TechBytes with Paul Rosenfeld, Chief Marketing Officer, Keap

Tell us about your role at Keap and the team/technology that you handle.

As Chief Marketing Officer, I lead our Performance Marketing, Product Marketing, Creative & Content, Communications, Expansion and Marketing Operations teams. We are focused on growing the brand and customer base for both Infusionsoft and Keap products.

Tell us about the recent rebranding and why it was necessary.

This is our signal to the world that it’s time to make it easier for small businesses to succeed. Today, customer demands are higher than ever. We’re on a mission to simplify growth for millions of small businesses. Our new name is a nod to the tenacity of the small business owner and encompasses everything we know to be true when it comes to success: keep going, keep serving, keep growing.

How does the rebranding change your role?

The biggest change is now we have two customer types each one with unique challenges and needs. The way we find and serve customers will look very different for each product. Now we need to think like a two-customer, two-product company.

Are Keap’s and Infusionsoft’s offerings the same? If not, what has changed?

Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and Sales and Marketing Automation software for advanced business needs. Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.

With a large range of products, which geographies are you targeting for growth and why (APAC, EMEA, Americas)?

Infusionsoft targets mostly English-speaking countries.

Will AI be more of a priority for Keap than Infusionsoft?

AI will be an important part of both products but the benefits our Infusionsoft users want will look very different than what our Keap users want. Our Keap users simply want prompting to tell them when it is an ideal time to follow up with a lead.

What Sales and Marketing technology tools does your firm currently use?

Too many to list!

What apps/software/tools can’t you live without?

Strava, it’s basically a social media/tracking app for runners and cycling, and Meetup for group hiking.

What are you currently reading? How do you consume information?

“The Power of Now” by Eckhart Tolle and “Untangled” by Lisa Damour, a book about raising daughters. I love to read and consume information in all kinds of ways.

If not for marketing, what would have been your alternate career choice?

I have many! Maybe an architect or a video game designer. I also think I’d have made a good comedian!

Thank you for answering all our questions!