Vendasta Launches Product-Led Growth Initiative for Partners

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Freemium Versions of Key Digital Martech Products Drive Sales and Retention

Vendasta​ partners can now unlock a freemium suite of foundational martech products to help drive their local business clients’ success.

The newly launched ​Express Products​ cover the most important digital presence management solutions for small and medium businesses, such as reputation management, advertising, social media, and listings  – the key tools a local business needs to succeed and gain customers. The new freemium digital products  are available for activation individually and as part of a recommended package in the Vendasta Marketplace at low to no cost to partners.

Once activated, the products appear in a partner client’s Business Center, which allows the business to  test drive the effectiveness of key solutions on their own terms before they commit to a purchase. The  launch follows a successful pilot program undertaken by Vendasta this fall.

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“As consumers we expect to try things before we buy, and we are now witnessing the consumerization of  B2B software,” said Vendasta’s Chief Strategy Officer Jacqueline Cook. “In fact, three out of four B2B  buyers want to self-educate to learn about products.”

“Based on the feedback we heard from our partners over the years, we’ve developed this go-to-market  strategy to allow our partners to demonstrate value and to see who’s interested in taking the next step  with digital.” Vendasta recently tested the Express Products with select partners. Those who participated saw an  average of more than 12 percent of their business clients upgrade to paid products in a few short weeks.

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“This is all about equipping our partners with better tools to help their small business clients succeed with  digital. By gaining value through a lightweight foundational suite of solutions, their clients can try before  they commit to anything in a self-service way,” said Cook.

A ​Vendasta study​ found that partners who sold two products to their local business clients increased their  retention to 30 percent after two years. Three products increased retention to nearly 50 percent, and four  solutions grew retention by 80 percent.

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