Converting Trial Users to Paying Customers - You get lots of leads filling out your form and you're tracking all trial downloads in Marketo, fantastic! How do you know if they have installed your trial yet? Discover how using Marketo's API, creating a few custom fields, a data base and an API service can help connect the dots and give sales better visibility into trial product usage they never had before. Allowing sales to convert better engaged leads into paying customers. My presentation at Marketo Summit 2014.

1. Converting Trial Users To Paying Customers
Edward Masson
Director of Marketing Operations,
Acronis

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Meet Your Speaker
• Acronis, Senior Manager of Global eMarketing
• Oversee Marketing & Sales platforms, drive strategic
direction for lead generation
• Marketo Certified Consultant
• From Scotland

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Ed
• Working for Acronis
• From Scotland

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Acronis - A Global Company
• Hundreds of million USD of very profitable license revenue
• 700 employees worldwide, 300 top-notch engineers
• 30,000 strong partner ecosystem reaches 90 countries
• 300K+ businesses, 5M+ consumers, Over 160 OEMs
• Products in 14 languages
Market Leading Solutions & Tech for
• Disaster Recovery
• Full Image Backup
• Enterprise Mobile Access
• Endpoint Backup
• System Deployment
Market Leader in
• German-speaking Europe
• Japan

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What is Acronis Backup?
Acronis Backup (& Recovery) – complete modular
backup solution for infrastructure of any type
OS Windows Linux Mac
Storage Directly
Attached
Network,
NAS/SAN
Cloud
Environment Virtual Physical
Size Smaller Larger
Editions Server Workstation
Backup Files Image Applications

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Our Challenge
How many trial
downloads
today?
*@/#
Great!
How many
installed?
250!

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Road To Improvement
Marketo Implementation with Trial Products brings the
following key improvements:
• Informative in-product trial notifications
• Quick and convenient in-product contact request
• In-product promotion of application backup
• SFDC alerts, Interesting Moments and tasks for
Lead/Contact owners

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Who Does Trial Downloads Better?

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Login & Create New Account?

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Integrating Marketo with Product Trials
• Project initiative is aimed at improving overall
Customer experience with Acronis product evaluation
and accelerating revenue through qualified leads
provided via Marketo and in-product mechanisms.

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Simplifying Trial Download
Current Website Form: 17 fields
New Website Form: 4 fields

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Simplifying Trial Installation
Eliminating the need for trial keys, instead the Lead will
be requested to log in to the Acronis Website Account
after installation.
Current Installer asks for trial keys New Installer skips trial keys step

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• On first launch of the trial after installation, trial will
request the Lead to log in to Acronis Website
Account.
First Launch Of Trial
New In-Product Form: 3 fields

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• In-product banners appear daily to remind Customers
of the days left till their trial expires.
• Banners will also offer to activate trial if Customer has
already got a full license or get in touch with Acronis
to obtain one.
In-Product Trial Notifications

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In-Product Promotion
• Introduced in-product promo of application add-on’s
• Promoted at different stages of the trial period

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• Evaluation period, when trial expires, Leads will be able to
request Acronis to get in touch by selecting or clicking a
button.
In-Product Acronis Contact Form

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Connecting the Dots

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The API Service

19. How we built it in Marketo

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Under the Hood in Marketo and SFDC
Lead submits 4-field form on
Acronis website and
downloads trial
Lead is created in Marketo
and is synced to SFDC
Acronis MyAccount
is created, account email
sent through Marketo
Lead installs trial and logs
into trial account
Lead
completes
in-product
form
Assigned to
LDR
Lead would like to get in
touch with Acronis upon or
before trial expires
Lead Owner is notified about
the request and has to
contact the Lead within SLAs
Assigned to
Contact
Owner
Purchase
Request
Trial
Extension
Net New
Lead
Existing
Inquiry
(Existing
Contact)

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Custom Fields For Marketo
Create ‘True or False’ Custom fields in SFDC first then on
next sync will be available in Marketo. This allows us to
pass the ‘True’ from the Trial Product to Marketo.

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Building The Progression Channel
• Adding tags for trial program progression
• Consecutive numbered steps
• Form submitted
• Email delivered
• Email clicked
• Trial Installed
• Group key steps
together

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Laying Out the Program
Keep assets
in own folder
Tags
• Emails
• LPs/Forms
• Progressions
& Interesting
Moment flags

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Progressions - Trial Account Landing Page
Marketo form
Marketo LP
iFrame
Acronis LP
Marketo email

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Progressions – Trial Account Email
Smart List
Flow Steps

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SFDC Request Campaign - Smart List & Flow
Smart List
Flow Steps

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Progressions – Installed Trial
Smart List Flow Steps

28. Building Reporting

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• Created custom field to Time stamp form activity
• Group by day using the Lead Performance report.
• Add smart lists as custom columns
• Using the other custom fields
• Cross check other installed add-ons.
Marketo Reporting Requirements

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Custom Time Stamp
Filled Out
Form trigger
Flow step,
Change Data
Value
Create a
Smart
Campaign
System Token

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Adding Custom Columns To The Report
Custom field
is used as a
filter
Add multiple
Smart Lists to
custom
column report
Create a
Smart List

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Lead Report With Custom Columns
Custom
column smart
lists
Grouped by
custom time
stamp

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RCA Program Performance Report
Does not
show channel
progression

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Adding Channel Tag to Program Report
Local asset
report
In set up, drag and
drop channel tag
Select program
channel and check
program status to
add columns

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Program Performance Report

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Revenue Cycle Explorer
• Program members who installed
BillFish-JPAN
13 Dec
13 Nov
13 Oct

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SFDC Reporting
• Using the same custom field, we can create SFDC lead
campaign member report grouped by the new custom
field.

38. Thank You!
@edwardmasson
LinkedIn.com/in/edwardmasson
www.edwardmasson.com