Training on Value Selling And Improving UX Increases Paid Subscribers 700%

Neopost was a large enterprise, but the Digital Solutions department was operating as a startup within it. In April 2017 I inherited a marketing program at Neopost that was producing almost as many cancellations as sign-ups for their B2B SaaS solutions. Their email campaigns had been their #1 demand generator, and demand was stagnating because the emails were always the same. The sales team did not understand the products, and their pitches included a lot of “click here” to the point of a customer signing up or paying unknowingly, and quickly cancelling. I worked with the product teams to train the sales team on the products, and a consultant to train on value-based selling. I worked closely with the development teams to optimize the user experience in-app and show teasers to paid features to create demand. I also worked with other Neopost departments to flag and funnel leads to us, and revamped the email and other digital marketing efforts with a different, segmented content strategy. In the end, we increased active users of the apps by 40%, and paying subscribers over 700% with no cancellations.