I was always a big fan of Demandforce and knew Intuit was onto something when it spent $434 million in 2011 to acquire it. In my mind Demandforce had made real strides in delivering a powerful marketing and CRM platform for small businesses across a number of verticals (dentists, veterinarians and spas to name a few). The key question was, would Intuit make Demandforce better?
It seems Intuit may have answered the question by releasing the next generation of Demandforce software, offering a broader, deeper and more mobile digital marketing platform.
The new elements include “recurring campaigns” where routine customer communications like appointment reminders are automated. It also offers access to Intuit Local, which taps into the 47 million customers of Demandforce merchants to drive leads to merchants in non-competitive categories. If you think about the customer of a Demandforce dentist in Town A needing a haircut, you can easily imagine the powerful opportunity to drive leads that comes from this.
And the new version steps up its mobile functionality, using integrations with Apple Passbook and Google Now to send mobile alerts to customers of upcoming appointments, for example.
So Intuit seems to have invested in making Demandforce a more powerful tool for local merchants. The bigger question comes in how Intuit plans to expand the Demandforce customer base deeper into its existing verticals and horizontally into new categories. Is it time for Intuit to look at reseller opportunities? Is your sales organization ready for a deeper dive into key verticals?