Скачать или смотреть Discussing Product Led Growth and the Future of SMS Marketing With Brian Malkerson from Attentive

Each business owner's goal is to attract as many new customers as possible using every channel available. So, perhaps you’re wondering how SMS can fit into the mix for your product?

In this episode Breezy Beaumont connects with Brian Malkerson, the Chief Revenue Officer at Attentive, an SMS marketing platform. During the episode, Brian and Breezy discuss the past, present, and future of SMS marketing. They also dive into how the team at Attentive is using insights from their customer usage data to drive new revenue opportunities and help their customers be more successful.

According to Brian, more and more companies will use SMS in the future. "I'm guessing there's probably 40% or 50% of e-commerce retail brands that are doing SMS marketing today. There's no reason it shouldn't be 90%, 100% in the next couple of years."

Brian and Breezy also touch upon the importance of company culture and agree that a strong relationship between customer success and sales teams drives success.

Guest-at-a-Glance‍
💡 Name: Brian Malkerson
💡 What he does: Brian is the Chief Revenue Officer at Attentive.
💡 Company: Attentive
💡 Noteworthy: As the Chief Revenue Officer, Brian's job is to oversee everything in the go-to-market side from sales and sales operations, sales development team, partnerships, and enablement.

Key Insights
⚡ We tend to give a trial or free trial. Brian talks about the impact free trials can have on business success. Some of the most famous companies gained success thanks to free trials and self-service models they offer. However, Brian's company doesn't have a pure self-serve model, and that's something they are looking to change. ''It's something we're constantly thinking about. We've built a lot to make sure that clients, some of them are more, I should say, power users, and they want to go in and do a bunch of stuff themselves. We have a great partner community that goes in and will do a lot as far as helping power campaigns. And so, we want to continue to keep making it easier for us to launch customers as well as people at Attentive, but also our partners and brands too, to be able to use the platform.''

⚡ We came to the point when people are asking why SMS? As we all know, SMS as a communication tool has existed for several decades now. However, SMS marketing wasn't well-received in the past. However, things are changing, and once again, the benefits of SMS marketing are under the spotlight. So, what has caused that turn? "The more people you get out there talking about the channel and pushing it, help drive up that adoption curve. If you think about it, I'm guessing there's probably 40% or 50% of e-commerce retail brands that are doing SMS marketing today. There's no reason it shouldn't be 90%, 100% over the next couple of years. So, we've already seen really strong adoption. And then, on the agency side. Usually the agencies, they're trying to solve a problem for the brands. So, most of the agencies had just been focused on more traditional channels, but then all of a sudden, most, if not all the agencies, are being like, 'Oh, we need to have an SMS solution or SMS part.'"

⚡ We need customer success and sales teams working together. The company is successful if teams work as one. Of course, independence is significant, but understanding is crucial. In a company such as Attentive, building a solid relationship between customer success and sales teams may be challenging, but it is worth working on. ''We have a fantastic head of marketing. So, I think it helped to have those good experiences and strong relationships. I think also making sure that you set up the right processes and feedback loops in place, and this is something we still work on.''