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Compete, drew fortin


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Compete, drew fortin

  1. 1. Your free version is great! Why should I pay you?<br />How we used marketing to increase conversions of free account holders by 30%<br />Presented By:<br />Drew Fortin<br />Senior Manager, Internet Marketing<br /><br />@fortin<br />
  2. 2. About Compete<br /><ul><li>Fastest-growing digital measurement company in the US
  3. 3. World-class advertiser, agency and media clients use Compete to increase marketing effectiveness</li></li></ul><li>Compete PRO Business Unit<br /><ul><li>100%+ YoY revenue growth since 2007
  4. 4. Profitable within 12 months
  5. 5. 1,000+ subscribers
  6. 6. Utilizes Agile product and development philosophy</li></li></ul><li>Compete PRO SaaS Platform<br /><ul><li>Free Account Creation
  7. 7. Monthly subscriptions that automatically renew
  8. 8. Levels based on access to tools and # of reports pulled
  9. 9. Enterprise level offering for organizations with 1+ users and industry report access</li></li></ul><li>Freemium<br />(July 2010)<br />210,000<br />Free Accounts<br />4,000+<br />Monthly <br />Sign-Ups<br /><1% <br />Free to PRO Conversion<br />
  10. 10. The Opportunity<br />“Your free version is great!Why should I pay you?”<br />to“Your free version is great, but Compete PRO is da’ bomb!”<br />
  11. 11. The Challenge<br />Increase conversion without making product enhancements<br />Our Approach<br />Raise brand engagement through marketing communication<br />
  12. 12. The Mission: engage free account holders by<br />Re-design and unify publications<br />Provide expert educational content on digital marketing<br />
  13. 13. Branded Publications<br />
  14. 14. Expert Educational Content<br /><ul><li>Monthly webinars
  15. 15. Co-branded/created content and marketing assets
  16. 16. Marketed through all channels
  17. 17. 1,500 registrants/600 attendees
  18. 18. Leads shared between parties
  19. 19. 5,000 additional leads to file</li></li></ul><li>Freemium<br />(Today)<br />30%+ growth<br />in conversion!<br />225,000<br />Free Accounts<br />4,000+<br />Monthly Free Sign-Ups<br />1.25%+ <br />Free to PRO Conversion<br />
  20. 20. Summary<br />Product enhancements are one of many solutions to increasing conversion<br />Marketing strategy is critical to creating and managing revenues<br />Thank You!<br />Drew Fortin - Senior Manager, Internet Marketing at Compete<br /> 617-933-5663 @fortin<br /> - - @compete<br />