I can't fathom the plethora of 5 star reviews and in honesty they must be paid or false reviews for the most part.
As a marketing manager, my top priority is consistent branding and design for all of our outgoing communications and achieving this using infusionsoft's email builder is entirely useless. Often times brand fonts cannot be changed - leaving you with a standard New Times Roman font that feels very 90's. The ability to design is very limited and clunky - even with their new drag and drop email builder. From using plenty of email marketing platforms in the past this is very disappointing - be aware that this is certainly a CRM with a shoddy email marketing system plugged in. You can however build emails using HTML code which allows for much more design freedom although it's simply not practical - it leaves you training a team on not just how to use an overly complicated CRM and email marketing platform but also giving a crash course on HTML and CSS code in order to edit communications and templates.
Secondly, the email marketing automation is actually not that bad - flowchart style and easy enough to edit once you've spent a couple of weeks using it, talking with support and watching training videos. However, it is still limited in functionality and purely based on contact tags - this means that building a simple marketing campaign - 'if contact engages X email, send similar email. If not, then send alternate email’ – it becomes an absolute nightmare.
Plugins and integrations are aplenty - which is great - but also unnecessary. You should bear in mind that although infusionsoft may be a cheaper price than other all-in-one CRM's you are going to need plenty of additional paid add-ons and plugins/integrations if you are going to get it anyway near performing well. An all-in-one CRM should be exactly that - All -in-one! Jack of all trades, master of none for the most part.
There's also a lack of integration which alternative CRM's do offer - such as GoToWebinar, Zoom Webinars etc. which means that you'll have to export your webinar attendees, upload them into infusionsoft with an 'event attended' tag and then check for duplicates and merge found duplicates in order to add any new contacts from webinars/events/downloads etc. It takes a long time, it's frustrating and is completely needless. Most CRM's merge duplicate contacts automatically, but not here.
Finally, reporting is a pain to get right. There's a lot of information but it's scattered around across hundred of different tabs and areas of the platform that you'll often find yourself struggling to find the same report you found the week before - even after over a year of using the platform! It's confusing for an individual and especially for a small team.
To summarise, Infusionsoft has everything right on paper but when you delve into the platform everything that sounds great in the first instance is actually limited by something completely unnecessary. As your business grows you'll find yourself drowning in contact tags, way too many campaigns, hard to find reports and all manner of other things which you just wished did something ever so slightly better. It's not the worst platform in the world, but I'd suggest not falling for the snake oil reviews and fluff they present across their website. If you're a small business I'd stick with a free and separate CRM like Hubspot free and integrate something like mailchimp or campaign monitor as your email marketing platform - at least until you're big enough to afford some of the more expensive All-in-one CRM's.
Hope this helps!
For us as a growing business we moved from separate tools in order to get our contacts and marketing reporting and info all in the same place. We also wanted the option to be able automate some of our marketing nurture campaigns. Using infusionsoft allowed us to use to lead scoring function to pick up on engaged contacts and be better educated to directly approach interested prospects. However, we are lucky enough to be a tech business with coding wizzkids who wrote separate scripts and HTML/CSS code for these emails to work as expected. It's doable, but perhaps not worth the time and effort - almost 2 years down the line an we're still struggling to use the platform effectively.