The word freemium is a combination of the words “free” and “premium” and is often used as a marketing strategy by early-stage startups and mature technology companies. Typically, the company offers a feature or seat limited version of a product at no cost to the user while access to advanced features, additional seats and services can be unlocked only by upgrading to the premium and full versions of the product. The objective is to “hook” the user to the free version of the product with the eventual goal of turning them into a paying subscriber.
 
The model is particularly suited to software-as-a-service (SaaS) companies, web and mobile apps as the cost of distribution can be insignificant as long as the free version of a product does not cannibalize the company’s premium products. The freemium business model is used as a marketing tactic by technology companies to grow the user base, create brand awareness, disrupt the competition, and enter price-sensitive markets.
 
A freemium offering has several advantages. In the first place, customers can try your product to some extent before they actually decide to buy it. In addition, you can uncover insights such as the product features that your users are mostly excited about. Furthermore, you can identify the market segments and the audiences which are mostly interested in your product. The freemium business model can help a company to scale up, gain traction and grow the user base without relying on a sales team or investing on marketing campaigns that require a substantial advertising investment.
​​

On May 25, 2018 General Data Protection Regulation (GDPR) goes into effect. The intent of this regulation is to harmonize data privacy laws across Europe, to protect and empower all EU citizens data privacy and to reshape the way organizations across the region approach data privacy.

Find out here what this means for your businesses and marketing processes.

In order to create awareness for your business, attract and educate your potential customers you need to have a well thought-out content strategy. Depending on your business goals, a content strategy typically aims to increase the volume of incoming leads, generate awareness for your company and educate the market on ways to solve the challenges that your potential customers are facing.

Statistics show that any given time only 3% of potential customers are actively seeking to buy a new product or service. Vendors and service providers have to work hard to convince potential customers that their product or service is better than the competition.

But, what are some avoidable mistakes that companies make that could potentially turn customers away? Here are three examples that we recently encountered.

Measuring marketing performance and its impact to a company's bottom line is critical. In this post, we discuss which metrics should companies pay attention to and why.

We're going to take a look at two lead generation funnels. One funnel that can be used by B2B organizations and another one by mobile apps and web-based businesses.

​Tired of your marketing efforts not producing results? If so, it is time to revisit your marketing strategy. 

​Smart marketing starts with a strong foundation and your marketing foundation depends on your company’s ability to identify the characteristics of your best customers, the people who might buy your products and services. This detailed description of your ideal buyer is referred to as a buyer persona.

Most companies have a general understanding of who they are trying to market and sell their products to. However, they are not able to describe in detail who their ideal buyers are, their purchasing behavior, challenges and motivations.
​