This is the last of a series of blog posts containing interview transcripts between Artesian Solutions CEO Andrew Yates and me. This excerpt discusses how Artesian drives high engagements rates across their multi-platform social selling service.
Michael: You quote an 89% daily user engagement rate for your platform.
Andrew: Yes.
Michael: Having looked at competitors, nobody is close to that rate.
Andrew: I know, that’s true. It’s because we go beyond the 80/20 rule*. We work really, really hard to make sure that the interdependency with Artesian isn’t limited to a desktop or web app-based user interaction. We’ve invested a ton in things like optimization for mobile devices, smart calendar apps, real-time alerting, actionable insights from an alert and an action center that sits midway between the web app and the mobile app. Consequently, we keep people interested in using the service on a daily basis because there’s so many different ways to interact with it.
Also, our philosophy is a key differentiator. Others talk about this, but I don’t see them doing it. When we’re teaching users what to do with Artesian, we say, “If all you do is consume, then we’ve not done our job, and you’ve wasted your opportunity.” What we are encouraging you to do is think about how you can drive actions from the insight. If you drive action, good things will happen. Not only will we make it easy for you to drive actions, but we’ll also measure the outcome.
Everything you do in Artesian is tracked, as is everything you output. When you share a link or you share a piece of insight, not only does it come in a nice condensed form, but it’s fully trackable.
I know you’ve opened it. I know you’ve shared it. I can do the same thing on social media for posts to LinkedIn. I know how many people have clicked on it, how many people have viewed it. We give you all that feedback plus an influence score to really gratify you that you’ve done something great, and it’s working. That’s the big difference from just providing access to a service. What we are about is not force feeding the patient, but encouraging the user to interact with the service and really do something with the insight.
Michael: What percentage of your users have installed your Ready mobile app?
Andrew: Artesian Ready has about 25% penetration. That’s pretty good considering we mainly work with large enterprises, many of which place limitations on what you can do with your mobile device. The very fact that it’s an app is a barrier. That’s why in [the recently released version] 16.1 we’ve done a fully mobile-optimized version of the web app for the mobile phone. It’s not an app. You don’t need to download anything to use it and we don’t hit the buffers in terms of corporate [security].
Michael: And what percentage of your users are accessing Artesian through Salesforce?
Andrew: About 25%, which might surprise you, because what we found in the larger corporates is, we’ve introduced Artesian as an integrated part of our concept but people have said there’s a backlog, like a queue of apps that they want to get approved and installed. We tend to say to the customer, “Well, get going with Artesian standalone, then integrate it with Salesforce later.” That said, with the release of 16.0 which had the first Opportunity View integration, we’ve seen our Salesforce pipeline opportunities go from 20/80 to 80/20.
This is the last of four blogs derived from an interview of Artesian CEO Andrew Yates. The previous blogs covered:
I’d like to thank Andrew and the team at Artesian for supporting this interview.
* The 80/20 rule, or the Pareto Principle, when applied in a sales context states that 20% of your customers typically represent 80% of your sales.