Episode 5: Setting Yourself Up for Success with Adam Tuttle

Episode 5: Setting Yourself Up for Success with Adam Tuttle

Sales Manager Adam Tuttle joins the podcast to share his secrets to success.


In our fifth episode, Sales Manager Adam Tuttle lays out a blueprint to success with ActiveCampaign.
A platform as powerful as ours can be overwhelming. That’s why we called on a man in the trenches to impart his wisdom.
Adam oversees our account executive and business development teams. Plus, he’s an ActiveCampaign user himself, meaning he’s acutely aware of the roadblocks users run into. Listen now to learn how to overcome common obstacles and start using ActiveCampaign in the best way for your business.
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Chris Davis: In today’s episode, I got a chance to sit down with Adam Tuttle in our sales department to [00:00:30] give you a blueprint of how to set yourself up for success using ActiveCampaign. Adam is going to walk us through how he’s internally using ActiveCampaign. Yes, we use ActiveCampaign here at ActiveCampaign. He’s going to give you insight on exactly how he’s using it for success internally, and how you can take that same approach and apply it to your business for success as well.
Adam, welcome to the podcast. So glad to [00:01:00] have you on. This one entitled, “Setting Yourself Up for Success with ActiveCampaign.” I couldn’t think of anybody better but yourself who’s been in the trenches.
Adam Tuttle: Thanks man.
Chris Davis: Not only with the application, but with numerous accounts.
Adam Tuttle: Yeah.
Chris Davis: Helping them find the extreme amount of success with ActiveCampaign. So before we dive too deep into the episode, Adam, tell everybody a little bit about your background. What’s your official [00:01:30] title here at ActiveCampaign?
Adam Tuttle: So my official title as of about a month ago is Sales Manager. So I am in charge of both sides of our sales team. We have two parts, we have our account executives and our business development managers, and I kind of oversee both of them at this point, and really have transitioned from selling the platform into more of a role [00:02:00] of trying to help make sure that other people sell it successfully.
Chris Davis: Yes, yes, yes. So I’d imagine understanding all the features and mapping them with the customer needs is critical for success?
Adam Tuttle: Absolutely, and really what I have been trying to focus a lot of my time on is educating our sales team. The truth is that ActiveCampaign develops at such a rapid pace that [00:02:30] I’ve literally in the past been on demos and all of a sudden there’s new features while I’m in the demo. We’re trying to avoid that, but it’s also just helping people realize real life use cases. I think that’s probably the biggest challenge of-
Chris Davis: Yeah, sure.
Adam Tuttle: Of exploring new features is not just understanding the feature, but how to translate that into success for a lot of different customers.
Chris Davis: See, that’s it Adam, that is exactly why I chose you for today’s [00:03:00] podcast, because you’re right, it’s all about unlocking, unleashing it, specific to your business and your success. How long have you been here?
Adam Tuttle: So I have been with ActiveCampaign for almost four and a half years.
Chris Davis: Oh man.
Adam Tuttle: In January it’ll be four and a half years. I started in July of 2012.
Chris Davis: Okay, okay.
Adam Tuttle: We were a much different platform back then.
Chris Davis: Sure, sure.
Adam Tuttle: There was no automations, [00:03:30] there was no CRM.
Chris Davis: Yeah.
Adam Tuttle: The numerous features that have come out just in the last year or two were nonexistent, so it was a much simpler platform to learn.
Chris Davis: Yeah.
Adam Tuttle: I thought it was difficult in the moment, but it really wasn’t compared to what we throw people in these days.
Chris Davis: Yeah.
Adam Tuttle: So I’ve kind of done a little bit of everything. I was the ninth, there was nine of us here when I started. I think there’ve been some other employees that were no longer with the business but there was nine of us, and I was [00:04:00] number nine when I got my start here.
Chris Davis: Good old number nine. That’s amazing, yeah, ActiveCampaign, it’s even evolved since I’ve been here.
Adam Tuttle: Oh yeah.
Chris Davis: Like it just keeps going. You know, I’ll say, while you were talking about what you do with the sales team, training them, making sure they’re up to speed on the features, and then making sure they understand the business needs, when I walk by, it’s not uncommon [00:04:30] for me to even hear one of the sales reps say, “Ah, well, if that’s what you’re looking to do, ActiveCampaign may not be the best tool.”
Adam Tuttle: Mm-hmm (affirmative).
Chris Davis: I’m just like whoa, wait a minute, they are truly putting the business owner’s best interest first, and there’s no shame in saying, “Hey look, if those are the things that you’re looking to do,” or, “If that’s the only thing that you want to do,” or, “If that specific thing is very important to you,” then there’s no shame. We know how powerful out platform is. If it’s not a good [00:05:00] fit, no need for me to try to sell it to you now.
Adam Tuttle: Sure.
Chris Davis: And then you end up creating a support ticket and being a frustrated customer later.
Adam Tuttle: Yeah, absolutely, and I think that we’ve always tried to have a very high level of honesty with people.
Chris Davis: Yeah.
Adam Tuttle: People appreciate that. I’ve had customers where they came back later for a different business and said, “Hey, I’ve got another project I’m helping with, I think it might be a better fit now.”
Chris Davis: Exactly.
Adam Tuttle: I think to your point, if somebody [00:05:30] needs something very specific, like let’s just say that someone says, “I need a tool that can manage my social media and email marketing,” we don’t really do that.
Chris Davis: Yeah.
Adam Tuttle: We’re comfortable in our own skin. We’re comfortable with what we do and don’t do. I’ve told people like, “You know what? You might want to go check out HubSpot, because I think that they’re better.” You kind of hear ’em like, wait, did they really just say that?
Chris Davis: Right, right.
Adam Tuttle: But I think that again, we don’t want to waste their time, and we don’t want to waste our time.
Chris Davis: [00:06:00] Yeah, yeah.
Adam Tuttle: So it’s a win-win at the end of the day.
Chris Davis: For everybody.
Adam Tuttle: It’s not just about throwing dollars down, you know?
Chris Davis: Yeah, it’s refreshing if anything in a day in age where everybody’s trying to sell you something online, and what they have is what you need, like, “You won’t make it without this product,” and you know, all these big promises, and really low deliverables. So it’s good to see honesty and integrity in the sales process.
Adam Tuttle: Absolutely.
Chris Davis: So thank you for that, Adam. I’d like to jump [00:06:30] right into it now, and let’s talk about some keys to success with ActiveCampaign. I guess before we, a good segue into that is talking about or can you help me understand what are some of the most common themes you’ve seen when it comes to people getting started, where they hit a wall or what hinders them?
Adam Tuttle: I think that approaching [00:07:00] it from maybe two angles.
Chris Davis: Okay, okay.
Adam Tuttle: So angle one being the side of the inexperienced user.
Chris Davis: Sure, sure.
Adam Tuttle: Angle two being from someone who has, we’ll just say a moderate amount of experience.
Chris Davis: Sure, sure.
Adam Tuttle: I think from angle one, honestly, it’s the platform can do so much, when they start digging into it, it also becomes very overwhelming.
Chris Davis: Yeah, yeah.
Adam Tuttle: I think that with that being said also a lot of times, not always, but a lot of times, [00:07:30] customers that are maybe newer to this type of software and stuff, they tend to be small business owners. They might have a person or two people that work for them, or they might be a solopreneur so they’re all on their own.
Chris Davis: Got you.
Adam Tuttle: And time is money, so for them to try to spend even a few hours to learn a new software, it can be a big roadblock for them. So I think kind of that intimidation, and then [00:08:00] that might, not always, but it might then turn into a willing to settle for less than they can do.
Chris Davis: Yeah.
Adam Tuttle: The other thing about that is that I think sometimes they come into it with much too of a closed-minded.
Chris Davis: Yeah, set in their ways.
Adam Tuttle: Yeah, where it’s like I know that I need an autoresponder. They haven’t thought it through automations, its still like 1995 autoresponder, so they want to do that, and they just like no, this I what I want to [00:08:30] do, not realizing that with the investment of time, a little more, that they could probably make their lives much, much easier, and so I think it goes from a newbie’s standpoint, those are probably the biggest things.
On the moderate user’s side, I think that the biggest roadblock that I see is people come in and they want to do it exactly how they’ve been doing it on another system.
Chris Davis: Right, right, right.
Adam Tuttle: In a big picture, yeah, ActiveCampaign can [00:09:00] probably if not do all of what you want, they can maybe do more than what you were used to, but they want to use the same verbiage, the same terminology, the same whatever, and so it’s just, they don’t use it for maybe like a time of reevaluation, and it’s just like nope, I’ve got to transfer all this stuff over. Done, done, and then they just continue on their way, not looking at especially what I’d like to say is those hidden value things, where there’s things like our goals feature, [00:09:30] which is relatively new, super powerful though in being able to help you define and metrics and have been reporting on things and really to find out things better, that feature’s not available in a lot of other platforms, and so it can kind of be this, “Nope, I’ve always done it this way, it works.” But I always think of well what if you could do it better? What if you could have more success, you know?
Chris Davis: Yep, and now that you say that, it reminds me of when I migrated [00:10:00] to ActiveCampaign from Fusionsoft a few years back, and that was the most challenging thing was because I wasn’t aware at the time, but I was looking for to be able to do things the exact same way as I was using and I just wanted to use a different platform for it, right? I was hearing ActiveCampaign could do this stuff, and it took me about a month or two til I realized, “You know what? I’m just going to have to come in here with an empty glass and learn like [00:10:30] not just the tool but even marketing automation.” Like the theory behind what I’m doing. Like you mentioned an autoresponder. Well, an autoresponder is not some magic software, it’s the process of sending an email after someone submits a form.
Adam Tuttle: Sure.
Chris Davis: That’s the initial, like you can go into Outlook right now on your computer, and there’s an option that says autoresponder, and most of the time people use it for days when they’re out of the office or whatnot, but they’re automatically triggered messages, [00:11:00] right?
Adam Tuttle: Yep.
Chris Davis: So understanding it at a base level helped me see the value quicker in the platform.
Adam Tuttle: Well and I think that ironically, you and I demoed the platform together when you started looking at ActiveCampaign a few years ago.
Chris Davis: This is true.
Adam Tuttle: I remember the phone call. I think we had like an initial one and then we maybe had like a follow up, and the follow up I think you were starting to get like, “Oh, wow, there’s a lot more here.” [00:11:30] I remember having that very candid conversation where you’re like, “It doesn’t do everything I need.” You know, yeah, that’s not a perfect platform, but being able to step back and look at what it could do, even two years ago, there’s kind of like that shock and awe of like ooh, ooh, that excitement about it.
Chris Davis: Absolutely, and at that time, we didn’t have tags, we didn’t have goals, but you were able to show me, specific to my need, [00:12:00] how ActiveCampaign’s flexibility could meet that and beyond.
Adam Tuttle: Sure.
Chris Davis: Hence I’m here today and still a user, right?
Adam Tuttle: Works out well.
Chris Davis: Right. So for me, I believe that removing that block, that whatever, that invisible wall was helping me reimagine for the lack of a better term, or rethink or just start over. What would you say that you found [00:12:30] are keys to success for other people in helping them like get that aha moment with ActiveCampaign?
Adam Tuttle: Yeah, again, it kind of I think all reciprocates within itself, honestly, but I really think that it’s going into it with that open mindset.
Chris Davis: Mm-hmm (affirmative), yeah.
Adam Tuttle: I would say that the people that I feel are the most successful are the ones that are really willing to give it an honest like reevaluation, or an honest evaluation based [00:13:00] on what they’ve identified as their needs.
Chris Davis: Yeah.
Adam Tuttle: And realizing that sometimes there’s more than one way to do something.
Chris Davis: Yeah, that’s good. Oh man, that’s good.
Adam Tuttle: Even like one of the things that kind of irritates me at times is when I see these courses online, or buy our automation sequence for your sales automation, guaranteed to bring success. Now, let’s not discredit the massive amount of research that have gone into many of those, and the [00:13:30] testing. So again, I don’t want to discredit them, but I don’t believe that one shoe fits every person.
Chris Davis: No, not at all.
Adam Tuttle: Even if they’re in the same industry. So if you think about let’s just use the example of ecommerce, you could have an ecommerce site that sells puzzles, and an ecommerce site that sells outdoor gear. I’ve sold to customers that do both of those things.
Chris Davis: Yeah, yeah.
Adam Tuttle: They use it totally differently. Now, they both have automations, they both have some sequences, [00:14:00] they both have some stuff, but the frequency, they styles of their content, the things like that, it’s different for each person. So you might have a few tried and true methods that kind of get you off the ground.
Chris Davis: Yeah.
Adam Tuttle: But I think that when people can come into it and be able to reevaluate what they’ve done, how they’ve used it, and I would say that success is not found in a three month timespan or a six month timespan or even a 12 month. It’s found in the continual [00:14:30] reevaluation, and I think a great just example of that is that in our sales team, we recently totally revamped our sales finals and all of the automations tied to our CRM. Now, those aren’t sending out emails, they’re not doing stuff like that, and some of it was just revising what was already in place, but some of it was brand new, because we realized that where we were a year ago [00:15:00] as a sales team is completely different to where we are today.
Chris Davis: That’s huge.
Adam Tuttle: It took a lot of time. It took a lot of time.
Chris Davis: You know what? I’m glad you mentioned that, because I don’t know if people realize, I didn’t realize until I started here, I don’t think I gave it much thought, but we very much so use our own CRM to sell our product. I’m so glad you bring that up, because in our CRM guide, our deals guide, where we really break down using deals in [00:15:30] ActiveCampaign, we mention this back end automation. Things that happen that your customers don’t see.
Adam Tuttle: Yeah.
Chris Davis: Public, it’s invisible to the public, but they’re very important processes. So I think it’s really critical to, and I’m continuing in education to raise this awareness that there’s two sides of your business, right, that you can automate, but like you said, this constant reevaluating. Like you have to become your [00:16:00] own best critic. Like always, well why am I doing it that way? Is there a better way? I remember … I’m dating myself a bit, back in my engineering days, you would write code, and nobody accepted your first version of code as the best, like it was always about how can I do that in ten lines instead of 50 lines, and can I get ten lines down to two lines? And I see that same approach to success in marketing automation, especially [00:16:30] with our platform. It’s like oh, I’m using five automations. Maybe I can use two if I use a goal and a different weight condition.
Adam Tuttle: Sure.
Chris Davis: That’s what I really love about it. Once you get your hands in there, right, and you’re really comfortable with the platform.
Adam Tuttle: Right, and just from what we did, I think that there’s also too, this is where again looking at big picture stuff is from a sales manager standpoint, there’s actually two types of sales automations that I built.
Chris Davis: Okay.
Adam Tuttle: So the first would be [00:17:00] what my sales reps see. So it’s automations that affect them, you know, task creation, moving people to a different pipeline when a certain action takes place, that kind of stuff.
Chris Davis: Yeah, yeah, definitely.
Adam Tuttle: So that’s kind of what affects the users. But we also have automations that are changing lead scores, that are sending data out to third party databases so that we can do better metrics and tracking of things that are important to us. [00:17:30] The users, our sales reps, never see those. At least not on a big level. But it very much affects our sales processes, and so it seems to [inaudible 00:17:41] on that kind of back end automation that you’re talking about, there’s actually a couple layers to it, and so that’s one of those things too that I would encourage people, look at. Let’s get away from just that surface of let’s send out five emails every other day, what can be [00:18:00] used to help automate the whole process for us?
Chris Davis: Absolutely, absolutely. Yeah, the more I use it, the more I think of automations themselves as just like little minions in my business, right? You set up the automation, and they just do, they just go and do. Whether it’s one task, I’m just timestamping a date field, or like you said I’m just, that’s my job, I’m just update the lead score, or hey, [00:18:30] whenever this happens, I just apply this tag, and the vision that I have, just like in the animated film, just all of these little friendly minions working on my behalf to run my business for me. It’s an experience that I’m passionate to let every small business owner have, you know, like own, because they need that. But back to your original point where you were saying two different ecommerce stores, totally different, it’s just like somebody could have the same height and build [00:19:00] as another person and have a total different eye for clothes and style.
Adam Tuttle: Sure.
Chris Davis: Right? That’s how business is. That’s why I believe you need a platform that’s flexible, so it can match your specific style of marketing and running your business.
Adam Tuttle: Yeah, absolutely, and I think that it’s really that essential part of it is to again, evaluate what do I need? Okay, so let’s [00:19:30] lay down the first five things that I need and kind of build on-
Chris Davis: Yeah, yeah, yeah, get your plan in place.
Adam Tuttle: Then let that run, and then right now, so we just released all these new automations, we actually put a new pipeline in place. We went from a one pipeline model to a two pipeline model.
Chris Davis: Nice.
Adam Tuttle: We went from having I think two or three automations to having over a dozen tied in.
Chris Davis: Wow. So pause right there, Adam, ’cause you’re saying something really important. When you [00:20:00] went at this growth point, right, you realize, hold on, I may need to revisit and revise what we’re doing, right? What was that process like? Did you sit down with paper or a whiteboard or what was the process to map out the secondary pipeline and everything that was involved?
Adam Tuttle: Sure. So the first thing that I did was definitely on a whiteboard. I like that ’cause I can put thoughts out there, and kind of they don’t have to be neat. They can be messy. [00:20:30] But what I did is I tried to evaluate what I thought we were doing wrong. Or maybe not even wrong, but poorly. Like what were the things that we were doing poorly, and just being very candid. One of the things that I noticed is that we had a particular stage in our existing pipeline that had all our brand new deals coming into ’em from all these different sources, but there was nothing really distinguishing, was that a system generated lead like a free trial account, or someone [00:21:00] that had come through our website to request to be contacted? Very different leads. The way that we follow up should be different, and we didn’t really have this differentiator. So the people that I would kind of classify as like hot leads weren’t always being prioritized.
Chris Davis: Interesting.
Adam Tuttle: So that was one of the big news, I’m like, okay, well we got to change this. The other thing that I realized is that we had stages that again, early on, it kind of made sense. You know we started, especially on our BDR sales [00:21:30] team, we started with just one BDR. So we kind of built a platform that worked for that person. Well now we have ten or 11, and we have to have something that’s a lot more systematized. A lot more clear cut, this is why someone’s in a certain stage, et cetera. I realized that we had stages that weren’t even used by all of our reps. They were used by some of them, and they might be used differently by reps, and I said that’s, we were a little bit sloppy as we had grown, so [00:22:00] what I wanted to do is really look at what I thought we were doing poorly.
Chris Davis: Mm-hmm (affirmative).
Adam Tuttle: Then what I came up with was, okay, if we’re going to do that, then here’s my solutions. So I kind of came up with a list of here’s how I’m going to fix the problem. The first one was to rebuild the pipeline. Then what I did is I started pulling in other teams. So I pulled in our marketing team, I pulled in Kelly O’Connell, the head of our customer success, and I sat down and I said here’s what [00:22:30] I’m thinking, here’s the problems that I see, here’s my thoughts of how we can fix it, and they gave back their feedback.
Chris Davis: Nice, nice.
Adam Tuttle: Actually, it wasn’t my idea to go to a two pipeline model. That was someone in marketing’s idea.
Chris Davis: Nice.
Adam Tuttle: At first I kind of put up my defenses and said no, I think that’s a bad idea, blah, blah, blah, and they kind of pleaded their case, and the more I thought about it, I said, you know what? That is actually a very good idea. It gives us a little bit better ways to measure things. [00:23:00] So that was kind of that process. So then I’ll keep it short but basically what we did is once they kind of, we worked out our framework, I went and built everything. So I built all of our automations, I laid out how we were going to do our lead scoring, I laid out everything, and then those all got evaluated and looked at, reviewed, approved, and then we turned it on. For the most part, it’s been pretty successful, but even just before [00:23:30] this podcast, I was in a meeting with some of our sales teams and they’re like, “Hey, we’re noticing this.” And we’re noticing that. It’s like all right, cool, well let’s make sure that it’s actually a trend, and if it is then we’re going to fix it.
Chris Davis: Yeah.
Adam Tuttle: So we’re already even, it’s only been live for about three weeks, we’re already starting to reevaluate not so much the big picture, but more kind of the little nuances to make sure that it’s really saving time. That’s our biggest thing is we want to save time and effort, and that’s [00:24:00] what we’re really focused on.
Chris Davis: Stay true to the core of automation. Yeah, as you’re speaking, I’m thinking of these three R’s that just popped up and it was, as I’m listening to your process, it’s constantly reevaluating, remapping, and then rebuilding. You reevaluate to make sure that your needs haven’t grown, or to ensure that what you build is meeting your needs, and if there’s no to either of those questions then you remap it out, you know like, and that wasn’t done thankfully for you it wasn’t done in a vacuum. [00:24:30] Right, so small business owners listening to this podcast, do not hesitate to go through this remapping process analog using a whiteboard, piece of paper, you know, whatever, and use other brains, other minds, ’cause they’ll help pick stuff out. Then once you have your map, then rebuild to your map, which should have source from your reevaluation, which what prompted that was your new needs or current needs not being met.
Adam Tuttle: Absolutely. I’ve often used the illustration [00:25:00] of why, what, how. So why am I doing this? So for us, we identify it, man, we just don’t think that our time is being used effectively, we don’t think that our processes are doing this. So I’m doing this why? Because I want to help save time, and I want to make our processes more streamlined for our whole sales team so that we can continue to scale. What tools do I have available to me to help me be successful? So as I’m looking at the why, [00:25:30] what tools can help me accomplish those goals, and then the how is how will I measure success. So what am I actually looking at that’s going to help me measure that? Then I think that those things always get asked. It’s a cyclical pattern. So after I’ve got ’em all kind of defined, I do ’em, then I start again, I say why am I doing this?
Chris Davis: Yeah. It’s a cycle, and when you think about it Adam, you never stop going through that cycle. It’s just your [00:26:00] goal changes, right? So you’re going through the cycle in the beginning to get a system up.
Adam Tuttle: Yeah.
Chris Davis: Then once the system up, you’re going through it to improve the system, then you’re still going through that same cycle to optimize, and you never, you’re never out of optimizing unless you don’t want to grow your business.
Adam Tuttle: Sure.
Chris Davis: Right, but you’re always going through this cycle, and the goal is just growing and going, and those are signs of a very successful business, right, the approach. Man, wow, this has been really good. I think [00:26:30] that the best way to help people understand how to become successful is doing exactly what you’ve done. Take a power user, internal to ActiveCampaign, and show that not only do we sell it, but we use it. This is how we use it. We’re not immune to the processes that we’re telling you all to go through. Listen, before we get started in anything, we have to have a plan, right?
Adam Tuttle: Yep.
Chris Davis: That plan is normally going to source from like you said, needing more time, [00:27:00] needing to be more streamlined, or just some pain, like you know what? It’s frustrating every time I have to do this task. You know, then from that plan, from needing your pain or the desire of that pain to be removed, you come up with that plan, and now once, I think when we talk about plans, they say those who fail to plan plan to fail, but I don’t think planning gets enough weight [00:27:30] when it comes to running your business in general. We see it in ActiveCampaign. If you come into ActiveCampaign with no plan, you’re going to click everywhere, you’re going to be wanting to do, should I be using this, should I use, you know, and the plan to me, it really contains your needs, right, to specific stages like yes, you need all that we have to offer. But at this stage, you just need these three features. [00:28:00] Let’s put those three features in place. Talk about that, that crawl before you walk or run, crawl before you walk and run type approach.
Adam Tuttle: Sure, so again, I mean exactly what you say, it comes down to having a plan, and I always, the way that I work is I try to like think of what’s like the first three things that I need to do, or what are the first five things that I need to do.
Chris Davis: Sure, sure.
Adam Tuttle: I’ll just give a like good example of somebody that I’ve seen do it wrong. I think that that sometimes paints a better picture of like here’s the right way [00:28:30] to do it.
Chris Davis: Yeah, yeah, yeah.
Adam Tuttle: So I had a customer a few years ago. Realistically, he had a pretty good process in place, so it wasn’t like he was doing it wrong completely, but where he ran into his big pain point was that he went crazy with tag creation.
Chris Davis: Ah.
Adam Tuttle: So at one point I think he had like 150 different tags. Now for the services that he offered, he was like a relationship coach.
Chris Davis:Sure, sure.
Adam Tuttle: For the services that he offered, [00:29:00] it was probably a little bit overkill. It wasn’t all these products or things like that that he was selling. So that was kind of point one, and I remember when we were on the phone together, he was a little frustrated, and he’s like, “Man, every system I go to, my tags always get out of control,” and he’d had the same problem on a couple of our competitors, and it kind of took this like you know, try to be understanding, but at the same time be like, “But you did this to yourself.”
Chris Davis: Yeah, right.
Adam Tuttle: Like you’re the one that created all of these tags, and I think that [00:29:30] it was that there wasn’t really a plan in place.
Chris Davis: That’s it, that’s it.
Adam Tuttle: So what happened is, it was, “Oh, I need a tag when someone clicks on a certain link. Well I did it for that email, so I need to do it for my next email,” and so on and so forth. As opposed to maybe saying what are the top even 20 tags that are going to be valuable to me? Okay, like if someone clicks on any link at all, that to me is valuable.
Chris Davis: Yeah.
Adam Tuttle: Then kind of take that honest evaluation. Because the truth [00:30:00] is that as you send out more emails, as you develop more content, you’re going to be putting in more links, right?
Chris Davis: Yep, yep.
Adam Tuttle: So if we add a tag for every single link that we put in, at what point does that just become convoluted and not really value adding? So I think that it’s always looking too as you’re trying to come up with a plan, if it’s not value adding, it shouldn’t be in that plan.
Chris Davis: Absolutely.
Adam Tuttle: You know what I mean? So it’s even just like if you were to take away all our automations and CRM [00:30:30] and stuff, even on like an email marketing level, people, especially even just five or ten years ago really had this mindset of the more emails I send, the better it is.
Chris Davis: Yeah, right.
Adam Tuttle: Not understanding that the implications they have with deliverability and damaging deliverability by not having people open their emails, and so it’s always like is this, that’s why you should use segments. That’s why you should use [00:31:00] conditional content and personalization where you’re again on a very simple email marketing level, you’re using tools at your disposal to send the right people the right message at the right time.
Chris Davis: Absolutely.
Adam Tuttle: As opposed to let’s just send to everybody all the time, and therefore losing interest at some point.
Chris Davis: Yeah, it’s something that I’m passionate for in education. We have a few initiatives going forth with respect to segmenting and becoming more targeted, [00:31:30] because that’s where all the success is with business, and a lot of premature business owners, they get intimidated by that because essentially we’re saying less people. In a sense, right? Because as you get more targeted, it is going to be a smaller audience. But with that smaller audience comes bigger results. I’m excited, because we’ve got an entire, oh my gosh, we’ve got five content [00:32:00] pieces that revolve around segmenting alone.
Adam Tuttle: Right, it kind of goes back to that 80/20 principle, right? They often say 80 percent of your business comes from 20 percent of you customers, and what segmenting allows you to do is identify that 20 percent right away so you’re not even wasting time on the other 80 percent, right?
Chris Davis: Yeah, you’re shooting for the real 20, instead of the fake 100. It’s a mirage. You’re [00:32:30] gone without money, and you think you see something that’s not there, just like being in the desert without water, but yeah, become targeted and go after that 20 percent.
Adam Tuttle: You know, I think just adding that maybe one of the, again, one of the things that I can say that I see people do that are successful is that they’re so intentional about what people.
Chris Davis: Mm, that word, oh man!
Adam Tuttle: What people are getting.
Chris Davis: Yes, yes.
Adam Tuttle: One of the big problems with marketers [00:33:00] is that they forget that I’ve read that the average adult gets 147 emails a day.
Chris Davis: Oh wow.
Adam Tuttle: So if that’s true, and let’s just cut it in half, let’s say that they get 70 emails a day, which I’m sure is, that’s not too far out of the realm of possibility no problem. If you’re getting 70 emails a day, and you’re sending somebody emails four, five days a week to try to push your product, at some point, they’re going to just stop [00:33:30] either opening it or they’re going to unsubscribe.
Chris Davis: Absolutely.
Adam Tuttle: Because there’s not value to it. We tend to get in this mindset, or marketers tend to get in the mindset of everyone wants my content all of the time, and that is just not the case. It’s a very harsh reality, but it’s the truth, and that’s where I kind of, if I look at guys that I’m like, “Man they’re doing this right,” the very intentional, they send to segmented lists, they [00:34:00] send to people that have done certain things on their website maybe, and it’s very focused, and they’re not sending out automations that are a thousand emails long, it’s a couple emails when a certain action happens then they wouldn’t stop.
I’ll just give this example, there’s a company that I recently bought a product from online. Got the product, I really liked it, really happy with it, and I signed up to be on their newsletter. I always like to see what people are doing. Every single day, I [00:34:30] was getting emails about their special discount. So what happened is then I’m like, well this discount is not really special because you offer this pretty much every time, and two, their emails didn’t really change from one to the next. So it was just almost the same images, maybe a slightly different, but they sell like one type of product, so it’s very centric to that, and I finally just unsubscribed and I was like you know what? Like I love the product, maybe I’ll buy more in the future, but-
Chris Davis: Yeah, their loss.
Adam Tuttle: Man, you’re just hammering my inbox [00:35:00] with the same emails all the time and that holds no value to me.
Chris Davis: Yeah, it’s important, and that’s why I’m glad to see features like our newly released feature in split testing automations so that you can split test the frequency in which you communicate. Hopefully that company, using that feature, could have seen like, oh my gosh, like this path where we send this email every day is killing our unsubscribe rate, but this path where we send emails once a week are per se [00:35:30] is really growing our business. Adam, this has been great, man. I think that you’ve given more than enough keys to success that we could apply not only to ActiveCampaign, but just business in general. In reviewing them, it’s understanding your needs. As a business owner, being in tune with what you need, and being open minded with the solutions and ways to meet those needs. From then you create a plan, and this is [00:36:00] where they may interface with the sales rep, right? Helping understand their needs and creating a plan to be successful with ActiveCampaign, and then once you’ve made that commitment to jump into ActiveCampaign, it’s the whole idea of keeping this open mind and crawling, then walking, and then running.
Start with one automation, you know. If you’re migrating, we’ve got a migration guide that walks you through it, as well as migration services, but just don’t try, no matter if you’re advanced user or just [00:36:30] beginning, you know, take your time, before you just build everything out, import everything over. Like take the time when you’re starting out with ActiveCampaign to optimize everything that you’re doing, and if this is your first time doing things, making sure that you’re so in tune with your needs that you get built exactly what you need, so that the first impression with ActiveCampaign is a lasting impression.
Adam Tuttle: Absolutely.
Chris Davis: So with that [00:37:00] in mind, Adam, any parting words that you have, words of wisdom that you have for our listeners here today?
Adam Tuttle: I think just I would remphasize what you just said, and I would just say that, I’ve said this to literally hundreds of people on calls, it’s okay to start small. It’s okay to smart small.
Chris Davis: There it is. It’s okay to start small. I love it.
Adam Tuttle: Whether you’re moving from something else or this is your first time, there’s a lot of information out there that gives you their 20 points to success, [00:37:30] and that can be just too much, quite frankly.
Chris Davis: Yep.
Adam Tuttle: So it’s okay to start small. You can expand very rapidly. You can take your time and expand slowly, but you’re doing it at a pace and a scale that is done properly, as opposed to just hyper putting everything in there and then oh, no, like this doesn’t work, and now you’ve lost a lot of potential opportunity. So it’s okay, it’s okay to take your time.
Chris Davis: It’s okay to start [00:38:00] small.
Adam Tuttle: It’s a marathon, not a sprint.
Chris Davis: Yeah.
Adam Tuttle: And that’s really the best advice. The other last maybe snippet would be again just kind of reemphasizing that reevaluation part. That’s super important. The biggest reason that I would say, especially if you’re an ActiveCampaign user, is that we tend to upgrade our platform and provide new features as fast or I would argue to say faster and really [00:38:30] much faster than almost any other platform in the market. I can’t actually think of one that does it faster, but I just don’t want to lock us into a box and misspeak, but with that, pay attention to the blogs and the educational materials, and even sources outside of ActiveCampaign, because the industry’s changing.
Chris Davis: Yeah.
Adam Tuttle: There’s a lot of new things that are coming and going, and if you have a mindset that’s even five years old with the way that you do things, you’re living in the stone [00:39:00] age at this point.
Chris Davis: Absolutely.
Adam Tuttle: Again, that sounds a little harsh, but it’s that reality that’s needed to be heard by people.
Chris Davis: Yeah, yeah. Great, great, great wise words. Do not be afraid to smart small and then grow as you go. Grow as you go. All right, thanks so much, Adam. We’ll have you back on, man. We’ll have you back on.
Adam Tuttle: I appreciate it. I’m looking forward to that.
Chris Davis: I really appreciated this and enjoyed your insight, years of sage wisdom and knowledge from being [00:39:30] in the trenches, so again thanks so much Adam, and we’ll see you next time.
Adam Tuttle: Sounds good man, thank you.
Chris Davis: If you enjoyed today’s podcast, “Setting Yourself Up for Success with ActiveCampaign,” do me a favor and go into your iTunes, Google Play, Stitcher, whatever podcasting application you’re using, and subscribe to the ActiveCampaign podcast. Once you do that, do me a favor, another favor, and select five stars. [00:40:00] If you really enjoy this content, the best way to let me know is by rating this at five stars, and don’t hesitate to leave a comment showing some love or questions or any topic that you would like for us to cover on the ActiveCampaign podcast. This is a podcast for you, to help you grow your business, so I’ll see you next episode.

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