Recently, I had the opportunity to sit down with Artesian Solutions CEO Andrew Yates and discuss topics including their 2016 entry into the US market. Artesian provides a social selling solution for the UK, US, and Canada. Their sales intelligence is delivered via a web browser, Salesforce.com, and their Ready mobile app.
Michael: You launched in the US exactly a year ago, officially. How’s your product buildup going?
Andrew: It’s going pretty well. I have to say, most of the progress has been in the last three to six months, because it took us a couple of releases to really get the US edition right. We learned quickly that there were some nuances in terms of the way sales teams work together in the US. The US sales focus is a very contact-centric mechanism. We realized pretty quickly because contact data is so sparse and difficult to get a hold of. We doubled down on our efforts to implement. We’ve got three contact data intelligence aggregation partnerships. We got those into the product pretty quickly which dramatically enhanced not only access to the contact intelligence but also the social profiling capabilities.
Then in the third release, we were able to start to bring in some refinements. In the States, news gets syndicated a lot more than it does in the UK, in Europe. The same story you can get syndicated and copied many, many times. We were getting an unacceptable level of duplication, and, even if the stories were similar, we hadn’t trained the algorithm to discard similar stories. Only stories that were the same.
We rewrote the algorithm and we created the ability to group stories which are similar together. What we do now is we publish one and then underneath it there’s a little icon that says similar stories. Again, these are things you don’t learn until you deploy the software for real [in the US], and customers start beating it up and giving you their feedback.
Michael: Can you provide any growth stats for the US?
Andrew: We’re not publishing the numbers at that kind of level, but in percentage terms it’s huge because we started from virtually nothing. It’s growing steadily. The majority of the growth is still coming in the UK. I don’t think we’re backward in coming forward in terms of explaining that we’re a UK-centric organization with relationships in the US and capabilities in the US. In the last eight weeks. we’ve had a number of pretty decent large corporate opportunities land and I don’t know if that’s as a consequence of one of our competitors unraveling.
Michael: How else do the US and UK markets differ?
Andrew: A big learning for us was how much customers didn’t want to meet face-to-face. We weren’t ready for that. We need to go visit these customers, and we would be flying all over the place. I think it was four months in and somebody sat me down and said, “You know you’ve got to stop this flying around stuff.” Nobody expects that. People just expect to do things on the phone. From a kind of scaling standpoint, we’re doing a bit of scaling locally, but we’re also doing a bit of scaling remotely because to the customer, as long as the time zones are aligned, it doesn’t matter where you are.
The kind of sales pursuits we’re getting more involved in are the ones that are better suited to our sweet spot. We’ll walk away from opportunities that we think are better suited to others. We might even recommend others.
The interview will be continuing over the next few days with discussions of artificial intelligence, what it means to be a “customer curious” business, and how Artesian maintains a very high engagement rate amongst its users.
3 thoughts on “Artesian CEO on US Market Entry”