humans vs. machines - heavybit · humans vs machines: when to hire and when to automate. lessons i...
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Humans vs Machines:When to Hire and When to Automate
Lessons I Have LearnedManaged Security Services
Fog Creek
Data Security
Trello
Agenda• Evaluation Process
• Purchasing Process
• Renewal Process
• What I Would Do Sooner
Demos / Trials• How easy is it for people to get up and running?
• How are you gating this? Why?
• Let the product drive this adoption.
• Freemium?
Traditional Trial ModelRequest for Trial
Multiple Phone Calls/Emails Unable to Reach,
Close LeadCall Scheduled
Evaluation
Purchase Process Failed Eval
Hybrid Model
Download or Start Trial Lead Scoring Purchase
Human Call No Purchase
Drip CampaignReengage Campaign
6Mos.
Drip Campaign 6-8 Touches
Trello Trial ModelFree Forever!
Lead Source
Customer Reaches Out
Email Campaigns Human Call w/
Automated Email Campaigns
Easy To Buy• Payment options?
• Can people just buy?
• BUT WE ARE SUPER EXPENSIVE
• Ok how can people renew?
• Enterprise Sales
• Sensitive Industries
• Nothing frustrates people more than wanting to talk to you and being unable to. Don’t skimp on this
When We Picked Up The Phone
Relationships Work Best
Traditional RenewalCall & Email 3 Months Out
Call & Email 6 Weeks Out
Call & Email 1 Week Out
Call & Email Day Before
Hybrid RenewalIn-Product Notification 3 Months Out
Emails Every 7 Days at 4 Weeks Out
Emails Day Of / Day Before
Lead Scoring
Continue Email Drip Phone Call
What Did We Automate?
What I Would Do Differently
Recap & Q&A• Automation doesn’t mean you don’t need people
• Apply people wisely- they will be happier
• Fix it once
• Invest in the resources to help you get there
