How do you convert a free user into a customer?

This is the challenge facing many SaaS startups that offer a “freemium” product to entice buyers. Unfortunately, this transition is easier said than done, according Guillaume Cabane.

Cabane is the Head of Growth Marketing at Mention, which offers real-time media monitoring and analytics. He has worked in web marketing for the past 10 years, starting his career at Apple before leaving to build startups from the ground up. When he began working at Mention, he focused on tracking the specific metrics that indicate a free user is ready to buy.

“I joined and the first challenge was understanding who our users are — what they do, why do they upgrade, and why do they leave?” he explained.

In the latest episode of Ramp, Cabane explains how marketing can do more than just bring in leads — they can help sales convert those leads into paying customers.

Listen now:

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Cabane focused a lot of his attention on tracking conversion metrics from the top to the bottom of the funnel, looking for positive buying indicators.

“I try to avoid vanity metrics — metrics that always go up and to the right,” he said. “I hate those metrics. I have X million users. That’s nice, but really it has no value. You could have had all that acquisition three months ago, and nothing for months.”

He explained that growth marketing is different than traditional marketing — his job is to focus completely on specific KPIs that measure growth and move them in the right direction.

In this exclusive 25 minute interview, Cabane reveals:

  • Why Mention uses the AARRR Pirate Metrics Framework
  • How to analyze and segment your customer base
  • Triggers that indicate user engagement
  • …and more.

Learn how to turns your marketing into a growth engine in the newest episode of Ramp, the InsightSquared podcast.

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