Matt Airhart, CEO of KMI, talks about how his team shares their company culture with their prospects and customers, and what this means to their customers and prospects.
Matt Airhart is the CEO of KMI. They create employee health and safety software solutions. To quote from their website, they create “web-based software solutions that help companies operate more sustainably, safely, and efficiently” and “enable companies to reduce injuries, increase the effectiveness of regulatory compliance initiatives, perform audits and inspections, manage Greenhouse Gas reporting, and initiate or improve corporate sustainability programs.”
“We have a company newsletter that we put out once a quarter, and we look at it differently than, I think, the newsletters that I get, certainly, by email from other companies. For us it’s more about engaging with our user community, with our clients, and also with our internal employees.
We try very hard to have a company, and a company culture, that’s very positive. The people who work at KMI don’t just work here because it’s a software company, they work here because it’s an opportunity to make the world a better place. We say right in our vision statement that what we’re trying to do is make the world safer for workers, more sustainable, less environmental impact from industry. We’re actually trying to help companies do that by using our software to make a difference…and we find that the more our employees engage with our clients, the more our clients understand what KMI is all about, and see why we’re so much different than anybody else in our industry.
So the newsletter is an opportunity for us to provide clients a snapshot into what it’s like in KMI on a day to day basis. So rather than have it be, you know, links to industry articles or technical information that they can already get from our website or anywhere else, for us the newsletter is at least 50% geared toward what our employees are doing, so the volunteer work that they’ve done, either individually, or we’ve done, you know, we’ll take a day off as a company, go plant trees or go clean up a park…
We really try to give our clients an opportunity to get to know us better, at least once a quarter. Anybody who is a user of ours is basically automatically signed up for it. I think our unsubscribe rate is next to zero, so it’s obviously well-suited for that group.
We also send it to people that we consider to be leads, and for us, we’re not a sales heavy organization, we’re not cold-calling people trying to force our solution down their throats. For us it’s more about getting the message out through creative marketing so we want people who are looking for a software system to help them make a difference, to help them be safer and more sustainable.
We want them to find us, and then we want them to learn as much about us as possible, and have us learn about them, and then determine that it’s a good fit. That they do actually have the same goals as we’ve designed our software for and as what we in the company want to do.
So those people, the leads we have are generally a little bit better known than in a traditional cold-calling or outbound marketing organization. So we’ll typically sign them up for the newsletters as well. Again, with the understanding that the newsletter is not really designed to sell, explicitly, but because that we think that our culture and our passion for what we do and the personality of our team members is a big selling point for us, we want our leads to see that, to recognize early on that we’re a different kind of company.”