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Your free version is great! Why should I pay you?How we used marketing to increase conversions of free account holders by 30%

Presented By:

Drew Fortin

Senior Manager, Internet Marketing

dfortin@compete.com

@fortin

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About Compete

• Fastest-growing digital measurement company in the US

• World-class advertiser, agency and media clients use Compete to increase marketing effectiveness

CONSUMERS

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Compete PRO Business Unit

• 100%+ YoY revenue growth since 2007

• Profitable within 12 months

• 1,000+ subscribers

• Utilizes Agile product and development philosophy

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Compete PRO SaaS Platform

• Free Account Creation

• Monthly subscriptions that automatically renew

• Levels based on access to tools and # of reports pulled

• Enterprise level offering for organizations with 1+ users and industry report access

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210,000Free Accounts

4,000+Monthly Sign-Ups

<1% Free to PRO Conversion

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0 100,000

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Free Accounts July ‘08 – Jul ‘10

Freemium(July 2010)

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The Opportunity

“Your free version is great!Why should I pay you?”

to

“Your free version is great, but Compete PRO is da’ bomb!”

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The Challenge

Increase conversion without making product enhancements

Our Approach

Raise brand engagement through marketing communication

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The Mission: engage free account holders by

1. Re-design and unify publications

2. Provide expert educational content

on digital marketing

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Branded Publications

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Expert Educational Content

• Monthly webinars

• Co-branded/created content and marketing assets

• Marketed through all channels

• 1,500 registrants/600 attendees

• Leads shared between parties

• 5,000 additional leads to file

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225,000Free Accounts

4,000+Monthly Free Sign-Ups

1.25%+ Free to PRO Conversion

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8

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09

Mar

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9

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9

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10

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0

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0

Nov-1

0 100,000

120,000

140,000

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Free Accounts July ‘08 – Nov ‘10

Freemium(Today)

30%+ growth

in conversion!

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Summary

1. Product enhancements are one of many solutions to increasing conversion

Thank You!

Drew Fortin - Senior Manager, Internet Marketing at Compete

dfortin@compete.com 617-933-5663 @fortin

www.compete.com - blog.compete.com - @compete

2. Marketing strategy is critical to creating and managing revenues