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Making Your Funnel WorkTrial- and Lead Generation
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Trial- and lead generation
PAST AND FUTUREPASTContent marketing▪ Different content for different stages▪ Different content for different persona’s
Landing page optimization▪ Most pages are a ‘landingpage’ (SEO)▪ Optimize Value Proposition▪ Utilize reviews and testimonials▪ Optimize Forms
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FUTURELeadnurturing + E-mail marketing▪ Leadnurturing▪ Moving through the stages▪ E-mail marketing / messaging▪ Automation
Conversion and onboarding▪ From trial to sale / conversion▪ Onboarding
Retargeting / re-engagement▪ Facebook, Google, Linkedin, etc
TRIAL AND LEAD GENERATION▪ Stats▪ Follow Up▪ Speed▪ Trial tactics▪ Channels▪ Calculations▪ Leadscoring
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Trial- and lead generation
STATS
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Trial- and lead generation
Source:
https://convertr.io
STATS
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Trial- and lead generation
Source:
https://www.marketingcharts.com
STATS
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Trial- and lead generation
Source:
https://www.inturact.com/blog/saas-free-trial-conversion-benchmarks
STATS
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Trial- and lead generation
Source:
https://www.totango.com
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Trial- and lead generation
Source▪ MadKudu (2016)▪ https://www.madku
du.com/blog/conversion-rate
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Trial- and lead generation
Source▪ ReturnPath
TRIALS – BEST PRACTICESTrials▪ Don’t ask for creditcard details starting your trial▪ If you want correct e-mail addresses, send them a confirmation email with login link▪ If you need phone numbers for outbound reasons, send them an SMS code with verification▪ Call them while they are logged in, in their first session!▪ In follow-up sequence (during trial period): focus on functionality, features and integrations▪ Only when logged in several times, during trial, also send upgrading and pricing information▪ Serious trial (several logins and several events)? Offer trial-extension
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Trial- and lead generation
STATS
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Trial- and lead generation
Source:
https://www.superoffice.com/blog/sales-process/
FOLLOW UP▪ Follow up within 60 minutes▪ Won deals had an average of 6
attempts for first contact
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Trial- and lead generation
Source:
ZoomInfo / VanillaSoft 2018https://www.slideshare.net/VanillaSoft/slow-down-youre-moving-
too-fast-how-the-right-sales-data-can-help-improve-your-sales-
process
CALCULATIONS▪ You get 2 leads per day▪ Average close-cycle is 40 days▪ You need 2 calls per prospect▪ You need on average 2 attempts to have an effective call
How many leads you have under management at day 39? And day 70?
How many call will you be doing per day?
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Trial- and lead generation
TYPES OF LEADSNon-content▪ Contactforms▪ Newsletter subscriptions▪ Account sign-ups (not paid)▪ Trials▪ RFQ/-P
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Trial- and lead generation
Content / lead magnets▪ Webinars▪ eBooks▪ Templates and Tools▪ Whitepapers of Reports▪ How To Guides▪ Video’s▪ Case Studies▪ Checklists ▪ Worksheets▪ Cheat sheets▪ Tip sheets▪ FAQ sheets▪ E-mail courses▪ Calendars▪ Industry reports▪ Research paper
Content / lead magnets▪ Toolkit▪ Web app▪ Resource list▪ Calculator▪ Generator▪ Tutorial▪ Guide▪ Event tickets▪ Free Coaching Session
STATS
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Trial- and lead generation
STATS
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Trial- and lead generation
Source▪ Ascend2 (2020)
STATS
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Trial- and lead generation
STATS
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Trial- and lead generation
LEAD FOLLOW UP:WHAT’S THE NEXT ACTION?AWARENESS▪ Shareable blog posts▪ Social media posts▪ Infographics▪ Videos▪ E-books▪ Podcast
Follow Up:▪ Call them, invite,
relationship▪ E-mail sequence▪ Retargeting▪ Pop-up
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EVALUATION▪ Case studies▪ White papers▪ Emails▪ Useful resources/downloads▪ Events/webinars
Follow Up:▪ Call them, invite, relationship▪ E-mail sequence▪ Retargeting▪ Pop-up
CONVERSION▪ Side-by-side comparison▪ ROI calculation templates▪ Product demonstration▪ Testimonials▪ Product comparison
Follow Up:▪ Call them, invite,
relationship▪ E-mail sequence▪ Retargeting▪ Pop-up
LEADSCORINGWhy leadscoring?▪ Identify at which stage each contact or deal is▪ Identify high value prospects
How does it work?▪ Reverse engineer from past conversions their interactions with your channels and content▪ If you don’t have enough conversions: make assumption (for now, check them regularly)
Best practices▪ Different models for different services / products▪ Use negative scoring and score degradation▪ Set-up alerts when prospects getting certain scores/points
Requirements▪ Set-up analytics and tracking▪ Integration with CRM
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LEADSCORING
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Source▪ Cyberclick.net
LEADSCORING
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Source▪ Uberflip/Snappapp
LEADSCORING
Source▪ DataFloq.com
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THE END▪ Next session about:▪ 5B: Social Media
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