The Challenge
An enterprise software company offering cloud-based business intelligence solutions had accumulated a substantial database of users who had completed free trials but never converted to paid subscriptions. These leads represented a significant potential source of revenue, but the company's standard follow-up email sequences had failed to convert them.
The company faced several specific challenges:
- Over 8,500 expired trial users from the past 18 months
- Standard follow-up sequences generating less than 3% conversion
- Limited insights into why trial users weren't converting
- High customer acquisition costs for new leads
- Long B2B sales cycles making ROI calculation difficult
Their sales team was focused primarily on new leads, and the expired trial users were essentially considered "dead leads" despite having already shown interest in the product by signing up for a trial.
Our Solution
We implemented our commission-based lead reactivation system with zero upfront cost to the SaaS company. Our approach included:
1. Trial Usage Analysis
We conducted deep analysis of trial user behavior to understand:
- Which features were used most during trials
- At what point users typically abandoned the product
- User segments based on industry, company size, and usage patterns
- Correlation between specific actions and conversion likelihood
2. Personalized Reengagement
Based on the analysis, we developed tailored reactivation strategies:
- Targeted messaging based on specific features users had engaged with
- Value proposition refinement for different industry segments
- Case studies matching the prospect's company size and industry
- Feature update announcements relevant to each user's interests
3. Multi-Touch Campaign
We implemented a sophisticated multi-touch approach:
- Personalized email sequences with dynamic content
- LinkedIn outreach to key decision-makers
- Targeted webinars addressing common obstacles to adoption
- Limited-time incentives for reactivated users
- Executive-level outreach for enterprise prospects
Implementation Timeline
Data Analysis & Segmentation
Comprehensive analysis of trial user data and segmentation based on behavior patterns and company characteristics.
Strategy Development
Creation of segment-specific reactivation strategies and messaging frameworks. Development of value propositions tailored to each segment.
Campaign Creation & Integration
Building multi-channel reactivation campaigns and integrating with the client's CRM and marketing automation systems.
Initial Launch
Launch of first-wave campaigns to high-potential segments. Initial A/B testing of messaging and offers.
Optimization Based on Early Results
Analysis of initial campaign performance and implementation of optimization measures. Launch of second-wave campaigns.
Mid-Campaign Analysis
Comprehensive review of campaign performance across all segments. Refinement of targeting and messaging.
Final Report & Strategic Recommendations
Final analysis of campaign results, with strategic recommendations for ongoing engagement of reactivated users.
The Results
Over the 60-day campaign period, our lead reactivation efforts delivered exceptional results:
Reactivation Metrics
- Total Expired Trial Users Targeted: 8,547
- Users Successfully Reengaged: 2,393 (28%)
- Conversion to Paid Plans: 821 (34% of reengaged users)
- Average Annual Contract Value: $523
- Total Annual Recurring Revenue Added: $430,000
Segment Performance
- Mid-Market Companies (50-250 employees): 42% reactivation rate
- Enterprise (250+ employees): 23% reactivation rate
- Small Business (< 50 employees): 19% reactivation rate
- High Feature Engagement During Trial: 37% reactivation rate
- Low Feature Engagement During Trial: 14% reactivation rate
Long-Term Impact
- Customer Retention: 91% of reactivated users remained customers after 6 months
- Expansion Revenue: 26% of reactivated users upgraded to higher-tier plans within 6 months
- Net Revenue Retention: 118% for the reactivated cohort
- Customer Acquisition Cost: 72% lower than the company's average CAC for new customers
Reactivation rates by user segment
We had thousands of users who had completed trials but never converted, and we'd essentially written them off. WeProfitWhenYouDo showed us that these leads weren't dead—they just needed the right approach. The insights we gained about why users weren't converting have been invaluable, and the $430K in ARR they generated from what we considered dead leads is remarkable. Their commission-based model meant we had nothing to lose and everything to gain.
Have Expired Trial Users in Your Database?
Let's discuss how our risk-free lead reactivation process can transform your dormant trial users into paying customers—with zero upfront investment required.
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