*This presentation is looking at the state of the art in utilizing a free trial model in B2B marketing *Find out how to systematically increase revenues and lower customer acquisition costs using a self-service, free trial *Review findings from the analysis of over 1 million trial and paid customers This presentation was the base of the 30 minute webinar that can be seen here: http://www.brighttalk.com/webcast/667/40919 (requires a short registration for BrightTalk website)

1. How to boost
sales with a
free trial model
Dominique Levin, CMO

2. About The Speaker
Chief Marketing Officer
Totango
Customer engagement and
lifecycle marketing platform
Previously:
CMO, Fundly
-- social fundraising for non profits
CMO, LogLogic
-- IT big data analytics
Also: Intel, NTT, Philips Consumer Electronics

3. Agenda
State of the Union in Enterprise Free Trial?
(550 SaaS Companies)
How to increase Free Trial Close Rates?
(1 million prospects and users of Totango’s customers)

4. The Consumerization of B2B Sales
550
B2B SaaS Companies

5. Sales Models
17%
Offer Freemium

6. Mainstream
44%
Offer a Free Online Trial

7. Trial Duration
41%
Offer 30-day free trial

8. Also Popular
18%
Offer a 2-week free trial

9. Other Options
4% 1 week
1% 10 days
1% 45 days
2% 60 days
1% 6 months

10. Even Better

11. Transparency
41%
List pricing on their site

12. Scalability
46%
Have “per user” pricing

13. Land and Expand
Number of users
Price per users

14. Median Price per User per Month
Entry Level High End
$25/user $275/user
$1 - $1,068 $1 - $25,000

15. Even Better
Aligned with Customer Success
Not active = No charge

16. Totango – Customer Engagement Lifecycle
Convert
Grow
Retain

17. Totango Architecture
Trial User Lifecycle Customer
Conversion Onboarding Marketing Success
Automation
Analysis & Insights
Customer Engagement Repository
Engagement
Profile
User Actions User Context
Real Time Streams Demographics
app usage, saas interaction, social media, online behavior CRM, helpdesk, billing

18. Totango Customers
Over 1 million businesses analyzed
Prospects and users of our customers

19. Aggregate Customer Analysis

20. One Million Businesses Analyzed

21. Customer Engagement is Key

22. Focus on Customer Lifetime Value

23. How to Increase Your Trial Close Rate?
2.5%
3,000
Trials

24. The Reality of Low Touch Sales
High volume of leads/trials
High rate of low quality leads
Short staffed team

25. How to Increase Your Trial Close Rate?
~13
new customers
2.5%
500
2.5%
3,000
Trials

26. Not All Trial Users are Created Equal
500
17 %
Active
Users
2.5%
3,000
Trials

27. Step 1: Focus on the right opportunities
85
new customers
See who is
most active
400
500
17%
3,000
Trials

28. Step 2: Increase Contact Rates
119
new customers
See who is
online right now
400
700
17%
3,000
Trials

29. Step 3: Increase Effectiveness
140
new customers
See
past user actions
400
700
20%
3,000
Trials

30. Try Totango, Free
www.totango.com
dominique@totango.com