.

(You ought to see the weeds in my Xero account! Man, that’s going to be a big job…)

It is possible to over-intervene; the equivalent of mowing your grass when it’s already short. You have to make decisions systematically based on statistically significant data. But in general, most people have a weeds problem not a tinkering problem.

In things like AdWords, Infusionsoft or Facebook there are two kinds of work: projects and maintenance. Projects are a more expensive, more drastic overhaul. We all need projects from time to time, but most people rely too heavily on projects.

This is what the garden looked like after me and the Flymo had finished with it.

Garden cut

Not bad, but not great either.

Make things easier on yourself, and make sure you or someone you trust is doing your maintenance.

August 16, 2016

Beat marketing complication

I’ve been working on my own marketing in the last few days. I find working on my own marketing about three times as hard as working on anyone else’s.

I’m good at simplifying things in other people’s marketing, while at the same time complicating my own campaigns.

People tend to confuse complication and sophistication.

Complication is where you set up some kind of marketing automation and lose track of what is supposed to happen. Most Infusionsoft accounts suffer from excess complication, where the user has built various campaigns and lost track of what everything is supposed to do.

Sophistication is where you set up marketing automation that looks complicatedto untrained eyes, but at the same time is well documented, understood, and does what you need.

I’ve had some complication in my own Infusionsoft account recently. When a new contact came in I would ‘cycle’ them round various core email sequences, before adding them to these daily emails.

Simple in theory, you would think.

What happened in practice was that people would opt-in to multiple sequences at the same time, and end up bombarded with emails.

So, I’ve been stripping things back. Chopping and pruning, if you like. Most of the opt-in routes I had were not great lead generators anyway, so I’ve cut back on the number of routes in.

This is basic 80/20 thinking. It is better to have a couple of excellent lead magnets than several average ones.

The sequences that have vanished will be improved, repackaged as reports and sold as standalone products. I’ll also give them away from time to time, but only to daily email subscribers.

There is nothing wrong with doing more complex things than a basic autoresponder sequence, but you have to document exactly how your system works. Even if you are a sole-proprietor.

Without documentation you always forget. If you use Infusionsoft your documentation should explain what each campaign is supposed to do, what each tag does, and what the logic behind your decision diamonds is.

If you don’t write it down you are creating complication, not sophistication.

You could replace ‘campaign’, ‘tag’, and ‘decision diamond’ with whatever the equivalent is in your own system.

May 25, 2016

How the ‘Important Person’ radar works

This piece of timber woodwork was recovered from the sea bed of the Solent, just off the south coast of England. The wood is estimated to be 8000 years old.

Mesolithic woodwork

We now think it once made up part of a log boat, and that the area of the seabed it was found in was once a stone-age ship yard.

Britain 8000 years ago was very different to the Britain we know today. Land still connected Britain and Holland, and inland Britain was dangerous and densely forested. The population consisted of perhaps 1000 people living in hunter gatherer tribes around the coasts and rivers.

Finding hand-worked wood from that time is unusual. Normally the wood has rotten away, leaving only flints and tools that were used to work the wood.

The wood is the other half of the puzzle in piecing together what exactly our Mesolithic ancestors were getting up to.

(Apparently they were building boats!)

Your puzzle as a business owner isn’t to figure out what people were doing 8000 years ago, but to figure out what they might do tomorrow.

Your most important metric in figuring that out is recency.

I used to think that measuring a customer’s aggregate spend was most important in figuring out a customer’s value to me. The problem however with looking at aggregate spend is you end up looking at 8000-year-old wood. Fascinating to look at, but useless for predicting future boat-building behaviour.

The biggest indicator of future purchase behaviour is how recently someone has bought from you. I include monthly subscriptions in this, so in general the people who subscribe to my Introvert’s Corner print newsletter are the most important people in my database, even if their total spend might actually be low.

I have a campaign in Infusionsoft that looks like this:

Recently purchased campaign

Whenever you buy one of my products I add the following tags to your contact record:

Bought in last 30 days
Bought in last 60 days
Bought in last 90 days
Bought in last 180 days

A series of delay timers then knock off the tags as time goes by. I have this in place so I can identify the people who have bought from me most recently.

If you don’t buy from me in 180 days you get the tag ‘Former Client’, which effectively drops you off my ‘important person’ radar. The ‘Former Client’ tag is removed as soon as you make another purchase, and the sequence starts again.

I also apply recency to email opens using flame scoring. Engagement to me is critical. The fact that you are reading now means you are more likely to read tomorrow’s email than somebody who skipped today’s email.

Every time you open an email from me you get two flame score points, and those points last for two weeks. Once your score increments by ten points Infusionsoft gives you an extra flame, up to a maximum of five. I have one subscriber at the moment with five flames.

Infusionsoft flame score
If you ignore me for a few weeks your flame points start to expire and your flame score drops off, again removing you from my ‘important person’ radar.

I also factor clicks, purchases and web form submissions into the lead score equation, but the important point is I am only measuring recent engagement. Engagement that happened six months ago may as well live at the bottom of the sea.

For everybody who buys my Nurture Email Mastery course I monitor how recently they have logged in to the course page. Not how often – I don’t care about that. I customer who logged in to the course page yesterday is infinitely more likely to finish the course (and spend more money with me) than a customer who last logged in two weeks ago.

Recency isn’t that hard to measure with a tag-based automation platform. And it’s possibly the best segmenting tool there is.

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