free growth marketing training

Making Your Funnel WorkTrial- and Lead Generation

© https://e-commercemanagers.com 2

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



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



STATS



Source:

https://convertr.io

https://convertr.io/

STATS



Source:

https://www.marketingcharts.com

https://www.marketingcharts.com/

STATS



Source:

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

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

STATS



Source:

https://www.totango.com

https://www.totango.com/



Source▪ MadKudu (2016)▪ https://www.madku

du.com/blog/conversion-rate

https://www.madkudu.com/blog/conversion-rate



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



STATS



Source:

https://www.superoffice.com/blog/sales-process/

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



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

https://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?



TYPES OF LEADSNon-content▪ Contactforms▪ Newsletter subscriptions▪ Account sign-ups (not paid)▪ Trials▪ RFQ/-P



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



STATS



Source▪ Ascend2 (2020)

https://ascend2.com/wp-content/uploads/2020/06/Building-Relationships-for-Lead-Conversion-Survey-Summary-Report-200615.pdf

STATS



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



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



LEADSCORING



Source▪ Cyberclick.net

https://www.cyberclick.net/numericalblogen/5-examples-of-lead-scoring

LEADSCORING



Source▪ Uberflip/Snappapp

LEADSCORING

Source▪ DataFloq.com



https://datafloq.com/read/how-to-use-lead-scoring-models-to-plan-strategy/

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



free growth marketing training | e-commercemanagers.com

Others