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If I’m a technology firm, should I promote content for download or a free demo or trial?
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6 Answers
I do not believe it is an either or and in large part will be determined by the buyer(s) with whom you are looking to engage. In most instances in B2B you are rarely dealing with one solitary buyer. Most organizations having buying groups that consist of decision makers, recommenders, influencers, etc. Demo's and product downloads are great for those who are going to use the product. For those who have financial authority or are higher in the organization, relevant content, that addresses the issue and the speaks to solutions - not technology, will be the key.
The other factor you need to consider is the buying process and where the prospect is in that stage. I am continually barraged with calls and emails to see a demo or download a product because I was at a conference. This is poor timing and poor profiling. Making sure you deliver the right offers at the right stage in the buying process is vital to keeping and attracting new customers.
Carlos Hidalgo
@cahidalgo
Carlos, I couldn't agree more with your points regarding the consideration of the buying stage. SO critical! I think alot of SaaS providers feel compelled to push a free trial without consideration for this resulting in a wasted opportunity. In addition to the buying stage, the answer to this question is dependent upon the complexity of the product. When I worked for WebEx (an online meeting company) we always lead with our free trial because the product was simple and easy to use and there was an immediate benefit to using it. Also, in most cases prospects were familiar with what the product was and they were on our site/responding to an offer because they were looking for a solution and WebEx had a low cost of entry.
At Act-On my opinion is that leading with a free trial is not always the best choice. Our free trial is most appropriate for those that are at the stage in the buying cycle where they are ready to truly evaluate the solution. Although Act-On is extremely easy to use, we'd want to consult with a prospect and walk them through some platform basics to ensure that they get the most out of their free trial period. For someone who is not ready to evaluate, but is perhaps in the information gathering stage our weekly demo, datasheets, white papers or webinars are a better offer
My choice is a free trial. That gives me an opportunity to truly evaluate if the program does what I want or need but ease of use and to sort the hype from the reality. Several years ago, I needed a very specific type program. I went only to sites that had free trials that ranged from shareware to some that sold for hundreds of dollars. Only one program fulfilled my needs and did exactly what it said it did and amazingly it was only $69 at the time.
All the promotion, hype, and content in the world can never work as well as a free, full version trial that allows someone to "test drive" the product to see if it really meets one's needs or not.
Hi Catherine! Content as necessary, warranted, and desirable. But regarding technology demos ... the timing is all-important.
Indeed, the WHEN is every bit as crucial as the intent and the content. For example, a demo too soon comes off as a generic “wowee, ain’t we cool” pitch. Too late, and your demo is likely one of several, meaning your product may or may not be perceived as distinctive. Worst case, they look at yours to confirm that someone else is a better choice.
That is why we advise our high tech clients to choose the demo timing deliberately and carefully …
For openers: to introduce an entirely new product or approach that the contact likely has not experienced before. Be sure to present the “headline version” only … save the details for the proof- of- performance timing described below. And never present an “opener” demo until you know their circumstances, requirements, and preferences so the demo occurs in context. Without context, a demo is a latter-day AOL CD.
To drum-up support within the contact’s group/company: this can be very powerful in establishing your prime contact as knowledgeable. Plus you earn their advocacy. It also can be risky because on-line (v. in-person) you don’t know who actually is participating and cannot see their reactions.
To show proof-of-performance and then ask for the order. It does what they need and like and so you overtly request their business. And you likely will win it!
All good replies.
I do like to have a 'soft' call-to-action (content) that may or may not be alongside a harder one (free trial).
For the early stages of the purchase journey, softer is more likely to get a response – then the content itself can ask for the trial.
The whole point is Who the technology firm is trying to sell to. This is why Buyer Personas are so important: be very specific about who you are trying to reach, what their problems are and what they want from your company.
Then make the decision about content, but be prepared to give more away than you may want in order to provide real value to prospective customers, so they can decide to engage with you.
This is Permission-Based marketing, forget about about Interruption-Based marketing - which is still way to prevalent in the marketing world.
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