There are almost 4,000 cloud-based marketing services on the market today (UPDATE: As of May 2017, there are now over 5,000 martech services), many of which are free or cost only a few dollars a month. With such a low barrier to entry, many small and medium-sized business owners are tempted to keep adding more and more tools and services until they’re too overwhelmed to use any of them effectively.
NewPath's guiding principle is to choose the software services just right for your business size and maturity, rather than buying into a monolithic "do all" software platform. Our two primary evaluation criteria are quite simple: Can the core value of the tool be demonstrated in 30 minutes and does the underlying service vendor have outstanding support?
The trick is to get your software products to work together, integrating them to effectively talk to each other. You will get the best benefit when your tools work together to accomplish business requirements that each cannot accomplish on its own.
For example, any online form has the ability to notify you that someone has filled it out, which generally happens via email. But imagine the possibilities within an integrated set of tools, e.g., as soon as a form is submitted, a business process is activated depending on the fields filled out, an automated response is sent to the website visitor, and a new account is created in your customer database. A specific employee is assigned to the account and receives follow-up reminders to stay in touch. This is all possible when cloud services are properly set up with your business’s model and requirements in mind.
Some SaaS (software as a service) products integrate better than others, with built-in functionality that business users can apply with a bit of time and effort, with no coding required or the need to reinvent the wheel.
NewPath Consulting has evaluated a wide range of SaaS products over the past four years for their effectiveness, ease of use and interoperability. In the infographic below, we’ve highlighted our favourites, and demonstrated how they correspond with five core capabilities of all businesses, outlined in the centre of the diagram:
- Business - business modeling and operational planning
- Market - understanding the customer and what motivates them to engage
- Design and usability - creating the necessary environment to deliver value to customers
- Implementation - understanding the fundamental capabilities of cloud-based tools and services
- Content marketing - combining capabilities 1 through 4 to find and retain customers and business partners in the digital realm
Each business must acquire these capabilities over time as they mature and grow. These capabilities are required to understand and validate your business objectives, your sales and marketing techniques, and which tools to use and when.
At NewPath we believe that as a business becomes more capable and experienced at these five core knowledge areas, they also become ready to transform into a digital workplace.
For example, most businesses need an online presence (ie a website or mobile app) but not every business requires a formal customer relationship management (CRM) tool since many don’t employ large groups of outbound sales people. If you’re just starting out and don’t have many prospects or customers, then a shared cloud-based spreadsheet with some basic analytics can be as effective and has a lower cost and complexity than a CRM.
The productivity tools in the infographic above are indicated by their company logos, and are arranged in concentric circles according to the business objective(s) of each tool. These circles radiate from the core capabilities and also correlate to the size and maturity level of an organization. We believe that businesses of every size can benefit from assessing their core capabilities and having a well-curated technology “stack,” a combination of software services used by staff and customers to achieve various business objectives.
Tool set #1: Content and experience
The first objective every business is to develop a modern and interactive website on a capable content management platform. NewPath supports the easy-to-use yet fully extensible WordPress platform. WordPress is best in class for template-based sites, with extensibility via plugins and themes to handle any requirement you may need. Couple this with the easy yet powerful form builder Formstack to enable your prospects and customers to interact with you 24/7. The overall driving principle of this tool set is “Serving the customer.”
Tool set #2: Advertising and promotion
The tools NewPath recommends are AppSheet, Wild Apricot and Mad Mimi. AppSheet allows you to build mobile apps from spreadsheets, using your own data to deliver a branded experience to your customers. It's easy, free, and there is no coding involved. Wild Apricot is a cloud-based service that includes website management, membership renewals, email marketing and donations for membership-based organizations (nonprofits, clubs and associations). Mad Mimi is NewPath’s choice for email marketing. Read more about why Mad Mimi is still our choice after all these years. The overall driving principle of this tool set is “Attracting the customer.”
Currently, at NewPath we don’t recommend any online advertising ad platforms. We recognize this is a controversial position, yet content marketing simply provides a better return on investment for most SMBs over online ads. Here’s some proof based on our own experience with content marketing and spending on ads. Online ads can work, though, for certain product sectors, to boost an already well-known brand, or for local advertising of local services.
Tool set #3: Commerce and sales
For commerce and sales, NewPath recommends PayPal, WooCommerce and Stripe. Everyone’s heard of PayPal and the service remains easy to use for secure online payment processing. WooCommerce is a free WordPress plugin that allows you to set up an online store to sell directly from your website - why pay for an ecommerce platform when you can have more power for less cost? Stripe makes it even easier to do business online by offering recurring and one-time credit card payment processing. Stripe checks out the transaction, makes sure it is legitimate, and if all looks good, they send the money automatically over to your business bank account, without the need for a merchant account. The overall driving principle of this tool set is “Making it easy sell and buy services and products.”
Tool set #4: Social and relationships
Social media and the cultivation of relationships is an important step in the sales cycle. Some aspects can be automated and other parts must be handled directly, but in each scenario, business acumen and technology can help. At NewPath Consulting we use the following social and relationship management tools:
- Slack.com is our internal communications and collaboration tool, which we use as an alternative to inter-office emails so everyone remains on the same page and informed of internal projects and delivery of customer service.
- Highrise is our customer and partner database that keeps us abreast of all interactions between our sales and marketing team and our prospects and customers, and allows us to schedule touchpoints and keep notes and to-dos in order. Highrise integrates seamlessly with your email inbox, important since after phone calls, email is the primary communication channel between staff and customers.
- Zoom is our recommended service for video meetings, which can be recorded and scheduled ahead of time for up to 50 participants via phone and video.
- Appointlet helps us automate the process of scheduling meetings between team members, prospective customers, and customers, eliminating the back and forth of trying to find a mutually available time in people’s busy schedules.
- Hootsuite lets us monitor social media and schedule new and popular content when the intended audience is most likely to be online.
The overall driving principle of this tool set is “Staying organized while keeping in touch with prospects and customers.”
Tool set #5: Data & Management
As an organization matures to the point where it needs to effectively manage a lot of data and personnel, NewPath uses and recommends these products to use analytical insights to drive business decisions:
- The Business Model Canvas helps a business owner clarify and iterate a business model that may not be complete or functional.
- Stitch Data, WebHooks, Zapier and SuperMetrics help integrate and automate data integration between various services.
- FreshBooks is a cloud-based accounting tool that keeps track of invoices, expenses and taxes, and offers recurring billing. And your business will get paid faster when you can deliver invoices electronically and get paid electronically!
- Google Analytics allows you to track website traffic, events and the return on investment of marketing efforts.
- LastPass provides secure password management for all staff.
- GoDaddy offers secure, reliable domain name management and managed WordPress hosting.
- Safari Books online and Lynda.com provide ongoing business education for your staff and customers.
- G Suite from Google allows for cloud storage and instant, collaborative editing of documents, illustrations and spreadsheets.
Do you have a mismatched collection of productivity tools that aren’t working together to help your business grow? Step back and look at the big picture of how your business is evolving, which core capabilities you have and which you need to build, and which set of services will help you reach your business goals.