Challenge
A B2B financial media company needed a way to prioritize free subscription trials for their high-value paid subscriptions.
Solution
By using the company’s first-party data, Leverage Lab utilized their smart CDP to construct a machine learning predictive model. This model utilizes all the customer data from across the organization (which is reconciled and held in the smart CDP). The most valuable subscribers they already have are the training data for the predictive model. Every new free trial subscriber that enters the ecosystem is scored for their resemblance to the most high value subscribers. This score is then fed into the CRM system used by the inside sales team responsible for free trial conversions.
Result
Leveraging first party data of their best subscribers to predict new subscribers, creating a personalized prioritization for their sales team leading to a 10% lift in free trial conversions.
