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Partners are in important part of our business and we strive to work with them in ways that reduce friction, conflict and confusion; ultimately, we want to make it easy for them to want to do business with ActiveCampaign.
Moment of Gratitude
Cloud Software Association
As you can see, partners play a significant role in our business.
To fully understand our partner strategy it is important that you understand some of the core tenants of our philosophy as a company. These things inform the strategy decisions we make as a business and also the ways in which we choose to support our customers and partners.
ActiveCampaign is focused on helping companies deliver amazing experiences to their customers. To do so we must help them… Understand the complete customer journey Orchestrate the entire customer experience even if we don’t deliver tools for the entire experience
ActiveCampaign platform provides a set of robust tools ranging from email marketing, live chat and SMB focused CRM engine.
Underneath all these solutions sits our automations platform and our robust integration capabilities. The combination of that gives our customers the flexibility to bring their preferred tools, integrate them with us and leverage our powerful automation platform.
We have genuine admiration, respect and care for small businesses. We believe in providing them with the tools they need to be successful. While other providers have a tendency to quickly climb their way up market, we remain committed to deploying technology, pricing models and business practices that align to things that matter most to small businesses. Not surprisingly, we’ve found larger businesses also appreciate these characteristics in a technology provider.
Perfect blend of automation & Human touch - we don’t want to replace humans, we want to make humans more efficient and effective. Take the right action at the right time - blanket one size fits all messaging will not help you create meaningful relationships with your customers. Blend customer intelligence with business knowledge
Strengths of stacking. The idea of All-in-one is outdated. We believe in best of breed stack solution which we orchestrate to bring data in and make it actionable to our customers.
The accessibility and ease of use of reliable integration tools is making the best of breed, integrated approach far more accessible.
When you create a stack of highly specialized marketing apps, you're able to pick and choose the perfect solution for each problem. You can find solutions with the exact features you need at the pricing that works. You pay only for what you need and you're not locked in, so if something better comes along, you can connect it without issue.
Not every business is exactly the same. Not every partner wants to attack a problem in the same way. With the stacked approach, you can leverage the best tools and more easily make adjustments as your business needs evolve, which we all know they will. The only constant in today’s business world is change.
Accessibility of integrations
70% of our customers have at least one integration
We know we’re not all things to all people
Concept of a Platform Leverage platform effectively and grow your ecosystem of partners Integration strategy - more we have the stronger our ability to make it successful for our partners No business runs on one application
ActiveCampaign is an incredibly powerful platform. Our automation capability can be deployed by a business of any shape or size. While this is a tremendous strength, we know it’s important to not have our customers or partners start out with a blank slate. For a small business owner, an digital agency looking to expand their offering into marketing automation, or a software provider looking to extend their own offering a blank slate could cause hesitation or missed opportunity.
For this reason, we have instituted tools and resources like Recipes, Snapshots, and Stacks to get customers and partners out of the gate quickly and finding value fast.
Its resources like these that have ActiveCampaign customers reporting time to positive ROI of over twice as fast as our closest competitor.
We have internal resources who regularly create and publish new recipes
we also have a great community of users who share their own recipes with one another. It’s as simple as sharing a link and making any adjustments specific to their business.
For our partners, this can be a major shortcut during implementation.
With Account Snapshot you can have a sandbox account containing any automations, campaigns, templates, forms, and pipelines that your clients can use You can then create a snapshot of this sandbox and select that snapshot when creating a new account for one of your clients The new account created will copy over data from the snapshot This allows you to quickly spin up new accounts and scale your onboarding process for new clients
We have thousands of partners with varying levels of experience. Some are experienced agencies who have their recipe for success. For others, they may not have found a way to address the challenge they are facing or perhaps haven’t found the right way to price or package their offering. It could be that there is a missing piece of their offering that is causing them to miss opportunity.
As a partner, we don’t just want to provide a tool. We want to help our partners, and their customers become successful. To help with this, we have shared dozens of prebuilt software stacks, all powered by ActiveCampaign, that solve common business problems we see SMB’s encountering.
Now we aren’t just publishing stock recommendations… we will also engage with our partners to help develop their Go To Market strategy; I’ll share an example of this in just a moment.
...But not all are the same.
Outsourced Marketing Departments Many of our agencies are experts across the entire marketing and sales funnel offering other complimentary services like PPC, SEO, E-commerce and membership site support Creating a clients digital strategy
Industry Solutions Providers The other common approach is to “stack” ActiveCampaign with a suite of other tools to provide a complete solution to an industry The enables stickier clients and higher margins because of their specialization
This is an example of a partner who came to us with an idea and the beginnings of a business plan. They believed they’d found a market that they could create a stack for, and power it with ActiveCampaign.
Our team engaged, helped flesh out the strategy, the tools and got this partner in a position to confidently go out and target a very large audience with a very powerful solution.
Background Steve Graham of Eye Fuze is an ActiveCampaign Certified Consultant and independent agency taking on clients ah-hoc and adapting to the projects that are presented to him
Business outcome Steve is now able to go to market as a solutions provider for two separate industries and has ~50,000 new prospective clients to target
We’ve already done a lot with our API, including exposing our “Deep Data” API endpoints as well as being available through many common third-party integration tools like Zapier In addition to education and value add material, we are continuing to add resources to our team internally to build even deeper and more meaningful relationships with our partners. Types of partnerships to highlight: Integration partners Marketing agencies Affiliates Independent consultants Strategic partners
No blank slates: Giving partners pre-built stacks (Adam Johnson, ActiveCampaign)
No Blank Slates:
Leveraging Pre-Built Stacks
SVP of Sales and Success
SVP of Sales and Customer
Success at ActiveCampaign
Board Member at Sales
Assembly, Urban Alliance
Previously VP of SMB Sales at
ActiveCampaign helps growing
businesses meaningfully connect
and engage with their customers.
We go beyond marketing automation
to enable businesses to optimize
their customers’ experiences.
Revenue attributable to partners
We make it easy to partner with us
Fast, free online sign up
Restriction-free white labeling
Well-documented APIs for our
functionality and our reseller portal
All for Small
More than 70,000 small
businesses use ActiveCampaign
to grow their business.
Automation Human Touch
THE SWEET SPOT
Find the Sweet Spot for Your Interactions
Build Your Custom Stack
Pick and choose from best of breed solutions to
assemble the stack that makes sense for your
Easily swap in new solutions as your business
expands or pivots so that your stack adapts to
We offer ideas for industry-specific stacks and
also competitor-focused stacks to ease
Recipes are pre-built automations that you can
import directly into yours or your clients
They help with
● Onboarding new customers
● Managing your contacts based on actions
● Identifying leads when they’re ready to
Automation recipes give you a huge head start
Allow partners to make copies of
a pre-configured account
Minimized repetitive tasks when
deploying similar use cases
Supports verticalized approach
Understand the value and
the impact of the solution
for the client
Have a clear strategy on
how to appropriately price
and monetize the solution
Put a full best of breed
stack together for a
customer use case
Partners Combine Expertise with the
Power of the ActiveCampaign
● Outsourced Marketing Resource
● Combine Marketing Expertise with
Industry Solution Providers
● Provide industry specific tools
● Bundled or as additional IP
Turns Eye Fuze from a
software reseller into
a solutions provider
Simplifying the path to integration
Providing more resources to help our partners
Expanding our partnerships