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Developing a product marketing strategy for a freemium product

Developing a product marketing strategy for a freemium product

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  1. Developing A Product Marketing
    Strategy For A Freemium Product
    “How HubSpot Became Free”

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  2. Alex Girard
    Product Marketing Manager
    HubSpot

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  3. HubSpot’s
    Free Tools Launch

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  4. 01
    A Quick History
    Lesson
    Our Journey into the
    freemium space.
    02
    Positioning
    How we ended up
    positioning these
    products in the market.
    03
    Post-Launch
    Plays
    What we focused on
    after launching our free
    tools, and why.
    04
    What Really
    Worked.
    The most valuable
    tactics we employed.

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  5. Chapter 01:
    A Quick History Lesson
    HubSpot’s History with Freemium
    Products.

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  6. 2006
    2014
    2016
    2018
    A Timeline Of
    HubSpot’s
    Product

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  7. 2006
    One “Premium” Offering

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  8. 2006 2014
    Our First “Freemium” Offering

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  9. 2006 2014 2016 2018
    Leaning into the “Freemium” Motion

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  10. We need to make our Marketing
    Hub mirror the way people today
    want to buy.

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  11. Nicholas Holland | GM, Marketing Hub
    “Free users are brutal. If you’re
    product isn’t absolutely delightful,
    they’ll forget you & drop you in a
    minute.”

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  12. HubSpot CRM
    Conversations
    Forms

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  13. HubSpot CRM
    Ads Email Conversations
    Forms

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  14. Chapter 02:
    Positioning
    How we decided to position our free
    marketing tools in the market.

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  15. What truly separated
    HubSpot from all the
    other free ESPs out
    there?

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  16. What’s the Status
    Quo?
    Why this is a
    problem?
    What’s the
    alternative?
    The solution.

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  17. What’s the Status Quo?
    System of
    Engagement
    -EMAIL
    -Ads
    -CHAT
    System of
    Record
    -CRM

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  18. Personalization Always Wins.

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  19. Personalization without a CRM
    is just a parlour trick.

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  20. Why this is a problem?
    System of
    Engagement
    -EMAIL
    -Ads
    -CHAT
    System of
    Record
    -CRM

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  21. What’s the alternative?
    System
    of record
    System of
    Engagement
    -EMAIL
    -ads
    -CHAT
    -CRM
    Personalized Marketing

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  22. The Solution
    CRM

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  23. Chapter 03:
    Post-Launch Plays
    What we are doing post-launch to ensure
    our success.

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  24. With a freemium product, the real
    work starts after you launch.

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  25. Heavy users of our
    free tools.
    Light users of our
    free tools.
    Current paying
    customers.

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  26. Heavy Users
    Run review campaigns.
    Generate case studies.
    Show the value in
    upgrading to paid tiers
    in-app.

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  27. Light Users
    Show value of
    other free tools.
    Leverage our
    community.

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  28. Current Customers
    Adjust
    positioning of our
    paid tier.
    Show value of
    current tier vs free
    product

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  29. Chapter 04:
    What Really Worked
    A few launch tactics that took us over the
    edge.

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  30. This launch was a company-wide effort.

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  31. Some unique tactics that were
    essential to the success of our
    launch.

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  32. PR &
    Communications
    We had a global PR
    campaign in
    support of this
    launch that
    included media
    exclusives and
    partner activation.

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  33. How we approached our PR &
    Communications plans.
    Take a global approach.
    Leverage exclusive releases.
    Create thought leadership
    content and leverage your
    execs.
    Enable partner community to
    create content around the
    launch.

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  34. HubSpot Execs
    activated for the
    launch.
    Media articles that
    we tracked.
    Countries with
    media hits.
    14 33 10

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  35. Product Hunt
    We launched our free
    tools on Product Hunt the
    morning of launch.
    Dharmesh Shah hunted
    our product, and we
    activated the product
    team in support.

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  36. Some tips for a successful
    Product Hunt launch...
    Make sure your product is a
    good fit.
    Post early.
    Get a Hunter with some clout if
    you can.
    Stay active in the comments on
    your product.

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  37. YOUR GOAL:
    Get your product within the top
    10 products launched that day.

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  38. Upvotes on the
    product.
    Product of the day
    on July 16.
    Unique reviews of
    the product with a
    4.8/5 rating.
    814 #4 30

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  39. Internal
    Enablement
    We activated our
    employees to act in
    support of this
    launch -- sharing the
    news on social and
    creating their own
    content in support
    of the launch.

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  40. Bogota
    Cambridge
    Portsmouth
    Dublin
    Berlin
    Paris
    Tokyo
    Singapore
    Sydney
    We have a captive
    audience of ~3000
    people globally, waiting
    to help support this
    launch.

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  41. Some tips for a successful
    internal enablement campaign...
    Incentivize your colleagues in
    some way.
    Find a way to track
    engagement.
    Remove as much friction from
    participation as possible.
    Explain the importance of the
    campaign to the business.

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  42. Individual
    HubSpotters who
    participated.
    Shares of launch
    content.
    Lucky winner of an
    all-expenses paid
    vacation.
    900 3,597 1

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  43. Main Takeaways
    • Rarely should you lead with “FREE”
    • Keep in mind not only your new users, but
    your current paying customers.
    • Explore new channels of promotion with
    free where it makes sense.
    • Don’t ignore your employees as a
    megaphone for the launch.

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