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Trial end approached

  • Go-to-market motion

    Product-led

  • Signal source

    Product

  • Signal strength

    Medium Intent

Why it matters

When a product user is reaching the end of their free trial period, it’s time to see if “try” has morphed into “buy.”

It provides the ideal excuse to reach out and turn interest into action (or at least find out if a trial extension is in order).

What to do

Hopefully you’ll have some product usage insights you can use to tailor your messaging.

Either way, frame your outreach as a pulse check and be sure to include any info that will help answer lingering questions for the buyer (think pricing, plan options, and features). This is also a good chance to find out if there’s someone else at their org you should be chatting with.

Questions to inform outreach
  • What department is the person part of?
  • Is the person in a role with budget authority?
  • What actions is the person taking in your product?
  • Has the person interacted with your organization outside of your product
  • Is anyone else from the person’s organization active in your product?
  • What materials can you share to assist with research and decision-making?

How to do it

Here’s an outbound template to help you get the creative juices flowing:

Outbound template for trial end approached

Hi [first name] 👋

Quick pulse check on how your experience with [product name] has been the past [length of free trial period]?

Looks like you’ve been a fan of our [feature]. Love to see you getting value from it!

With your free trial coming to a close, I wanted to get your thoughts on moving to one of our paid plans.

I put together some resources you might find helpful [attach materials to bottom of message].

Happy to run through it with you if you have any questions.

[Your name]

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