GoToMeeting Free Integration Strategy and Design
Objective:
Establish GoToMeeting Free as a successful line extension to GoToMeeting Pro, building a large user base into which premium versions of GoToMeeting and other Citrix offerings can be sold while maintaining current trial and purchase performance.
Challenges:
Defining customer segments & understand their needs.
Clearly positioning GoToMeeting as a Family of products.
Avoiding product competition.
Growing active users, while keeping trial conversions.
Solutions:
Option One: Introduce GoToMeeting Free as a new extension of GoToMeeting and not a new product. Reenforce Pro, and position “FREE” as an option for specific use-case introducing them to the benefits of using both.
Option Two: Lead the CX with Free, then present pricing tiers to inform the customer of additional offerings and allow them to self-select.
Option Three: Lead with Pro and simplify the “Try” flow by funneling users the post-login “Welcome” page. Use the post-login page for nurture and upsell opportunities.
Activities:
15 + Stakeholder & Team Interviews. 2 Customer Committee Interviews. 1 Alignment Workshop.
Result:
Stakeholders chose easiest to implement solution while developing content for solution that has the most potential of continuously fulfilling business objectives.
I’d hire Jessica again, and again. Jessica was a fabulous leader. She came on as a Design Manager, and quickly made smart choices and contributed to the SaaS divisions growth. I promoted her to Creative Director and she continued to demonstrate her natural born leadership skills. She is a really good people manager, a fabulous designer and really knows how to simplify complexity and make a difference. Also, a very joyful person – people love working with her.
"Founder and CEO at Smartstones, Inc."
