humans vs. machines - heavybit · humans vs machines: when to hire and when to automate. lessons i...
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Humans vs Machines:When to Hire and When to Automate
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Lessons I Have LearnedManaged Security Services
Fog Creek
Data Security
Trello
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Agenda• Evaluation Process
• Purchasing Process
• Renewal Process
• What I Would Do Sooner
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Demos / Trials• How easy is it for people to get up and running?
• How are you gating this? Why?
• Let the product drive this adoption.
• Freemium?
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Traditional Trial ModelRequest for Trial
Multiple Phone Calls/Emails Unable to Reach,
Close LeadCall Scheduled
Evaluation
Purchase Process Failed Eval
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Hybrid Model
Download or Start Trial Lead Scoring Purchase
Human Call No Purchase
Drip CampaignReengage Campaign
6Mos.
Drip Campaign 6-8 Touches
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Trello Trial ModelFree Forever!
Lead Source
Customer Reaches Out
Email Campaigns Human Call w/
Automated Email Campaigns
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Easy To Buy• Payment options?
• Can people just buy?
• BUT WE ARE SUPER EXPENSIVE
• Ok how can people renew?
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• Enterprise Sales
• Sensitive Industries
• Nothing frustrates people more than wanting to talk to you and being unable to. Don’t skimp on this
When We Picked Up The Phone
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Relationships Work Best
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Traditional RenewalCall & Email 3 Months Out
Call & Email 6 Weeks Out
Call & Email 1 Week Out
Call & Email Day Before
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Hybrid RenewalIn-Product Notification 3 Months Out
Emails Every 7 Days at 4 Weeks Out
Emails Day Of / Day Before
Lead Scoring
Continue Email Drip Phone Call
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What Did We Automate?
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What I Would Do Differently
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Recap & Q&A• Automation doesn’t mean you don’t need people
• Apply people wisely- they will be happier
• Fix it once
• Invest in the resources to help you get there
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