Tom Tungus found that 7-day free trials convert as well as longer ones, so shorten them to reduce friction. Use freemium products like HubSpot and Ubersuggest to build goodwill and convert a small percentage of free users. Combine freemium, content, and email instead of relying only on paid ads, and use customer data platforms to identify high-value prospects for account-based marketing.
All right, so in this clip, we are going to talk about 4 ways to crush B2B marketing for this year and beyond. But before we do, if you enjoy clips around marketing, business, entrepreneurship, don't forget to subscribe because, well, you wanna grow, and we also wanna grow too, right? So, we do a lot of B2B marketing on the agency side with our software as well, and even this podcast is kind of B2B too. So, what do we do around B2B marketing? If you are doing a, let's say you have a B2B SaaS product, or even just any product online at all. Do a free trial. And instead of doing a 30-day free trial, or instead of doing a 21-day free trial, or a 14-day free trial, do a 7-day free trial. There's a guy out there that works, his name's Tom Tungus, and he was on my podcast a couple years ago, and he's really good, he's a venture capitalist, but he's also really good with statistics, right? So he surveyed about 600 B2B companies, and he pulled up a bunch of numbers, and it doesn't matter if you're doing 30 days, 21 days, 14 days, even 7 days, the conversion rate is the same, so shorten your free trial. So first, do a free trial, and then shorten the length of your free trials. Second thing is, when it comes to, when you wanna crush B2B marketing, think about product-led growth. So I just talked about the free trial, but is there any way you can do freemium? So freemium, if you look at HubSpot, they are completely free now. So if you want to unlock all their other features in their CRM, if you want to unlock sales, you want to unlock marketing, it's all— there's a little lock button next to it and you have to pay for those features. But freemium is a very powerful marketing strategy because what you're doing is you're risking a lot and you know that maybe if you get 100 freemium users, Maybe only 5, if you're lucky, will end up paying for your product, right? So it's a big gamble that you have to take, but you look at Neil, he's paid $250,000 for Ubersuggest, and his payroll for Ubersuggest right now is pretty expensive. I think it's 5 figures or even 6 figures a month right now, but it's a completely free tool, and then what he's doing right now is he's building so much goodwill with people, it's getting a lot of links, it's getting a lot of usage from it, from people all around the world, and you know, if you think about HubSpot, if you look at what Neil did, freemium is a way to go. Number 3, if you wanna crush B2B marketing, you have to go omnichannel. Right now, too many people are relying on paid advertising. They're saying, oh, let's just rely on Facebook, let's just rely on Google Ads. But you cannot just rely on that as a channel, you have to combine it with other channels. You have to combine it with maybe freemium, you have a freemium product. Maybe you combine it with the content marketing that you're doing, with the email marketing that you're doing. So everything is, you're making it one omnichannel type of approach instead of just saying, oh, we're gonna rely on paid ads. Because again, the CAC to LTV ratio, the cost of acquiring a customer versus the lifetime value of a customer, That's, that's, that's evening out right now because the ad platforms, namely Facebook and Google, the duopoly right there, they're getting more and more expensive for you. Number 4 is think about what you can do with your customer data. So we like using customer data platform like hull.io and hull.io lets us identify all the different IP addresses that are visiting our website. And then if they look good, if they fit our ideal client profile, maybe their Alexa score is under 100,000, maybe their revenues are estimated over $50 million a year, maybe they're a fit for us and we'll dump them into an automatic account-based marketing sequence in outreach. So there's a lot of things we can do there, but taking advantage of the data that you have, I think that's gonna become more and more of a trend as we go on to, well, as we go on with this year and then the next year as well. So these are just 4 ways to crush B2B marketing. There's a lot more that we can talk about. I actually wanna add more things to this one. We're just gonna keep it at 4 for today. Let us know in the comments what you think we're missing. Let us know if you agree, disagree, and also let us know what you plan to use from these 4 strategies that we're talking about right now. And don't forget to rate, review, subscribe, whatever platform you're on. And don't forget to check out the next clip if you wanna continue to grow, and we'll see you tomorrow. Bye.
