It's a well-known fact that, today, customers are not responding to traditional marketing the way they used to.
Buyers are increasingly researching products and services on their own. Buyers are typically 60 percent of the way through the buying process before even calling a salesperson.
What this means is that you need to put yourself out there and give buyers the tools and information they need to make an informed decision even without your involvement. For SaaS companies this most commonly means having a freemium offering or a free trial that gives users a "try-before-you-buy" option. Nowadays most SaaS companies rely heavily on freemium offerings and free trials to acquire paying customers. For a typical SaaS company, more than 50% of new business comes through freemium and trials users.
Now, as much as putting your product out there for people to use, without your involvement, may feel like losing control of the sales process, when it comes to online apps, you have a silver bullet:
You know exactly what these customers are doing in your app -- and you can use this to your advantage to:
(1) drive users to take actions and experience your app in ways that you know influence conversion positively; and
(2) then figure out who are the serious evaluators vs. the tire-kickers -- so you can prioritize sales efforts and focus on the most important leads and know which ones can be put into your marketing nurture stream.
Totango is a customer success platform that helps recurring revenue businesses simplify the complexities of customer success by connecting the dots of customer data, actively monitoring customer health changes, and driving proactive engagements. Leading companies use Totango to reduce churn, grow predictable revenue, and maximize customer value over time. Learn more at http://www.totango.com