converting trial users to paying customers
DESCRIPTION
Converting Trial Users to Paying Customers - You get lots of leads filling out your form and you're tracking all trial downloads in Marketo, fantastic! How do you know if they have installed your trial yet? Discover how using Marketo's API, creating a few custom fields, a data base and an API service can help connect the dots and give sales better visibility into trial product usage they never had before. Allowing sales to convert better engaged leads into paying customers. My presentation at Marketo Summit 2014.TRANSCRIPT
Converting Trial Users To Paying Customers
Edward MassonSr Manager Global eMarketing, Acronis
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Meet Your Speaker
• Acronis, Senior Manager of Global eMarketing• Oversee Marketing & Sales platforms, drive strategic
direction for lead generation• Marketo Certified Consultant• From Scotland
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Ed
• Working for Acronis• From Scotland
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Acronis - A Global Company• Hundreds of million USD of very profitable license revenue• 700 employees worldwide, 300 top-notch engineers• 30,000 strong partner ecosystem reaches 90 countries• 300K+ businesses, 5M+ consumers, Over 160 OEMs• Products in 14 languages
Market Leading Solutions & Tech for• Disaster Recovery• Full Image Backup• Enterprise Mobile Access• Endpoint Backup• System Deployment
Market Leader in• German-speaking Europe• Japan
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What is Acronis Backup?
Acronis Backup (& Recovery) – complete modular backup solution for infrastructure of any type
OS Windows Linux Mac
Storage Directly Attached
Network,NAS/SAN
Cloud
Environment Virtual Physical
Size Smaller Larger
Editions Server Workstation
Backup Files Image Applications
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Our Challenge
How many trial downloads today?
*@/#Great!
How many installed?
250!
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Road To Improvement
Marketo Implementation with Trial Products brings the following key improvements:
• Informative in‐product trial notifications• Quick and convenient in‐product contact request• In‐product promotion of application backup• SFDC alerts, Interesting Moments and tasks for
Lead/Contact owners
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Who Does Trial Downloads Better?
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Login & Create New Account?
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Integrating Marketo with Product Trials
• Project initiative is aimed at improving overall Customer experience with Acronis product evaluation and accelerating revenue through qualified leads provided via Marketo and in‐product mechanisms.
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Simplifying Trial Download
Current Website Form: 17 fields
New Website Form: 4 fields
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Simplifying Trial Installation
Eliminating the need for trial keys, instead the Lead will be requested to log in to the Acronis Website Account after installation.
Current Installer asks for trial keys New Installer skips trial keys step
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• On first launch of the trial after installation, trial will request the Lead to log in to Acronis Website Account.
First Launch Of Trial
New In-Product Form: 3 fields
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• In‐product banners appear daily to remind Customers of the days left till their trial expires.
• Banners will also offer to activate trial if Customer has already got a full license or get in touch with Acronis to obtain one.
In-Product Trial Notifications
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In-Product Promotion
• Introduced in‐product promo of application add‐on’s• Promoted at different stages of the trial period
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• Evaluation period, when trial expires, Leads will be able to request Acronis to get in touch by selecting or clicking a button.
In-Product Acronis Contact Form
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Connecting the Dots
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The API Service
How we built it in Marketo
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Under the Hood in Marketo and SFDC
Lead submits 4-field form on Acronis website and
downloads trial
Lead is created in Marketo and is synced to SFDC
Acronis MyAccount is created, account email
sent through Marketo
Lead installs trial and logs into trial account
Lead completes in-product
form
Assigned to LDR
Lead would like to get in touch with Acronis upon or
before trial expires
Lead Owner is notified about the request and has to
contact the Lead within SLAs
Assigned to Contact Owner
Purchase Request
Trial Extension
Net New Lead
Existing Inquiry
(Existing Contact)
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Custom Fields For Marketo
Create ‘True or False’ Custom fields in SFDC first then on next sync will be available in Marketo. This allows us to pass the ‘True’ from the Trial Product to Marketo.
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Building The Progression Channel
• Adding tags for trial program progression• Consecutive numbered steps
• Form submitted • Email delivered• Email clicked• Trial Installed
• Group key steps together
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Laying Out the Program
Keep assets in own folder
Tags
• Emails• LPs/Forms• Progressions
& Interesting Moment flags
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Progressions - Trial Account Landing Page
Marketo form
Marketo LP iFrame
Acronis LP
Marketo email
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Progressions – Trial Account Email
Smart List
Flow Steps
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SFDC Request Campaign - Smart List & Flow
Smart List
Flow Steps
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Progressions – Installed Trial
Smart List Flow Steps
Building Reporting
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• Created custom field to Time stamp form activity• Group by day using the Lead Performance report. • Add smart lists as custom columns
• Using the other custom fields• Cross check other installed add‐ons.
Marketo Reporting Requirements
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Custom Time Stamp
Filled Out Form trigger
Flow step, Change Data Value
Create a Smart
Campaign
System Token
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Adding Custom Columns To The Report
Custom field is used as a filter
Add multiple Smart Lists to custom column report
Create a Smart List
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Lead Report With Custom Columns
Custom column smart
lists
Grouped by custom time
stamp
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RCA Program Performance Report
Does not show channel progression
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Adding Channel Tag to Program Report
Local asset report
In set up, drag and drop channel tag
Select program channel and check program status to
add columns
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Program Performance Report
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Revenue Cycle Explorer
• Program members who installed
BillFish-JPAN13 Dec
13 Nov
13 Oct
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SFDC Reporting
• Using the same custom field, we can create SFDC lead campaign member report grouped by the new custom field.
Thank You!
@edwardmasson
LinkedIn.com/in/edwardmasson
www.edwardmasson.com