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How to Boost Sales with a Free Trial Model

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*This presentation is looking at the state of the art in utilizing a free trial model in B2B marketing …

*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)

Published in: Technology, Business

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  • 1. How to boostsales with afree trial modelDominique Levin, CMO
  • 2. About The Speaker Chief Marketing Officer Totango Customer engagement and lifecycle marketing platform Previously: CMO, Fundly -- social fundraising for non profits CMO, LogLogic -- IT big data analytics Also: Intel, NTT, Philips Consumer Electronics
  • 3. AgendaState 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)
  • 4. The Consumerization of B2B Sales 550B2B SaaS Companies
  • 5. Sales Models 17%Offer Freemium
  • 6. Mainstream 44%Offer a Free Online Trial
  • 7. Trial Duration 41%Offer 30-day free trial
  • 8. Also Popular 18%Offer a 2-week free trial
  • 9. Other Options 4% 1 week 1% 10 days 1% 45 days 2% 60 days1% 6 months
  • 10. Even Better
  • 11. Transparency 41%List pricing on their site
  • 12. Scalability 46%Have “per user” pricing
  • 13. Land and ExpandNumber of users Price per users
  • 14. Median Price per User per Month Entry Level High End$25/user $275/user$1 - $1,068 $1 - $25,000
  • 15. Even BetterAligned with Customer SuccessNot active = No charge
  • 16. Totango – Customer Engagement Lifecycle Convert Grow Retain
  • 17. Totango Architecture Trial User Lifecycle Customer Conversion Onboarding Marketing SuccessAutomationAnalysis & InsightsCustomer Engagement Repository Engagement Profile User Actions User Context Real Time Streams Demographics app usage, saas interaction, social media, online behavior CRM, helpdesk, billing
  • 18. Totango CustomersOver 1 million businesses analyzedProspects and users of our customers
  • 19. Aggregate Customer Analysis
  • 20. One Million Businesses Analyzed
  • 21. Customer Engagement is Key
  • 22. Focus on Customer Lifetime Value
  • 23. How to Increase Your Trial Close Rate? 2.5% 3,000 Trials
  • 24. The Reality of Low Touch Sales High volume of leads/trialsHigh rate of low quality leads Short staffed team
  • 25. How to Increase Your Trial Close Rate? ~13 new customers 2.5% 500 2.5% 3,000 Trials
  • 26. Not All Trial Users are Created Equal 500 17 % Active Users 2.5% 3,000 Trials
  • 27. Step 1: Focus on the right opportunities 85 new customers See who is most active 400 500 17% 3,000 Trials
  • 28. Step 2: Increase Contact Rates 119new customers See who is online right now 400 700 17% 3,000 Trials
  • 29. Step 3: Increase Effectiveness 140new customers See past user actions 400 700 20% 3,000 Trials
  • 30. Try Totango, Freewww.totango.comdominique@totango.com