Niche Travel Brand’s Call Marketing Breakthrough

SaaS Trial Conversion Breakthrough

Their free trial conversion rates underwent a metamorphosis through pay per call nurturing programs with a well defined focus on target customers. Call campaigns were designed around certain user behaviors, calling trial users who were in the process of creating reports but had not shared them, or who had just begun configuring integrations but had not yet activated them. The call routing was determined by the user’s role: marketing team inquiries went to product specialists well versed in campaign tracking features while calls from sales leaders were sent to experts in pipeline management. Call whisper technology armed representatives with information about the user’s trial activity history and feature usage patterns prior to making outbound calls.

From Free User to Paying Customer

The best practice of this SaaS company was introducing “solution calls,” where instead of promoting products to customers in traditional ways, representatives tailored workflow consultations to specific business problems for every trial participant. Winning discussions about team size or integration requirements were among the criteria used in creating call scoring that assigned buying signals. If over a period of 6 months, the pay per call campaign were to contact 1,842 trial users, it would move towards 617 paid conversions valued at $1.9 million in annual recurring revenue from all paid conversions. The campaign generated an investment of $320,225, and they placed it their most cost effectively efficient acquisition channel by giving an 8.4x ROI.

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