Issue link: https://resources.demandgen.com/i/852973
Learn more about DemandGen's lead nurturing services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 2 an experimenter who loves technology and is excited by strategic projects like mobility apps or CRM, but usually spends a lot of his time dealing with mundane tasks like deploying the latest Windows patch. "IT doesn't like to talk to salespeople," says Stein. "But they do like to play around with technology." A free trial offers the best means of impressing this audience, but the Dell KACE team found that many of the free trials requested were never completed: some were never installed and others were abandoned before any testing occurred. Some of the reasons included: • Significant time commitment required for the large download (5GB) and installation process (one hour plus) • Complexity of the product, requiring a high level of technical knowhow • Lack of time for busy professionals to read documentation and actually perform tasks in the software • No real motivation or sense of urgency through the trial period "These are deep and complex applications," explains Stein. "These are not updates to your iPhone that you can have going on while you're away playing Angry Birds! So we really need to encourage people during the trial with forward momentum, helping to create a positive experience with our products." SOLUTION Automating & Accelerating Free Trials With a busy marketing calendar, Stein knew he needed additional strategic and technical resources and expertise to design an effective nurturing program around the free trial DemandGen had previously been engaged with Dell KACE for marketing automation system integration, so was the logical choice to handle this complex project. The key objectives were: • Automating the process of delivering license keys for the free trial, for greater efficiency and consistency • Accelerating the prospect's usage of the product during the trial period by communicating appropriate information at appropriate times • Increasing conversions DemandGen's four-phase consulting engagement with Dell KACE included design, implementation, review, and modification. Designing the Nurture Stein had some specific ideas, and DemandGen worked closely with him and his team to flesh them out, offering feedback and helping to shape the structure and messaging for the program. 1. In response to a form submission and software download, the program automatically provides a license key and installation instructions. 2. The prospect installs the software from the downloaded package, agreeing