Free Software and Success

Marketing automation is highly complex. A free app gives the wrong signal as if everyone with MA can be successful.

I recently saw this tweet and it annoyed me. The foundational belief that if something is free it cannot therefore be of real value is completely and totally false. Availability has never implied success. Cost does not unequivocally equal value. Granted there are many areas of life and the world where a brand may charge a premium for a similar product. You may find yourself paying for a logo, or a particular “name brand” recognition, but this hardly means the higher the price the greater the value.

The reverse is even more fallacious. The more affordable (or even free) price does not automatically relate to the quality of the product, the value of the software, or even the ability of this software to be helpful in future success.

A free app means the availability of the raw goods, the resources, are available without cost. The impetus still lies within the business to correctly implement the software to be successful. Let’s take a different perspective.

Imagine you find a stunning piece of software, it’s beautiful, it’s highly functional, it does absolutely amazing things. But you can’t find the price anywhere. You’re convinced this software is just what you need so you agree to begin using it regardless of the price. Now, you have two possible outcomes, you either fail to successfully implement the software and it sits there, beautiful, shiny, untouched. Or, the second option, you take this software run with it, implement it, and it makes your business incredibly successful. You’ll notice one thing that’s not revealed. The cost. Through this example what we discover is that the price of the software plays absolutely no role in the eventual outcome.

The price of software tools used should never be thought of as an indicator of the business’s eventually success.

Now, marketing automation has traditionally be considered complex, detailed, and difficult to use. But the status quo exists to be broken. Disruptive organizations, like Mautic, demonstrate this fact. Mautic revolutionizes the marketing automation industry with convenient, easy-to-use, intuitive marketing software. Mautic empowers everyone, and gives each the tools they need to be successful. Mautic gives the raw product. Mautic supplies the things necessary to be a success; but does not guarantee it. And an interesting fact, as we look at Mautic and what it has the capabilities to do, we haven’t once discussed price.

This leads to two obvious and glaring contradictions to the initial suggestion. First, marketing automation is no longer complex and difficult to setup or use. Second, Mautic doesn’t make you successful any more than having the various parts to a bicycle means you can ride one. Regardless of price, software is a tool to be used to accomplish a goal. You can read more about this theory in a recent marketing automation tool article on Mautic.org.

Bottom line: Don’t reject something new based on preconceived possibly erroneous notions.

The Importance of Marketing Tech

Recently I answered a question on Quora about the efficacy and “rule of thumb” for the benefits of marketing technology and how this tech should increase revenues. I thought it was a great question and followed a train of thought I have recently been pursuing so I added my answer to the page.


I believe you will be hard-pressed to find any definitive metrics for how efficacious marketing technology is for a business. The reason for this is in part related to a previous blog post I wrote on Mautic.org. The short version, summary, of that post in essence says that marketing automation platforms and other marketing technologies should always be considered tools to be used and not solutions. Here is what I mean and how it relates to this question. Let me use an analogy to make it easier to understand.

I’m very interested in bass guitars. I love the idea of laying the foundation of a musical rhythm the rest of the band then builds upon to create beautiful music. Bass guitars come in a variety of sizes, shapes, and styles. Each has their own beauty and their own purpose. They are powerful tools that, when placed in the right hands, can be used to impress and stun the audience. But, if I were to give a bass guitar to my son (awesome kindergarten kid) the result would be vastly different. Obviously you naturally and instinctively understand this difference. The guitar didn’t change-the player did. And the results are completely different.

The analogy should be fairly self-explanatory. Those same principles apply to marketing tech. These are tools to be used and with the right marketing department they can impress and stun the C-Suite and others. Inexperienced or new marketers will find the benefits far fewer and their path much different.

Once we’ve established this baseline understanding there are numerous metrics and statistics which demonstrate what is possible with effective marketing strategies. But remember, you should think of this like putting a Rickenbacker 4001 in the hands of Cliff Burton. If I were to pick up the same instrument my results would be different. Here are a few statistics floating around regarding marketing technology and improvements in efficiency and costs. Your results may vary.

Marketers who implement marketing automation see 53% higher conversion rates and annual revenue growth 3.1% higher than others.
http://aberdeen.com/Aberdeen-Library/7603/RA-marketing-lead-management.aspx

Email marketing has an ROI as high as 4,300%.
https://imis.the-dma.org/bookstore/ProductSingle.cfm?p=0D45047B%7C4DA56D9737FF45DF90CA1DA713E16B80

Successful lead nurturing programs average 20% increase in sales opportunities.
http://www.demandgenreport.com/industry-resources/white-papers/204-calculating-the-real-roi-from-lead-nurturing-.html

So, there’s three quick stats, a quick google search will yield hundreds more. The key here again, is that the marketing automation platform, or the marketing technology used is only the tool to help you be a better marketer. The right tool can save you hundreds of hours. Pair your expertise with a powerful platform and the results will be epic.

*For full disclosure, I contribute to the Mautic, free marketing automation platform, and have a strong bias to the belief that a powerful platform doesn’t have to cost a fortune. Mautic is an open source tool capable of helping you rock out like Metallica.

A UI Treat from Yosemite

This may sound silly. In fact you may laugh at this but I have to share it anyways. Recently as some of you know I had to send my laptop back to Apple because the video card in it went kaput. It just quit working and was making the computer constantly shutdown. When I got it back I found out they had completely wiped the hard drive. I was going to have to start completely over setting up my environment. Oh the pain. All the work I’d done configuring multiple versions of PHP and my local development tools. Oh well, the screen looked amazing and the video card was working.

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Programmers are Creative

Programmers are often not the first profession which comes to mind when considering creativity. Everyone likes to mention the designers, and the front-end UI/UX people when they talk about being creative. And while those roles are certainly the most visible and visually creative roles there is a certain level of creativity involved in programming as well. And so for all the programmers out there – here are 3 reasons why programmers are creative.

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The Importance of Multi-Tenancy

This may be a bit more of a technical post then most of my posts but I think it’s an interesting topic and falls in-line with the purpose of my blog. Sharing relevant information and especially focusing on those items which will either improve your business or showcase possible future improvements in the tech industry. I’d like to share some details and specifics in regards to the concept of multi-tenancy in software application development.

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