From start-up to scale-up: What 25 years in software have taught me

If you're scaling a business, going global or looking to be successful in the digital world, this StartUp Show session is for you.

Frank Vella is the CEO of Constant Contact, a platform that makes digital marketing easy and effective for small businesses and non-profits around the world.

He has over 25 years of experience in the software industry, previously holding executive roles at companies such as BlueJeans Network, Information Builders, Microsoft and Xerox.

Known for driving company growth and transformation, Frank led Information Builders through a successful acquisition by TIBCO in 2021.

At Constant Contact, he focuses on anticipating customer needs and enhancing tools for small businesses to strengthen their digital presence.

Key points from the session

Frank's background and career journey

• CEO of Constant Contact, Frank has a strong background in technology, having worked at Xerox, Microsoft and HP.

• Originally trained as an accountant but transitioned into sales, focusing on small businesses.

• His first job was selling lemonade at a summer carnival, where he learned valuable lessons about handling money.

• Deep connection to small businesses due to his immigrant background and family experiences.

Building a great workplace culture

• Prioritises a sincere interest in people and management by walking around to engage with employees.

• Believes remote work should not be mandated but trusts employees to be accountable.

• Core values at Constant Contact:

  • Customer First – Making customer needs central.

  • You Belong – A strong diversity and inclusion initiative.

  • Accountability – Encouraging employees to take ownership of their work.

• Stresses the importance of transparency, trust and communication in building a great culture.

Customer-centric approach at Constant Contact

• Constant Contact maintains telephone support despite being costly because small businesses need direct help.

• Uses AI to analyse customer calls and improve products based on common concerns.

• Focuses on making marketing tools simple and accessible for small businesses.

• Emphasises educating customers rather than overwhelming them with complex technology.

The role of AI in small business marketing

• Small businesses often use AI without realising it, as it's embedded in their tools.

• Constant Contact integrates AI to simplify tasks, not replace human effort.

• Example: AI can automatically generate branded marketing campaigns based on little input.

Staying innovative as a 30-year-old company

• Constant Contact adapts by partnering with emerging technologies like social media and e-commerce.

• Focuses on seamless integration rather than reinventing the wheel.

• Recognises that small businesses want ease of use, not complexity.

Helping small businesses "stand tall"

• Encourages embracing digital tools for competitive advantage.

• Small businesses can now market at the level of big brands with the right technology.

• The key is using tools that offer instant value and are easy to implement.

The big announcement: TV ad competition for small businesses

• Enterprise Nation and Constant Contact partnership to feature small businesses on Channel 4.

• Selected businesses will receive a combined £300,000 worth of marketing support and TV advertising.

• The goal is to help small brands gain visibility and grow.

Key takeaways for entrepreneurs

• A successful business is built on customer trust, workplace culture and strategic innovation.

• AI should enhance, not replace, human expertise in small business marketing.

• Small businesses have more tools than ever to compete with big brands – but they must embrace them. 

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