What is the key signal?
Free or trial users who are digging into your help center content or documentation may be considering moving to a paid subscription. By acting quickly to provide more information during their consideration process, you can help convert them to paying customers.
What is this playbook?
When your product offers free or trial usage, early signals that an account has the potential to convert to a paid tier can be incredibly valuable. By intervening when you sense that a non-paying user is exploring the technical aspects of a higher tier, you can provide the right information at the right moment during this research phase. This playbook focuses on combining two key signals — website visitor behavior and current account plan tier — to determine when and whom to reach out to.
When should you run this playbook?
If your team is focused on driving free-to-paid conversions, this playbook will help you understand when your trial users are considering upgrading to a paid plan tier.
Try This Playbook
Step 1
Gather your website visitor and product user data in one place. Actioning time-sensitive signals like website visits is much easier when you’re able to quickly see who is browsing your documentation and what their current account status is. To run this playbook you’ll need to be able to identify free or trial users who have recently visited your product documentation page.
Step 2
Segment accounts and divide up outreach ownership. Decide which accounts should be managed directly by sales and which can be owned by marketing or CS for automated outreach. It can be helpful to create outreach criteria such as company size, potential contract value, or whether sales already has an established relationship with the account.
Step 3
Connect with the identified accounts. Searching for integration or support documentation during a trial is a strong indicator that a user is motivated to continue using your product. Follow up in a timely manner to increase your chances of driving free-to-paid conversion. It can be helpful to involve CS or a customer engineer if the account needs more white glove support.
Sales Outreach Example
Hi [first name]
I wanted to check in and see how your trial of [product] is going so far. I noticed your team has been exploring documentation around [topic] on our site.
How can I help?
Enable this playbook in Pocus
- Connect your relevant data sources.
- Select your goal (in this case, Conversion).
- Build your playbook based on the signal (trigger) and actions outlined above.
- Run the playbook by rolling it out to the relevant members of your team.
- Iterate over time based on reporting and results. You may find ways to improve this playbook’s effectiveness beyond what we’ve outlined here!
