- Accessories
- Accommodation
- Accounting
- Airline
- Analytics
- Auction site
- Bank
- Beauty
- Bike Rental
- Biotechnology
- Books
- CRM
- Call center software
- Cameras
- Car company
- Cards
- Chrome plugin
- Clothing
- Coffee
- Collaboration
- Community
- Contact lenses
- Crowd funding
- Cryptocurrency
- Customer support
- Dating
- Department store
- Design tools
- Developer tools
- Digital printing
- Direct to consumer
- Domain names
- E-commerce
- E-commerce store builder
- Education
- Electronic signatures
- Electronic signitatures
- Electronics
- Email Service Provider
- Email marketing
- Entertainment
- Event management
- Fashion
- Finance
- Fitness
- Flight comparisons
- Food
- Food delivery
- Form builder
- Freelancer tools
- Furniture
- Game
- Gaming
- Gifts
- Glasses
- Greetings cards
- Groceries
- Hair
- Health
- Hiring
- Hotel comparison
- Hotels
- Insurance
- Investing
- Jewelry
- Landing page builder
- Language learning
- Lingerie
- Live chat
- Makeup
- Marijuana delivery
- Marketing
- Marketplace
- Mattress company
- Meal delivery kits
- Media
- Messaging
- Music
- NFT
- News
- No-code
- Nutrition
- Online courses
- Online-course-platform
- Outdoor store
- Password manager
- Payments
- Personal Finance
- Pharmacy
- Photography
- Podcast Hosting
- Podcasts
- Productivity
- Project management
- Property
- Proposal software
- Real estate
- Ride sharing
- Running
- SEO
- SaaS
- Sales tools
- Scooters
- Shoes
- Skincare
- Social network
- Software
- Sportsware
- Subscription boxes
- Swimwear
- T-shirt Printing
- Talent
- Telco
- Trains
- Transport
- Travel
- Underwear
- VPN
- Video hosting
- Video streaming
- Voucher/Coupon Sites
- Watches
- Web hosting
- Website builder
- Workforce management
- Writing
- & Other Stories
- &Open
- 1&1
- 1Password
- 3dcart
- 6pm
- A.C. Moore
- ANNA by RadLabs
- ASOS
- AT&T
- AVI-8
- AYR
- Abercrombie
- Accessorize
- Ace Hardware
- ActiveCampaign
- Acura
- Acuvue
- Adapt
- Adidas
- Airbnb
- Aircall
- Airtable
- Alaska Air
- All Saints
- Allbirds
- Amazon
- Ambronite
- American Airlines
- American Apparel
- Anchor
- Ann Taylor
- Antidote Street
- Apple
- Armani Exchange
- Armogan
- Asana
- Astley Clarke
- Audemars Piguet
- Auverture
- BBC iPlayer
- BECCA Cosmetics
- Baremetrics
- Barnes and Noble
- Basecamp
- Bath & Body Works
- Beans
- Bearbottom Clothing
- Beaver Brooks
- Ben Sherman
- Bend
- Bespoke Post
- Best Buy
- Big Cartel
- BigCommerce
- Binance
- Birchbox
- BitClout
- Bite
- Black Opal Beauty
- Blinkist
- Blue Apron
- Bluehost
- Bobbi Brown
- Bonlook
- Bonobos
- Boohoo
- Booking.com
- Boots
- Box
- Bravissimo
- Breaker
- Breitling
- Brightedge
- British Airways
- BrowserStack
- Bubble
- Buffer
- Busuu
- Bynder
- CVS
- Cadillac
- CafePress
- Calendly
- Calm
- Candy Club
- Canny
- Canon
- Canva
- Carbonmade
- Careem
- Carrd
- Cars.com
- Cartier
- Cash App
- Casper
- Caviar
- ChartMogul
- Chevrolet
- Chilewich
- Chococurb
- Chubbies
- Circle
- Claire's
- Clarks
- ClassPass
- ClickFunnels
- ClickUp
- Clinique
- Cloudflare
- Clubhouse
- Clue
- Coach
- Coastal
- Coda
- Coinbase
- Conductor
- ConvertKit
- CopyAI
- Costco
- Coursera
- Cover FX
- Craft
- Craigslist
- Crypto.com
- Cult Furniture
- Customer.io
- DFS
- Daisy Jewellery
- Daniel Wellington
- Debenhams
- Deliveroo
- Delivery.com
- Delivra - The Inbox
- Delta
- Depop
- Deputy
- Descript
- DesignByHümans
- Designer Shoe Warehouse
- Discord
- Disney+
- Djusie
- DocuSign
- Dollar Shave Club
- Domino's
- DoorDash
- Dorelan
- Dorothy Perkins
- Drip
- Dropbox
- Dropbox Paper
- Drops
- Duda
- Duolingo
- Dwell
- EasyJet
- Eaze
- Elevate
- Etsy
- Eurostar
- Eventbrite
- Everlane
- Evernote
- Expensify
- Express Glasses
- Eye Buy Direct
- FabFitFun
- Fabletics
- Facet
- Fancy
- Farm Rio
- Fashion Fair
- Fashion Nova
- Feedly
- Feelunique
- Fenwick
- Figma
- Finimize
- Firebox
- Fitbit
- Fiverr
- Fleur & Bee
- Flipd
- Flodesk
- Fluent
- Flybe
- Foodvisor
- Ford
- Forest
- Forever 21
- Fort Myers
- Fortnum & Mason
- Fossil
- Framebridge
- Framer
- FreeCodeCamp
- Freedom Japanese Market
- Freetrade
- Front
- Ftsny
- Fullstory
- Furniture Village
- Fyrn
- GMC
- GameStop
- Gap
- GatherContent
- Ghost
- Ghost Bed
- GitHub
- Glasses USA
- Glo
- Glossybox
- Go-Jek
- GoDaddy
- Goat
- Gobble
- Goggles4u
- Goldsmiths
- Gorillas
- Gousto
- Grab
- Graham and Green
- Grammarly
- Graze
- Greats
- Green Chef
- GreenRush
- Groupon
- Grubhub
- Guess
- Gumroad
- Gymshark
- Gyroscope
- H&M
- H.Samuel
- HVMN
- Habitat
- Harrods
- Harry's
- Harvey Nichols
- Hastens
- HauteLook
- Headspace
- Height
- Helix
- HelloFresh
- Help Scout
- Hey
- Hipmunk
- Hobby Lobby
- Home Depot
- HomeGoods
- Honda
- Honest
- Honey
- HostGator
- HotelTonight
- Hotjar
- House Curious
- House of Fraser
- Houzz
- HubSpot
- HubSpot CRM
- Huel
- Hulu
- Hungry House
- Hutch
- InMotion Hosting
- InVision
- Infoempleo
- Infojobs
- Instacart
- Interact
- Intercom
- Ipsy
- J.Crew
- JCPenney
- Jaguar
- Jessops
- Jet2
- JetBlue
- Jira
- Job Today
- Jump Bikes
- Just Eat
- Kay
- Khan Academy
- Klarna
- LTHR Supply
- Lancôme
- Landbot
- Lane Bryant
- Launchaco
- Leadpages
- Leesa
- Lemonade
- Lexus
- Liberty London
- Lifesum
- Lime
- Linear
- Linjer
- Linktree
- Litmus
- Loaf
- London Virgin Hair
- Lookfantastic
- Loom
- Loot Crate
- Lowes
- Lululemon
- Luma
- Lyft
- MAC Cosmetics
- MDMflow
- MVMT
- Mack Weldon
- Macy's
- Made
- Magento
- Mailchimp
- MapMyGut
- Marley Spoon
- MasterClass
- Mayvenn
- MeUndies
- Meadow
- Medium
- Memrise
- Menards
- Mercari
- Mercedes-Benz
- MetaMask
- Michaels
- Microsoft Teams
- Mini
- Miro
- Miss Selfridge
- Missguided
- Misto Box
- Mitsubishi cars
- Mixpanel
- Monday
- Moneybox
- Mont Blanc
- Monzo
- Moo
- Moonpig
- Morning Brew
- Morning Recovery
- Muttonhead
- My First Wig
- MyFitnessPal
- N26
- Nars Cosmetics
- NerdWallet
- Nest Furniture
- Netflix
- New Look
- Newegg
- Nicely Noted
- Nike
- No Mercy / No Malice
- Nomatic
- Noom
- Nordstrom
- Nordstrom Rack
- Notion
- Notonthehighstreet
- Now TV
- Nugg
- Ocado
- OfferUp
- Officevibe
- Old Navy
- Omega
- OpenSea
- OpenTable
- Otiumberg
- Outdoor Voices
- Overstock
- Ozone Socks
- PandaDoc
- Pandora
- Patreon
- Paula's Choice Skincare
- PayPal
- Peloton
- Picniic
- Pier 1
- Pipedrive
- Pitch
- Pizza Express
- Plated
- Plum
- Pluralsight
- Podia
- Poshmark
- Postmates
- Pottery Barn
- PrettyLittleThing
- Primark
- Process Street
- Puma
- Purple
- QVC
- Quibi
- QuickBooks
- Quill
- Quizlet
- Quora
- REI
- Racket
- Raymond Weil
- Redbubble
- Reflectly
- Replit
- Retool
- Revolut
- Rezi
- Ripcurl
- Robinhood
- Runkeeper
- SNKRS by Nike
- Sally Beauty
- SavvyCal
- Scentbird
- Scribd
- Seamless
- Search Metrics
- Selfridges
- Sephora
- ServiceNow
- Shop.com
- Shopify
- Shpock
- Shudder
- Shwood and Stanley
- Simba
- Skillshare
- Skyscanner
- Slack
- Slite
- Snapchat
- Society6
- Sock Fancy
- SoloLearn
- SoundCloud
- Southwest
- Soylent
- SpeedWeed
- Spotify
- Spreadshirt
- Square
- Squarespace
- Squarespace Scheduling
- Staples
- Starbucks
- Steam
- Stitch Fix
- Stone Forest
- Strava
- Strikingly
- Stripe
- Substack
- SumUp
- Sun Basket
- Sunsama
- Superdrug
- SurveyMonkey
- Swarovski
- Sweatcoin
- Swoon
- TRNK
- Tag Heuer
- Tally
- Target
- Taste Trunk
- Teachable
- Teachlr
- Techcrunch
- Ted Baker
- TeePublic
- Tempur
- Tempur-Pedic
- Tesla
- The Hustle
- The Jewel Hut
- The New York Times
- The Ordinary
- The White Company
- Thinx
- Threadless
- Thryve
- Tidal
- Tide.fm
- Tiffany & Co
- TikTok
- Tinder
- Todoist
- Tommy John
- Topshop
- TouchNote
- Trainline
- TransferWise
- Trello
- Triibe
- TripAdvisor
- Trivago
- Trustpilot
- Tuft & Needle
- TunnelBear
- Twitch
- Typeform
- UNIQLO
- Uber
- Uber Eats
- Udacity
- Udemy
- Ulta
- Unbounce
- UncommonGoods
- United
- Universe
- Upwork
- Urban Outfitters
- VSCO
- Vessi
- Victoria's Secret
- Vimeo
- Vinted
- Viome
- Virgin Atlantic
- Vistaprint
- Voog
- Vueling
- WW (Weight Watchers)
- WalMart
- Walgreens
- Wallapop
- Wallshoppe
- Warby Parker
- Watch Shop
- Watch Station
- Watches.com
- Wattpad
- Wayfair
- Waze
- Wealthsimple
- Webflow
- Weebly
- West Elm
- Whimsical
- Williams Sonoma
- Winc
- Wise
- Wistia
- Wix
- WooCommerce
- WordPress
- World Market
- Wowcher
- YNAB
- YouTube
- YouTube Music
- Zales
- Zapier
- Zara
- Zazzle
- Zendesk
- Zero
- Zoe & Morgan
- Zoopla
- Zulily
- eBay
- eToro
- uBiome
ActiveCampaign Customer
Subscribed 6 years, 4 months ago
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<em>
Discover the insights and tactics that took top SaaS companies from $0-1m, to $1-10m, to $10-25m, and beyond,
<strong>
the first Wednesday of each month
</strong>
</em>
</p>
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<img alt="ActiveCampaign's Monthly Spotlight Email" class="adapt-img" data-cf-ir-is-resized="true" src="https://inboxflows.com/_/image/https%253A%252F%252Fcontent.app-us1.com%252Fcdn-cgi%252Fimage%252Fdpr%253D2%252Cfit%253Dscale-down%252Cformat%253Dauto%252Conerror%253Dredirect%252Cwidth%253D650%252FMEmz%252F2024%252F04%252F02%252Fcf6ce59d-4b40-4448-9a02-d202a07663c2.jpeg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZjb250ZW50LmFwcCIsInRpbWUiOjE3MTI3NTQ4MDYuNDQzMzk3NX0:1ruXlW:tRu9sHvAPToiZ7jCKvD2FYGjnHtwgo0PWEJ5x5TPQYI" style="display:block;border:0;outline:none;text-decoration:none;-ms-interpolation-mode:bicubic" title="ActiveCampaign's Monthly Spotlight Email" width="650"/>
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Welcome to our first issue of SaaS Steps. We’ve built this newsletter because the tactics that take SaaS businesses from zero to $1m ARR are completely different from the tactics that get us from $10 to $100m. We’re breaking things down step-by-step, so brands at different stages of their journey can learn from fast-growth SaaS success stories and reach the next stage in their journey.
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For our first story, we’re giving you the inside scoop on how ActiveCampaign grew from a bootstrapped startup into a major player in marketing automation. Let’s dive into ActiveCampaign’s journey to $250m+ ARR and analyze each stage.
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<b>
$0-1m: Get found and put the customer first
</b>
</h2>
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When ActiveCampaign launched in 2003, SaaS wasn’t widespread and nearly all software was on-premise. At the time, Jason VandeBoom, ActiveCampaign’s founder, was selling a $35, one-time purchase software.
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At this stage, he focused on two main pillars:
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<b>
Discoverability
</b>
<br/>
Folks needed to be able to find, and learn about ActiveCampaign, so Jason went to work getting ActiveCampaign listed in any directory he could find (like the Yahoo business directory).
</p>
</li>
<li style="-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;Margin-bottom:15px;color:#0e1c38;margin-left:0;font-size:16px">
<b>
Customer obsession
</b>
<br/>
Jason noted to me that in the early days if anyone reached out to him, it was a “drop everything and take care of the customer” first scenario.
</li>
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I have seen similar themes from many of the top founders and VCs out there, like Jason Lemkin, SaaStr's Founder, who noted if you are under $1m ARR, and a customer was only paying $30/mo, you still have to find ways to take care of everyone. In an age of AI, it is still more critical than ever to have that human touch when you are first building your brand and getting those early advocates.
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During this stage, ActiveCampaign’s Jason VandeBoom also focused on initiating as many 1:1 conversations as he could, across any in-person or digital channels where potential customers were operating.
</p>
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<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
When you are shooting for your first million, the keys are building a stable product, obsessing about customers, building direct relationships, and trying to find at least one good channel where you can get discovered.
</p>
</td>
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<td align="center" style="padding:20px;Margin:0;font-size:0">
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</td>
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<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-header-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#ffffff;width:650px">
<tr>
<td align="left" bgcolor="#9D1D86" class="esdev-adapt-off" style="padding:20px;Margin:0;background-color:#9d1d86;border-radius:30px 30px 0px 0px">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<h2 style="Margin:0;line-height:30px;mso-line-height-rule:exactly;font-family:'ibm plex sans', sans-serif;font-size:20px;font-style:normal;font-weight:bold;color:#ffffff">
<strong>
$1-10m: Customer-centric, SEO-savvy, and product-led
</strong>
</h2>
</td>
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<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
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<td align="left" bgcolor="#fff" style="Margin:0;padding-top:20px;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
As ActiveCampaign continued to grow, Jason kept being customer-obsessed with any inbound leads. During this next phase of growth, Jason noted, “I had loudspeakers set up in my apartment attached to a desktop with chat and ticketing. Any time in the evening when I was awake I would go talk to customers if they started a chat. This was with a team of 8 but I had nobody working evenings. This helped me stay close to the customer.”
</p>
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<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
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<td align="left" bgcolor="#fff" style="padding:0;Margin:0;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<td align="center" style="padding:0;Margin:0;width:570px" valign="top">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<strong>
Go global early
</strong>
<br/>
ActiveCampaign went global very early, working to build resellers in countries across the globe. These partners would help translate assets both in the platform and for supporting documentation. Most brands see international expansion this early as unrealistic, but with the right partners to help bring your product to local markets, it can be a huge growth accelerant and help you find less competitive geographies to build footholds.
</p>
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<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
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<td align="left" bgcolor="#fff" style="padding:0;Margin:0;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<td align="center" style="padding:0;Margin:0;width:570px" valign="top">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<strong>
SEO
</strong>
<br/>
In the early 2000s, SEO and ranking on Google was far different. It was the Wild West, and building content with the right keywords could quickly propel you into high domain authority. ActiveCampaign was one of the early movers here, alongside HubSpot, in grabbing substantial market share around marketing automation terms.
</p>
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<td align="left" bgcolor="#fff" style="padding:0;Margin:0;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff;border-radius:0px 0px 30px 30px">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<strong>
Product-led growth motion begins
</strong>
<br/>
ActiveCampaign started to include the phrase “Powered by ActiveCampaign” with all sending to get their name in front of as many folks as possible. Every place that ActiveCampaign could place its tagline was an opportunity to scale awareness for the brand.
</p>
</td>
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<tr>
<td align="center" style="padding:20px;Margin:0;font-size:0">
<table border="0" cellpadding="0" cellspacing="0" height="100%" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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</td>
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<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-header-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#ffffff;width:650px">
<tr>
<td align="left" bgcolor="#FF551D" class="esdev-adapt-off" style="padding:20px;Margin:0;background-color:#ff551d;border-radius:30px 30px 0px 0px">
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<h2 style="Margin:0;line-height:30px;mso-line-height-rule:exactly;font-family:'ibm plex sans', sans-serif;font-size:20px;font-style:normal;font-weight:bold;color:#ffffff">
<b>
$10-25m: Leverage partners and communities
</b>
</h2>
</td>
</tr>
</table>
</td>
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</td>
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</td>
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<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
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<td align="left" bgcolor="#fff" style="Margin:0;padding-top:20px;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
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At this next stage of growth, partners continued to expand and play a pivotal role. Top affiliate partners began to drive notable traffic, through review sites, business courses, and beyond.
</p>
</td>
</tr>
</table>
</td>
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</td>
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</td>
</tr>
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<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
<tr>
<td align="left" bgcolor="#fff" style="padding:0;Margin:0;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="center" style="padding:0;Margin:0;width:570px" valign="top">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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<td align="left" style="padding:0;Margin:0">
<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<strong>
Turn early adopters into advocates
</strong>
<br/>
Jason was hands-on reaching out to early power users (almost like an ABM strategy) and building relationships through chat and DM. With these early partners, ActiveCampaign developed co-branded assets and promoted them alongside the partners. Tapping into dozens of heavy ActiveCampaign users with large networks created a strong amplification effect and spread the word.
</p>
</td>
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</table>
</td>
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</td>
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</td>
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<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
<tr>
<td align="left" bgcolor="#fff" style="padding:0;Margin:0;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff;border-radius:0px 0px 30px 30px">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="center" style="padding:0;Margin:0;width:570px" valign="top">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="left" style="padding:0;Margin:0">
<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<strong>
Community growth is essential
</strong>
<br/>
ActiveCampaign not only developed an internal user community but also was heavily involved in relationship building with lots of startup and marketing communities. These relationships helped expose ActiveCampaign to tens of thousands of new business owners and within a trusted space.
</p>
</td>
</tr>
<tr>
<td align="center" style="padding:20px;Margin:0;font-size:0">
<table border="0" cellpadding="0" cellspacing="0" height="100%" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td style="padding:0;Margin:0;border-bottom:0px solid #cccccc;background:unset;height:1px;width:100%;margin:0px">
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
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</td>
</tr>
</table>
</td>
</tr>
</table>
<table align="center" cellpadding="0" cellspacing="0" class="es-header" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;table-layout:fixed !important;width:100%;background-color:transparent;background-repeat:repeat;background-position:center top">
<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-header-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#ffffff;width:650px">
<tr>
<td align="left" bgcolor="#DBAA23" class="esdev-adapt-off" style="padding:20px;Margin:0;background-color:#dbaa23;border-radius:30px 30px 0px 0px">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="left" style="padding:0;Margin:0;width:610px">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="center" style="padding:0;Margin:0;padding-left:20px;padding-right:20px">
<h2 style="Margin:0;line-height:30px;mso-line-height-rule:exactly;font-family:'ibm plex sans', sans-serif;font-size:20px;font-style:normal;font-weight:bold;color:#ffffff">
<b>
$25-100m: Competitive investments, heavy product focus, localization, and events
</b>
</h2>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
</table>
</td>
</tr>
</table>
<table align="center" cellpadding="0" cellspacing="0" class="es-content" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;table-layout:fixed !important;width:100%">
<tr>
<td align="center" style="padding:0;Margin:0">
<table align="center" bgcolor="#ffffff" cellpadding="0" cellspacing="0" class="es-content-body" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px;background-color:#FFFFFF;width:650px">
<tr>
<td align="left" bgcolor="#fff" style="Margin:0;padding-top:20px;padding-bottom:20px;padding-left:40px;padding-right:40px;background-color:#ffffff">
<table cellpadding="0" cellspacing="0" role="none" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
<tr>
<td align="center" style="padding:0;Margin:0;width:570px" valign="top">
<table cellpadding="0" cellspacing="0" role="presentation" style="mso-table-lspace:0pt;mso-table-rspace:0pt;border-collapse:collapse;border-spacing:0px" width="100%">
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As ActiveCampaign moved towards $100m ARR, it began to pull market share and become a known player in the marketing automation world.
</p>
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<b>
Dominate the competition
</b>
<br/>
ActiveCampaign invested heavily in competitive dynamics. Choosing key competitors and employing a blend of paid, SEO, and partner activations to pull market share and expand their base.
</p>
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<b>
Product velocity
</b>
<br/>
This was the period the product really started to mature. On one side, ActiveCampaign focused on a high tempo of smaller feature releases, driven by customer requests. This went a long way for usability. On the other side, Jason made larger strategic decisions (like the CRM launch in 2016) that many saw as a mistake, but ultimately was a success. The focus on usability and having a system that had a low barrier to entry but was extremely scalable at the top-end, keeping users in the tool as they grew. This was building true differentiation in the market, which was critical. ActiveCampaign’s automation capabilities from this period are still above what others offer today.
</p>
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<p style="Margin:0;-webkit-text-size-adjust:none;-ms-text-size-adjust:none;mso-line-height-rule:exactly;font-family:'IBM Plex Sans', sans-serif;line-height:24px;color:#0e1c38;font-size:16px">
<b>
Events began to scale
</b>
<br/>
Events and in-market activations started to scale during this stage of growth, and ActiveCampaign introduced a new concept: study halls. Study halls brought together users in person and were held all over the world in ActiveCampaign’s biggest hubs. Jason notes, “the power of in-person was real, especially getting small groups of like-minded people together.”
</p>
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<b>
Localization
</b>
<br/>
ActiveCampaign made substantial investments in market expansion internationally. They started to settle payments in other currencies, establish in-region support hubs, and develop whole internal teams dedicated to regional marketing plans. PFIGS (Portuguese, French, Italian, German and Spanish) were some of the initial markets ActiveCampaign made inroads with.
</p>
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<b>
$100-250m: Multi-product, an outbound motion, and acquisitions
</b>
</h2>
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As ActiveCampaign worked from $100m to over $250m in ARR, a lot of concurrent plays worked together to provide the lift.
</p>
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<strong>
Going multi-product and pricing optimization
</strong>
<br/>
Pricing is key at any stage of business, but executing it right at scale can make the difference of tens of millions of dollars a year. ActiveCampaign during this stage moved from a single product to multi-product (CRM, Marketing Automation, and Bundled) which provided a strong revenue lift. Related, ActiveCampaign has undergone multiple pricing projects to simplify and streamline pricing clarity for users (which we will continue to work on).
</p>
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<b>
Acquisitions (Postmark and Onesend)
</b>
<br/>
ActiveCampaign acquired Postmark, a best-in-class transactional email tool in 2022 and Onesend, a tool that allows for multi-location businesses, franchises, or agencies to operate many ActiveCampaign accounts from one dashboard, in 2023. These acquisitions continue to give ActiveCampaign a competitive advantage in the market and serve a widening base of customers.
</p>
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<b>
Building an outbound muscle for upmarket growth
</b>
<br/>
ActiveCampaign has a large customer base (180k+ customers) and serves a wide range of businesses. That being said, historically, the majority of our customers are SMBs, ten-person businesses, 50-person businesses, and 100-person businesses. Historically ActiveCampaign has relied on a strong inbound engine (for both marketing and sales) and PLG motion to propel growth. But as the sophistication of ActiveCampaign continues to grow, we also continue to evolve our GTM. During the $100-250m phase of growth, our outbound team helped open ActiveCampaign to upmarket opportunities and provide a new cohort of high NRR (Net Revenue Retention), and stable revenue to the books.
</p>
</td>
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</td>
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<b>
Layered channel approaches (organic, VoC, and paid)
</b>
<br/>
Inspired by other market leaders who have followed this playbook, ActiveCampaign looked at taking a layered approach to our marketing swings. This means when we try to open a new demand generation channel like LinkedIn, we use a combination of our team's organic voice, activating the voice of the customer through customers and partners, and amplifying the best performers via paid.
</p>
</td>
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<b>
New target markets and verticalization
</b>
<br/>
Because ActiveCampaign is a versatile platform that can be used by nearly any niche, ActiveCampaign shied away from getting too industry-specific for a long time. However, during the $100-250m stages of growth, we learned that vertical-specific content in core industries from ecommerce to SaaS to creators, has helped us better convert inbound opportunities and build more affinity with these prospective customers.
</p>
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As ActiveCampaign accelerates to $250m+ ARR, the next stage of growth will soon be told.
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1 year ago - updates-ac@activecampaign.com
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