Using Free Trials for Effective B2B Marketing The popular ‘Call to Actions’ is mostly associated with free trials and offers and, is widely used in both the B2C and B2B industries. It is a universal rule followed by most customers around the world in any industry; that if they want to get the maximum returns for their investments, they allow the customer to test it in his own environment.
Here are some important considerations for B2B clients before using “Free Trials” on your webpage. Placement effectiveness of ‘Free Trial’ Free trial generally is the primary call to action and gets the top billing in terms of placement – above fold along with the key value proposition or image. Sometimes it is even repeated twice in a smaller print below the fold or on the top along with the login. Give away for ‘Free Trials’ Free trial remains most comprehensive form of evaluation for any product or offering. Ideal time for a ‘Free Trial’ offer From a sales perspective, it ideal to offer the shortest time and then on an individual case to case basis, make exceptions where required. Urgency around ‘Free Trial’ By indicating the free trial is available for a limited time in a subscript, one can create a sense of urgency around the call to action. You can also mention “No credit card data required” in the subscript which would emphasise – “no obligations for taking the trial”. Information around ‘Free Trial’ tabs Providing links to video, demo, tutorials or other resources may result in more click-through for these links as prospects would like to read more about the product and the value proposition before engaging in a trial. Is dummy data in a sandbox better than ‘Free Trial’? Using dummy data in a sandbox depends on whether the product produces data in a free trial which can show the prospects true value and new perspectives which they would find difficult to associate otherwise. Overall, offering free trials is a practical proposition and works wonders from a prospect’s perspective, because it is an opportunity to go beyond the marketing automation collateral and jargon and check if the product or service being marketed matches the claims made. Free trial is great option for B2B companies, if data produced during the trial period highlights the value of the product and provides with a strong motivation to buy. The free product trial experience goes a step further than making available dummy data in a sandbox environment, as it shows how valuable the product is in the prospect’s own environment, thus reinforcing the value proposition. Free trials help a prospect gain familiarity with the product, its features; not just in a sandbox environment, but right in the production environment. If the prospect does not like something in the promo run, he can voice his opinion and feedback, which can find its way back to the vendor company, who may just be able to accommodate the suggestions in the paid version. Since most B2B decisions are taken by a group of individuals, going with a certain vendor becomes easier if there is data to showcase the merits of the solution offered by them. Free trials help put together such convincing data.
Also, a free trial allows you to make your first contact with the buyer, it allows you to present your case and build a relationship with the decision makers, which can affect the final purchase decision. So, ultimately it serves the purpose for effective lead generation and lead nurturing.
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Published on Sep 1, 2011
The popular ‘Call to Actions’ is mostly associated with free trials and offers and, is widely used in both the B2C and B2B industries. It is...