The “Grumpy” Poet – Focus on a Feature!

the_grumpy_poet

I can’t stand half-assed features in enterprise suites!

There’s nothing more annoying and frustrating than software that includes features for the sake of including features, except for maybe building software around a useless feature, but we’ll save that for another post.

It’s a productivity killer! There is no such thing as an all-in-one product – it’s been tried and has failed every single time… why do people keep kicking this dead hoarse?

Every business is different. Every strategy is different. Every ROI is different. Every budget is different. I think you get the point. That being said, business owners small and large as well as anyone responsible for sourcing software for their company gets that there are tools, notice the pluralization, specifically designed to perform certain tasks. We’re very used to using more than one tool around the office. It’s not a perfect system, but it works! Why? because if I need to accomplish a specific task, let’s say building a landing page, there are a handful of tools available that perform that one task, and only that one task, very well. Why waste my time digging through clunky, outdated enterprise software trying to figure out how to use their landing page creation tool that was obviously an afterthought to keep my business?

Guess what? Nobody leaves your software because you don’t offer a feature that is not part of your value proposition. If your business is building and maintaining a social monitoring tool, I don’t expect to build a landing page with it. If your tool succeeds at what it claims to do, I’ll be happy to stay for those features and find another tool for landing pages.

Software developers that are confident in their code, customer service, business model, etc. should never have to worry about staying focused on making it the best piece of software for “that” and should be willing to recommend other tools for other tasks to their customers.

Not buying it? Let’s take a look at an example of a tool that is focused on one feature and does that one thing really well – Unbounce.

Quick disclaimer – we are Unbounce design partners and use their software to build landing pages for some of our clients. We chose Unbounce because they offer a modern solution focused around one feature that is constantly being updated and iterated – hence the title of this post.

Unbounce is a landing page creation tool that enables anyone to easily build landing pages without having to code. It’s an intelligent system that supplies all the necessary elements you need to create a successful landing page. It includes lead capturing forms, A/B testing, and the ability to connect to your other marketing tools.

You don’t use Unbounce to run an email campaign. However, you could drive traffic to your landing page, collect emails, and send them to a tool like MailChimp or Constant Contact. Unbounce understands that there are already tools out there for email, and that you’re probably already using one of them. Better to focus on landing pages and give customers a way to connect to those tools.

Unbounce is so confident in what they do that they launched a partner program back in mid 2012 which they call the “Conversion Ecosystem” that helps their users find trusted sources for anything beyond what Unbounce offers. If you’re looking for a custom theme or function, campaign management or strategy, advertising, etc, Unbounce will recommend the right partner for you.

This enables Unbounce to continue their focus on building their landing page creation tool – it’s quite brilliant!

So don’t get stuck using crappy, bloated, inefficient, un-productive, we-don’t-care-about-your-business-we-just-want-your-money enterprise system. You’ll never get the job done right!

Time is precious.

2 thoughts on “The “Grumpy” Poet – Focus on a Feature!

  1. Georgiana Laudi

    Ah really appreciate the shout out Brendan!

    I totally agree and relate… I been recently shopping for marketing automation — the process has been so painful that I still haven’t committed to anything… 10 demos and 8 months later.

    Reply

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