Keap

How Keap Grew From a Garage Startup to $90M Revenue Business

February 22nd, 2025

Founded By

Scott Martineau

Monthly Revenue

$7.5M

Founders

Employees

323 (est.)

Monthly Traffic

652K

Profitable

Yes

Year Started

2001

Customer

B2B

Revenue Per Visitor

$11.50

Founded By
Scott Martineau: Monthly Revenue
$7.5M: Founders
2

Employees
323 (est.): Monthly Traffic
652K: Profitable
Yes

Year Started
2001: Customer
B2B: Revenue Per Visitor
$11.50

Who is Scott Martineau?

Keap was founded by brothers Scott and Eric Martineau in 2001 in Mesa, Arizona, who initially built automation software for their father's business before expanding into a broader CRM and marketing automation platform.

Scott and Eric Martineau, Keap Co-founders

What problem does Keap solve?

For small business owners juggling multiple tasks, Keap streamlines customer management and marketing automation, freeing up valuable time to focus on growth.

How did Scott come up with the idea for Keap?

The idea for Keap originated when the Martineau brothers noticed that small businesses were struggling to effectively manage their sales and marketing processes. They identified a clear need for a software solution that could streamline these operations for small businesses, leveling the playing field against larger competitors. This insight came from their firsthand experience while building automation software for their father's business.

In the early days, the creators faced challenges such as skepticism from doubters who questioned their venture into entrepreneurship. Despite these doubts, they pushed on, driven by their belief in providing small businesses with the tools to succeed. The Martineaus learned valuable lessons from these early struggles, which reinforced their commitment to supporting entrepreneurs and fighting against small business failure.

Their research and experimentation led them to develop the first all-in-one CRM and marketing automation platform specifically designed for growth-oriented entrepreneurs. Realizing the importance of simplifying growth and management processes, they created a system that significantly reduced the time required for sales and marketing tasks. This was their "aha" moment, a turning point that marked the refinement of their original idea based on customer needs and market demands.

How did Scott Martineau build the initial version of Keap?

Keap, originally known as Infusionsoft, began its journey in 2001 when the Martineau brothers developed automation software for their father’s balloon tying business, essentially building their first prototype in a spare bedroom. Initially founded as a custom software company named eNovasys, they transformed into Infusionsoft in 2003 and launched their first product, MortgagePro CRM. The founders relied on early software development tools available at the time, focusing heavily on creating a robust CRM and marketing automation platform. The process was challenging, as early on they faced skepticism about the feasibility of their vision and the technical difficulties of building a comprehensive automation solution. Despite these obstacles, they managed to iterate and improve their systems, gradually evolving through rebranding efforts that culminated in the launch of Keap in 2019.

What was the growth strategy for Keap and how did they scale?

Email Marketing

Keap has effectively utilized email marketing to grow its customer base. By providing an all-in-one sales and marketing automation platform, they empower small businesses to automate their email campaigns. In 2012, Keap's customers sent 50 million emails per week, showcasing the significant role email marketing has played in their growth.

Why it worked: The automation features allow businesses to maintain consistent communication with their audience, segment their lists, and target specific customer groups with tailored messages. This has helped to increase customer engagement, retention, and conversions, contributing significantly to Keap's expansion over the years.

User Conferences

In 2011, Keap held a major user conference, InfusionCon, which attracted 1,100 attendees. These events serve as platforms for businesses to connect, learn, and network with other entrepreneurs and users of Keap’s products.

Why it worked: Hosting user conferences helps foster a sense of community among users, offers learning opportunities, and provides hands-on demonstrations of product features. This engagement solidifies customer loyalty and encourages word-of-mouth referrals, playing a critical role in expanding their user base.

Product Innovation and Rebranding

Keap has focused heavily on evolving its product offerings to align with the changing needs of small businesses. In 2019, they rebranded from Infusionsoft to Keap, launching two new products aimed at simplifying sales and marketing automation.

Why it worked: By continuously updating their product suite and brand identity, Keap stays relevant in a competitive market. The rebranding and innovation in product offerings help attract new customers and retain existing ones by meeting their evolving needs, leading to further growth in the customer base.

What's the pricing strategy for Keap?

Keap offers tiered pricing plans starting at $159/month for the Lite version, $199/month for the Pro version, and $299/month for the Max version, catering to different business sizes and needs.

Keap Pricing

What were the biggest lessons learned from building Keap?

Adapt and Evolve: Keap, originally Infusionsoft, demonstrated the importance of adapting to market demands. They shifted their focus from broad CRM solutions to targeted sales and marketing automation for small businesses, aligning their product with customer needs. This pivot was crucial for their sustained success.
Resilience Through Challenges: Early in their journey, Keap faced doubts and challenges, likened to the hardships of new entrepreneurs. By maintaining a steadfast belief in their mission and persevering through tough times, they learned that resilience is key to overcoming obstacles and achieving long-term freedom and success.
Strategic Rebranding: In 2019, Keap rebranded from Infusionsoft to better reflect their mission and values. This strategic move helped them focus on serving small businesses more effectively, showcasing the power of brand evolution in maintaining relevance and connecting with target audiences.
Customer-Centric Innovation: Keap's success hinged on developing tools that significantly eased the burdens faced by entrepreneurs. By automating complex processes, they empowered small businesses to operate more efficiently, emphasizing the impact of listening to customer needs and continuously innovating to meet them. 5. Integration of Human Touch: While automation was at the core of Keap's offerings, they recognized the value of human connection in onboarding and customer support. This hybrid approach of combining technological tools with personalized human assistance helped them boost customer retention and satisfaction.

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