| "We generate quite a few leads from the free trial | | | | Salesforce.com) to ensure timely follow-up and |
| of our software, but not enough leads convert into | | | | the ability to track the success of your lead nurturing |
| paying customers. What can we do?" | | | | program and optimize it for even better results as |
| It's a question I've been asked by clients, seen on | | | | time goes on. |
| LinkedIn and other online forums, and a problem I | | | | Email |
| had to help solve while working in the marketing/PR | | | | When prospects submit their personal information to |
| department of multiple software companies. Since | | | | register for your free trial, offer a simple way to |
| free trial offers are a main source of lead generation | | | | opt-in to receiving emails from your company. To |
| for many B2B software companies, it's imperitive that | | | | encourage prospects to opt-in, offer a valuable 'how |
| these leads are converted if sales revenue goals are | | | | to' guide or other marketing asset that they |
| to be met. | | | | immediately receive. |
| Free Trials Alone Won't Sell Software | | | | Send a confirmation email to all prospects thanking |
| I believe the root of this problem comes from the | | | | them for registering for the free trial, and include a |
| mentality of many software marketers that once a | | | | link to brief instructional materials or FAQ document |
| prospective customer uses their software they'll love | | | | that they can download to ensure they use your |
| it, and once they love it they'll eagerly pay money to | | | | software trial correctly. If you offer customer |
| have it. The prospect will convert from lead (free trial | | | | support to free trial users, make sure to explain how |
| user) to paying customer without much influence | | | | to get help. Ask the prospect if there are other |
| from marketing or sales because the software will | | | | people in their organization who are evaluating your |
| basically sell itself. | | | | software who would like to participate in the free |
| Unfortunately this way of thinking doesn't take into | | | | trial, and provide an easy, fast way for them to send |
| account: | | | | the trial info to colleagues. If possible, send the email |
| - Prospects are probably not only using your free | | | | from the salesperson that is assigned to the lead, |
| trial, they are also using other vendor's trials for | | | | and provide that salesperson's contact information. |
| comparison | | | | If free trial users haven't converted into buyers by a |
| - Prospects are busy and may only spend a few | | | | certain time period (whatever is appropriate for your |
| minutes with your software then not use it again | | | | particular software) and have opted-in to receiving |
| - Prospects may not understand how to use your | | | | emails, send them a link to a document, video, |
| software correctly and therefore not experience its | | | | podcast, or other marketing asset directly comparing |
| full value | | | | your software to competitors. You might also send a |
| - Most B2B software sales involve several people | | | | link to a case study describing the success of a |
| making the purchase decision, so unless all of them | | | | customer that is similar to the prospect. One client I |
| are using your free trial, you're not influencing | | | | worked with had great success with a case study |
| everyone you need to in order to close the sale | | | | we did on a customer that had switched to their |
| | | | software from a competitor. |
| Focus on Lead Nurturing | | | | If it's possible, send prospects a link to an ROI |
| Having a lead nurturing program specifically for free | | | | calculator or some method for prospects to calculate |
| trial users is the most effective method I've found | | | | how much money or time they can expect to save |
| for converting them into sales. It's important to note | | | | or amount of revenue they can expect to generate, |
| that free trial users are usually further along in the | | | | etc. by using your software. |
| sales cycle than most leads, meaning they're usually | | | | Direct Mail |
| past the 'information gathering' stage and into the | | | | Use direct mail to send marketing materials discussed |
| 'evaluation' stage. Follow-up contact with free trial | | | | above to prospects who don't opt-in to emails. You |
| users needs to focus on providing information that | | | | can send the materials themselves, or send |
| makes it clear: | | | | postcards with links to get the materials online. |
| - How your software is different from and better | | | | Phone |
| than competitors | | | | The salesperson assigned to the lead should call the |
| - How using your software is better than trying to | | | | free trial user 2-3 days after they register, simply |
| solve their problem themselves | | | | introducing themselves and inquiring as to the user's |
| | | | experience with the trial so far, if they have any |
| Lead Nurturing Tactics | | | | questions, etc. Ask prospects what problem(s) |
| There are many ways to nurture leads, but here are | | | | they're having that drove them to evaluate your |
| a few that I've found to be successful. If at all | | | | software, which is a good way to break the ice and |
| possible, invest in marketing automation software | | | | engage the prospect in a conversation about their |
| (such as Genoo) and a solid CRM system (like | | | | needs and how your software can help solve them. |