What you need to know about Keap™ and Infusionsoft™

By Kenda Macdonald | Automation

Jan 29
Infusionsoft vs Keap

Infusionsoft ™ is now Keap ™

Infusionsoft ™ has changed its name to Keap ™. 2019 is a year of big change for many businesses, and it would seem that Infusionsoft ™ is no different. As of the 29th of January 2019, Infusionsoft ™ is officially Keap ™.

To be honest… I’m on the fence about the re-brand.

Throughout the last year, there was innovation that lead to confusion with the Infusionsoft™ products. In 2018 Keap™ (then Infusionsoft™), launched a new version of its fabulous sales and marketing software.

The new software was simply referred to as the “new” Infusionsoft ™. The Infusionsoft ™ that we all know and love was called flagship, classic, pro, and even “old”. It was a bit of a confusing mess.

This re-brand hopes to fix that. Infusionsoft ™ as the company is now Keap ™. The new Infusionsoft ™ is also called Keap ™, and the Infusionsoft ™ that we know and love is called Infusionsoft ™ by Keap ™. So there are still two products, but the all singing all dancing Infusionsoft ™ keeps (heh) its name, and the new kid on the block is Keap ™. No more confusion to be had there.

Interestingly, there has been a lot of concern from the Certified Partner community. It’s tough when things change. And Infusionsoft ™, erm… Keap ™… has been going through a LOT of changes. Throughout the growth of the company, there have been some pains… In an open session with the Partner community CEO Clate Mask acknowledged that they had lost their way with some of the new directions that they had been pushing the company into.

Taking a little historic look at what has lead to this change, you can see where pain was felt. Back in 2007 the then Infusionsoft ™/ Keap ™ launched it’s Everest mission. This was a 10-year vision to be servicing 100 000 small businesses. Their goal has always been to help small businesses succeed. They reached this goal in 2017. Where do you go when you’ve conquered Everest? Well, Mars apparently. The mission to Mars (not to be confused with Elon Musk or the indie Metallica film Mission to Lars)  was launched. It was here that Infusionsoft ™/ Keap ™ made known their mission to simplify growth for 5 million small businesses, worldwide, by 2030.

That choice of wording is interesting, to “simplify growth”. If you’re an Infusionsoft™ user, you’ll know that Infusionsoft ™ can be a learning curve. Personally, while like every software it has its quirks, I happen to think it’s bloody brilliant. There is yet a piece of software out there that lets me do what I can behaviourally, that is accessible to small businesses.

Infusionsoft ™/ Keap ™ set out to create and lead the market for small business marketing automation. That is precisely what they have done. Before they created the game, there was nothing out there. And in creating that space, and innovating and leading the market, there have been difficulties, but there have also been phenomenal triumphs. I know that because I see every day what my clients can achieve with the system. I see businesses doubled, profits tripled, and lists quadrupled. I see people get their lives back. But I also see complexity, and adaptation to that aforementioned learning curve…

So with this new mission to simplification - something definitely has to be tweaked a little.

And here is where the pain was felt. Ever since the “new” Infusionsoft ™ - now Keap ™ - was launched, it’s been concerning. What happens to the “old” Infusionsoft ™? Growth and innovation in the product slowed down to maintain two products, does that mean the end for Infusionsoft ™? The fear has been real.

Thankfully, we’ve been assured that Infusionsoft ™ by Keap ™ is not going anywhere. It will, however, get even more awesome - at least double as awesome! This is because the dev team that supports and improves the software has been doubled. That’s yays all round from me!

When they announced the name change, Infusionsoft ™/ Keap ™ also mentioned what 2019 is going to look like for the company. Their focus this year is on achieving a  100% success rate. They’re determined to not only get the right users utilising either Infusionsoft ™ or Keap ™ but also to make sure that those users are using the software to drive success for their business.

Which all sounds great! But what the hell is Keap ™? What is this “new” Infusionsoft ™ anyway? And why Keap ™? What’s that all about?

What is Keap ™

Keap ™ is the “new” Infusionsoft ™. And it’s what is going to help Infusionsoft ™/ Keap ™ reach its simplification goal.

We’ve often been asked if there is an Infusionsoft ™ light. Something that maybe isn’t as robust, but still has some of the power. Just not as customisable, with some more rigidly defined boundaries. The kind of system for a business that doesn’t necessarily want to reach the stars with their sales and marketing automation, but knows they need to step away from MailChimp…

That right there is Keap ™.

Keap ™ is Infusionsoft ™ light. It’s a simplified, reigned in version of Infusionsoft ™.

It is not as versatile, customisable or beast-like as Infusionsoft ™ is. There is some loss of functionality. It is more streamlined. But that is a very, very good thing. Because that makes it easier to use.

If Infusionsoft ™ is the Ferrari of the marketing automation world, and MailChimp is the Toyota Aygo, then Keap ™ is the solid middle ground, the Audi of the software universe.

With its lower price and being easier to use, Infusionsoft ™ / Keap ™ is specifically targeting service businesses. The brand promise: Keap ™ helps you get organised so you deliver great service and close more business.

Everything about Keap ™ is designed to help service businesses get more clients by taking leads and moving them through the process to purchase and then advocacy.

So finally, we have our Infusionsoft ™ light. It’s just called Keap ™. Which is… odd. Why Keap ™ of all things? It doesn’t sound very softwary… What’s the deal with keep with an “a”?

What does Keap ™ mean

‘Keap ™’ on its own doesn’t mean much. It seems an odd name for a piece of software.

I like thinking of myself as a sceptical optimist. So in all honesty, when I heard the name Keap ™ I did turn around to my team and say “What kind of name is Keap ™ for software??”…

My initial reaction was iffy, I was firmly against it. I may even have said that it was a stupid name… But when I watched the live stream with Clate Mask (CEO of Keap ™) telling the story and concept behind Keap ™, I will admit to nearly having a little cry. Here’s how Clate explained it:

Back when Infusionsoft ™/ Keap ™ was still starting out, like any small business, things were tough. They had a dream for what marketing automation for small business could look like, and they were passionately pursuing it. They were lucky to have supportive families, but after a year of grind and nothing to show, then another year of hustle and hardly any food in the fridge, even the most supportive families get disgruntled.

Clate had a family of four, his wife, and over $100 000 in student debt to feed.

With their third year underway, Clate believed he could see the turning point for the business. It was actually going to work. Unfortunately, children can’t be fed on belief, and a usually happy marriage was struggling under the weight of very little income, and little to no security for the future. There were many tearful arguments in which his wife suggested he go and find a job. Each time they worked it out, with Clate saying no, this is going to work.

It was one evening when Clate’s mother came to visit that he really understood what was happening to his family. She went to the fridge to grab a bite to eat and there was nothing in it - the fridge was empty save a few condiments. She left shortly afterwards and came back with bags of groceries. When Clate saw his mother and the groceries and realised how relieved he felt - the realisation of what he was doing to his family really hit him. He sat down with his wife that night, and she asked him again to get a job. He agreed. He promised to start looking the next day.

That next day in the office with Scott and Eric, he sat down to chase leads, close clients, manage accounts, and before he knew it - it was the end of the day. He hadn’t looked for a job. He drove home with a heavy heart, he wasn’t sure what to tell his wife. He hadn’t done what he’d promised to do - and he wasn’t sure what that meant for them.

When he walked into the kitchen she was standing at the sink with her back to him. Without turning around she asked “Did you look for a job?”, and he said “No.” Before he could say anything else, she turned around and hugged him, saying “Don’t, just keep going.”

Just keep going.

That is the story behind “Keap ™”. Keeping going is what meant success for Clate, Eric and Scott. They kept going. They pushed through the worst moments. They kept serving their clients, kept getting leads, and kept believing.

“Keep going.” That is the essence of small business success.

That is why they chose Keap ™.

Want to vomit a little? Me too. It’s incredibly American Ra-Ra isn’t it? But so bloody what? It’s true. Clate’s story is my story. It’s more than likely your story too. You know how hard this shit is. All the ups and downs. The times when you have no idea why you’re fighting so hard, and the times when it all makes sense. Running a small business is hard. You have to keep on keeping on. You have to keep the momentum up. You have to keep going. It’s all very true. Still makes me feel a little sicky though. After hearing that story, I understand why they chose Keap ™. It’s emotive, and it strikes a chord in the heart of every small business owner. Keep your head up in the struggle. I get it. But will other people get it? That’s why I’m on the fence about it.

I do however like the new branding. I like the simplicity. I like the sentiment. I just hope others will too - even if it is a little American Ra-Ra. Perhaps we could do with a little Ra-Ra to brighten our British stiffness?

Whatever you feel about it - they are right: “Keep going” really is the essence of small business success.

Of course, they’ve added the ‘A’ in so that they can own the word “Keap ™”, yet it’s similar enough to make for great marketing further on down the line. The K is funky, and if you reduce it down further it becomes an arrow. The arrow is a visual anchor for movement, which will be in the Keap ™ app itself. I’m looking forward to seeing what they do with it.

All that said of course… What exactly does Keap ™ look like? And how does it differ from Infusionsoft ™?

Keap ™ vs Infusionsoft ™ side by side

To see how Keap ™ compares and contrasts to Infusionsoft ™ by Keap ™, we’re taking a look at what’s different as well as what’s the same. It’s not fair or appropriate to have a simple column and checkbox comparison as Keap ™ has a  few nifty things Infusionsoft ™ hasn’t got yet. The ‘yet’ is important though, Infusionsoft ™ will have everything Keap ™ currently has - and then some.

The basic difference is this:

If you’re looking for custom sales and marketing automation with a CRM - you want Infusionsoft ™. Infusionsoft ™ is powerful and robust and highly customisable.

If you’re simply looking for a system that will help you manage your clients and progress leads to sales, and you’re not too fussed about making things custom, then you want Keap ™. Keap ™ is simple and efficient.

How they are the same

The Visual Campaign Builder. They are both powered by the same powerful visual campaign builder, with some minor differences between the two (Keap ™ has some of the less used goals and sequence items removed, like send a fax - more on that in the differences).

Tags and Custom Fields. They both still function around tags and custom fields, allowing unrivalled segmentation, information storage, behaviour tracking and filtration.

The whole package. They both contain a CRM, Marketing Automation and Sales, as well as E-commerce, where your package allows.

How they differ

Layout and Navigation. This is where the major difference is. Rather than using the menu bar at the top, the menu is on the left-hand side of the screen in Keap ™. Once you’re in a section, options are card based. The layout in Keap ™ is far more modern and much more like Trello and mobile applications.  I myself am not a fan of this layout, while it looks prettier I prefer indexed menus - I’ve found that I’m a minority here though!

The Dashboard. This is also card based in Keap ™, but cannot yet be customised. A large number of our clients have extensive dashboards they use daily - so this would not work for them. For people that have simpler needs, this wouldn’t be a problem though! This is very similar to most systems out there currently.

The Sales Pipeline. Within Keap ™, some major improvements have been made in the pipeline, both in terminology and ease of use. Leads are now a class of contact, which they are not in Infusionsoft ™ (rather you’d denote that by an opportunity stage). Once someone has shown interest, they become a prospect, which is the new opportunities. So you have leads and prospects. Which is far simpler. Further to that, the sales pipeline now looks like a Trello board, and you can drag and drop your prospects to the right stage of their journey. This is far easier to use, so much more intuitive and honestly fun... There is however a loss of triggering campaign automation from stage movement, which is a shame.

The Contact Record. This is vastly different between the two. The contact record in Keap ™ is completely card based. All the contact’s activity is easily visible, but to keep the record simple, some information is limited, like where the contact is within a campaign.

Tasks and Appointments. One MAJOR improvement with Keap ™ is that it links to Google calendar to make appointments. This makes the calendar useful!

Broadcasts. The sending, reporting, and templates are all consolidated into one place in Keap ™. There is the loss of using the advanced code builder, however.

Reporting. This section has simpler, better looking, more modern reports in Keap ™, albeit far fewer than in Infusionsoft ™.

Money. This section is very simple and efficient in Keap ™, with a clear dashboard for your invoices, quotes, and bank connections.

Campaign Builder. While Keap ™ still has a visual campaign builder, it is missing the following goals:
No internal forms
No Note applied
No Lead score Achieved
It is also missing the following sequence items:
Communications - Voice
Communications - Fax
Communications - Letter
Communications - Email (Legacy)
Process - Create Opportunity
Process - Fulfilment List

So while very similar, there are some significant differences. Some functionality has been lost to streamline and make Keap ™ easy to use. But that is only when you compare it to what Infusionsoft ™ can do.

The awesome thing about Infusionsoft ™ is its amazing capabilities with automation, but it’s power pay off is complexity. Keap ™ is far simpler, it is Infusionsoft ™ light, and that lightness is perfect for any of you who have labelled Infusionsoft ™ “confusionsoft”.

I’d love to know what your thoughts are on the re-brand. How do you feel about the name Keap ™? Is this going to affect you in any way?

If you want to chat about it, you can click the button below and get yourself a marketing therapy session where we’ll happily to iron out any confusions you might have.

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About the Author

Kenda Macdonald is an Automation Ninja. With a background in Forensic Psychology and an affinity for statistics and behaviourally intelligent automation – she’s not your average expert. She’s been living and breathing Infusionsoft since 2011 and has spent over 14 500 hours learning new ways to automate what people think is impossible. She’s a true nerd, and spends her waking hours helping businesses understand behaviour for super effective marketing, and relishes in simplifying over complicated processes for truly intelligent automated marketing. She’s the founder of Automation Ninjas - Experts in behavioural automation. Expect enthusiasm and a wealth of knowledge – not normalcy.

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(4) comments

Vicki La Bouchardiere 29th January 2019

Thanks for ironing out any confusion, Kenda. It looks as if they are simplifying it with the right intentions, so that’s a good thing for people who found Infusionsoft too beast-like. What do I think about the re-brand? It immediately made me think of Google Keep, and the spelling made me frown!

    Kenda Macdonald 29th January 2019

    Hey Vicki!

    Hah! Google keep – whatever happened to that 😉 I think they’re in their own space enough that they can co-exist! Be interesting to see what happens down the line 😀

Kursty Groves 18th April 2019

Hi Kenda,
Thank you so much for this. Exactly what I needed.
As a solopreneur who felt that I’d bought Infusionsoft too early because of its comprehensive complexity, Keap appears to be the answer to my prayers. instead of running away from the monster, I’m looking forward to playing with this little guy.
I’m just waiting to be toggled to the new interface, and hopefully off we go!

    Kenda Macdonald 18th April 2019

    Hi Kursty,

    I’m so very glad. You’re going to have so much fun with Keap – it’s so powerful and so friendly. Do keep us in the loop as to how you’re getting on!

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