Hugh Macfarlane, Founder & CEO of, writes…

Every company starts out small. So what is the magic recipe that sets the not-so-successful ones apart from the oh-so-successful ones? A great b2b marketing plan. Small businesses are not just poorer versions of big businesses. They need to create new tactics and strategies to suit their size. Simply scaling down those that apply to a big business isn’t a marketing plan for success. So what is?

Andy Mackensen and Clate Mask have a pretty good idea about marketing plans. As co-founder and CEO of Infusionsoft, Clate has guided the company to become a leading provider of automation software for a 20,000-person, loyal customer-base and land millions of dollars in venture capital. Andy is co-founder of HUMAN Healthy Vending, and has helped quadruple their revenue in 18-months. So when they co-present at DemandCon it will be a case of vendor (Infusionsoft) and customer (HUMAN Healthy Vending) teaming up to deliver a neat ‘how-to’ package for growth.

Andy and Clate reveal the ‘nuts and bolts’ in a b2b marketing plan that makes a small business become a big business, using marketing automation. If you’re wondering what marketing automation is and how is it useful for a small business, that is exactly what this team is going to deliver. The whole thing will be tailored to managing customer lifecycles for small businesses specifically.

And while small businesses are not just small versions of their bigger cousins, some things do hold true: they still need clear processes that help buyers weave their way through the whole buyer’s journey from top to bottom. And that’s why on day three Chuck Besondy and I will be stringing all these tactics together into a coherent flow for buyers in our B2B Marketing Training Workshop.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.