As a marketer, effective Free Trial campaigns (i.e. Free Trial Evaluation Campaign, Negotiation Campaign and Expired Trial Member Campaigns) can help you increase usage and adoption, MMR, conversion (free trial participants > customers) and revenue. Not to mention, decrease churn.


Great idea, but not sure how to pull your strategic and tactical elements together.


Let's Get Started!


First Step: Think about the Customer Journey. What stages of the Customer Journey need to be modified to facilitate your Try to Buy Model? Next, adjust your marketing programs, sales and support enablement initiatives, experience and content that you deliver to Free Trial Participants during the Learn, Evaluate and Justify (Negotiate) stages.



       


Second Step: Think about your current Nurture Strategy. Ask yourself, "What needs to be modified?"

 

     

 

Homework


  • Ask yourself, What customer types fit into your try-to-buy model? Define the personas and  the stages for the customer journey using the Persona & Buyer’s Journey Template take the use case of the persona into account to assess can the free trial be self served or will the free trial participant need assistance from sales and support
  • Create a Communication Strategy based on Buyer’s Journey. Ask yourself, How does a try-to-buy model align to the customer journey?  Audit your existing content using the
    Content Inventory Template to help you align content to the stages of the customer journey and identify any possible gaps in content
  • Create a simple 3-4 touch campaigns to fuel your Try to Buy Model (i.e. Free Trial Participant Evaluation; Negotiation and Expired Free Trial Participant campaigns):
  • Consider using Oracle | Eloqua's AppCloud to extend Eloqua's functionality to help you further efforts to gain visibility into the Usage and Adoption of Free Trial Participants during the Free Trial period (i.e. Tango)
  • Consider using personalization (i.e. dynamic content, signature layouts and field merges) to further enable both Sales and Support.
  • Standardized Campaign Planning
    • Define the objective of the campaign using the Campaign Planning brief
    • Define the number of touches and time frame
    • Define the message and tone of the email campaign
    • Define the content to be offered - Tip: Create a Content Flow for the campaign
    • Define what you want to do with the ones that stay inactive (put them into a quarterly newsletter?)
    • Develop the creative images and content
    • Create the program flow in the canvas
  • Customize the Welcome Campaign for Targeted Prospects to encourage them to enter into the Free Trial. Review Know It: Gain Back Your Hours Welcome Campaigns  post to help you plan. Review the E10 BP Template Welcome Campaign & User Configuration Guide to help you configure your campaign canvas.
  • Customize the a E10 BP Simple Nurture campaign template for for Free Trial Participant Evaluation campaign. Review the Know It: Gain Back Your Hours Education Campaigns post to help you plan your Early nurture campaign and get ideas. Use the E10 BP Template Education "Free Trial Participation" Campaign & User Configuration guide to help you configure your campaign canvas.
  • Customize the Re-Engagement campaigns (2)  for  Expired Free Trial Member Campaign for Free Trial Participants that did engage; Free Trial Participants that did NOT engage. Review the Know It: Gain Back Your Hours | Nurturing Re-engagement campaigns post to help you plan and think of ideas. Use the  E10 BP Re-Engagement campaign Template & Use Configuration guide to help you configure your campaign canvas.
  • Customize the Welcome campaign New Customers - Free Trial Participants that Purchased. Review the Know It: Gain Back Your Hours Welcome Campaigns post to  help you E10 BP Template Welcome Campaign & User Configuration guide to help you configure the campaign canvas

 

Client Success Stories:

 

 

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