It was terrific to have a conversation with Darin Adams, Growth Advisor & Professional Event Speaker at Keap, a Kaysville, Utah-based firm providing automation and CRM software for small businesses. Keap (formerly known as Infusionsoft), rebranded in 2019 and we discuss how the shift towards simpler, more accessible marketing automation tools motivated this evolution. As Darin explains, Keap was created to specifically address the needs of solopreneurs and small teams.
Our conversation highlights the importance of lead scoring, automating follow-ups, and the value of timely responses. Darin advises against overloading teams with new leads before perfecting current systems and stresses the importance of mapping business processes for efficient automation. We also touch on the balance between content creation and sales pitches, advocating for frequent, valuable communications to maintain engagement and improve email deliverability.
Discussion points include:
- The ecosystem that has evolved around marketing automation platforms like Salesforce and HubSpot, and how businesses decide between DIY and professional help.
- The importance of valuing one’s time and considering the opportunity cost when deciding between DIY and hiring a professional.
- The “Peace Corps” model of consultants who help businesses build internal capabilities before stepping back.
- Why bad leads should be removed to avoid hurting email deliverability and wasting time.
- Alternative methods of reaching out to prospects who don’t engage with digital communications, such as phone calls and direct mail.
- Why there’s a continuing need to justify marketing automation investments to C-Suite executives, particularly in terms of ROI.
- The challenges of content creation for marketing automation, including the need for regular updates.
- The importance of reframing “asks” as opportunities to help prospects understand the value of engaging with the brand.
- The importance of automating internal processes to reduce chaos and improve overall business efficiency.
- Why marketing automation is just the starting point and why businesses should aim for total business automation.
