Brad Leeuwen

Now, it's a new category.

We've got a lot of buyer education to do.

Getting a demo is really valuable for us.

But who wants to give up 30 minutes of their time to do discovery and all these things and see a product?

Why don't you just let someone start?

So we tested different calls to action.

One of the first ones we tested was Get Started Free.

And the interesting thing was the click-through rate of Get Started Free was nine times higher than Book a Demo.

Even if get started free did end up in you taking a demo before you saw the product, it still converted a lot better.

The other thing that we had to think about was where else did that CTA appear?

So it wasn't just on our website in the top right.

It wasn't just on our landing pages.

We do outbound.

So the CTA from all our SDRs doing outbound

was driving people to a demo.

We had them test Get Started Free, and we noticed a similar increase in conversion.

So that immediately helped our pipeline.

And like I said, it didn't just touch our call to actions.

It didn't just touch our pricing and packaging.

It touched all the parts of our pipeline.