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Posts Tagged ‘freemium’

Value Gulfs: Making sure there is differentiated product value when marketing upgrades and upsells

May 31st, 2018
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unique value proposition in the marketplace is essential for sustainable marketing success. You must differentiate the value your product offers from what competitors offer. That is Marketing 101 (which certainly doesn’t always mean it’s done well or at all).

However, when you offer product tiers, it is important to differentiate value as well. In this case, you are differentiating value between product offerings from your own company.

This is a concept I call “value gulfs” and introduced recently in the article Marketing Chart: Biggest challenges to growing membership. Since that article was already 2,070 words, it wasn’t the right place to expand on the concept. So let’s do so know in this MarketingSherpa blog post.

When value gulfs are necessary

You need to leverage value gulfs in your product offers when you are selling products using a tiered cost structure. Some examples include:

  • A freemium business model
  • Free trial marketing strategy
  • Premium membership offering(s)
  • Good, better, best products
  • Economy paired with luxury offerings
  • Tiered pricing

The customer psychology of value gulfs

MECLABS Institute web designer Chelsea Schulman helped me put together a visual illustration of the value gulf concept:

Allow me to call out a few key points:

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Personalized Marketing: Choosing your targets wisely

May 22nd, 2015
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A recent MarketingSherpa B2B Newsletter case study, “Personalization Marketing: In-trial messages increased online registrations by 15% for a B2B SaaS,” covered Brainshark, a cloud-based B2B service for training, sales conversions and marketing. The case study examined how Brainshark pushed personalized messaging on users of a freemium product that offered a scaled down version of one of its main enterprise products.

These messages took the form of informational and educational tips about using the freemium products and promotions for other free Brainshark products, while offering to upgrade to the paid version.

The freemium product, myBrainshark, creates video presentations out of static data, such as presentation slide shows, spreadsheet data, PDFs and other written content. Although Brainshark targets business users director-level and above in sales training, enablement and operations, the freemium product attracted more than just attention from business users. Arthur Gehring, Vice President of Demand Generation, Brainshark, said educators were another main user base.

He explained, “It’s amazing how much kids today are using technology like this in the classroom. It’s really cool. A lot of high schools, elementary schools, use myBrainshark as a learning aid.”

Arthur continued, “Those people — we’re not as interested in trying to sell them an enterprise product.”

At the same time, for Brainshark’s actual target audience, Arthur said the team wanted to know more about those users and used analytics to see what they were looking for. He described it as, “[trying to] help them and hopefully provide more value to them.”

 

Making registration quick and painless

To register for myBrainshark, new users only have to provide a screen name and email and create a password. Arthur said the small number of form fields was to drive as many registrations as possible.

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