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AMAs

Jason VandeBoom is the Founder and CEO of ActiveCampaign, a sales and marketing automation platform that enables small businesses around the world to meaningfully connect and engage with their customers. Jason founded the company in 2003 with the principle belief that all businesses need, and deserve, effective solutions to connect with customers. He is passionate about helping ActiveCampaign users realize that sophisticated marketing solutions are within reach and for helping them to become more efficient and optimize their customers’ experiences. Under Jason's leadership, ActiveCampaign continues to flourish and has grown over 600% since 2016 while still maintaining profitability and its culture.

  • PC

    Pedro Clivati

    9 months ago #

    Thank you for doing this, Jason - I'm inspired by ActiveCampaign's journey and my questions goes in that direction:
    1. I once read you consider A.C to be a product-first company and you have bootstrapped your way up. What has changed since you received the last round?
    2. Do you have a growth team in place? If so, do you mind breaking down how it is structured and what you consider to be your NorthStar Metric?

    Thank you again.

    • JV

      Jason VandeBoom

      9 months ago #

      1) Not much has changed. We are still product first. Our investors are aligned around how we want to run the business, being product first, and the large opportunity we are going after (that will not involve short term shortcuts) So we haven't had pressures to change who we are or what we believe in. We didn't need the capital and haven't been reliant on it to operate which helps with that. Capital does allow me to think longer term and sleep better at night. But if I were to do it all over again -- I would still bootstrap for as long as we did. I believe that is what forms a culture and company DNA of sustainability.

      2) We have a marketing team focused on growth. But unlike some companies we don't see that as just acquisition. I firmly believe that working on our own customer experience and obsessing about helping SMBs grow is the best growth vehicle we could possibly have -- as well as the most sustainable over tie.

      3 Share
  • HO

    HENRIQUE OURO WEBER

    9 months ago #

    If you have just 1 dollar to invest in your marketing and can only choose 1 action. What would you choose?

    • JV

      Jason VandeBoom

      9 months ago #

      I would invest that 1 dollar towards something that gets myself or our team in front of an existing customer.

      2 Share
  • EC

    Emília Chagas

    9 months ago #

    Hi Jason,
    I'm curious about your pricing strategy. How have your pricing plans evolved since launch?
    Do you still experiment around it? If yes, what's the current goal?

    • JV

      Jason VandeBoom

      9 months ago #

      Quite a bit. We started with a single tier and it worked against us in the way that we were including more than what was needed for some buyers (which people don't like) and by being so SMB first and pricing low we would have the perception of a "cheap" offering. Since then we have added additional pricing tiers and have continued to run experiments around how we can focus on annual over monthly while remaining friendly for a true SMB. Remaining easy to work, easy to buy from, and putting an SMBs needs first have always been the goal.

      2 Share
  • DS

    Douglas Schneider

    9 months ago #

    Hi Jason,

    ActiveCampaign was founded in 2003, but your biggest growth was in the last was in the past few years. Could you tell us what happened and how was the marketing back then compared to now?

    Thanks!

    • JV

      Jason VandeBoom

      9 months ago #

      I spent a decade selling on-premise software to SMBs. That time was spent really getting to know SMBs, their pain points, opportunities to help them save time, etc.. and ultimately decided to switch from on-premise software to a true SAAS offering. That (in addition to our focus on automation/personalization) would be the reason for our fast growth as of late.

      1 Share
  • MK

    Mariana Klober

    9 months ago #

    Hey, Jason!

    Thank you for doing this :)

    In the description of your AMA, you mention ActiveCampaign has grown over 600% since 2016 - that's impressive!

    I was wondering what actions has the company taken to guarantee the culture would be kept growing so fast?

    Best,
    Mari!

    • JV

      Jason VandeBoom

      9 months ago #

      Great question and it isn't easy. Slowing down (or what feels like slowing down) at times is part of it. Ensuring you don't hire the wrong people just to solve short term problems, and being obsessive of your customer experience as well as your team experience. If you find yourself with a ton of distance between your team members you will lose sight on what things you can do from a leadership standpoint to influence and help mold the culture. It is also important to realize that the culture will change. If you try to retain the same exact culture at 300 people compared to the culture at 10 people you will likely have a problem. But you can retain what you value most -- just more directionally instead of having the culture remain static.

      1 Share
  • DR

    Dylan Rivera Floyd

    9 months ago #

    I love Active Campaign. We use it a lot in our agency. I couldn't have been accepted as a certified partner. Who should I talk with? I want to be your ambassador in Colombia.

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