Digital marketing software provider Optify announced Tuesday that it would offer a version of its Optify Connect platform for small and mid-sized businesses. The new platform will help SMBs not only identify who is visiting their Web sites, but also the leads that brought them there.
First introduced last year, the original digital marketing platform is able to match new customers' data with their activity before they were registered users. A timeline feature then collects and stores this data, integrating it into Optify's Contact Manager, a mobile-friendly dashboard accessible from both the sales and marketing ends. The small business version will offer the same capabilities.
Extending the product to smaller businesses will be a smooth transition for Optify, Chief Technical Officer Chris Hundley believes, because SMBs already play a role in the company's business model. "Our primary target is small to medium digital marketing agencies, which serve almost exclusively SMBs. Even our larger partners work from centralized marketing management distributing content and strategy to franchises, resellers, and other distributed marketing models. Those distributed networks function very similar to SMBs, giving us great product alignment for both markets," he says.
As marketing automation becomes increasingly crucial, small businesses seek an effective yet affordable solution—"light yet dynamic CRM," Hundley says.
"Most businesses in our target market need a simple, light, yet integrated CRM solution without most of the standard bells and whistles. It is not our intention to compete directly with the big players in CRM, but we've found that our customers get a lot of value out of the insight we provide in relation to contacts and leads generated through their Web site," Hundley explains. "Until they've reached critical mass in lead flow or sales team size, our solution works very well as lightweight CRM."
Financing a CRM solution can prove challenging for small businesses, but Optify's light CRM promises to simplify the sales and marketing cycle, provide valuable lead insight, and increase revenue without presenting a budgetary challenge.
"Features and functionality that were once reserved for marketing teams with gigantic budgets are being enabled efficiently and cheaply through software. As the demand for marketing automation working in concert with CRM moves down market, the need for a simple cross-platform solution is clear," Hundley says.