Snapchat is shifting from a social network limited to content shared by people you follow to an ephemeral, real-time database of what’s going on now everywhere. Today Snapchat launched Search for Stories submitted to its public Our Stories. It makes Snapchat as deep as whatever the world is sharing, creating near-infinite rabbit holes to go down. That aligns exactly with Snap IPO… Read More
Everyone knows that Twitter has a harassment problem. And while the service has tried things like banning abusive users (both on a temporary and permanent basis) it hasn’t really fixed the problem. Today, they’re announcing another sweeping change that fails to address the real problem: they’re cracking the egg. Read More
Social media influencers – like Instagram stars or YouTube celebs – often promote products they like, either as part of a brand relationship or as means of generating income through affiliate sales. Now, Amazon is looking to get in on this action as well. The company has quietly launched the “Amazon Influencer Program,” which is currently in beta testing as of a couple… Read More
Everyone knows that Twitter has a harassment problem. And while the service has tried things like banning abusive users (both on a temporary and permanent basis) it hasn’t really fixed the problem. But Twitter now thinks it has a real solution. Cracking the egg. In a long-winded post the service announced they are replacing the default egg with a unisex profile picture resembling a… Read More
Snapchat has opened up search across over 1 million curated public Stories, with a new feature release that could be a very helpful tool not only for users, but for advertisers, too. The search feature allows users to find Stories relevant to their interest by keyword, from a large number shared publicly by users and brands. The Stories search is built on new tech behind the scenes that… Read More
Oh how innocent we were. How full of hope for the possibility of a 140-character microblogging service. For the joy it could bring, and the good we could do together. Now I look back and I just feel numb. Read More
The first half of Thursday’s Senate Select Intelligence Committee’s hearing on Russian disinformation campaigns wasn’t quite as fun as watching James Comey squirm his way around classified intel in the House, but it did provide some valuable context on Russian cyber methods and social media campaigns. Read More
The first half of Thursday’s Senate Select Intelligence Committee’s hearing on Russian disinformation campaigns wasn’t quite as fun as watching James Comey squirm his way around classified intel in the House, but it did provide some valuable context on Russian cyber methods and social media campaigns. Read More
Nearly a year ago, Twitter announced it would begin distancing itself from the requirement that all tweets could only contain 140 characters by no longer counting some things – like media attachments or @ replies towards the character count. However, it didn’t begin testing the change with @ replies until last fall. Today, Twitter says this change to replies is rolling out to all… Read More
UK Home Secretary Amber Rudd is holding talks with several major Internet companies today to urge them to be more proactive about tackling the spread of extremist content online. Companies in attendance include Google, Microsoft, Twitter and Facebook, along with some smaller Internet companies. Read More
Facebook today announced it’s expanding its set of online fundraising tools to include its own GoFundMe competitor, with the added support for personal online fundraisers, starting first in the U.S. The new tool will allow Facebook users to raise money for personal crises and other campaigns – like school or medical expenses, emergency situations, funerals, and more. In addition,… Read More
Facebook will reveal at its F8 conference a new class of group bots that work inside Messenger group chats. These group bots can keep users informed about real-time news such as a sports game’s progress, ecommerce deliveries, and more, according to three sources familiar with the development of the feature. Facebook is already working with top chatbot makers to prepare for the launch. Read More
Heavy with fake news guilt, Facebook is rolling out new social channel benchmarking for publishers in the CrowdTangle tool it acquired and made free last year. Read More
Soundcloud — the popular, but unprofitable platform that lets creators post and share music and other audio files — may have been unsuccessful (so far) in closing a new $100 million round of funding, but it’s not running out of money soon. The company has secured a $70 million round of debt funding from three new investors — Ares Capital, Kreos Capital, and… Read More
Communication.
It’s the only way to demonstrate your product’s value to potential customers. Your goal is to convey information about new features, successful case studies, and industry trends.
Converting B2B free trial users into paying customers involves lots of communication about why your product trumps competitors. In-app messaging is a powerful tool to send on-time, contextual messages to connect with users.
“Customers are focused on your product at the moment of [in-app] communication, and can be delivered immediate, direct information that is targeted specifically to them and their patterns of behaviour,” states Alex Cohen, managing director at Xander Marketing.
Take full advantage of in-app messaging. Here are five ways to gain more paying customers:
Trial users are ready to get started with your platform. Convinced by your promises to deliver, it’s your responsibility to exceed users’ expectations.
First, let’s debunk the notion that it’s easy to transform free trial users into customers. They still need guidance toward the sale.
That’s why onboarding is so important to the success of the user. You want these initial interactions with your product to showcase the best of your brand. To keep them hooked, your team must continue to offer solutions.
With in-app messaging, you can pinpoint targeted actions to activate the user sooner. Send tailored messaging to help the individual learn how to gain quick wins from your platform.
The CoSchedule team executes this strategy well. During the trial period, users receive tidbits on how to improve their experiences.
What’s also vital is celebrating small accomplishments with the user. A note of congratulations makes them feel part of your brand family. While the achievement is fresh on their minds, you also can ask users to complete another action.
Delivering ongoing value means setting expectations and understanding the user’s business goals. When tackling the onboarding process, strive to guide the user to a positive outcome.
Alienating trial users is one mistake businesses make when interacting with this specific group. Giving them limited information won’t help them become customers faster.
While you may attempt to create exclusivity, trial users don’t like hearing the phrase: “Oh, you’re just a trial user. That’s unavailable to you.” Instead, look for ways to involve them in your brand community.
Work with your team—product, marketing, and sales—to include trial users in announcements about your application. It’s an effective way to show these potential customers that your product is constantly evolving, and you want them to be part of your growth.
Broadcast new product features within the application to encourage immediate use. Make sure to give specific instructions on how to use the feature and how it will benefit the individual. If not, you risk them ignoring every message you send.
Try giving simple examples to exhibit the ease of use. Depending on the complexity of the feature, you may want to add screenshots or a short video tutorial.
Check out the example below from Slack. When the company announced its video call feature, the message contained simple steps for users to follow.
Moreover, invite users to ask questions or report bugs regarding the new feature. It helps your team improve the product, and trial users know that their concerns are addressed.
Education is the foundation of converting trial users into loyal customers. You need to properly train users how to gain value from your product. Without it, people will get frustrated and decide to churn.
SaaS companies must ensure that the learning curve isn’t too steep for their audiences. No one wants to feel like they are taking an advanced math class. Plus, people don’t want to waste hours (or even days) learning how to get your platform to work correctly.
So it’s not good enough to just say your product is easy to operate. It actually has to fulfill that promise, or you risk losing your trial user to a competitor.
In-app messaging works as another distribution channel for your marketing team to teach trial users. You can deliver helpful content to guide people throughout the journey.
And you don’t have to explicitly say that your message is for educational purposes. In the screenshot below, Hint Health frames the message in a “Did You Know…” format.
With the power of data, your team also can decide who needs more training. Segmentation is an effective strategy to personalize the learning experience. That way, the advanced user isn’t getting bored with beginner content.
“One of the main benefits of in-app messages is the capability of hyper segmentation, so why wouldn’t SaaS companies take advantage of that? Sending the same message to every user without even knowing if they’re interested can be a huge shot in the foot,” says Gabriela Tanuri, Content Hacker at Pipz.
Be ready to train your trial users when they sign up, and customize the education to fit the user’s needs.
In-app messaging is one of the best channels to collect user feedback. It’s a chance to speak directly with the user inside your platform.
You can learn about user challenges in real-time. So your team knows exactly when the individual used the specific feature and how the problem is affecting the user’s progress.
You’ll also gain insight on which benefits matter most to the user. Then, you can target more content resources around those particular benefits.
“From VIPs to free trial users and more, in-app messages have quickly become the best way for our team to get feedback from customers in the right place at the right time — and we’re noticing that the feedback is better when we can get really specific with both our targeting and messaging,” writes Dave Gerhardt, marketing at Drift.
You can employ the 1-10 rating scale to get feedback from your users. It’s quick and easy for the person to participate, and your team receives qualitative data to improve the product.
Part of the sales process is listening to your users. Therefore, pay attention to user feedback to boost your revenue.
Most companies want to create new channels to gain sales. In-app messaging helps facilitate the sales conversations with the trial user.
Like any sales call, there’s an appropriate time to ask users to explore your pricing plans. Avoid solely using in-app messaging to just convert users. Your audience will spot this tactic immediately and will start ignoring your messages.
If direct sales doesn’t work best for your company, try using it to take the conversation offline. Message users about setting up an appointment for a tutorial to demonstrate the product’s value. You also can offer special discounts or bonuses to this targeted group to clinch the sale.
Train your support team to spot opportunities to show trial users benefits only for paying customers. It’ll spark the user’s curiosity about upgrading his plan.
Another idea is to send customer success stories via the messaging platform. Users will become inspired to achieve similar results as their paying colleagues.
If the user doesn’t seem interested in buying at all, experiment with using in-app messaging to ask for referrals. Read this message from the Nickelled team:
Building quality relationships with your audience starts with communication. In-app messaging offers an opportunity to connect and support your trial users in the customer journey.
Strive to educate users about your product and respond to users’ concerns to improve the overall experience. In-app messaging is your pathway to more conversions.
About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.
Aiden, a London-based startup building a machine learning-powered personal assistant to save mobile marketers time and money, closed a $750,000 seed round today from Kima Ventures and a number of angels including Nicolas Pinto, Pierre Valade and Jonathan Wolf. The team first demoed the capabilities of its service on the stage of TechCrunch Disrupt as a Battlefield finalist. In recent… Read More
Trying to figure out this whole live video broadcasting thing? Good news! Periscope, the Twitter-owned live-broadcasting app, picked up a new trick this morning: a shiny new analytics dashboard. It’s not the most groundbreaking thing in the world, but it makes sense. Making a successful live video on the internet — particularly one that doesn’t involve video games or naked… Read More
A billion and a half photos find their way onto Facebook every single day and the company is racing to understand them and their moving counterparts with the hope of increasing engagement. And while machine learning is undoubtedly the map to the treasure, Facebook and it’s competitors are still trying to work out how to deal with the spoils once they find them. Facebook AI Similarity… Read More
Facebook’s launch of Stories may be the social network’s big news of the week, but some Facebook users have spotted another addition, and are thoroughly confused. A “rocket ship” icon has popped up in the app of select users worldwide, adjacent to the News Feed button. Its appearance is prompting a lot of users to wonder, “what on earth is this thing?”… Read More
In its biggest change in a decade, Facebook is evolving from text and link-focused sharing to the visual communication format its admits “Snapchat has really pioneered”. Starting today, all users will soon have access to the new Facebook Camera feature that lets them overlay special effects on photos and videos. They can then share this content to a Snapchat clone called… Read More
Technical challenges aren’t the problem.
They might be a problem. A hurdle for sure.
But it’s rarely THE biggest problem responsible for traction or flaming out.
Likewise, churn is an issue. It can send you in a negative tail spin.
But again, top line growth masks all. Papers over enough cracks until you can get your head above water. You keep getting people in the door and you can get by with many other ‘leaks’ along the way.
No. The biggest problem is obscurity. Nobody knowing who the hell you are. And therefore not willing to give you the time of day (let alone, their email or credit card info).
Most companies struggle simply because they can’t get enough people in the door.
Not Calendly.
Here’s why, and how they had to ‘flip the funnel’ in order to scale growth to massive heights in only 24 months.
I recently had the privilege to interview Claire Suellentrop with Brian Sun at Autopilot. We talked about her history and story. Where she came from and where she’s going. In my completely unbiased opinion, it’s super interesting. You should read it. ;)
But it was the admission that Calendly had over 10,000 beta users that stood out.
They amassed more users than most mature SaaS companies. While still in beta. (That alone probably deserves it’s own post. Tope, you readin’ this?)
Calendly didn’t struggle with the first pirate metric that most others do. That was more or less taken care of initially. They could open up to paying customers and already see a nice chunk of them convert overnight.
Claire didn’t have to get knee deep in Facebook ads or pray to the SEO Gods at the beginning like most marketers do. Instead, she had to look deeper into the conversion funnel to figure out (a) who their most active customers were and (b) how to better tell their story.
Because that unsexy, unglamorous stuff buried deep at the bottom of the funnel is where the real money is made.
Calendly’s built-in network effects means that each successful customer should bring in additional customers. So their unique position meant they could switch focus from top of funnel stuff you read about online everyday to the stuff that’s rarely (if ever) addressed: keeping peeps happy.
They spent a lot of time going backwards initially. Re-tracing their customer’s steps and getting a better understanding of who they were (and what they were trying to do).
That started with segmenting their user base by most active customers. They already knew people in sales and revenue-oriented roles loved the product. So those were easy.
But it was the ones they didn’t know about that surprised them.
Segmentation is one of those boring research things.
Everyone says it’s important. Starts with the basics like vertical/industry/demographics/role. And then stops. Because: MOAR SEOS!
True segmentation actually goes a lot deeper. There’s segmentation by purchasing occasion, for example. Or specific events, like Christmas, that act as a catalyst to buy certain products.
Use cases are similar. Exploring people’s daily lives to see how and when potential uses for your product pop up.
Calendly was already aware of a few obvious use cases.
Claire said that they initially “pictured it being a bunch of sales guys that would add it to their outreach emails”. You know, cold calling 2.0 and all that.
But they knew there was more. They were watching how actions people took in their software lead them to the most profitable customers. So they lined up dozens of customers interviews to uncover how the product was fitting into their day-to-day workflow.
The objective was to uncover the real reasons people used the product (vs. the manufactured reasons everyone internally believes) and use that to better construct landing pages or other site-wide messaging to drive faster Activation and stronger Retention.
Today Claire is doing much of the same work with Love Your Customers. She’s working with companies to find these ways to improve their onboarding flow to drive product adoption faster. Digging into existing customer behaviors and using that data to make Activation shorter or faster. And then coming up with new ways to re-engage those who abandon.
Calendly discovered new use cases they hadn’t even thought of during those initial interviews.
Case in point: marketing automation.
Marketing leaders and sales managers were building marketing funnels that were completely dependent on scheduling through Calendly.
Customer interviews helped Calendly realized that it wasn’t just a sales rep tool, but an essential piece of their ‘marketing stack’.
They were then able to turn around, write new support docs explaining this use case, create content on teaching others how to similarly use Calendly in their own marketing efforts.
Like this one from Sean McVey, Director of Demand Gen at Virtru.
“Only 25–30% of inbound leads were actually scheduling demos— which was a low conversion rate, considering people were clicking very specific CTAs like ‘See a demo.’”
So he decided to rethink the typically boring Thank You confirmation page, instead embedding Calendly directly to remove friction in the signup process while also removing the burden from his salespeople’s backs.
Sean told Calendly that even after this tiny change, he “saw pretty quickly that our conversion rate was nearing 50% or more.”
So he took it one step further, personalizing the Thank You page (and therefore, sales person + calendar) depending on deal size.
Then he also set-up Slack notifications to fire every time a new lead filled out their form. And another for when a Calendly appointment was successfully sent.
So he could easily count daily conversions – both the initial form submission and successful appointments booked – for reporting, analysis, and iterating.
The results?
“Within the first month of using Calendly, we jumped to 61% of leads scheduling a call,” said Sean.
Sounds cool, right?
Here’s how you can do it, too.
Forms are the backbone of marketing automation.
They’re the springboard to triggering everything else because people are explicitly showing intent in something specific.
Here’s what HubSpot’s form fields look like:
Next up, these contacts are added to a ‘smart list’ depending on their answer.
These lists are dynamic (as opposed to static), so they update continuously. And they control how these specific people will be ‘enrolled’ into automation workflows.
For example, here’s one my company uses for new applications we receive. People applying for jobs are then controlled and segmented based on which position they’re interested in.
So now someone who’s interested in a Marketing position can be sent over to the person in charge of Marketing (or, me).
But guess what? You don’t need fancy software to do this. Gravity Forms also works perfectly. They have conditional logic that allows you to determine the ‘thank you’ confirmation message someone sees depending on how they answer a question.
Let’s bring this back to Calendly.
Deal size is one easy answer. Depending on a company’s revenue (or number of employees in Sean’s case), you can usually tell if a customer’s going to sign up for $3,000, $30,000, or $300,000 worth of products and services. Qualifying questions can be used to determine who those people should speak to (or whose Calendly link they should receive).
Referral source is another. The Outbound 2.0 Bible, Predictable Revenue, says to specialize sales roles. So one person qualifies outbound leads while another for inbound.
Here’s how that might looks using Gravity Form’s conditional logic:
If their Source matches Inbound (or personal Referrals), they go to my calendar.
You can also extend this sequence with Zapier. (Here’s a previous article I wrote about hacking automation with Zapier for more background.)
Zapier lets you create filters that will determine whether or not this new submission should go somewhere else (to a new page, a new app like Calendly, etc).
For example, you can have a radio button or drop down that explicitly asks people if they’re interested in a Demo (or not).
So if they answer yes, only filtered contacts get through. And you can instantly add them to a well-oiled workflow that also adds the new prospect to a series of other apps you might be using.
Remember: Processes > hacks.
For example, a new successful form submission leads to:
And of course, like any good automation sequence, you can build this out depending on a few scenarios.
For example…
✅ Someone filled out a form but did NOT create a new Calendly appointment? Send follow up emails or texts with the appropriate link until they do.
❌ Still no answer after ~30 days? You can safely assume they changed their mind. You can have an automation sequence that will automatically unroll them as a lead.
✅ Appointment go well? Add them to your invoicing software and send it out!
For example, you can use the same info already submitted (like client contact, company name, etc.) to create and send a new Freshbooks invoice. Connect Stripe or PayPal to Freshbooks and you can now not only accept payments online, but also monitor payment status with Slack messages.
The sky is truly the limit.
Traction is the #1 problem for most startup companies.
But not Calendly, who was able to ‘go live’ with thousands of beta users already in the pipeline.
Instead, their major hurdle was in making sure people not only converted but stuck around for the long-term, too. Increasing retention leveraged their network effects; empowering each existing customer to bring in brand new people.
So Calendly dove deeper into understanding what makes their customers tick. They lined up interview after interview. And used each new insight or tidbit of wisdom to better tailor their messaging.
Integrating their product into marketing automation use cases was one powerful example.
User stories, like Sean’s, allowed them to showcase how current customers were solving difficult challenges. How those customers were benefitting in both hard ($$$, %%) and soft (hours saved) terms.
And how their product was the only obvious, viable alternative for other people like Sean.
About the Author: Brad Smith is a marketing writer, agency partner, and creator of https://blog.kissmetrics.com/flipping-the-funnel/
