A Review of Wishpond Marketing Automation with Nick Steeves: One Last Tool Episode 2
Announcer: Is your digital business efforts in need of a tune-up or major overhaul? If you’re ready to get your sales, marketing, and service machine up and running, you’re going to need just the right tools. Welcome to One Last Tool, your pit stop for learning about all of the latest and greatest digital tools to get your business engine running on all cylinders. And now, here’s your resident technician, George B. Thomas.
George: All right. Welcome back, folks. This is George B. Thomas and we are here for another episode of One Last Tool. Of course, we all know there’s not one last tool, but today I am super excited because we get to talk to Nick Steeves, and he is actually from a company called Wishpond. How are you doing today, Nick?
Nick: Awesome, George. Thanks for having me.
George: You bet. Well, let’s start at the very beginning here. Let’s start with the basics because, you know, I’ve been in the marketing space for a good while, since 2012 and that’s like 80 years in Internet years, and I just stumbled across this tool called Wishpond. So, why don’t you just tell us what the heck is Wishpond?
What is Wishpond?
Nick: Sure. So, Wishpond is a self-serve lead generation and marketing automation platform. So, we have an all-in-one suite that includes tools for pop-ups, landing pages, forms, social contests as well as workflows, email drip campaigns, everything you know and love about marketing automation.
George: Yeah. So, guys, most of you who are watching this know that I love HubSpot. But when I went to the Wishpond site and started looking around, I was like, “Oh my goodness. This is interesting.” Let’s go a little bit deeper because we know what Wishpond is. How does Wishpond work? Maybe the day of a marketer or whatnot inside of the tool–what do we have there, Nick?
How Does Wishpond Work?
Nick: Sure. So, it’s kind of broken down into three main dashboards. Making it simple and easy to use is one of my biggest focuses as CPO at Wishpond. So, basically looking at it from three points of view, you’re looking at your campaigns, which is all your lead generation. So, if you have a bunch of landing pages you’re driving traffic to from ads, you’ve got a bunch of CTAs, calls to action, pop-ups and landing pages that are driving leads from your blog, all of that is going to be in your campaigns dashboard so you can look at the health of that and see how, you know, many leads you’re getting in that day or the past week or month or so.
You can look in the leads database, which is going to be having all of your lists and all of your leads so you can see which of your lists are growing based on any kind of segmentation you want to do based on demographics or behavioral or lead scoring. So, you can look at the health of those and how active each of those are as well as depending on if they have different stages or if get your leads down the funnel, you can look at that, kind of just get an overall picture of your health.
And then you can go to the marketing automation dashboard which is going to show you all your workflows and even your bash and blast newsletters. So, you take a look at all your workflows campaigns, see how healthy they are, how well it’s performing, see how many people are becoming leads and marketing qualified leads and how many leads are becoming qualified for sales and you’re passing it on to your CRM.
George: Yeah. I love it. You can measure. You can have conversations. You know, I do want to go off the beaten path for a second because I thought of something when I hit the website and I saw the social tools. I was like, “Ooh, I wish I had those in the tool that I’m using right now.” Can you maybe talk about social contests and how that fits into the way that you would use Wishpond?
How Can You Do Social Contests With Wishpond?
Nick: Sure. So, to give you a bit of background, the reason we have so many of those and why it’s such a big part of our platform is that’s how Wishpond actually started. So, for several years up until we kind of moved and introduced more lead generation and marketing automation tools in the past year or two, we were all about social contests. That did really well for us back when Facebook was really big for businesses. Now it’s not so much, as you may know, with the drop of organic reach on Facebook.
But the way it’s kind of morphed today, contests and the way that we were doing it isn’t so big, you know, the photo contests, video contests, that kind of thing. But what has become really popular even in kind of modern marketing, where, you know, everyone’s really focused on, of course, generating leads that actually do turn sales, are the types of contests where people actually enter to win in a giveaway but then we have a bunch of bonus actions people can take, just share and like and follow and do lots of different things for additional entries as well as driving a lot of referral traffic.
So, this is one of the things that we’ve found that even more traditional businesses that do just basically general eBook/whitepaper giveaway, they’re seeing this, they’re seeing they’ll have really great results with it even if they’re B2B or B2C.
George: Nick, that is super awesome. I’ll tell you, one of the things we do with our clients at thesaleslion.com is we really try and figure out good fits, bad fits, not only for us but for the tools we’re going to help them use. So, my next question is kind of, you know, self-serving a little bit because I just want to know the information. But as somebody at Wishpond, you know, who do you think you’re the good fit for or best for? Who should just . . . inevitably you see this type of business gets the most success out of Wishpond?
Who Is A Good Fit For Wishpond?
Nick: Sure. So, I’ll start broad. Small and medium size businesses. Of course, everyone probably says that. But for us, it’s people who have a decent digital presence. They already have a blog and they’re driving traffic to their website and they’re looking to get a little more sophisticated.
A lot of companies are using products like MailChimp or Constant Contact. They’re just doing basic newsletters, maybe really basic drip campaigns. They want to get more sophisticated, do a lot more segmentation, maybe some lead scoring and behavioral triggers. Those are the ones who move into Wishpond. Even companies who are using products like a HubSpot or similar ones who . . .
Again, it’s going to sound self-serving as well. But one of the reasons we actually built Wishpond and kind of moved from the contests into the marketing automation was that at the time when we were doing the contesting apps, we looked at a lot of the marketing automation platforms that we wanted to use and we didn’t find any that really fit who we were.
They were really kind of clunky and complex and very, very expensive. I mean, the tools that we wanted to use in HubSpot at the time, they still are. Like just even A/B testing and custom event-based triggers, you know, are on the $2,400 a month enterprise plan, which for us was not really cost-effective. So, we thought we could do it better.
We did a lot of user research and found that a lot of people who were using products like HubSpot or Marketo felt the same way. They felt that it was not really the product for them, price point wasn’t really giving them a positive ROI on it. That’s what led us to build a product and derive our direction of a product that someone who is maybe doing more simple stuff and wants to get a little more sophisticated in the marketing and utilize us.
For us, we see us in the space between a MailChimp and a Marketo or an Eloqua, which if you’re a global brand and you have large sales forces, you want to have very complex, multi-faceted lead scoring campaigns, that may be a product for you, but for everyone else in the middle, which we see as the majority of the market, that’s who Wishpond is for.
George: So, I love that. It sounds like if you’re a little educated on what content or inbound marketing is and if you’re budget conscious and don’t want to just blow all your money on the tool, then Wishpond might be a good fit. I love that. It might seem to some folks that, “Well, this is who we are and this is what we do,” might lead into the same answers as this next question. But I think honestly it can be a little bit different. That is: what are the major problems that Wishpond is handling for folks when they’re using it?
What Major Problems Does Wishpond Solve?
Nick: Sure. So, there are three major areas. There’s the lead generation, so capturing brand new leads, first time visitors to your site. There’s the lead nurturing, so, basically tracking everything someone does on your site, from when they’re actually an anonymous visitor all the way to when you know their email address and everything about them with email or SMS messages. We have a direct integration with Twilio, so if you want to be using SMS messaging to nurture your leads you can do that as well.
All the way to marketing and sales alignment. So, we get them qualifier leads, marketing is then qualifying them inside the marketing system of record, which would be Wishpond and then passing them to the sales system of record, a CRM like Salesforce or Pipedrive.
George: You know, Nick, I’m starting to fall in love with Wishpond. The fact that there are so many businesses out there that have these problems and they might listen to this podcast and not even realize they have these problems and they’re like, “Oh my gosh, yeah, that’s me.”
The next question they’re going to ask as they grab for their wallet and probably the question that maybe would make you a little bit uncomfortable, I don’t know, typically that’s what we get is there’s a little bit of, “Man, how do I talk about this.” But what is the cost for somebody that wants to use Wishpond for their website and their marketing and lead gen?
How Much Does Wishpond Cost?
Nick: Sure. I’m happy to talk about it because I think it’s one of our strengths. It starts at $45/month. That gives you the majority of our features. If you jump up to our $78/month plan, it has everything, all the features that you’d be accustoming to having in terms of trigger workflows, A/B testing that you would see in, you know, HubSpot’s $2,400 a month enterprise plan are available there.
And just to give people a point of reference depending on how many contact or leads they have in their database, the $45/month plan allows for up to 1,000 leads. The $78/month plan allows up to 2,500. And then if you go to, say, 15,000 leads, for example, that’ll run you $160 per month.
George: Wow. It’s totally ridiculously not bad at all. I mean, that’s crazy. You said you kind of equate yourself to a MailChimp or a Marketo. Who do you actually consider your direct competitors in the space you’re in?
Who Are Wishpond’s Competitors?
Nick: Sure. I will clarify something. I wouldn’t equate us to MailChimp or Marketo. I’d say that we’re in between the two. But our closest direct competitor would be HubSpot in terms of people comparing us versus, you know, someone else is looking for it when they’re making their buying decision.
George: So, let’s give you a good opportunity to talk all about yourself. What makes you better than your competition?
What Makes Wishpond Better Than Their Competitors?
Nick: Sure. The price is an easy one. I just read all down that. Also, people who are familiar with HubSpot, I know for their enterprise plan, they have a $5,000 required onboarding fee. We have free implementation coaching. So, there’s an easy win right there. The big focus for us is easy to use and simplicity and flexibility.
So, especially in a workflow builder, it can do really flexible workflow conditions based on whether people have done anything or haven’t done anything on your website or inside of your app with any of your emails directly inside of the workflow builder. You don’t have to be creating lists and managing them in separate workflows. You can build emails directly in the workflow builder. So, for your own personal workflow, we’ll create up these campaigns. Everything can be done in one single interface.
Of course, because we started from the top of funnel with our tools, we have a really great drag and drop landing page builder and pop up builder and form builder, which most marketing automation products, they kind of start out at the bottom end of the funnel and that was kind of their specialty, whereas we’re going kind of the other way. So, that’s a big point I really like is our top of funnel lead generation tools.
George: Yeah. That’s a super interesting insight on that as far as the way it was kind of developed through and created. Here’s the thing, we know some people are techie. We know there are a lot of folks out there that aren’t techie. What are some of the problems when you first fire up Wishpond and you get started that you’ve seen are a potential or you just know, “Yeah, they’re probably going to have problems with that,” meaning what problems will a new user possibly run into when using Wishpond, Nick?
What Are The Major Problems A Wishpond User May Run Into?
Nick: Sure. So, the biggest thing that we find that people run into and ask us for help with, one is the technical implementation. So, you know, if they want to publish a landing page on their own domain, how do they do that? We have a lot of instructions basically for every major hosting provider–GoDaddy, Bluehost, anything you want. So, all that stuff is available, that and how to add the tracking code to a website. That’s all right there, really easy for them to do. Some people are a little bit technical-averse.
The other thing is that we do find when people come in, they’re really gung ho about setting up workflows and behavioral campaigns and get really excited about it, but when they actually jump into the workflow builder, they maybe feel a little bit overwhelmed with all the flexibility and all the options. So, we do have a lot of templates that are available for triggering different types of workflows for segmentation as well as nurturing. For that one I know that’s one place.
So, people are very excited. When they get in there, they might get a little bit lost because a lot of people are brand new to it. We do have a great inside support team who’s happy to help you kind of work and find out what kind of business you are and the kind of workflows you need to setup.
George: I love that, templates. I can tell you with the clients we work with, they almost have this like, “I’m afraid I’m going to break it,” mentality when it comes to workflows and I’m like, “I just don’t get this. You’re not going to break it.”
I want to ask this last question but before I do, I know you mentioned something pre-interview about maybe the listeners to this podcast or viewers of this video, maybe you kind of want to sweeten the pot a little bit for people who want to try Wishpond. What’s up with that, Nick?
Is There A Wishpond Discount?
Nick: Sure. So, for anybody, your great podcast listeners, if they go to wishpond.com/saleslion, that will be in the podcast notes, you’ll get 50% off the first three months.
George: Folks, you can’t beat that. It’s already not the most expensive tool on the shelf and now you can get it at a discount for the first three months to give her a go. Where can people find out more about Wishpond, Nick, first? That’s the first question. And then second maybe more about you as well in case they have questions or, I don’t know, maybe want to buy you a steak dinner or something.
Nick: So, Wishpond.com, you can find out everything there. You can sign up for a free demo. Any of our helpful sales people, support team is always available on live chat too. So, you can just start talking to anybody here in our Vancouver office. If you want to reach out to me personally, you can email me at email@example.com. I’d be happy to talk about anything about marketing.
George: Well, folks, this has been another great episode of One Last Tool. As usual, make sure you check out Wishpond, make sure you reach out to Nick if you have questions. But until next time, keep rolling with those sales and marketing tools.
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