how to boost sales with a free trial model
DESCRIPTION
*This presentation is looking at the state of the art in utilizing a free trial model in B2B marketing *Find out how to systematically increase revenues and lower customer acquisition costs using a self-service, free trial *Review findings from the analysis of over 1 million trial and paid customers This presentation was the base of the 30 minute webinar that can be seen here: http://www.brighttalk.com/webcast/667/40919 (requires a short registration for BrightTalk website)TRANSCRIPT
How to boost sales with a free trial modelDominique Levin, CMO
About The Speaker
Chief Marketing OfficerTotangoCustomer engagement and lifecycle marketing platform
Previously: CMO, Fundly -- social fundraising for non profitsCMO, LogLogic -- IT big data analytics
Also: Intel, NTT, Philips Consumer Electronics
Agenda
State of the Union in Enterprise Free Trial?
(550 SaaS Companies)
How to increase Free Trial Close Rates?
(1 million prospects and users of Totango’s customers)
The Consumerization of B2B Sales
550 B2B SaaS Companies
Sales Models
17% Offer Freemium
Mainstream
44% Offer a Free Online Trial
Trial Duration
41%
Offer 30-day free trial
Also Popular
18% Offer a 2-week free
trial
Other Options
4% 1 week1% 10 days1% 45 days2% 60 days
1% 6 months
Even Better
Transparency
41% List pricing on their site
Scalability
46% Have “per user” pricing
Land and Expand
Number of users
Price per users
Median Price per User per Month
$25/user$1 - $1,068
$275/user$1 - $25,000
Entry Level High End
Even Better
Aligned with Customer Success
Not active = No charge
Totango – Customer Engagement Lifecycle
Convert
Grow
Retain
Totango Architecture
User Onboarding
Lifecycle Marketing
Customer Success
Trial Conversion
Customer Engagement Repository
Analysis & Insights
Automation
Engagement Profile
User ActionsReal Time Streams
User ContextDemographics
CRM, helpdesk, billingapp usage, saas interaction, social media, online behavior
Totango Customers
Over 1 million businesses analyzed
Prospects and users of our customers
Aggregate Customer Analysis
One Million Businesses Analyzed
Customer Engagement is Key
Focus on Customer Lifetime Value
How to Increase Your Trial Close Rate?
Trials3,000
2.5%
The Reality of Low Touch Sales
High volume of leads/trials
High rate of low quality leads
Short staffed team
How to Increase Your Trial Close Rate?
Trials3,000
2.5%
~13 new customers
5002.5%
Not All Trial Users are Created Equal
Trials3,000
500ActiveUsers
2.5%
17 %
Step 1: Focus on the right opportunities
Trials3,000
400
17%
500
85 new customers See who is
most active
Step 2: Increase Contact Rates
Trials3,000
400
17%
700
119 new customers See who is
online right now
Step 3: Increase Effectiveness
Trials3,000
400
20%
700
140 new customers See
past user actions
