User behavior driven pricing and offers
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The document discusses the shift in SaaS buying behavior from vendor-focused to customer-centered approaches, emphasizing data-driven dynamic pricing based on user behavior and preferences. It highlights the importance of capturing and analyzing user data to create tailored offers and optimize engagement while addressing issues like high churn rates and ineffective generic marketing. The content suggests leveraging big data and intelligent product configurators to enhance profitability and customer satisfaction.
User behavior driven pricing and offers
- 1. Acquire & Analyze & Act User Behavior Driven Pricing & Offers
- 2. Your Presenters Curt Raffi - Host Jeff Kaplan - THINKstrategies Karl Wirth - Apptegic Jason Mondanaro - MetraTech, Corp.
- 3. A Power Shift Vendor to Customer New SaaS Buye r CXO to Corporate End- User
- 4. Changing Sales Process Centralized to decentralized
- 5. Seeking Personal Solutions About Me Buyers select solutions for real-time needs Buyers seek to customize standardized services
- 6. Data-Driven Pricing Is Key Dynamic pricing based on user requirements, preferences & actions Price A Offer B Ability to acquire, analyze & act on user behavior essential Price C Offer D
- 7. Big Data Sources 93% Transactional / structured 85% Social media / sentiment 83% Clickstream 61% Digital media 60% M2M / sensor data Source: Aberdeen Group, January 2012
- 8. Ex: Move To Paid Users Track visits, users, key actions on a per user & per account Sales reaches out to the highly engaged, high value Marketing sends emails to users who haven’t visited Marketing messages users in-context to complete setup
- 10. Ex: Upsell & Cross Sell Millions on low price plan Capture user’s Some are candidates behavior in application for upsell, others aren’t. Target power users with How to tell the in-context offers in difference? application How to communicate offer to good candidates? 20% Off
- 11. Ex: Renewals Problem High churn rate Too many customers Little information Generic email updates not good click-through
- 12. Start Act on visits, actions & business metrics Put JavaScript into your application & capture information Enter the messages & offers you want displayed
- 13. Turn It Up A Notch There are a lot of product catalogs available What if those APIs were used for data-driven product creation & pricing instead of data synchronization?
- 14. Intelligent Product Configurator User Behavior Real-time Customers Offers Intelligent Product Product Costs Configurator Package Product Changes Managers Profitability Goals
- 15. Science Fact Not Fiction Airlines’ yield management systems Amazon Web Services spot pricing Geolocation driven coupons Exchange Powered Business Models
- 16. Dynamic Offers & Pricing I like expensive hotels
- 17. Acquire, Analyze, Act - Wrap Up Build your Leverage Use Architect to Visual turns business cloud to pricing, rewa track user big data into with scale out Big rds and activity and actionable measuremen Data offers – drive consumption knowledge t in mind customer & partner behavior
- 19. www.metanga.com