SaaSy Talk Unfiltered: International Growth and Transparency
Exploring International Growth and Transparency With Kallie McConkie, ActiveCampaign
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Kallie McConkie, a seasoned marketing professional with over 15 years of experience in the tech industry, shared her insights on international growth and transparency. Kallie's journey into the world of tech was a bit unexpected, as she stumbled into it while working for a non-profit organization. She was using Constant Contact for email marketing and fundraising campaigns when she caught the attention of the company's director of training. This encounter led her to a career in Martech, where she has worked for companies like Constant Contact, HubSpot, and currently, ActiveCampaign.
Transition from Non-Profit to Tech
Kallie's transition from the non-profit sector to the tech industry was a serendipitous one. She initially viewed tech as a daunting field that was reserved for engineers, but her experience with Constant Contact opened her eyes to the customer-facing side of the industry. She found joy in teaching others how to use the platform and eventually made a career out of it. Kallie's background in communications and public relations proved to be valuable in her role as a marketer, where she focused on helping small and medium-sized businesses leverage email marketing, social media marketing, and CRM tools.
Experience at HubSpot and Customer-Centric Approach
During her time at HubSpot, Kallie learned the importance of a customer-centric approach. She was impressed by the company's collaborative culture, where everyone, regardless of their position, had the opportunity to contribute ideas and make a direct impact on the business. This ownership mentality of solving for the customer became Kallie's biggest takeaway from her time at HubSpot. She carried this mindset with her to ActiveCampaign, where she continues to prioritize the customer experience and empower her team to do the same.
Strategic Programs and Daily Operations
As the leader of strategic programs at ActiveCampaign, Kallie is responsible for driving key initiatives that support the company's growth and expansion. One of the most significant projects she led was the establishment of an office in Costa Rica. This strategic move allowed ActiveCampaign to tap into a lower-cost market while maintaining control over their operations. Kallie and her team navigated the complexities of setting up an entity in a foreign country and successfully built a team of customer-facing professionals and engineers. This expansion into Costa Rica is part of ActiveCampaign's commitment to serving their global customer base and providing localized support.
Building Teams in Different Countries
ActiveCampaign has customers in 170 countries, making it essential for the company to have a global presence. Kallie and her team have strategically established offices in Dublin, Sydney, Brazil, and Costa Rica to better serve their diverse customer base. Each office has its own unique culture and team dynamics, but they all share the same values and commitment to customer success. Kallie emphasizes the importance of giving regional teams ownership over their respective markets and tailoring the customer experience to meet the specific needs of each region. This approach allows ActiveCampaign to provide high-touch support and build strong relationships with customers around the world.
The Power of Transparency in Business
Transparency is a core value at ActiveCampaign, and Kallie believes in being as transparent as possible with her team and customers. She understands that transparency builds trust and fosters a sense of ownership among team members. Kallie encourages her team to ask questions, challenge ideas, and hold her accountable for explaining the "why" behind decisions. While there may be times when plans change or expectations need to be adjusted, Kallie believes that providing context and being open about the decision-making process is crucial for maintaining transparency and alignment within the organization.
Marketing Tips for Early Stage Founders
Kallie recognizes that marketing can be overwhelming for early-stage founders who may not have a background in the field. Her advice is to start with the basics, such as building a website and collecting opted-in contacts. These foundational steps allow businesses to establish an online presence and engage with their target audience. Kallie also highlights the importance of leveraging automation tools like ActiveCampaign to streamline marketing efforts and stay top of mind with customers. By automating tasks like email campaigns and social media posts, founders can focus on their core expertise while still maintaining an effective marketing strategy.
Planning and Budgeting for 2024
Looking ahead to 2024, Kallie and her team at ActiveCampaign are taking a more focused and intentional approach to planning and budgeting. They are prioritizing stability and efficiency, aiming to build a strong foundation for growth. Instead of spreading their resources thin across multiple initiatives, they are narrowing their focus to a few key areas and striving for excellence in those areas. Kallie emphasizes the importance of measuring the impact and ROI of each initiative and being realistic about growth expectations. By taking a step back and reassessing their approach, ActiveCampaign aims to position themselves for sustainable and impactful growth in 2024 and beyond.
Conclusion and Future Outlook
In conclusion, Kallie McConkie's insights shed light on the importance of international growth and transparency in the tech industry. Her journey from the non-profit sector to tech exemplifies the opportunities available to individuals with diverse backgrounds and skill sets. Kallie's customer-centric approach and emphasis on transparency have shaped her leadership style and contributed to the success of ActiveCampaign. As the company continues to expand globally, Kallie remains focused on building strong teams, providing exceptional customer experiences, and leveraging technology to drive growth. With the rise of AI and the ever-changing landscape of the tech industry, Kallie is excited to see how these advancements will shape the future and empower businesses, both large and small, to thrive in the digital age.
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Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the official policy or position of any company mentioned.
