Jason VandeBoom Founder and CEO
In this competitive world where customers’ experience impacts businesses’ bottomline, marketers need to understand the entire customer lifecycle and figure out the best ways to communicate with a customer. As per Zendesk’s customer experience trends report, 2020, about 52 percent of customers prefer purchasing products and services from the brands they had a positive experience. This showcases that customer experience is directly tied to customer retention, brand loyalty, and lifetime value. Businesses that didn’t recognize this—often lose customers and prospects to their counterparts. It is evident that individuals always choose companies that offer a seamless experience over those who neglect customer experience, even if they have to pay.
extra. Therefore, businesses must build a personal connection with customers to ensure buyers keep coming back to them and spread a positive word about their brand. Helping companies make a meaningful connection with their customers is ActiveCampaign through its customer experience automation platform. “Our platform is designed to enable companies to create ideal customer experiences for their unique needs to foster growth,” says Jason VandeBoom, Founder and CEO of ActiveCampaign.
The company aims to help every business—from SMBs to enterprises—to create a great customer experience across their entire customer lifecycle by providing access to automation support. However, VandeBoom believes that finding the right balance of automation and human touch is crucial in enhancing the customer journey as many customer interactions can only be served best with direct human communication. That is why he spent significant time determining the right balance of human touch and automation while building the platform. “It is not about automating everything, it is about automating the right tasks so that humans can connect with customers to optimize their experience,” adds VandeBoom.
Repeat Customers—Most Valuable Assets to Maintain Profitability
Recalling the initial days of his journey at ActiveCampaign, he mentions that he handled every customer inquiry himself in the beginning regardless of the size of an organization and spent hours ensuring that customers achieve desired outcomes. This was the time when he realized how this approach is making a huge difference in retention and referrals. In personalized marketing, attention to detail is make-or-break value, along with the right technology and tool to attract and retain customers. The company provides businesses with those effective and affordable tools.
With many such successes, ActiveCampaign has helped about 130,000 businesses in more than 170 countries in engaging their customers better by combining email marketing, marketing automation, CRM, and ML for powerful segmentation and customization across different channels. Its clients enjoy the benefits of its integration with more than 300 disparate software and platforms, including Shopify, Facebook, Square, and Salesforce.
It is not about automating everything, it is about automating the right tasks so that humans can connect with customers to optimize their experience
“We strive to help businesses customize and personalize communications with their customers through a data-driven approach,” says VandeBoom.The company ensures that its clients uncover meaningful insights from data and make informed decisions. Working closely with clients, ActiveCampaign continually enhances its offering to add value to them by understanding their needs and pain points.
ActiveCampaign is a SaaS solution focused on offering users an easy-to-use platform where businesses can design personalized and optimized experiences for their customers. The platform develops personalized email campaigns and newsletters depending upon the customer attributes and engagement patterns. It leverages ML and predictive analysis to automatically send the right message to the right person at the right time. More importantly, ActiveCampaign brings the entire customer data into one central place and enables brands to stay closely connected with customers while growing their business. The platform also makes it easy to reach customers and engage with them on their preferable channel at every stage of the consumer lifecycle through Facebook and Twitter integration, text message automation, and personalized landing pages. It enables businesses to move beyond email and leverage a complete set of marketing tools such as social, web, chat, and text to deliver connected experiences across channels. “Our platform allows companies to build relevant experiences using tags to segment people based on their activity and interests, and follow up with them across channels with pertinent messaging,” says VandeBoom. It collects contact information through customizable forms and landing pages and then triggers automations to provide lead magnets.
Its drag-and-drop automation builder allows businesses to set up automated workflows within minutes. Additionally, companies can map out and check all the automations in a single view. They can also make tweaks in their automation process to obtain consistent results. One-size fits all solution is often ineffective when it comes to addressing specific requirements. Therefore, companies adopt various solutions to meet their particular business needs. ActiveCampaign is built keeping this aspect in mind as the company realizes the importance of integrating the platform into various apps and systems. It integrates with clients’ existing marketing tools and systems and many other different apps such as Zapier, WordPress, and Shopify. The platform also integrates with other solutions such as CRM to serve its SMB customers well and cost-effectively. “We see ourselves as the glue or the orchestration layer of all of the various tools that a CMO may need to utilize,” says VandeBoom.
Behavioral and Intelligence-Driven Marketing is the Key
ActiveCampaign encourages its clients to take a behavioral and intelligence-driven approach to marketing.
Our platform is designed to enable the companies to create ideal customer experiences for their unique needs to foster growth
The company demonstrates this during the onboarding process. Using automation, they intelligently trigger different messaging and sales team processes based on clients’ attributes about their company and activity/ inactivity within a trial. This helps businesses realize their status in the marketing process and enables them to be more successful in adopting the right tools for increasing conversion rates. Over the years, the company has helped many businesses unify their various departments and teams to impact and affect a customer’s experience across the entire consumer lifecycle. In one such instance, ActiveCampaign helped a silent disco rental company, Party Headphones, uncover revenue opportunities. Due to poor lead attribution, the client was not able to reach the target audience. They were not able to collect any actionable data owing to the lack of connection between the email system and the support platform. Moreover, their order fulfillment was manual, prone to errors, and time-consuming. ActiveCampaign provided them with visibility into activity, attribution, and conversions at the contact level and helped identify winning campaigns and content and iterate on those practices. The platform allowed them to automatically measure the traffic sources, keywords, campaigns, and other customer engagement components that lead to conversion. The client saved significant time and resources by tracking orders as a single unit across the entire fulfillment process. Furthermore, ActiveCampaign’s integration with WooCommerce and Nectar Desk provided Party Headphones with a complete picture of customer experience, enabling them to customize every aspect of their service from order fulfillment to support. In another case, ActiveCampaign helped a taxi booking platform—Sneleentaxi—in crowdfunding their platform through lead scoring and site tracking. They were not able to track and measure activity beyond the initial ride. As a result, they couldn’t gain visibility into how much drivers were charging the passengers. The client received many negative reviews from riders, but they struggled to find the reason behind this dissatisfaction owing to a lack of actionable data. Sneleentaxi needed to create a robust platform to interact with customers and know their experiences and views about the brand. They tried integrating with various marketing platforms, but none matched their needs and became expensive as the subscriber list grew. With the limited data and tracking, Sneleentaxi was not able to deliver a personal touch. They wanted a solution that they could easily integrate with their custom booking system and enable them to track the passenger journey from booking to destination. ActiveCampaign came into the picture and seamlessly integrated with their booking system, passing key data between systems. The client was able to use lead scoring for offering loyalty discounts and set up campaigns for cross-selling.With full visibility into the entire customer journey and access to critical data, Sneleentaxi enhanced customer experience and expanded its brand.