What you’ll learn
What you’ll need
When Automox, the cloud native, endpoint management company, launched their freemium product, Amy Harrison and Patrick Hunt, Integrated Marketing Manager and Senior Director of Brand & Demand Generation, had a mission: drive as many product signups as possible. Amy’s team diligently launched paid campaigns across Facebook, Google and LinkedIn.
While these campaigns drove a ton of traffic to Automox’s site, signup numbers still weren’t where they wanted them to be. And a new, unanticipated problem emerged: The signup process required following multiple steps, and many users weren't getting to the point of being a product qualified lead. Amy explains:
“Our team looked at the steps it took to sign up and onboard to our freemium product, and cross-referenced that data with our closed won data in our CRM. This led us to a realization: If freemium users made it through the initial sign up and to a key success milestone (adding at least one endpoint), they were much more likely to become a paying customer.”
So the problem was clear: Amy needed a way to get people to that first success milestone to become a product qualified lead. The question was how she would get there.
If Amy could only think of a way to push customers that are teetering on the edge to reach the key success milestone, she was confident it would have a massive impact on Automox’s bottomline.
And if they could also create some virality along the way - even better.
Her hypothesis: Offering t-shirts with catchy slogans when users reach a key milestone will create more qualified leads and build Automox’s brand.
If you have a product-led growth acquisition strategy, look for key customer activities that are correlated with converting into a paid customer. Users who start a trial usually aren’t your ticket - dig deeper and find your key success milestone.
For Amy, this was activating at least one endpoint.
Think about your target audience, and a gift that would be meaningful to them. Your goal is to find something they really want. Patrick was passionate about choosing something fun, edgy and nerdy that would build their brand while also being a conversation starter for their technical audience.
The team landed on choosing a t-shirt with a catchy slogan.
Make sure you have a way to get the swag into your buyer’s hands! Amy used Printfection, which manages the address collection and shipping processes.
Now, the fun part: Tell your target buyers about your amazing offer!
Automox used Mutiny to launch self-optimizing banners. They tested four different copy options and let Mutiny’s machine learning show the best headline to each visitor.
They also launched the offer in an exit modal, as a last chance to get the offer before the visitor left the site.
They ran display and search ads to capture additional interest in the offer.
Some users signed up for a trial, but didn't make it all the way to that success milestone. If the user didn’t become a product qualified lead immediately, they were added to an email nurture sequence through Marketo to push them ever closer to converting.
The inbound promotion channel alone (Mutiny’s banners and exit modals) converted over 1,500 visitors. The insights from this experiment have led Automox to expand to testing different incentives at varying price points, depending on the value of the account. They’ve seen a lot of success with offering Yeti tumblers in exchange for high value prospects taking demos. They also found a solution for government where they can’t gift directly - they donate a tree to be planted, or even their own time. Equally as important as the volume of highly qualified leads is the ever-sought-after sales and marketing alignment.“The gifting program helped us work collaboratively with the sales team. They are the ones actually sending out the swag, so we set up workflows and dashboards to show them which prospects were getting swag and what actions they took in the product.”