Why Build Another Marketing Automation Tool?

May 22, 2018

The first ever marketing email was sent in 1978, more than 40 years ago. Mailchimp, the 800-pound email gorilla was founded in 2001, Hubspot in 2005 and there are hundreds if not thousands of email marketing tools, some of them very good. Marketing automation is an established category. So let’s all use one of the market leaders. Move along, nothing to see here, right?

Perhaps not.

The whole marketing automation landscape seems to be more dynamic than ever lately. Several players have recently raised 8- or 9-figure investment rounds, Mailchimp announced new pricing (and pissed off many users), CRMs have been buying or building their own marketing solutions and, most importantly, setting up marketing campaigns that really support the sales team is still a hassle, despite all the tech.

Who needs another marketing automation tool? Lots of small businesses do.

For most small businesses, sales and marketing tools and data are in silos. People on both sides have to waste precious time and money setting up desired workflows, connect databases with digital duct tape, and manually pull reports.

Sure, there are platforms that offer both sales and marketing features and where there are no data silos. But these monolithic tools tend to come with megalithic price tags and user manuals. Very few small businesses can afford 4-figure monthly software bills AND a full-time marketing operations role.

Setting up marketing campaigns that support sales is still a hassle, despite all the tech.

Our vision is bringing sales and marketing closer together, at least when it comes to tools and data. To allow small businesses to manage and practice revenue marketing. Fortune5000 can do this today, spending a small fortune on it. But every small business can and should benefit from marketing tools talking to sales tools.

Say goodbye to blindfolded marketing

If sales and marketing tools are not fully connected, it takes too many clicks to make sure that campaigns are sent to the right people. Next thing you know: marketing has turned into spamming.

If sales and marketing tools are not deeply connected, you’ll end up missing opportunities, for example not knowing that a sales lead you spoke to 5 months ago and then went cold has read every product feature page in the last 24 hours.

If sales and marketing tools are not fully connected, you’ll end up with no visibility into results because reports need to be compiled manually.

What we’re building

We’re building a marketing tool that tightly integrates with modern CRMs like Pipedrive, Copper and HubSpot CRM. You can automate email marketing campaigns, track email and website behavior from click to conversion and get insights on which channels and campaigns have the highest ROI. Nothing more, nothing less.

We’ll be building fewer features than many other marketing tools. Sometimes this will mean building a deep integration instead and sometimes this will mean finding novel solutions to problems one would typically solve by building a new view or a feature.

If we do our job well, Outfunnel will help you outsmart and outsell the competition.


This post was updated in October 2020.

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