David Kirkpatrick says, “A recent MarketingSherpa B2B Newsletter case study, “Personalization Marketing: In-trial messages increased online registrations by 15% for a B2B SaaS,” covered Brainshark, a cloud-based B2B service for training, sales conversions and marketing. The case study examined how Brainshark pushed personalized messaging on users of a freemium product that offered a scaled down version of one of its main enterprise products.

These messages took the form of informational and educational tips about using the freemium products and promotions for other free Brainshark products, while offering to upgrade to the paid version.

The freemium product, myBrainshark, creates video presentations out of static data, such as presentation slide shows, spreadsheet data, PDFs and other written content. Although Brainshark targets business users director-level and above in sales training, enablement and operations, the freemium product attracted more than just attention from business users. Arthur Gehring, Vice President of Demand Generation, Brainshark, said educators were another main user base“.

Personalized Marketing: Choosing your targets wisely

MarketingSherpa

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