Making Your Funnel Work

Trial- and Lead Generation

Trial- and lead generation
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 PAST AND FUTURE
PAST
Content 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
Trial- and lead generation
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FUTURE
Leadnurturing + 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
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 TRIAL AND LEAD GENERATION
▪ Stats
▪ Follow Up
▪ Speed
▪ Trial tactics
▪ Channels
▪ Calculations
▪ Leadscoring

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 STATS

Source:
https://convertr.io

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 STATS

Source:
https://www.marketingcharts.com

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 STATS

Source:
https://www.inturact.com/blog/saas-free-trial-conversion-benchmarks

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 STATS

Source:
https://www.totango.com

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Source
▪ MadKudu (2016)
▪ https://www.madku
du.com/blog/conver
sion-rate
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Source
▪ ReturnPath

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 TRIALS – BEST PRACTICES
Trials
▪ 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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 STATS

Source:
https://www.superoffice.com/blog/sales-process/
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 FOLLOW UP
▪ Follow up within 60 minutes
▪ Won deals had an average of 6
attempts for first contact

Source:
ZoomInfo / VanillaSoft 2018
https://www.slideshare.net/VanillaSoft/slow-down-youre-moving-
too-fast-how-the-right-sales-data-can-help-improve-your-sales-
process

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 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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 TYPES OF LEADS
Non-content Content / lead magnets Content / lead magnets
▪ Contactforms ▪ Webinars ▪ Toolkit
▪ Newsletter subscriptions ▪ eBooks ▪ Web app
▪ Account sign-ups (not paid) ▪ Templates and Tools ▪ Resource list
▪ Trials ▪ Whitepapers of Reports ▪ Calculator
▪ RFQ/-P ▪ How To Guides ▪ Generator
▪ Video’s ▪ Tutorial
▪ Case Studies ▪ Guide
▪ Checklists ▪ Event tickets
▪ Worksheets ▪ Free Coaching Session
▪ Cheat sheets
▪ Tip sheets
▪ FAQ sheets
▪ E-mail courses
▪ Calendars
▪ Industry reports
▪ Research paper
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 STATS

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 STATS

Source
▪ Ascend2 (2020)

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 STATS

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 STATS

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 LEAD FOLLOW UP:WHAT’S THE NEXT ACTION?
AWARENESS EVALUATION CONVERSION
▪ Shareable blog posts ▪ Case studies ▪ Side-by-side comparison
▪ Social media posts ▪ White papers ▪ ROI calculation templates
▪ Infographics ▪ Emails ▪ Product demonstration
▪ Videos ▪ Useful resources/downloads ▪ Testimonials
▪ E-books ▪ Events/webinars ▪ Product comparison
▪ Podcast

Follow Up: Follow Up: Follow Up:

▪ Call them, invite, ▪ Call them, invite, relationship ▪ Call them, invite,
relationship ▪ E-mail sequence relationship
▪ E-mail sequence ▪ Retargeting ▪ E-mail sequence
▪ Retargeting ▪ Pop-up ▪ Retargeting
▪ Pop-up ▪ Pop-up

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 LEADSCORING
Why 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

Source
▪ Cyberclick.net

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 LEADSCORING

Source
▪ Uberflip/Snappapp

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 LEADSCORING

Source
▪ DataFloq.com

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 THE END
▪ Next session about:
▪ 5B: Social Media

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