This document describes lessons learned from running an annual plan migration campaign at Unbounce. It discusses three key lessons: build intimacy through segmentation and personalization; build an emotional connection through humor; and build trust through reciprocity such as offering discounts, gifts, and special treatment to select customers. The campaign was successful in achieving its goals, increasing annual plans from 2% to 21% and generating over $660,000 in additional annual recurring revenue. Customers responded positively to the personalized and humorous marketing.

1. speaker
ALEXAHUBLEY
lessons in growth marketing from watching
romantic comedies
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2. alexa_hubley

3. growth marketing
relationship marketing at scale
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4. alexa_hubley

5. drive engagement,
retention and loyalty
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6. lead > new trial > customer > evangelist
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7. alexa_hubley

8. the annual plan
migration campaign
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9. the background
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10. we changed
our pricing
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11. the objective
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12. migrate monthly customers
to new annual plans
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13. only 2% of customers
had annual plans
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14. annual plans promote
deeper commitment
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15. the challenge
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16. how can we
create value
so customers
don’t leave us?
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17. what do you think are
the scariest two words
to a saas customer?
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19. the stakes are
really high
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and that’s where
romcoms come in!

21. three lessons
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22. intimacy
lesson one

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24. alexa_hubley

25. how can we create
intimacy with
our campaign?
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26. segmentation

27. “
”Sean Zinmeister, Columnist, Martech
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with a segmented profile
you can speak to each
prospect as an individual.

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29. the planning
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30. understand > decide > prototype > finalize > launch
data and research
targets
QA
read how we modified Google sprints to run better campaigns at alexa.unbounce.com

31. the data
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32. alexa_hubley

33. the research
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34. how to raise prices
without causing a
customer meltdown
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35. pricing gone wrong
exhibit a
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39. the target
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40. increase the percentage of
customers on annual plans
from 2% to 10%
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41. generate $450,000
in annual recurring revenue
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42. the outcome
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43. seven cohorts
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45. seven landing pages
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48. x five iterations
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50. seven plan tables
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53. eight emails
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56. alexa_hubley
two videos

57. alexa_hubley

58. x 3500 image thumbnails
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59. learn how to create personalize image thumbnails at alexa.unbounce.com

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and personalized…

62. extra offers
email senders
features & benefits
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64. segmentation > personalization > intimacy
find the framework at alexa.unbounce.com

65. lesson two
woo (ooo)!

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68. how can we woo
our customers in
our campaign?
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69. humor

70. “
”David Meerman, The New Rules of Marketing and PR
if you can make someone laugh, there is an
emotional connection with them and anything
you say beyond that is going to be more meaningful.
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71. chief discount officer
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77. make someone smile
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78. build a connection
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79. “
”Cole Vineyard, Unbounce Customer
just have to say that i love
this campaign…as a
director of marketing i
rarely see anything new,
but this got my attention.
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80. humor > connection > woo(ooo)!
find the framework at alexa.unbounce.com

81. trust
lesson three

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83. alexa_hubley

84. how can we build trust
with our own campaign?
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85. reciprocity

86. “
”Sam Fiorella, Partner, Sensei Marketing
when customers are made to
feel that they’re special, the
likelihood that they’ll respond
favorably increases dramatically.
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87. alexa_hubley

88. deluxe swag packs
one hundred
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89. conversion sessions
ten
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90. $30,000
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91. easter eggs
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92. CDO
tool tip
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93. CDO
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94. CDO
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95. CDO
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96. a deal extension
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97. alexa_hubley

98. migrations per day
extension
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99. reciprocity > trust
find the framework at alexa.unbounce.com

100. intimacy > woo > trust > ?
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101. put a ring on it

102. annual plans
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103. increasethepercentageofcustomers
on annual plans from 2% to 10%
the target

104. results
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105. 21%annual plans
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106. $660,000
annual recurring revenue
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107. but the best part…
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108. alexa_hubley
the trophy for best email
marketing goes to unbounce,
thank you for making my inbox
a brighter place to be.
Iris Maslow, Unbounce Customer
“
”

109. alexa_hubley
i switched to annual plans
thanks to the video…
amazing campaign, guys!
Rosario Toscano, Unbounce Customer
“
”

110. “
”AJ O’Reilley, Unbounce Customer
the new unbounce plans
make so much sense,
love this company!
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111. alexa.unbounce.com
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