Totango, a customer engagement company, conducted an informal study where they signed up for 10 software companies’ trial offers and sat back to see how well each company followed up with them. (See the entire article: “Software Trials Abound, But Marketing Management is Lacking”)
Most Technology Companies Do Very Little Personalized Follow-Up
The results were interesting: six of the companies were “oblivious” to the fact that Totango had downloaded their software. Others did a bit better – they sent generic emails that were introductions to the application while others emailed promotions that had nothing to do with the trial software – like conference promotions.
And here’s the biggest lost opportunity in my opinion: 7 out of the 10 companies didn’t send a personal email from a sales representative encouraging Totango to sign-up for the full version of their software after the demo period ended. Rather they sent automated messages.
Solution: Customizable, Pre-Written Email & Phone Nurture Sequence
So what can we learn from this?
Marketing can play a key role in making sure sales reps follow- up with demo leads in a personalized and engaging manner.
One of my clients does this with great success. They asked me to write a sequence of brief, customizable emails their Sales team can send to warm prospects who download a trial version. These emails were interspersed between phone calls from the sales reps.
The emails didn’t just focus on selling. Rather, they included helpful content so the prospect can learn more about their company and solutions.
Here’s one email in the sequence that was sent after sales reps contacted prospects by phone to let them know they would email a brief video on how to use the software (the company name and type of software have been changed):
Dear <insert name>,
As promised in my phone call, here’s the link to a three minute video on how to use Ace Software. I think you’ll find it useful as it covers step-by-step how to use our security software to protect your key business information from malware and viruses.
Watch video (hyperlink to video)
If you have any questions, please let me know. I’m here to help however I can.
<insert sales rep’s name and phone number>
P.S. – If you’d like to schedule a meeting to chat, please click here <insert link to schedule meeting>
The idea here isn’t to be pesky, but rather to informally offer prospects helpful information.
By giving Sales a follow-up strategy with pre-written emails and instructions on when to to call the prospect and what to say, we helped ensure that each prospect is contacted in a personalized, engaging manner.
The Lesson: Don’t Waste Your Trial Leads
The lesson here is don’t waste your trial leads. Work with your Sales team to design a systematic process for following up with these leads that’s easy for them to follow. I recommend creating an email and phone sequence, like my client did, that offers additional helpful information to the prospect.If you need help building a nurture process for your trial leads, contact me.