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Converting trial users to paying customers

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Converting Trial Users to Paying Customers - You get lots of leads filling out your form and you're tracking all trial downloads in Marketo, fantastic! How do you know if they have installed your trial yet? Discover how using Marketo's API, creating a few custom fields, a data base and an API service can help connect the dots and give sales better visibility into trial product usage they never had before. Allowing sales to convert better engaged leads into paying customers. My presentation at Marketo Summit 2014.

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Converting trial users to paying customers

  1. 1. Converting Trial Users To Paying Customers Edward Masson Director of Marketing Operations, Acronis
  2. 2. Page 2 © 2014 Marketo, Inc.#mktgnation14 Meet Your Speaker • Acronis, Senior Manager of Global eMarketing • Oversee Marketing & Sales platforms, drive strategic direction for lead generation • Marketo Certified Consultant • From Scotland
  3. 3. Page 3 © 2014 Marketo, Inc.#mktgnation14 Ed • Working for Acronis • From Scotland
  4. 4. Page 4 © 2014 Marketo, Inc.#mktgnation14 Acronis - A Global Company • Hundreds of million USD of very profitable license revenue • 700 employees worldwide, 300 top-notch engineers • 30,000 strong partner ecosystem reaches 90 countries • 300K+ businesses, 5M+ consumers, Over 160 OEMs • Products in 14 languages Market Leading Solutions & Tech for • Disaster Recovery • Full Image Backup • Enterprise Mobile Access • Endpoint Backup • System Deployment Market Leader in • German-speaking Europe • Japan
  5. 5. Page 5 © 2014 Marketo, Inc.#mktgnation14 What is Acronis Backup? Acronis Backup (& Recovery) – complete modular backup solution for infrastructure of any type OS Windows Linux Mac Storage Directly Attached Network, NAS/SAN Cloud Environment Virtual Physical Size Smaller Larger Editions Server Workstation Backup Files Image Applications
  6. 6. Page 6 © 2014 Marketo, Inc.#mktgnation14 Our Challenge How many trial downloads today? *@/# Great! How many installed? 250!
  7. 7. Page 7 © 2014 Marketo, Inc.#mktgnation14 Road To Improvement Marketo Implementation with Trial Products brings the following key improvements: • Informative in-product trial notifications • Quick and convenient in-product contact request • In-product promotion of application backup • SFDC alerts, Interesting Moments and tasks for Lead/Contact owners
  8. 8. Page 8 © 2014 Marketo, Inc.#mktgnation14 Who Does Trial Downloads Better?
  9. 9. Page 9 © 2014 Marketo, Inc.#mktgnation14 Login & Create New Account?
  10. 10. Page 10 © 2014 Marketo, Inc.#mktgnation14 Integrating Marketo with Product Trials • Project initiative is aimed at improving overall Customer experience with Acronis product evaluation and accelerating revenue through qualified leads provided via Marketo and in-product mechanisms.
  11. 11. Page 11 © 2014 Marketo, Inc.#mktgnation14 Simplifying Trial Download Current Website Form: 17 fields New Website Form: 4 fields
  12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14 Simplifying Trial Installation Eliminating the need for trial keys, instead the Lead will be requested to log in to the Acronis Website Account after installation. Current Installer asks for trial keys New Installer skips trial keys step
  13. 13. Page 13 © 2014 Marketo, Inc.#mktgnation14 • On first launch of the trial after installation, trial will request the Lead to log in to Acronis Website Account. First Launch Of Trial New In-Product Form: 3 fields
  14. 14. Page 14 © 2014 Marketo, Inc.#mktgnation14 • In-product banners appear daily to remind Customers of the days left till their trial expires. • Banners will also offer to activate trial if Customer has already got a full license or get in touch with Acronis to obtain one. In-Product Trial Notifications
  15. 15. Page 15 © 2014 Marketo, Inc.#mktgnation14 In-Product Promotion • Introduced in-product promo of application add-on’s • Promoted at different stages of the trial period
  16. 16. Page 16 © 2014 Marketo, Inc.#mktgnation14 • Evaluation period, when trial expires, Leads will be able to request Acronis to get in touch by selecting or clicking a button. In-Product Acronis Contact Form
  17. 17. Page 17 © 2014 Marketo, Inc.#mktgnation14 Connecting the Dots
  18. 18. Page 18 © 2014 Marketo, Inc.#mktgnation14 The API Service
  19. 19. How we built it in Marketo
  20. 20. Page 20 © 2014 Marketo, Inc.#mktgnation14 Under the Hood in Marketo and SFDC Lead submits 4-field form on Acronis website and downloads trial Lead is created in Marketo and is synced to SFDC Acronis MyAccount is created, account email sent through Marketo Lead installs trial and logs into trial account Lead completes in-product form Assigned to LDR Lead would like to get in touch with Acronis upon or before trial expires Lead Owner is notified about the request and has to contact the Lead within SLAs Assigned to Contact Owner Purchase Request Trial Extension Net New Lead Existing Inquiry (Existing Contact)
  21. 21. Page 21 © 2014 Marketo, Inc.#mktgnation14 Custom Fields For Marketo Create ‘True or False’ Custom fields in SFDC first then on next sync will be available in Marketo. This allows us to pass the ‘True’ from the Trial Product to Marketo.
  22. 22. Page 22 © 2014 Marketo, Inc.#mktgnation14 Building The Progression Channel • Adding tags for trial program progression • Consecutive numbered steps • Form submitted • Email delivered • Email clicked • Trial Installed • Group key steps together
  23. 23. Page 23 © 2014 Marketo, Inc.#mktgnation14 Laying Out the Program Keep assets in own folder Tags • Emails • LPs/Forms • Progressions & Interesting Moment flags
  24. 24. Page 24 © 2014 Marketo, Inc.#mktgnation14 Progressions - Trial Account Landing Page Marketo form Marketo LP iFrame Acronis LP Marketo email
  25. 25. Page 25 © 2014 Marketo, Inc.#mktgnation14 Progressions – Trial Account Email Smart List Flow Steps
  26. 26. Page 26 © 2014 Marketo, Inc.#mktgnation14 SFDC Request Campaign - Smart List & Flow Smart List Flow Steps
  27. 27. Page 27 © 2014 Marketo, Inc.#mktgnation14 Progressions – Installed Trial Smart List Flow Steps
  28. 28. Building Reporting
  29. 29. Page 29 © 2014 Marketo, Inc.#mktgnation14 • Created custom field to Time stamp form activity • Group by day using the Lead Performance report. • Add smart lists as custom columns • Using the other custom fields • Cross check other installed add-ons. Marketo Reporting Requirements
  30. 30. Page 30 © 2014 Marketo, Inc.#mktgnation14 Custom Time Stamp Filled Out Form trigger Flow step, Change Data Value Create a Smart Campaign System Token
  31. 31. Page 31 © 2014 Marketo, Inc.#mktgnation14 Adding Custom Columns To The Report Custom field is used as a filter Add multiple Smart Lists to custom column report Create a Smart List
  32. 32. Page 32 © 2014 Marketo, Inc.#mktgnation14 Lead Report With Custom Columns Custom column smart lists Grouped by custom time stamp
  33. 33. Page 33 © 2014 Marketo, Inc.#mktgnation14 RCA Program Performance Report Does not show channel progression
  34. 34. Page 34 © 2014 Marketo, Inc.#mktgnation14 Adding Channel Tag to Program Report Local asset report In set up, drag and drop channel tag Select program channel and check program status to add columns
  35. 35. Page 35 © 2014 Marketo, Inc.#mktgnation14 Program Performance Report
  36. 36. Page 36 © 2014 Marketo, Inc.#mktgnation14 Revenue Cycle Explorer • Program members who installed BillFish-JPAN 13 Dec 13 Nov 13 Oct
  37. 37. Page 37 © 2014 Marketo, Inc.#mktgnation14 SFDC Reporting • Using the same custom field, we can create SFDC lead campaign member report grouped by the new custom field.
  38. 38. Thank You! @edwardmasson LinkedIn.com/in/edwardmasson www.edwardmasson.com

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