Free and low cost Marketing Automation

Matt Fenn on Marketing automation,


Why and how can any marketing automation service afford to have a completely free plan, when so many vendors charge so much money for the same thing?

Surely it doesn’t make any sense for marketing automation to be so cheap?

On the one hand you can pay thousands of Dollars per month, and be required to buy compulsory training.

Then on the other you can get started for free, with an affordable marketing automation system and learn as you go. Then upgrade as you feel comfortable with the software and your progress.

How does that work?

Well, at Jumplead we have a completely free plan as well as cheap marketing automation plans designed to suit small businesses.

And having wrestled with the business end of this - we have a perspective on the weirdness.

The world will never need more than 5 computers

The way we use technology changes over time as the cost of technology drops and what is at first perceived as complex becomes refined and more accessible.


“I think there is a world market for maybe five computers."
Thomas Watson, president of IBM, 1943


When we first launched Jumplead back in 2011, Marketing Automation as an activity was the preserve of 'Enterprise level' businesses.

So whichever vendor you chose you were looking at thousands of Dollars per month.

And that was fine because the organisations that used it weren’t too price sensitive. Plus given the complexity of systems that combine website tracking, email marketing, a single customer view and personalisation into an 'all in one' package - this was be seen as reasonable.

But time moves on.

And every market moves towards commoditisation.

So Jumplead was born

We believed (and still do) that the benefit of personalisation that marketing automation brings should be available to everyone, and priced to match your businesses needs, not what the marketplace will stand.

With so much great content around how you can use inbound marketing automation to drive sales, all anybody really needs is a cost effective way to implement the techniques.

So that's what we built. The cost of infrastructure was falling all of the time and we made use of Amazon Web Services (AWS) to host and scale cost effectively.

We built the tool we wanted to use, and listened to our customers.

Our price point and accessibility has always been a key cornerstone of what Jumplead is about. And we have built our business around being able to deliver marketing automation right down to free.

For us that means focussing upon helping people that are using the product, listening and improving.

Money that we might have spent on marketing activity and a large sales team is used to subsidise the Free plan.

This means we won’t hard sell you. You’re free to use it, ask us questions, and decide for yourself. When you subscribe to Jumplead you are investing back in the product.

Shareholders vs customers

Many startups take funding and have a range of shareholders to satisfy. We chose to retain full control, our stakeholders are our customers, we answer to them and ourselves.

A few years ago we had a competitor called Optify, they had what looked like a great system. Sadly they closed their doors when their funding dried up, which I can only assume was tied to imposed financial targets.

We don't have to contend with that lack of control as it's our business, we are profitable and happy.

We've grown slowly, but steadily. We constantly re-evaluate our product and how it needs to change to match our customers' needs.

And we do this whilst managing our costs and infrastructure to ensure we can deliver at the price points we do.

Our focus is the software, and helping people to use it.

We invest money that we could spend in advertising on infrastructure to support our free plan. We won't interrupt you and try to sell you Jumplead, instead we make it free to explore for anyone who has the curiosity and wants to use marketing automation for themselves.

Overheads and Cannibalisation

The natural and ongoing reduction in cost of software presents a challenge for companies that were founded on delivering the original ‘Enterprise’ solutions.

With a high product value the amount of money you can spend on acquiring each customer is high, large sales teams are justified and soon it becomes impossible to charge any less for your software.

Plus if you did you’d be destroying the value of the customer base you have.

You can pay as much as you like

So it seems as though as with so many things in life you are free to pay as much as you like for your Marketing Automation.

The choice is yours. Which is the way it should be.

Why and how can any marketing automation service afford to have a completely free plan, when so many vendors charge so much money for the same thing?

Surely it doesn’t make any sense for marketing automation to be so cheap?

On the one hand you can pay thousands of Dollars per month, and be required to buy compulsory training.

Then on the other you can get started for free, with an affordable marketing automation system and learn as you go. Then upgrade as you feel comfortable with the software and your progress.

How does that work?

Well, at Jumplead we have a completely free plan as well as cheap marketing automation plans designed to suit small businesses.

And having wrestled with the business end of this - we have a perspective on the weirdness.

The world will never need more than 5 computers

The way we use technology changes over time as the cost of technology drops and what is at first perceived as complex becomes refined and more accessible.


“I think there is a world market for maybe five computers."
Thomas Watson, president of IBM, 1943


When we first launched Jumplead back in 2011, Marketing Automation as an activity was the preserve of 'Enterprise level' businesses.

So whichever vendor you chose you were looking at thousands of Dollars per month.

And that was fine because the organisations that used it weren’t too price sensitive. Plus given the complexity of systems that combine website tracking, email marketing, a single customer view and personalisation into an 'all in one' package - this was be seen as reasonable.

But time moves on.

And every market moves towards commoditisation.

So Jumplead was born

We believed (and still do) that the benefit of personalisation that marketing automation brings should be available to everyone, and priced to match your businesses needs, not what the marketplace will stand.

With so much great content around how you can use inbound marketing automation to drive sales, all anybody really needs is a cost effective way to implement the techniques.

So that's what we built. The cost of infrastructure was falling all of the time and we made use of Amazon Web Services (AWS) to host and scale cost effectively.

We built the tool we wanted to use, and listened to our customers.

Our price point and accessibility has always been a key cornerstone of what Jumplead is about. And we have built our business around being able to deliver marketing automation right down to free.

For us that means focussing upon helping people that are using the product, listening and improving.

Money that we might have spent on marketing activity and a large sales team is used to subsidise the Free plan.

This means we won’t hard sell you. You’re free to use it, ask us questions, and decide for yourself. When you subscribe to Jumplead you are investing back in the product.

Shareholders vs customers

Many startups take funding and have a range of shareholders to satisfy. We chose to retain full control, our stakeholders are our customers, we answer to them and ourselves.

A few years ago we had a competitor called Optify, they had what looked like a great system. Sadly they closed their doors when their funding dried up, which I can only assume was tied to imposed financial targets.

We don't have to contend with that lack of control as it's our business, we are profitable and happy.

We've grown slowly, but steadily. We constantly re-evaluate our product and how it needs to change to match our customers' needs.

And we do this whilst managing our costs and infrastructure to ensure we can deliver at the price points we do.

Our focus is the software, and helping people to use it.

We invest money that we could spend in advertising on infrastructure to support our free plan. We won't interrupt you and try to sell you Jumplead, instead we make it free to explore for anyone who has the curiosity and wants to use marketing automation for themselves.

Overheads and Cannibalisation

The natural and ongoing reduction in cost of software presents a challenge for companies that were founded on delivering the original ‘Enterprise’ solutions.

With a high product value the amount of money you can spend on acquiring each customer is high, large sales teams are justified and soon it becomes impossible to charge any less for your software.

Plus if you did you’d be destroying the value of the customer base you have.

You can pay as much as you like

So it seems as though as with so many things in life you are free to pay as much as you like for your Marketing Automation.

The choice is yours. Which is the way it should be.

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