Compete, drew fortin

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

About Compete
Fastest-growing digital measurement company in the US
World-class advertiser, agency and media clients use Compete to increase marketing effectiveness

Compete PRO Business Unit
100%+ YoY revenue growth since 2007
Profitable within 12 months
1,000+ subscribers
Utilizes Agile product and development philosophy

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

Freemium
(July 2010)
210,000
Free Accounts
4,000+
Monthly
Sign-Ups
<1%
Free to PRO Conversion

The Opportunity
“Your free version is great!Why should I pay you?”
to“Your free version is great, but Compete PRO is da’ bomb!”

The Challenge
Increase conversion without making product enhancements
Our Approach
Raise brand engagement through marketing communication

The Mission: engage free account holders by
Re-design and unify publications
Provide expert educational content on digital marketing

Branded Publications

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

Freemium
(Today)
30%+ growth
in conversion!
225,000
Free Accounts
4,000+
Monthly Free Sign-Ups
1.25%+
Free to PRO Conversion

Summary
Product enhancements are one of many solutions to increasing conversion
Marketing strategy is critical to creating and managing revenues
Thank You!
Drew Fortin - Senior Manager, Internet Marketing at Compete
dfortin@compete.com 617-933-5663 @fortin
www.compete.com - blog.compete.com - @compete

Compete, drew fortin

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