What Influences an Insurance Premium Audit

There are several factors that can influence the final premium amount, including auditor bias, the actual premium basis, proper classifications, and rates that apply to the business in question. Some of these factors are not completely impartial, which may result in an insurance premium estimate that is too low or high. If the estimate is too low, the company will receive a bill for the additional premium. If the estimate is too high, the company will receive a refund in the form of a policy credit or check. Unfortunately, the majority of business owners with insurance policies have been overcharged at some point in the audit process. 

That’s why it is imperative to have a clear, well-documented process to verify premiums. The first step is to be contacted by an auditor who works for or is contracted by the insurance company. This audit can be carried out either online, on the phone, or by email, but the required documents are the same. This includes payroll, cash disbursements, tax records at the federal and state level, cash receipts, and certificates of insurance. All of these documents are able to provide insight into who the company is employing. After the audit is carried out, a final statement is issued in which the premium is either over- or under-charged. Depending on the outcome, the company being audited will receive either a bill or a credit. 

The multi-step auditing process is still prone to fault, so artificial intelligence technology has been enlisted to assist auditors. It can help improve the accuracy of the audit by detecting anomalies and boosting data accuracy by leveraging predictive analytics. It can also help with overall process efficiency by helping to predict premium trends, impacts, and risks, and uncover real-time business operation shifts. AI is able to provide several different types of visit formats, including video conferences, phone calls, auto paper mailings, and web-based portals. 

Conclusion

Some of the AI solutions currently in the auditing space provide all of these benefits and more. There is audit management, where the offered solution becomes the point of contact with the auditor, reducing the administration burden for the company. It can also offer documentation support and thorough data review to make sure all of the necessary information is gathered and correct. The support continues through the submission and resolution stages of the process, so the business is well equipped to address any discrepancies that might pop up. This additional layer ensuring precision and care in the auditing process can be extremely beneficial. 

Employment Drug Testing Trends By State

In 2024, more than 500 bills related to drug testing were introduced. However, there are still only 5 states where employee drug testing is considered legal. In the other 46, the practice is either legal with caveats, or there are no state laws pertaining to the matter. This in combination with the more recent legalization of marijuana has demonstrated the urgent need for a change in national employment drug testing laws.

In 2012, only Colorado and Washington had legalized the recreational use of marijuana. Now 12 years later, 22 states and DC have legalized recreational marijuana usage. Additionally, almost 40 states have legalized the medical use of the substance. This change in policy and increased leniency across the majority of US states has enabled many people to access the drug for several reasons, liberating many users. However, as a result, experts have noticed a nearly 50% increase in positive marijuana tests over the past five years.    

Experts warn that this increase in positive testing could point to serious implications for safety-sensitive industries. These industries include those that involve work with heavy machinery or intensive hands-on labor, where physical or mental impairment can lead to injury. In fact, there has already been a 10% increase in workplace injuries associated with recreational marijuana laws among young professionals.

This warning has led many state and industry leaders to increase employee drug testing and to start cracking down on cheating during the drug testing process. Between 2022 and 2023 alone, there was a 6x increase in tampered test samples. Additionally, testing for reasonable suspicion, post an accident, or even randomly are generating 6-39% positivity rates in the workplace. To supplement these new testing protocols, anti-cheating policies are going into effect across the country. In states like Texas, North Carolina, New Jersey, Virginia and South Carolina, the use of dilution detection technology and adulterant tests are becoming the norm. Especially in states with the most positive drug tests like Oregon and Vermont, it is especially important to crack down on any foul play during the testing process.

Conclusion

Vulnerable industries are also starting to drug test their workforce more often to prepare their staff for the future of drug legislation in America. Energy utilities is leading the charge, followed closely by transportation and warehousing, manufacturing, wholesale trade and construction. Workers in these industries are put at risk every day, making it that much more important to protect them while on the job. New testing policies and anti-tampering measures will help to ensure that vulnerable Americans can feel protected by a safe and sober environment while at work.

Image by Artem Podrez from Pexels

Running a small business these days isn’t for the faint of heart. With so many challenges popping up, businesses are getting creative, including using financial tools to fuel their marketing efforts. From artificial intelligence (AI)-driven analytics to partnerships with influencers, financial solutions are helping small businesses stretch their marketing dollars and make a bigger impact.

Why are small businesses turning to financial solutions?

Let’s face it—running a business takes money, and it’s not just about keeping the lights on. Marketing is essential to growth, but it’s expensive. Financial tools give small businesses the flexibility to fund key marketing initiatives without compromising their day-to-day operations.

Financial solutions like online loans and cash flow management apps help stabilize finances, allowing businesses a bit of wiggle room. For example, a debt consolidation loan to combine high-interest debts can free up funds for impactful marketing initiatives, such as influencer partnerships or AI-driven tools.

How is AI changing the marketing game for small businesses?

AI has not been exclusive to tech giants for a while; small businesses have been quick to leverage its potential. From personalized customer interactions to data-driven insights, AI tools empower them to enhance their marketing strategies and drive growth.

Real-time data insights

AI-powered tools can analyze customer behavior in real time, offering insights that help businesses create personalized campaigns. Instead of guessing what customers want, companies can use data to predict preferences and fine-tune their strategies. That means less waste and more meaningful engagement.

Automation for efficiency

When it comes to saving time, AI plays a pivotal role by automating routine tasks. These include sending personalized follow-up emails, optimizing and managing advertising budgets in real time, and scheduling social media content across multiple platforms.

By streamlining these processes, AI reduces the burden of manual work, enabling business owners and their teams to concentrate on higher-value activities. In fact, McKinsey reports that businesses using AI-driven marketing tools cut costs by about 30 percent—money they can reinvest into scaling their operations.

Why is influencer marketing a big deal for small businesses?

Influencer marketing isn’t just for the big brands anymore. Small businesses are jumping in, especially with micro-influencers with loyal, niche followings. Research indicates that influencers with smaller followings often offer better marketing ROI. Since they also tend to charge less, they are an excellent choice for small businesses aiming to maximize their marketing budgets.

Micro-influencers drive engagement for cheap

Micro-influencers, typically individuals with 10,000 to 100,000 followers, constitute a significant portion of the influencer landscape. They account for approximately 47.3 percent of all content creators, making them the largest and most influential group in the content creation space.

Moreover, while these influencers may not have millions of followers, their audiences are loyal and highly engaged. Plus, they’re more budget-friendly and authentic, which makes them perfect for small businesses looking to build trust and boost sales.

Data-backed partnerships

Modern financial and budgeting technologies empower small businesses to make informed decisions. Thanks to these financial tools, small businesses can track the return on their influencer campaigns. Business owners can see what’s working, whether engagement rates or new customer growth. This data-driven approach ensures that they get the most out of every partnership.

How do financial solutions fuel innovation?

Securing capital can mean the difference between staying stuck and making bold moves. With the right funding, you can invest in growth opportunities that push your business forward instead of treading water.

Flexible loan options

Modern lenders offer flexible loans that small businesses can tailor to their needs. For example, a line of credit can help fund a new marketing campaign during a key sales season without affecting cash flow.

Alternative funding models

If traditional loans aren’t your thing, options like crowdfunding and revenue-based financing are worth considering. These models offer upfront cash in exchange for a portion of future revenue, giving businesses the funds they need without long-term debt commitments.

What can small businesses do to handle economic ups and downs?

Even with all these tools, economic shifts can throw a wrench in the works. That’s why it’s crucial to stay flexible and plan ahead, so you can pivot quickly and keep your strategy on track.

Build resilience with smart planning

Building resilience starts with smart planning, and one of the best tools for that is budgeting software that forecasts cash flow. This type of software gives small businesses a clearer picture of their financial future by highlighting potential dips or surges ahead of time.

For example, suppose a forecast shows a slower sales season approaching. In that case, they can shift focus to more cost-effective marketing tactics. On the flip side, they can put money into bigger campaigns or partnerships without fear because they’re anticipating strong growth.

Forge strong financial partnerships

Partnering with financial institutions that truly understand the unique challenges small businesses face can be a real game-changer. It’s not just about getting money—it’s about having a partner invested in your long-term success.

Many reputable lenders have actually begun offering valuable consulting services. These can guide you in making smarter financial decisions, from managing cash flow to planning for growth. They can also help you avoid common pitfalls that often trip up small businesses, such as overextending credit or underestimating market shifts.

What’s in the works for small business marketing?

The future is looking bright for small businesses willing to embrace financial tools. With easier access to funding and advanced marketing technology, they’re leveling the playing field with bigger competitors.

Of course, having access to capital isn’t enough—it’s about knowing where to invest and how to make it count. By using financial solutions wisely, small businesses can expand their reach, connect with customers in new ways, and thrive—even in tough times.

Small businesses that make smart financial and marketing moves now will lead the pack later. With the right tools, they can grow stronger, build loyal customer bases, and set themselves up for long-term success.

This article covers key technology-driven strategies that can give businesses the edge they need for sustainable growth and resilience in a constantly evolving market.

1. Embrace Cloud Computing for Scalable Growth

One of the most impactful tech shifts in recent years has been the rise of cloud computing. Transitioning to the cloud isn’t just about data storage; it’s a critical step toward building flexibility and scalability into a business model. Cloud computing allows companies to adjust their computing resources in response to demand, ensuring they only pay for what they use. This flexibility is crucial for scaling up quickly during peak seasons or down during slower periods without investing in expensive hardware upgrades.

Moreover, cloud platforms offer extensive collaboration tools, making it easier for teams to work together remotely. Cloud technology also supports seamless integration with other tech tools, from customer relationship management (CRM) software to data analytics platforms, allowing businesses to create an interconnected, efficient system. By investing in cloud solutions, companies can streamline operations, reduce costs, and enhance their ability to innovate, giving them a competitive edge.

2. Implement Robotic Process Automation for Efficiency

Robotic Process Automation, or RPA, is a game-changing technology for businesses looking to streamline repetitive tasks. RPA involves software robots or “bots” that can perform high-volume, rule-based tasks such as data entry, invoice processing, or customer responses. These bots work quickly and with minimal error, saving time and allowing employees to focus on more strategic, value-added tasks.

For instance, customer service departments can deploy RPA to handle common customer inquiries, reducing response times and improving customer satisfaction. Finance teams can also use RPA to process invoices and manage accounts, minimizing manual errors that could lead to costly issues. RPA technology can be a powerful asset, driving productivity and reducing labor costs. By automating routine processes, companies can improve overall efficiency and free up resources to focus on growth initiatives.

3. Strengthen Cybersecurity to Protect Digital Assets

With digital threats on the rise, cybersecurity has become an indispensable component of future-proofing. Data breaches, ransomware attacks, and other cyber incidents can cause significant financial and reputational damage. Strengthening cybersecurity measures helps protect sensitive data, builds customer trust, and ensures business continuity.

Implementing multi-layered security strategies is essential. Start by ensuring that all systems use multi-factor authentication, which adds an extra layer of security by requiring users to verify their identity through multiple channels. Regular security audits and employee training on cybersecurity best practices can further safeguard against breaches. Encryption, secure access controls, and frequent software updates are other effective strategies to keep cyber threats at bay. Investing in robust cybersecurity infrastructure is a proactive approach to protect against potential disruptions.

4. Adopt Internet of Things (IoT) for Smart Operations

The Internet of Things (IoT) is transforming industries by enabling real-time monitoring, smarter asset management, and more efficient operations. IoT involves connecting devices and systems so that they can collect and exchange data, creating opportunities for businesses to enhance efficiency and reduce operational costs. For instance, IoT sensors in a warehouse can monitor inventory levels and automatically reorder supplies, ensuring stock availability without overstocking.

In manufacturing, IoT devices can track machinery health and predict maintenance needs, reducing downtime and costly repairs. Similarly, retail businesses can use IoT to monitor customer behavior and optimize store layouts based on real-time data. By investing in IoT, businesses can gain valuable insights, streamline operations, and make more informed decisions based on real-time data. The potential for IoT to improve operational efficiency and customer experience makes it a key component of any future-proofing strategy.

5. Invest in Data Analytics for Strategic Decision-Making

In a world driven by data, having a clear and insightful understanding of your business environment is crucial. Data analytics allows companies to dig deep into their performance metrics, customer behavior, and market trends. This information can then be used to make data-driven decisions, which are typically more accurate and effective than relying on intuition alone. Implementing analytics tools helps businesses monitor real-time performance and track KPIs (Key Performance Indicators), enabling them to make proactive adjustments as needed.

With accessible analytics platforms, even small and mid-sized businesses can gather and interpret vast amounts of data. For example, an e-commerce company can use data analytics to identify popular products, track customer preferences, and create targeted marketing campaigns. By investing in data analytics, companies gain insights that are invaluable for planning and growth, ensuring they can stay one step ahead of competitors and changing market demands.

6. Prepare for the Rise of 5G and Edge Computing

The roll-out of 5G networks and the growth of edge computing promise to redefine connectivity and data processing. 5G will enable faster data transfer speeds, reduced latency, and greater device connectivity, transforming industries such as healthcare, logistics, and retail. Businesses that prepare for 5G can leverage its benefits to improve customer experience, streamline operations, and adopt new technologies that were previously limited by bandwidth constraints.

Edge computing, which brings data processing closer to the source of data generation, complements 5G by reducing the time it takes for data to travel between devices and the cloud. This is particularly beneficial for applications that require real-time data processing, such as autonomous vehicles or smart manufacturing. By preparing for 5G and edge computing, businesses can boost their operational capabilities and position themselves at the forefront of technology-driven innovation.

Future-proofing your business in terms of technology is a multifaceted approach that requires foresight, adaptability, and a commitment to ongoing improvement. By focusing on data analytics, mobile-first strategies, 5G readiness, digital skill development, and sustainable solutions, businesses can build a robust foundation that not only withstands disruption but actively benefits from it. The technological landscape will continue to evolve, but companies that integrate these strategies are positioning themselves to thrive in the face of change. Future-proofing is about more than survival; it’s about harnessing the power of technology to create lasting, meaningful growth. Embracing these tech-driven strategies enables businesses to remain resilient, competitive, and ready for whatever the future holds.

When a Startup Needs Consulting Services

Startups often encounter numerous challenges during their launch, requiring expert guidance to navigate the complexities of the startup ecosystem. By leveraging startup consulting services, businesses can turn their innovative ideas into actionable strategies and effectively manage the dynamics of their target markets, ensuring their goals align with audience needs and market demands.

Vital areas such as business strategy or – in times of critical transitions like scaling or market expansion – demand experienced insights that only seasoned consulting professionals can deliver effectively and with proper agility. Moreover, by leveraging consulting services, startups can accelerate their progress by using top methodologies and advanced, data-driven insights that are in tune with the latest 2025 trends. 

Emerging Technologies in Startup Consulting

In recent years, the integration of advanced technologies into startups moved the market greatly, resulting in various supplementary services such as – consulting, valuation, pitching and others. Specifically, AI technologies have enabled consultants to offer personalized strategies that cater to the unique needs of each startup. This includes optimizing data analysis processes and identifying patterns that lead to more informed and strategic decision-making. Consequently, startups benefit from reduced operational costs and an enhanced ability to pivot quickly within dynamic market spaces.

Furthermore, blockchain technology has emerged as a powerful tool for startups. By enabling secure and transparent transactions, blockchain fortifies trust and efficiency. This reliability is especially crucial in industries that prioritize data integrity and need to assure stakeholders of their credibility. 

Virtual and augmented reality is now optimising consulting processes, enabling immersive experiences that facilitate more engaging client interactions. These technologies allow consultants to create vivid visualizations of business models, improving communication and understanding among stakeholders.

AI Integration in Consulting

Startups now leverage AI to analyze vast data sets, enabling more informed decision-making processes tailored to specific business needs. In the rapidly advancing landscape of AI, we’re witnessing the birth of predictive consulting. This approach is set to transform how consultants anticipate market trends by using AI to simulate multiple scenarios. 

Benefits of AI in Consulting

By applying artificial intelligence in their processes, consulting firms can automate routine tasks, significantly reducing the time taken to gather essential data, and thus enhancing the overall efficiency of operations and quality of the consultancy provided. 

Through leveraging sophisticated AI tools, consultants can identify patterns in consumer behaviour, anticipate industry shifts, and tailor strategies that align with evolving market and user demands. This advancement leads to more robust, adaptable business models.

AI Tools for Startups

For startups aspiring to innovate and scale efficiently at a greater pace, leveraging AI tools is essential. They can reduce costs, increase operational efficiency, and help make data-driven decisions for various strategies. AI-powered data analytics platforms automate data collection and analysis to reveal critical business insights swiftly allowing you to react to them before problems arise. 

Talking about customer care, AI-driven chatbots enhance user experience by providing 24/7 support and engagement. Intelligent product development tools streamline R&D processes, minimizing time-to-market and giving financial insights on possible revenue. 

Data-Driven Consulting Approaches

Strategically utilizing vast data sources empowers consultants to provide insightful, evidence-based recommendations tailored to a startup’s unique landscape. Consultants craft insights from raw information, transforming data into actionable intelligence. 

Leveraging Big Data

Leveraging big data is more crucial than ever for startup success. Consultants should be proficient in navigating complex data ecosystems, turning vast amounts of unstructured data into valuable insights for decision-makers who craft strategies and take important future-defining steps. By deploying sophisticated analytical tools, consultants can decode patterns and predict trends, thus empowering startups with a decisive head start. 

Predictive Analytics for Startups

Predictive analytics brings a new approach to how startups plan their activities and bring their vision to life. Consultants dynamically integrate predictive models with operational strategies, providing startups with foresight and intelligence. Such technological advancement facilitates informed decision-making processes and optimises resources use. These insights are invaluable for predicting customer behaviours, optimising resource allocation, and staying agile in fast-changing markets.

Sustainable Business Practices

As we move towards 2025, startups must diligently adopt sustainable business practices to benefit their businesses. Consultants now focus on integrating eco-friendly strategies, encouraging startups to pursue a balanced approach where profit-making coexists with responsible environmental and social impact.

Eco-Friendly Consulting Solutions

In 2025, consultants are turning to eco-friendly solutions to drive sustainable growth and innovation around various global markets. Comprehensive sustainability audits help identify areas for environmental improvement driving better perception of the brand by customers.  

Consultants help build compelling narratives around environmental responsibility through sustainable branding. By adopting these solutions, startups can align with global sustainability goals, bolster their brand integrity, and attract environmentally-conscious consumers and investors.

Impact of Sustainability on Startups

The focus on sustainable practices allows startups to compete effectively with new messages. It allows diving into new market segments and establishing robust partnerships. Sustainability enables startups to enhance innovation while adhering to environmental and social standards. From renewable energy utilization to waste reduction initiatives, environmentally mindful startups not only ensure regulatory compliance but also position themselves as pioneers in the landscape of progress and possibility.

Remote Consulting Services

Virtual consultancy has emerged as a modern trend, offering flexibility and convenience in remote workspace. Leveraging technology, these services bring expertise directly to the entrepreneur’s doorstep, expanding possibilities to grow. In 2025, remote consulting will continue its upward trajectory, driven by cloud-based platforms and advanced analytics. For startups, this translates to accessing global talent, scaling operations, and obtaining tailored advice without geographical constraints.

Virtual Consulting Platforms

Virtual consulting platforms bring new experiences to the startup landscape, offering unprecedented access to expertise, resources, and strategic guidance. These platforms provide scalable consulting solutions, adapting to a startup’s evolving needs. Entrepreneurs can access a global pool of consultants, ensuring diverse insights and strategies. Virtual platforms significantly reduce overhead costs compared to traditional consulting. Many platforms feature integrated project management and analytics tools, streamlining operations. 

Benefits of Remote Consulting

Remote consulting brings great flexibility and access to expertise, offering unparalleled opportunities for both startups and seasoned entrepreneurs. Clients benefit from vastly expanded expert networks available regardless of geographical limitations. By utilizing remote consulting, startups can access specialized knowledge across different fields without the burden of relocation or office setup costs, resulting in significant savings and efficient resource allocation.

Personalized Consulting Strategies

Personalized consulting strategies mark an era of unprecedented customization, where each venture receives particular information tailored to its strategic goals.

Tailored Solutions for Startups

The demand for tailored consulting solutions has surged remarkably in recent years. These services address the unique challenges faced by small ventures in their respective domains. Consultants are expected to deliver increasingly specialized solutions designed to align perfectly with each startup’s distinct mission and goals. This marks a shift from one-size-fits-all strategies to a more nuanced approach.

This trend of personalized consulting is reshaping how startups receive guidance, where founders can expect dynamic, impactful partnerships. Startups benefit from partnering with consultants who understand their industry intricacies, ensuring strategies are not merely attempted, but meticulously crafted and flawlessly executed.

Understanding Client Needs

By actively listening and empathizing with clients, consultants can accurately identify and address unique challenges. Comprehensive analysis of any specific niche or startup aspect is possible by conducting in-depth research. Clear communication ensures alignment and fosters stronger consultant-client relationships for more vivid results. 

However, only the best consultants can use adaptability and agility as part of their processes. It is crucial to adjust strategies to meet changing client priorities and market conditions. 

Global Expansion of Startup Consulting

By leveraging diverse market insights and cultivating international networks, consultants can provide startups with comprehensive strategies and enhance their ability to navigate different markets, thus expanding their competitive edge and influence internationally.

Navigating International Markets

The potential for startups to expand internationally has never been more promising as in recent years. With access to an unparalleled array of resources and new technologies, businesses can now effortlessly transcend traditional borders. Consultants’ roles are pivotal in this landscape, providing strategic insight into foreign market nuances, cultural peculiarities and regulatory landscapes. A forward-thinking approach to international consulting involves integrating innovative technology and leveraging worldwide networks, resulting in tailored, localized strategies. 

Cross-Border Consulting Challenges

Venturing into international markets presents unique challenges for startup consultants as they navigate diverse regulatory landscapes and cultural nuances. Differences in national laws and regional regulations can hinder smooth market entry. Misunderstandings due to cultural differences can impede communication and business relationships. Efficiently managing resources across borders requires strategic planning and innovation is one of the most important tasks of such consulting firms. 

Future of Startup Consulting Trends

The surge of technology-driven solutions continues to reshape traditional processes, unlocking new possibilities for consultants to empower startups. Consultants are set to leverage innovative tools to revolutionize startup strategies – as augmented reality and artificial intelligence become hallmarks of industry advancements to deliver precise, data-centric insights. Furthermore, the seamless integration of remote collaboration tools underscores a paradigm shift towards flexibility and efficiency, enhancing the way consultants connect and collaborate with clients.

Conclusion

In 2025, startup consulting services will undeniably be at the forefront of industry transformation. These trends underscore a shift towards a more innovative, sustainable, and technology-driven consultancy, offering unlimited potential for advancement and growth.

As consultants harness amazing technologies like AI and AR, they will redefine how startups approach strategy, effectively enhancing their operational frameworks. The integration of these innovations ensures precise, data-driven insights.

The utilization of remote collaboration tools signifies a significant leap toward achieving unparalleled flexibility. This emphasis on seamless communication and interaction reflects consultants’ commitment to providing top-tier, efficient services in a rapidly evolving world.

Insurance: Your First Line of Defense

Insurance is one of the most important tools for protecting your business against unforeseen events. There are various types of coverage, each designed to address specific risks your company might face.

• General Liability Insurance: This coverage shields your business from claims of injury, property damage, or other legal issues that arise from your operations. It’s a must-have for businesses that engage with customers or operate in public spaces.
• Professional Liability Insurance: Professional liability insurance is essential for businesses that offer specialized services or advice, as it helps protect against claims of negligence, errors, or omissions in the services provided.
• Workers’ Compensation Insurance: Required in most states for businesses with employees, this insurance covers medical expenses and lost wages for workers injured while on the job.
• Property Insurance: This protects your physical assets, such as office space, equipment, and inventory, in case of theft, fire, or damage.

Cybersecurity: Protecting Your Digital Assets

With more businesses relying on technology, cybersecurity has become a critical concern. Protecting sensitive information and preventing data breaches should be a top priority for any business.

• Encryption: Encrypting sensitive data, including client details and financial records, helps secure it from hackers and other cyber threats.
• Employee Training: Since many cyber-attacks begin with human error, educating employees about safe online practices, such as identifying phishing attempts and using strong passwords, can significantly improve your cybersecurity.

Intellectual Property: Safeguarding Your Innovations

For many businesses, intellectual property (IP) represents a key asset. Protecting your creative works and inventions ensures that others can’t take credit for your ideas or profit from them.

• Trademarks: A trademark protects your company’s brand identity, such as its name, logo, or slogan, ensuring that no one else can legally use these elements in a confusing or misleading way.
• Patents: If your business has developed a unique product or process, a patent can prevent others from copying or using it without your consent.
• Copyrights: If your business produces creative works—like software, articles, or designs—copyright protection ensures you retain the legal rights to these works and can prevent unauthorized use.

Contracts and Legal Agreements: Defining Business Relationships

Clear and comprehensive contracts are essential to protecting your business from legal disputes. Well-drafted agreements ensure that expectations are set upfront and provide a framework for resolving issues should they arise.

• Service Contracts: These agreements lay out the terms of the services you offer, including timelines, pricing, and deliverables. They help prevent misunderstandings and provide legal protection if things go wrong.
• Employment Contracts: These contracts establish expectations for employees, including their roles, compensation, and benefits, and can also include non-compete clauses to prevent employees from taking business secrets to competitors.

Conclusion: A Holistic Approach to Business Protection

Business protection is an ongoing process that requires attention to detail and a proactive mindset. By implementing the strategies in this blog, you can create a secure foundation for your company’s growth and stability. By taking these steps, you’ll be better positioned to navigate potential challenges and maintain a strong, successful business for years to come.

This guide looks into the key strategies small business owners should adopt to thrive in the competitive Facebook advertising landscape.

Catch our chat on Facebook Ad secrets every small business needs for 2024!

Navigating the New Facebook Ad Landscape

Facebook advertising has changed significantly in recent years. Previously, businesses could rely heavily on interest-based targeting to reach specific audiences. With the rise of privacy regulations like Apple’s iOS updates, Facebook’s advertising model has shifted. Michael Tanri, a seasoned marketing strategist, explains: “Facebook has moved away from specific interest targeting. Now, the platform focuses more on broad targeting and leverages its algorithm to optimize ads based on the quality of your creative and content.”

This shift means that businesses must focus more on content and creativity to connect with potential customers. Instead of relying on interest categories, small business owners need to craft compelling ad content that captures attention. The algorithm will do much of the heavy lifting by determining who sees your ads based on their interactions with similar content.

Key Takeaways:

• Interest targeting is less effective: Focus on ad quality, rather than trying to pinpoint specific interests.
• Broader targeting is better: Facebook’s algorithm optimizes your reach, so allow it to work by casting a wide net.

“Small businesses must embrace this change by improving their content strategies. It’s all about being more direct, explicit, and creative in your messaging,” says Tanri. The key is understanding that Facebook’s advertising success now depends on your ability to generate meaningful engagement.

Crafting Effective Ad Content: The Heart of Your Campaign

In the new Facebook ad environment, the creative aspect of your campaigns is more important than ever. Simply put, the content of your ads will make or break your results. This means investing in high-quality visuals, compelling messaging, and innovative formats. As Diego Melo Escobar, a data analyst and marketing expert, advises, “Ad content should directly speak to your audience. If you’re selling a product, like eco-friendly water bottles, your ads must be visually appealing and showcase the product’s benefits in a straightforward, engaging way.”

There are several types of ad content small business owners should consider:

1. User-Generated Content (UGC): This involves customer testimonials or reviews. People trust real customer experiences more than polished corporate messaging. “Authenticity matters. UGC gives your brand credibility, especially for smaller businesses trying to build trust,” says Escobar.
2. Professional Ads: If UGC isn’t readily available, small businesses can hire professionals from platforms like Fiverr or Upwork. These actors can represent your target demographic and deliver a polished message that aligns with your brand.
3. Graphic Ads: Eye-catching graphics are always a good idea, especially for businesses with lower budgets. High-quality images with a simple, clear call to action (CTA) can drive clicks and conversions.
4. Carousel Ads: For businesses with multiple products, carousel ads allow you to showcase several items in one ad. This format is ideal for e-commerce businesses wanting to display different products in a single campaign.
5. Video Ads: Video remains one of the most engaging forms of content. Whether it’s a product demonstration or a testimonial, videos grab attention and encourage users to stop scrolling.

Escobar stresses, “Don’t just test different types of content—test different variations within each category. For instance, experiment with different tones in testimonials or styles in your graphic ads. The more you test, the more you’ll learn about what resonates with your audience.”

Key Takeaways:

• Focus on high-quality visuals: Invest in good design and visuals that resonate with your target audience.
• Incorporate UGC: Showcase real customer experiences to build trust and authenticity.
• Test multiple content types: Experiment with videos, graphics, carousels, and professional ads to find what works best.

Leveraging Data for Smarter Decisions

One of the biggest advantages of Facebook advertising is the vast amount of data it provides. Facebook’s algorithm uses this data to determine which users will find your ads most relevant, allowing small business owners to optimize their ad campaigns.

Escobar explains, “Data-driven insights are a game changer. When you start tracking conversions, clicks, and other metrics, you gain a clearer picture of what’s working and what isn’t. Facebook’s analytics tools allow you to fine-tune your approach and focus your budget on the ads and audiences that drive results.”

Small businesses can collect data in several ways:

• Upload Customer Lists: If you have a customer database, upload it to Facebook to create a Lookalike Audience. This allows you to reach new customers who share similarities with your existing ones.
• Track Conversions: Use tools like Facebook Pixel or Triple Whale to track conversions from your ads. These tools help you understand which ads are converting and which need improvement.
• Analyze Engagement: Track key metrics such as cost per conversion, click-through rates (CTR), and return on ad spend (ROAS). Focus on the content that generates the best results and refine your campaigns accordingly.

“Data lets you make informed decisions. Without it, you’re flying blind,” Escobar warns. “The more data points you collect, the more refined your audience becomes, which leads to better results.”

Key Takeaways:

• Utilize Lookalike Audiences: Reach new customers similar to your current base by leveraging your data.
• Track conversions rigorously: Tools like Facebook Pixel ensure you collect valuable insights about user behavior.
• Refine based on data: Let data guide your decisions about which ads to scale and which to modify.

Structuring Campaigns for Success

Campaign structure is another critical factor that influences the success of your Facebook ads. A well-organized campaign allows small businesses to test different variables and make data-backed decisions.

Michael Tanri explains the importance of campaign organization: “You should organize your campaigns into a hierarchy that allows for easy testing and scaling. Break it down into three layers: Campaigns, Ad Sets, and Ads.”

Here’s how to structure your campaigns:

1. Campaign Level: This is where you define the overall goal of your campaign—whether that’s conversions, brand awareness, or lead generation.
2. Ad Set Level: This is where you set your targeting, budget, and schedule. As mentioned earlier, broad targeting is more effective in today’s Facebook environment. “Allow the algorithm to find the best audience by setting your targeting to broad demographics, like age and location, rather than hyper-specific interests,” Tanri advises.
3. Ad Level: At this stage, you test different ad creatives. It’s essential to experiment with multiple variations of your ads (e.g., video vs. graphics, UGC vs. professional content). By continuously testing and optimizing, you’ll discover what content drives the best results.

Tanri adds, “Testing is crucial. Don’t settle on one ad and hope for the best. Test different creatives, messaging, and formats to see which combination works. This iterative process will help you improve over time.”

Key Takeaways:

• Break down your campaign structure: Organize campaigns into Campaigns, Ad Sets, and Ads for easy management.
• Set broad targeting: Allow Facebook’s algorithm to optimize audience reach.
• Test continuously: Use multiple variations of your ads to find the most effective combinations.

Budgeting and Scaling: Start Small, Grow Fast

One of the biggest concerns for small business owners is the advertising budget. Fortunately, Facebook ads can be highly cost-effective when executed correctly.

“Start small,” advises Escobar. “You don’t need a massive budget to see results. In fact, it’s better to test your campaigns with a smaller budget at first. Once you identify what works, you can allocate more funds to scale your best-performing ads.”

By starting with a smaller budget, businesses can test different campaigns without taking on significant financial risk. As you gather data, you’ll discover which ads convert the most and generate the best return on investment. From there, scaling your budget becomes a much safer and more effective strategy.

“Once you find a winning ad, pour more resources into it and watch the results compound,” Tanri adds. “Scaling allows you to maximize the return on your best-performing ads without wasting money on those that underperform.”

Key Takeaways:

• Start with a small budget: Test campaigns with a smaller budget to gather data.
• Scale successful campaigns: Increase spending on ads that demonstrate high ROI.
• Allocate resources strategically: Focus your budget on the campaigns that perform best, based on data.

Winning with Facebook Ads in 2024-2025

For small businesses, Facebook advertising is still one of the most powerful tools for driving sales and growth. However, success in 2024 and 2025 requires a refined strategy that focuses on high-quality content, data-driven insights, and continuous testing. By understanding how to navigate the evolving ad landscape and investing in creative content, small business owners can optimize their Facebook ad campaigns for long-term success.

As Escobar concludes, “The key to thriving in Facebook advertising today is flexibility. Embrace change, stay data-driven, and continuously improve your campaigns. That’s how small businesses can succeed in the competitive digital space.”

By implementing these strategies, small business owners can harness the full potential of Facebook ads, driving revenue and growing their brand effectively.

Stauber, a vocal advocate for small businesses, wasted no time addressing the concerns voiced by entrepreneurs nationwide. “Thank you, Administrator Guzman, for appearing today,” Stauber began. “Over the past year, the Small Business Committee has heard numerous concerns from real small business owners about the regulatory burden imposed by this administration.”

The crux of Stauber’s interrogation revolved around the Small Business Regulatory Enforcement Fairness Act (SBREFA), legislation safeguarding small businesses from onerous regulations. Stauber’s line of questioning revealed discrepancies in Guzman’s familiarity with the act, casting doubt on her ability to champion the interests of America’s entrepreneurs effectively.

Stauber’s scrutiny extended beyond SBREFA, delving into broader concerns surrounding the SBA’s performance and priorities. “The SBA has been repeatedly criticized for failing to fulfill its responsibilities,” Stauber asserted, citing reports from independent auditors and government watchdogs. “We need answers from allegations of wasteful spending to mission creep into election-related activities.”

Administrator Guzman, facing mounting pressure, sought to defend the SBA’s record and reassure lawmakers of its commitment to small businesses. “The SBA remains dedicated to supporting small businesses across the country,” Guzman affirmed, emphasizing the agency’s efforts to reduce regulatory burdens and provide vital resources to entrepreneurs.

As the hearing unfolded, it became apparent that small business challenges are multifaceted and profound. Stauber’s relentless pursuit of accountability underscored the urgent need for policymakers to address the systemic barriers hindering entrepreneurial success.

In the wake of the hearing, stakeholders and policymakers are left grappling with the stark realities facing America’s small businesses. As the backbone of the nation’s economy, small businesses deserve unwavering support and proactive solutions to navigate the turbulent waters of entrepreneurship. Policymakers can only ensure that small businesses thrive and prosper in an ever-evolving economic landscape through collaborative efforts and robust reforms.

“Every venture I’ve undertaken began with a meticulously crafted business plan,” Meaike remarked, underscoring the foundational importance of strategic planning. “It’s not merely a document; it’s a roadmap delineating the trajectory from vision to realization.”

Throughout the episode, Meaike elucidated the intricate process of crafting a comprehensive business plan, emphasizing the need for meticulous attention to detail and strategic foresight. “A solid business plan is the cornerstone upon which successful ventures are built,” he asserted. “It serves as a guiding compass, directing every decision and action towards the attainment of long-term objectives.”

Meaike further expounded on the multifaceted components of effective business planning, delving into the nuances of market analysis, competitive positioning, and resource allocation. “A well-conceived business plan is not static; it evolves in tandem with changing market dynamics,” he explained. “Adaptability is key—a successful entrepreneur must be nimble enough to pivot in response to emerging opportunities and challenges.”

Moreover, Meaike underscored the symbiotic relationship between innovation and strategic planning, positing that a robust business plan serves as a catalyst for creativity and ingenuity. “Innovation is the lifeblood of entrepreneurship,” he remarked. “A dynamic business plan not only fosters innovation but also empowers entrepreneurs to anticipate market trends and capitalize on untapped opportunities.”

As the episode unfolded, viewers were captivated by Meaike’s compelling narrative, inspired to embark on their entrepreneurial journeys armed with the wisdom of strategic planning. “Success is not a matter of chance but of strategic foresight and relentless execution,” Meaike concluded, leaving an indelible imprint on the minds of aspiring entrepreneurs.

In the realm of entrepreneurship, Shawn Meaike stands as a beacon of guidance and inspiration. His words echo a timeless truth: success is attainable through meticulous planning and unwavering determination. With “Whiteboard Talk” serving as a conduit for empowerment and enlightenment, entrepreneurs are encouraged to chart their courses to success, fortified by the steadfast foundation of a meticulously crafted business plan.

Salesforce already sells Starter Suite, but Pro Suite is designed to give growing businesses and startups more advanced options and a “seamless growth path.” The new option includes advanced automation, customization, and integration options, as well as advanced sales and service features.

Pro Suite empowers customers to quickly and easily get started on the world’s #1 AI CRM and scale seamlessly. Unlike other point solutions, customers will never outgrow Salesforce. We have a variety of solutions — big and small — for every unique business need or industry. Salesforce customers will never have to rip and replace existing implementations to get the right-sized solution for their needs. We offer a variety of fully customizable upgrade paths from Starter and Pro Suite all the way up to our top Einstein 1 Sales Edition.

The company believes the timing is perfect to launch Pro Suite, since a recent survey shows that small businesses believe 2024 will be a critical year for their success.

“A recent survey from Slack found that 40% of small businesses believe 2024 is a ‘make or break’ year for their business — and that technology is a key focus for them,” said Kris Billmaier, SVP and GM of Salesforce Self-Service and Growth Products.

“Unlike its competitors, Salesforce has been a long-time leader in CRM and we’ve built Pro Suite on that same, extensible platform that has been the foundation of our customers’ success for 25 years,” added Kris Billmaier.

The company has priced Pro Suite at $100 per month. Interested parties can learn more here.

As a guest on Small Business Quick Wins, presented by Thrive, Hayden shared her expertise and insights into the pitfalls to avoid and the tips that small business owners need to know for effective accounting and bookkeeping practices.

Hayden’s journey to becoming an accounting expert started nine years ago when she founded Kickstart Accounting. Drawing from her experience as a CPA and CFO, Hayden recognized the need to provide tailored accounting solutions to small businesses. Her company has since become a leading firm in the field, specializing in helping small businesses make informed financial decisions.

One of the key points Hayden emphasized is the importance of separating personal and business finances—a common mistake she encounters among small business owners. By maintaining separate accounts for business transactions, owners can ensure clarity and compliance, reducing the risk of legal and financial complications.

Moreover, Hayden highlighted the misconception that business owners need to be proficient in accounting before hiring professional help. She debunked this myth, emphasizing the value of outsourcing specialized tasks to qualified experts. Whether it’s bookkeeping, tax preparation, or payroll management, Hayden stressed the importance of entrusting these responsibilities to professionals, allowing business owners to focus on what they do best.

Throughout the discussion, Hayden underscored the role of accountability in financial management. As an accountability partner to her clients, she ensures that they stay organized and compliant with financial regulations. By providing regular reports and guidance, Kickstart Accounting helps small business owners confidently navigate the complexities of financial management.

In addition to her practical advice, Hayden addressed the common misconceptions surrounding bookkeeping and accounting. She emphasized the need for clarity and transparency in financial reporting, urging business owners to prioritize accuracy and consistency.

Wrapping up the conversation, Hayden shared her passion for empowering entrepreneurs and helping them thrive in their business endeavors. Through her podcast, “Business by the Book,” and personalized services, she remains committed to supporting small businesses on their journey to success.

As the podcast concluded, Hayden’s insights resonated with listeners. She offered practical solutions and dispelled myths surrounding accounting and bookkeeping. With her guidance, small business owners can approach financial management with clarity and confidence, knowing that they have a trusted partner in Kickstart Accounting.

StatCounter reports that Linux now has 4.03% of the desktop market, as of February 2024, up from 3.77% in January.

Linux made headlines in mid-2023 when it crossed the 3% mark for desktop market share for the first time in its history. The Linux kernel was originally released in 1991, meaning the operating system took just under 32 years to reach 3% desktop share.

The fact that Linux managed to gain another percentage point just eight months later underscores Linux’s rising popularity. As we highlighted last year, there are a number of factors boosting Linux adoption, including the popularity of the Steam Deck, Windows 11’s unpopularity, and Windows 10’s impending abandonment.

Given that Linux is free, open-source, private, secure, powerful, and efficient, it’s good to see if finally gaining the market share it deserves.

Those interested in making the switch to Linux can learn more in our Linux Distro Reviews series.

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

Whether your team is in-house or remote, using a voice over IP (VoIP) phone service will provide you with far more benefits than using landlines or even individual cell phones. 

Here’s what you need to know about this technology and how you’ll benefit.

1. VoIP supports better call quality

If there’s one thing you can’t afford to skimp on, it’s call quality. Consistently poor audio can make clients stop working with you out of frustration, and it can really put a damper on your customer support experience.

Most of the time, calls on landlines are decent, but this aging technology won’t be around forever. Plus, you don’t just need good call quality for one-on-one calls. You need superior quality for voice conferencing with multiple participants who may not have clear quality on their landlines. 

If everyone is using a VoIP phone service, the audio from each caller on your conference calls will be of high quality. Everyone will be able to understand what’s happening on the call, and your team and client meetings will be much smoother.

2. VoIP enables better customer support

Being able to provide top-notch customer support is essential, and VoIP makes that easier with several unique features, especially call routing. When a customer calls your support number, and you’re using a VoIP phone service, they will be presented with an automated message asking them to push a specific button to be transferred to their preferred department. With this in place, you never have to have someone available to answer and transfer every call. The entire routing process is automated.

With call routing in place, you can hire a team of support pros located anywhere in the world, and all of your customer’s calls will be automatically routed to the appropriate person. This makes it easier to provide amazing customer support because customers won’t have to wait to be transferred, and they can get the help they need fast.

Another useful customer support feature you get with VoIP is the ability to forward calls to cell phones, which means your customer support team can take calls anytime, anywhere.

Making sure your customers are taken care of quickly and efficiently will help you get more positive, 5-star online reviews, and those reviews will, in turn, help potential customers make the decision to do business with you.

3. Landlines are being deprecated

One of the best reasons to switch to VoIP is to avoid getting caught in the dust when landlines finally disappear forever. Currently, existing landlines are required to be serviced, but providers are no longer required to provide new landline services even if the infrastructure already exists. Many providers are simply not offering landlines at all, and soon those companies won’t have any landline customers left.

If you have landline services currently, there will come a time when you will have to give up that technology in favor of VoIP. You can get ahead of the game by making the switch now and avoid the hassle of having to scramble at the last minute when you have no other choice.

4. VoIP is cheaper

For most small teams, VoIP will be cheaper than traditional landlines and cell phones. If you don’t mind your team taking calls on their personal devices, you can simply assign everyone an extension number and forward calls to their cell. You can also do this with company-assigned devices if that’s how you prefer to operate.

With a Cloud-based VoIP phone system, the only thing you need is a broadband internet connection for your company network. You can buy desk phones if you want, but they’re not necessary when your team is using cell phones.

5. VoIP brings remote teams together

All of the features discussed so far are applicable to remote teams. If you have people on your team who work spread out across the country or even the world, they can take their business line with them anywhere. They can work from home, in an office, or from a coffee shop and still have access to their business line to answer and make calls.

VoIP is ideal for small businesses

Support your small business by adopting voice over IP (VoIP) phone services. Your team and your customers will benefit, meaning a bigger bottom line.

Harley Finkelstein, COO of Shopify, discusses how COVID has dramatically sped up the timeline for commerce moving online and has also moved Shopify closer to its goal of becoming the world’s first retail operating system:

Shopify Evolving Into World’s First Retail Operating System

Most people assume that Shopify is an ecommerce provider. We have more than a million stores on Shopify. If you were to aggregate our stores in the US we’d be the second-largest online retailer in America. Of course, we’re not a retailer but we’re a platform. But we now have these great economies of scale that we’re using to level the playing field for entrepreneurs and small businesses. That being said, what really Shopify is evolving into is the world’s first retail operating system. 

What we’re trying to figure out is what do brands and entrepreneurs and retailers need, not just now but in the future? We think the future of retail is retail everywhere. A brand that’s going to be successful in 5, 10 or 15 years from now needs to sell across any platform and across any channel where they have customers. This idea of enabling Shopify merchants to very easily push their products to the Amazon Marketplace or the eBay marketplace or now the Walmart marketplace, that gives them access to a new set of consumers. The idea is that it all feeds back in one centralized back-office, the retail operating system, which is Shopify. 

Then we’ve gone ahead and asked what else can we do for these merchants? Can we do capital? We’ve now given out about a billion dollars worth of cash advances and loans to small businesses. We’re doing fulfillment and we’re doing shipping. We’re increasing the scope and the relationship that we have with the million stores on Shopify. This is allowing them to become category leaders.

COVID Speeds Up The Ecommerce Revolution

From our view, it seems like the commerce world that would have existed in the year 2030 has really been pulled into the year 2020 (as a result of the COVID crisis). We’ve seen ecommerce as a percent of total retail go from 15 percent to 25 percent in the last three months. That’s the same growth rate that we’ve seen over the last 10 years. What really has emerged here is sort of this tale of two retail worlds. On one side you have these resilient retailers that are doing great, they’re pivoting, and they’re expanding their businesses. On the other side, you have these resistant retailers who have not made it. In many ways, it’s probably the most exciting time for retail in a very long time. 

We talk a lot about these direct to consumer brands that are becoming category leaders. The Allbirds and the Gymsharks who started on Shopify when they were very small and have grown to become the incumbents in their industry. Every 25 seconds a brand new entrepreneur makes his or her (products) for sale on Shopify. We talk a lot about those new startups, those new DTC brands. But actually, what we’re also seeing on Shopify are companies like Lindt Chocolate or Heinz ketchup or Chipotle. They are signing up for Shopify and basically from like five days from contract to launch they are completely changing their businesses. 

This resiliency isn’t simply in the hands of just the smallest of brands. Big companies are also beginning to think a lot more about how to stay resilient in this time. They’re moving well beyond ecommerce or thinking about offline commerce now. They’re thinking about how do they sell across social media? How do they sell across different marketplaces? So no, I don’t think it’s too late (to enter ecommerce) but I do think they have to rethink their strategies.

Actual is a unique finance app, one that focuses on privacy and giving users control over their own data. The app is available for Linux, macOS, Windows, iOS, Android, and the web.

Actual is a super fast privacy-focused app for managing your finances. You own your data, and we will sync it across all devices with optional end-to-end encryption.

Unfortunately, despite positive reviews and significant paid subscriptions, Long says the challenges involved have made it nearly impossible to continue developing the project alone.

Building products is hard, building a business is even harder. I told myself that I was going to push through and make it happen no matter what. Even if it took years, I would slowly build my vision. When I stopped working full-time on Actual and started working at Stripe, I told everyone it wasn’t going anywhere. And I meant it.

But the fact is this project is way bigger than me. I have to come to accept that. Even I were completely full-time, I need to hire at least 2 other people to properly sustain it. It’s time to call it for what it is and open it up as a community project.

Long’s challenges were exacerbated by his focus on making Actual privacy-respecting, instead of going the cloud-first route that so many other apps and services choose.

Actual is a very different product. It’s not a normal SaaS app. It’s a local-first app using a fancy technology called CRDTs that syncs changes across devices.

This has a lot of benefits, but one drawback is I can’t use off-the-shelf solutions anymore. Hiring and getting help is harder. I’m super proud of being so ambitious, but ultimately doing something so different made it hard to iterate quickly. I can’t simply make a quick database schema change. Every feature needs to be rolled out very thoughfully and maintain backwards compatibility.

I’m hopeful that open-source will make this easier; with lots of people involved it offsets the difficulty added. And I’m hopeful there will a lot of people involved because I get asked if I’m going to open-source at least once a month.

Long’s challenges are a sad commentary on the state of the current tech and software industry, where innovative products struggle to gain traction because the rest of the industry is geared toward a cloud-first approach where users give up control over their data.

Hopefully, Actual will receive the backing it needs from the open-source community to continue evolving.

Generative AI is revolutionizing multiple industries, although many companies are still struggling to discover where generative AI shines. Intuit believes it can be used assist in running a small business and is embedding it across its product line.

Intuit Assist is designed to help guide users, providing help and even doing the hard work involved in the in preparing their taxes and running their business, according to the company.

“With the introduction of Intuit Assist, we’re taking a giant step forward in powering prosperity for all. We’re creating a future where we do the hard work for small businesses and consumers to fuel their financial success, helping them achieve their dreams,” said Sasan Goodarzi, chief executive officer of Intuit. “Leveraging our vast amounts of rich data and years of investment in AI and GenAI, we’re unlocking the power of our platform to reimagine AI-assisted customer experiences.”

“AI is fundamentally changing how we work and live. As people start to make financial decisions with the help of this technology, responsible stewardship and accuracy are paramount,” said Patrick Moorhead, founder, CEO, and chief analyst at Moor Insights & Strategy. “We believe Intuit stands out for its ability to harness robust data across the small business, tax, and consumer finance segments to deliver accurate and personalized AI-driven experiences at scale. This responsible stewardship, paired with Intuit’s investments in AI and data over the last decade, boils down to a generative AI leadership position in the consumer and small business fintech space.”

The company is integrating Intuit Assist with TurboTax, QuickBooks, Credit Karma, and Mailchimp.

Under US law, taxpayers that earn less than $69,000 per year can file their taxes free. While Intuit technically offers a free option, the company has faced ongoing accusations that it makes its free option difficult for users to find, thereby unfairly charging users who shouldn’t be paying.

The FTC has weighed in, upholding a decision by Chief Administrative Law Judge (ALJ), D. Michael Chappell “that Intuit has engaged in deceptive advertising in violation of Section 5 of the FTC Act and said that the defenses that Intuit raised lack merit.”

Under the FTC’s order, Intuit will not be allowed to market its services as “free” without significant changes to its current practices.

The Commission’s Final Order prohibits Intuit from advertising or marketing that any good or service is free unless it is free for all consumers or it discloses clearly and conspicuously and in close proximity to the “free” claim the percentage of taxpayers or consumers that qualify for the free product or service. Alternatively, if the good or service is not free for a majority of consumers, it could disclose that a majority of consumers do not qualify.

The order also requires that Intuit disclose clearly and conspicuously all the terms, conditions, and obligations that are required in order to obtain the “free” good or service. If the advertisement is space constrained and not displayed on any TurboTax website, app, email or other company owned or controlled platform, Intuit is not required to include all the terms and conditions in the advertisement itself but must disclose either that a majority of consumers do not qualify for free (if true) or the percentage that do as well as provide a link in such space-constrained online ads that details all the terms and conditions, according to the Commission order.

The order also prohibits Intuit from misrepresenting any material facts about its products or services such as the price, refund policies or consumers’ ability to claim a tax credit or deduction or to file their taxes online accurately without using TurboTax’s paid service.

Scott Heimes, Chief Marketing Officer at Zipwhip, discusses how two-way text messaging can be an extremely effective way to communicate with your customers in an interview on the B2B Growth Podcast:

76% of Consumers Have Received Text From Businesses

Over 76 percent of consumers have received some kind of text from a business. The most common are appointment reminders or bank alerts. This really just scratches the surface. Texting has so many applications beyond just alerts and reminders. There are sales and marketing, discount coupons and giveaways, customer support and service, recruiting and staffing, and internal communications at places like educational institutions. It’s so new and businesses are continuing to innovate in this medium. There are a lot of powerful use cases for businesses.

We have over 30,000 businesses using our software today. They range from very small businesses like yoga studios or lawn care services all the way up to multi-billion dollar insurance companies that are using our solution in their claim call centers. Industries include financial services, staffing and recruiting, healthcare, legal, and more. We have 156 professional sports teams that use our solution. They use it for ticket sales and customer service. There are lots of fitness gyms, radio and TV stations that use our text solution as well. It really does run the gamut of anybody that wants to communicate with their customers via this preferred medium.

Report Shows Increasing Use of Texting by Businesses

I just talked to the Director of Communications for the Sound Transit Authority, the public transit authority in Seattle, who uses our solution. They publish an 800 number to text or call when people see problems on the trains. Rather than get on the phone and calling, more and more people are texting those alerts. It’s really an interesting use case. Another one is during a recent hurricane down in Houston we had an insurance agent that was using our software to communicate with all of his customers in the area because the phone lines were largely down. Texting was working well to create engagement and communication during those tough times.

We recently created a report called the State of Texting which is a deep research study that highlights the adoption curve of text messaging as a business communication tool. It identifies how many consumers are already being texted by businesses as well as many other key insights and trends. One of the things we saw was that there are a lot of one-way texting tools where you get an alert from your doctor’s office, for instance, but you can’t respond to it. It was actually fired off by a CRM using an API that was just one way.

Text is a Great Way to Increase Engagement

Increasingly, consumers would prefer to be able to respond to those texts and have an actual interaction with a human on the other side to either reschedual that appointment or alert them that they are going to be five minutes late or something like that. We are seeing a trend where people want to be able to respond to texts and have an interaction as opposed to continuing to be one way.

For businesses, the communication channels of email and phone are just becoming less and less effective. Text is a great way to increase your engagement and responsiveness with consumers. They’ll actually respond to a text. One of the things we are doing as a company is everything we can to maintain the purity of the texting medium to make sure that spam doesn’t leak its way into this channel.

>> Listen to the complete interview with Zipwhip CMO Scott Heimes on the B2B Growth podcast.

Lee Odden, CEO of TopRank Marketing, discusses how B2B influencer marketing can be a highly effective force in driving leads and conversions for companies. Lee was interviewed by Tim Washer at the 2019 Content Marketing World Conference & Expo:

Influencer Marketing Is Powerful Because Of Influence Itself

Influencer marketing is powerful because of influence itself, not about the people. Influence has always been a factor in being persuasive and being effective as a communicator, as a marketer, and really being able to tap into the dynamics of that. The psychology and sociology of that is something that is everlasting, it’s evergreen. While there are trends in terms of tactics that come and go, there’s this consumerization of B2B. B2C influencers are misbehaving and have fake followers, etc. and some of that’s leaking over into B2B. But I think that’ll reconcile a little bit and kind of clean itself out. In the future brands are going to be looking at influence as a really key component of their holistic marketing strategy internally and externally.

A lot of people when they think of influencer marketing they think of a Kardashian or some people think of something like Baddiewinkle, a 90-year-old woman who wears hip-hop clothes and now has her own makeup line on Sephora versus someone like Tamara McCleary interviewing an executive at Dell about the right IT infrastructure for doing edge computing. That’s really what it’s about in B2B.

B2B Influencers Actually Have To Have The Main Expertise

One of the big differences between B2B and B2C influencers is that in B2B you actually have to have the main expertise. You actually have to be knowledgeable and have a depth of that expertise in what it is that you’re influential about. It’s also important to have a network for distribution and a place to publish your content. It’s great to have a personality and that’s less common in B2B, where you have charisma. Well, lack of personality is a form of personality I suppose. 

The good thing is that we’ve figured out ways to coach folks that have that domain expertise and an active following but they’re not necessarily used to being social. We are coaching them in how to activate themselves and to pull out the best of what they have to share in a way that’s very promotable. Many of them start to open up a little bit after we show them how to do it.

B2B Influencer Marketing Adds Up To Nurture and Conversion

In the planning stages (with a client looking to promote something) we’ll look at the topics that are important around the announcement and how it affects customers and how customers will think of that news and how it’ll affect or change their lives. Those topics are then what we want to be influential about. We’ll use those keywords or topics to search our network using influencer marketing software to find who is influential around those topics, who’s publishing content, who self-identifies around that topic, and whose audience is actually activated around that topic. We find those people who have trusted voices with an active community and we invite them to collaborate on content and give their opinion about the announcement. 

We co-create content with them in concert with brand messaging. So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. They intersect across channels too. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.