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Optimizing Training and Marketing

for Success in the Social Cloud:


How Companies Offering Application
and Web-based Solutions Must
Reshape the Sales Funnel
Presented by

12/08/21 Confidential
On Demand Demands More

• The subscription model depends on keeping


churn rates low and renewal rates high
• Free trials put customers behind the wheel of
competitor solutions — customers are
well-informed before they engage with you
• Social networking is turbo-charging word of
mouth referrals

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The Legacy Sales Funnel

Advertising Trade Shows


Internet Webinars
Telesales Seminars Referrals
Telemarketing Word of Mouth

Capture Prospect Info / CRM

Qualify

Leads

Opportunities

Sales

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A Tale of Two Funnels

OLD APPROACH NEW APPROACH

Marketing Optimization Programs


Marketing

Education Training
Sales Focused Focused
Marketing Marketing
Heavy
Sales Focus

Automated Sales Engagement

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Customer Acquisition Phases

Phase I Phase II Phase III Phase VI Phase V Phase VI Phase VII

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Phase I

• Increase Awareness/Traffic
– PPC (search and content network)/Advertising
– Display ads on sites sending converting traffic
– PR and analyst outreach
– Social media channels
– SEO
– Channels
– Webinars and events
– Sponsorships/Associations/Awards

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Phase II

• Increase Free Trial Conversion


– Testing offers
– Testing copy/graphics
– Optimizing landing/registration pages
– Usability testing
– Dissecting abandoned registration pages
– Analyzing converting site user profiles

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Phase III

• Profile Trial Usage


– Analyze trial heaver user to conversion ratio
– Create trial profiles based on usage
– Analyze and test user interaction with training and
“how to” tools
– Customize trial experience based on profiles to
optimize conversion

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Phase IV

• Increase Conversion from Trial to Paid User


– Test email interactions during trial
– Test promotion offers during trial period
– Test trial period length
– Analyze shopping cart experience
– Identify objections/hurdles to conversion through
research/probing

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Phase V

• Onboarding/Training
– Analyze on boarding process
– Support and self-service knowledgebase
– Surveys and polls
– Email communication
– Training tools and programs

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Phase VI

• Adoption/Upselling/Training
– Training tools and programs
– Upselling opportunities being optimized
– Identify and leverage evangelists
– Channel/partner programs
– Customer adoption patterns

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Phase VII

• Evangelism
– Leverage evangelists
– Referral and reward programs
– Channel/partner programs
– Advisory boards
– User groups/community

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Key Metrics

• Phase I – Unique visitors, number of free trials


• Phase II – Free trial conversion rate, bounce rate
• Phase III – Increased average trial usage
• Phase IV – Increased trial to paid conversion
• Phase V – Customer support ticket score,
product knowledge of users
• Phase VI – Renewal rate, upsell growth
• Phase VII – number of customer referrals,
number of positive customer reviews

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Summary

• Old funnel is no longer enough


• Customer facing groups need to collaborate
throughout the customer lifecycle
• Create a university for your customers
and encourage ongoing training
• Use analytics-driven, customer-centric campaigns
• Stay alert to response to breaking
social opportunities

12/08/21 Confidential 14

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