Converting trial users to paying customers

Converting Trial Users To Paying Customers

Edward MassonSr Manager Global eMarketing, Acronis

Page 2 © 2014 Marketo, Inc. #mktgnation14

Meet Your Speaker

• Acronis, Senior Manager of Global eMarketing• Oversee Marketing & Sales platforms, drive strategic

direction for lead generation• Marketo Certified Consultant• From Scotland


Ed

• Working for Acronis• From Scotland


Acronis - A Global Company• Hundreds of million USD of very profitable license revenue• 700 employees worldwide, 300 top-notch engineers• 30,000 strong partner ecosystem reaches 90 countries• 300K+ businesses, 5M+ consumers, Over 160 OEMs• Products in 14 languages

Market Leading Solutions & Tech for• Disaster Recovery• Full Image Backup• Enterprise Mobile Access• Endpoint Backup• System Deployment

Market Leader in• German-speaking Europe• Japan


What is Acronis Backup?

Acronis Backup (& Recovery) – complete modular backup solution for infrastructure of any type

OS Windows Linux Mac

Storage Directly Attached

Network,NAS/SAN

Cloud

Environment Virtual Physical

Size Smaller Larger

Editions Server Workstation

Backup Files Image Applications


Our Challenge

How many trial downloads today?

*@/#Great!

How many installed?

250!


Road To Improvement

Marketo Implementation with Trial Products brings the following key improvements:

• Informative in‐product trial notifications• Quick and convenient in‐product contact request• In‐product promotion of application backup• SFDC alerts, Interesting Moments and tasks for

Lead/Contact owners


Who Does Trial Downloads Better?


Login & Create New Account?


Integrating Marketo with Product Trials

• Project initiative is aimed at improving overall Customer experience with Acronis product evaluation and accelerating revenue through qualified leads provided via Marketo and in‐product mechanisms.


Simplifying Trial Download

Current Website Form: 17 fields

New Website Form: 4 fields


Simplifying Trial Installation

Eliminating the need for trial keys, instead the Lead will be requested to log in to the Acronis Website Account after installation.

Current Installer asks for trial keys New Installer skips trial keys step


• On first launch of the trial after installation, trial will request the Lead to log in to Acronis Website Account.

First Launch Of Trial

New In-Product Form: 3 fields


• In‐product banners appear daily to remind Customers of the days left till their trial expires.

• Banners will also offer to activate trial if Customer has already got a full license or get in touch with Acronis to obtain one.

In-Product Trial Notifications


In-Product Promotion

• Introduced in‐product promo of application add‐on’s• Promoted at different stages of the trial period


• Evaluation period, when trial expires, Leads will be able to request Acronis to get in touch by selecting or clicking a button.

In-Product Acronis Contact Form


Connecting the Dots


The API Service

How we built it in Marketo


Under the Hood in Marketo and SFDC

Lead submits 4-field form on Acronis website and

downloads trial

Lead is created in Marketo and is synced to SFDC

Acronis MyAccount is created, account email

sent through Marketo

Lead installs trial and logs into trial account

Lead completes in-product

form

Assigned to LDR

Lead would like to get in touch with Acronis upon or

before trial expires

Lead Owner is notified about the request and has to

contact the Lead within SLAs

Assigned to Contact Owner

Purchase Request

Trial Extension

Net New Lead

Existing Inquiry

(Existing Contact)


Custom Fields For Marketo

Create ‘True or False’ Custom fields in SFDC first then on next sync will be available in Marketo. This allows us to pass the ‘True’ from the Trial Product to Marketo.


Building The Progression Channel

• Adding tags for trial program progression• Consecutive numbered steps

• Form submitted • Email delivered• Email clicked• Trial Installed

• Group key steps together


Laying Out the Program

Keep assets in own folder

Tags

• Emails• LPs/Forms• Progressions

& Interesting Moment flags


Progressions - Trial Account Landing Page

Marketo form

Marketo LP iFrame

Acronis LP

Marketo email


Progressions – Trial Account Email

Smart List

Flow Steps


SFDC Request Campaign - Smart List & Flow

Smart List

Flow Steps


Progressions – Installed Trial

Smart List Flow Steps

Building Reporting


• Created custom field to Time stamp form activity• Group by day using the Lead Performance report. • Add smart lists as custom columns

• Using the other custom fields• Cross check other installed add‐ons.

Marketo Reporting Requirements


Custom Time Stamp

Filled Out Form trigger

Flow step, Change Data Value

Create a Smart

Campaign

System Token


Adding Custom Columns To The Report

Custom field is used as a filter

Add multiple Smart Lists to custom column report

Create a Smart List


Lead Report With Custom Columns

Custom column smart

lists

Grouped by custom time

stamp


RCA Program Performance Report

Does not show channel progression


Adding Channel Tag to Program Report

Local asset report

In set up, drag and drop channel tag

Select program channel and check program status to

add columns


Program Performance Report


Revenue Cycle Explorer

• Program members who installed

BillFish-JPAN13 Dec

13 Nov

13 Oct


SFDC Reporting

• Using the same custom field, we can create SFDC lead campaign member report grouped by the new custom field.

Thank You!

@edwardmasson

LinkedIn.com/in/edwardmasson

www.edwardmasson.com