5 Lead Nurturing Essentials to Convert Freemium to Premium Customers

So you have got them signed up for your software services – what now? What are the ways to convert those trial subscriptions into paid accounts, or even better, shorten the journey from freemium to premium subscriptions? The answer is nurturing leads through email marketing. Because with a galore of options (read competition) available at the consumer’s disposal, chances are that they might forget about your product or service even if they sign up for free trial subscriptions. What if they have subscribed for a slew of other vendors (read contenders) offering similar features and functionalities?

Many companies feel that by transforming visitors into free trial subscribers, they have won half the battle; sadly, the ratio of free trial versions to paid subscriptions has typically been only 15 to 20 percent. In order to keep the conversion rate higher, you have to achieve software activation, get them to use the product and get utmost benefits of the set of features and functionalities. Once they start engaging with the product and making most of the product – you can get them to pay for full or upgraded versions. That’s why you need to make constant efforts to nurture those leads, in other words, engage, educate and empower them with the best of features. And the best place to get heard by them is their digital mailbox – the inbox. Here are 5 lesser known essentials of lead nurturing to send the right message, at the right time, and convert them into paying customers.

#1. Send the first email now

It is time to make the first move (read mail) now and connect with registrants right now! You can simply pick an email automation tool to write and send welcome emails for all new registrants every week. The conversion rates rise significantly even with this basic practice of welcome email that commences the lead nurturing process.

Marketing automation software enables integrating your CRM interface to devise campaigns to improve engagement with trial users. With names and contact details already registered with a CRM, you can go an extra mile with the automation tool – it will let you adhere their interests, usage and interaction to their contact and create customized emails based on the data. Personalized emails are highly potential to increase click-through rates and conversion rates up to 10%.

#2. Clear instructions will get you a long way

In order to increase conversions, your emails must read clear and carry usable messagse/instructions. Or else, your mails will land up in the trash bin. That’s why marketing automation helps create relevant email marketing content based on consumers’ usage pattern and interest and automate to send the message, just at the right time.

Turn your emails into vehicles to pass solutions they can apply on the software – for example, simple steps to fix any use or use specific features, functionalities, some shortcuts or quick hacks.

#3. Score and segment your leads

One of the best functionalities of marketing automation software is to tag scores to leads – later, you can use the scoring data to identify which contacts are pay for premium subscriptions, which require more nurturing and also, those leads which will never spend any penny to upgrade it to the next level. Thus, marketing automation software allows trashing useless leads and nurture potential ones.

#4.  Send multiple mails during the trial tenure

If you want them to activate the software and pay for it eventually, then do not sit still after sending the first email – at least, you need to send two to three emails within the trial period. That means one email each week before they hit trial expiry.

Marketing automation software allows automating all the emails and setting reminders too, in order to monitor delivery of emails. Each email each week with usable content can boost their interest in your emails, thereby, increasing the open rates and click through rates, as well as email campaign database and sales conversions.

#5.  Personalize the landing page experience

With rampant growth of marketing automation platforms, dependency on the design team or IT professional for creating landing pages will soon be a thing of the past. These automated digital platforms empower marketers with relevant, easy-to-create and personalized landing page creation capabilities. You can create personalized landing page experiences for trial version users with focus on their usage and interest to prompt them to buy the paid version.

Thus, you can nurture potential leads, shorten the journey from trial signups to purchase of a paid version using the right marketing automation software.


Best Marketing Automation Features of Marketo

4 Marketo Features Play a Vital Factor in Campaign Success

With the launch of marketing automation software, marketers and organizations are turning more powerful with new tools and methods to boost their campaign success. One of the most widely banked upon and used automation platform is Marketo. Its LaunchPoint ecosystem consisting of 550 software solution provider partners makes it the most compatible with all major software, platforms and digital marketing tools. Its periodic release notes introduced plethora of new features to improve user experience and clients’ campaigns, extend support for newer browsers, channels and other tools and software related to digital marketing activities – but, are marketers using all its features and making the most of the marketing automation platform?

Here are 4 Marketo features you need to start using today to augment your marketing campaign success –

1. A/B testing

Email A/B testing is one of the most prominent features Marketo that brings users with the capability to do A/B test various areas of marketing campaigns. Marketo allows testing email-from and to address, subject lines, timing and frequency of email campaigns, content of the email copy, images used in the mail, calls to action (CTA), etc. and also various parts of the landing pages and form assets associated to the email campaigns. These tests help measure effectiveness of different elements of email campaigns and see what works and what needs alteration to maximize open rates and conversions. Thus, these A/B tests help drive optimal results and increase success rates. Another advantage of A/B tests of Marketo is the ability to schedule, segment and send mass email messages at the right time to all intended leads across different time zones.

2. Engagement Programs

Marketo’s Engagement Program is another power arm most marketers use to enhance engagement and listening. Using the Engagement Engine of Marketo, customers can get to listen, analyze and optimize emails when their audience is not engaging enough with their email messages. Marketo allows tweaking the schedule when the targeted audience is online and see what they are reading the most and nurture them with the right content and offers they want to make the engagement thrive. With numerous leads segmented for diverse engagement programs and campaigns that are scheduled for as long as one year or even more, Marketo allows marketers to schedule and segment the right leads and buyers to the right campaigns, with relevant content and information they seek, and ensures delivery at the right day and time. If you are looking for an automated system to avoid a single misstep in your multiple engagement programs running simultaneously, then Marketo Engagement Engine is what you need.

3. Lead Generation

Marketo offers a plethora of lead generation functionalities including program management, event marketing, cloning, program import and export. Program management lets you manage campaigns and programs of diverse types including video campaigns, social media campaigns, email campaigns, landing page campaigns, events [such as webinars and auctions] and any online ads by optimizing assets related to those efforts. Marketers can optimize emails, landing pages, lists and campaigns, as well as track and assess results and costs. The events let you manage invitations, registration, attendees, follow-ups, reminders and other assets.  It also offers analytics to track attendees and registration. Clone helps marketers with cloning multiple existing programs to help save valuable resources and time with easily editable program parameters and update assets involved in those programs. Additionally, program import and export brings a collection of programs which can be exchanged within multiple users.

4. Lead Management

Marketo eases the lead managing process with a wide range of lead management functionalities which include marketing lead database (that records all important assets, contacts, data on website visits, updates, history, email clicks and many more), segmentation (to micro-segment campaigns with leads and contacts and filter as per different attributes), lead nurturing campaigns (that schedules drip marketing campaigns to send messages with the right content at the right time), lead scoring and grading brings ability to score and qualify leads based on preset criteria and factors to assess the lead’s interactions and interests), automated sales alerts (which bring the ability to create and set sales alerts on tasks to emails and RSS.), lead lifecycle (this allows integrating CRM platforms with the leads, updates lead status and scores, lead routing and rules), sales intelligence (tracks lead’s behavior, their interests, where they click and they focus on to help sales representatives analyze their prospects.) and revenue cycle modelling (to track how leads engage in different revenue cycles, from one stage to another).

Social Marketing is another powerful feature of Marketo which brings functionalities such as social listening and tracking tools, social sharing and campaigning, social profiling, social engagement and promotions, and social analytics. Now, it’s your turn to share which Marketo features you love the most – drop your tips in the comment section below.

5 Things You Need to Know to Make the Most of Marketo Summit 2016

5 Things You Need to Know to Make the Most of Marketo Summit 2016Marketo Summit 2016 Conference is just a week away – marketers are all geared up to make the most of the event, grow network, monetize their experience and gain from golden words of wisdom from industry leaders. So, here’s what it takes to beat the competition and flourish at this one of the most anticipated events of the year – because what happens (at Marketo Marketing Nation Summit) in Vegas, should not stay in Vegas, but you must bring it along with your team to push your marketing efforts forward.

Summit week schedule –

The Marketo Marketing Nation Summit is divided into multiple events including sessions, keynotes, expos, galas and parties. The events from May 9, 2016 to May 12, 2016 commence from early at 8.30 am in the morning with breakfast. The following diagram shows schedules of events stipulated, from morning to evening.

Image credit: Marketo

Did you get the app yet?

Marketo has released a dedicated app for event attendees as an ultimate guide to the Marketo Marketing Nation Summit 2016 – which will let you check out the full agenda of the event including schedules, events, locations, speaker information, and will also help in keeping a tab on the latest updates, keynotes,  sessions and booths. The app comes exceptionally handy in viewing information about industry experts who are attending the event, connecting with them and growing networks. At the same time, the app showcases top trending sessions, discussion topics and forums which you can interact with, share real-time comments, as well as share and view photos. And yes, using the app will also earn you points and badges – so, download the app and start exploring now https://goo.gl/HGDExq


Are you a sponsor or an attendee? Since you are heading to the event with your team/company, make sure you do not leave any stones unturned in showcasing your booth or the hall – adorn your area with color, your logo and the message of your company to boost brand prominence of your company/team. You can get your crew to wear the tees which reflect your brand logo and the tagline or any special message optimized to the #MKTGnation. At the same time, you can get all the laptops, smartphones, tablets, adapters and other devices plastered with the brand logo. Marketo provides sponsors with a locker and a combination lock – however, fees for a locksmith, when required, and liability of belongings are not covered.

It’s time to go social

You need to get social to view, share, comment and get into the action to be part of the buzz on the Marketo Marketing Nation Summit. Make the most of the top trending hashtags including #MKTGnation while you share and showcase images of your booth, activities, meetings with clients, your experience, comments, quotes and excerpts of keynotes, and of course, the glitzy bits of Marketo gala events and parties. That’s why you need to be active on all major social networking channels to be more seen, heard and meet new prospects, grow network and meet clients with whom you can build long-term business relationships. Major social channels that are buzzing the most are Twitter, Instagram, and LinkedIn which will bring you loads of opportunities to increase your social footage as well as business networks. Besides using social media apps on your smartphone and tablets, once again, we are reminding you to use the Marketo Summit app which doubles as any major social networks you target in building agendas, sharing comments, photos, latest updates, following prospects, and industry leaders you will meet at the summit.

Don’t miss the essentials

Finally, do not miss the essentials, and by essentials, I do not mean your grooming kits, but rather tech essentials which will keep your devices running from morning til night. Since you are going to use a slew of apps, such as a navigational and location app, business card scanning app, printing app, social apps, photo editing apps, email apps and more, you’ll need to keep your devices juiced up with power from time to time – so, carry a good and large power bank which supports your smartphone, laptop, tablet and camera. You can also keep a travel adapter handy. Make sure your devices are cased in rugged, protective covers to keep them safe from accidental slips or drops at the busiest hours of the day.

Marketo recommends purchasing a hardline internet connection to stay connected outside the Expo Hall, since sponsor Wi-Fi is available there. If you are a regular at Marketo Summit every year, then why don’t you share something enlightening and your own tips on how to make the most of the event? We are all ears and would love to hear from you – drop your tips in the comment section and see you at the ShowMeLeads, Inc. booth at Marketo Summit – can’t wait to meet you there!