How to boostsales with afree trial modelDominique Levin, CMO
About The Speaker   Chief Marketing Officer   Totango   Customer engagement and   lifecycle marketing platform   Previousl...
AgendaState of the Union in Enterprise Free Trial?               (550 SaaS Companies)  How to increase Free Trial Close Ra...
The Consumerization of B2B Sales        550B2B 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 week 1% 10 days 1% 45 days 2% 60 days1% 6 months
Even Better
Transparency      41%List pricing on their site
Scalability     46%Have “per user” pricing
Land and ExpandNumber of users                  Price per users
Median Price per User per Month Entry Level                High End$25/user                 $275/user$1 - $1,068          ...
Even BetterAligned with Customer SuccessNot active = No charge
Totango – Customer Engagement Lifecycle                            Convert                             Grow               ...
Totango Architecture     Trial                 User                  Lifecycle            Customer  Conversion            ...
Totango CustomersOver 1 million businesses analyzedProspects 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?                  2.5%                 3,000                 Trials
The Reality of Low Touch Sales High volume of leads/trialsHigh rate of low quality leads     Short staffed team
How to Increase Your Trial Close Rate?      ~13  new customers                           2.5%                          500...
Not All Trial Users are Created Equal            500                      17 %            Active            Users         ...
Step 1: Focus on the right opportunities       85  new customers                                   See who is             ...
Step 2: Increase Contact Rates    119new customers                                    See who is                          ...
Step 3: Increase Effectiveness    140new customers                                        See                             ...
Try Totango, Freewww.totango.comdominique@totango.com
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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
*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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How to Boost Sales with a Free Trial Model

  1. 1. How to boostsales with afree trial modelDominique Levin, CMO
  2. 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. 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. 4. The Consumerization of B2B Sales 550B2B SaaS Companies
  5. 5. Sales Models 17%Offer Freemium
  6. 6. Mainstream 44%Offer a Free Online Trial
  7. 7. Trial Duration 41%Offer 30-day free trial
  8. 8. Also Popular 18%Offer a 2-week free trial
  9. 9. Other Options 4% 1 week 1% 10 days 1% 45 days 2% 60 days1% 6 months
  10. 10. Even Better
  11. 11. Transparency 41%List pricing on their site
  12. 12. Scalability 46%Have “per user” pricing
  13. 13. Land and ExpandNumber of users Price per users
  14. 14. Median Price per User per Month Entry Level High End$25/user $275/user$1 - $1,068 $1 - $25,000
  15. 15. Even BetterAligned with Customer SuccessNot active = No charge
  16. 16. Totango – Customer Engagement Lifecycle Convert Grow Retain
  17. 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. 18. Totango CustomersOver 1 million businesses analyzedProspects and users of our customers
  19. 19. Aggregate Customer Analysis
  20. 20. One Million Businesses Analyzed
  21. 21. Customer Engagement is Key
  22. 22. Focus on Customer Lifetime Value
  23. 23. How to Increase Your Trial Close Rate? 2.5% 3,000 Trials
  24. 24. The Reality of Low Touch Sales High volume of leads/trialsHigh rate of low quality leads Short staffed team
  25. 25. How to Increase Your Trial Close Rate? ~13 new customers 2.5% 500 2.5% 3,000 Trials
  26. 26. Not All Trial Users are Created Equal 500 17 % Active Users 2.5% 3,000 Trials
  27. 27. Step 1: Focus on the right opportunities 85 new customers See who is most active 400 500 17% 3,000 Trials
  28. 28. Step 2: Increase Contact Rates 119new customers See who is online right now 400 700 17% 3,000 Trials
  29. 29. Step 3: Increase Effectiveness 140new customers See past user actions 400 700 20% 3,000 Trials
  30. 30. Try Totango, Freewww.totango.comdominique@totango.com

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