Trial qualification in Vitally allows you to cut down on the noise caused by unqualified leads signing up for trials. By setting up trial qualification rules, you can assign a score to every trial that signs up for your product. You can then set a threshold for which scores cause a trial to be qualified.

Why create qualification rules?

Sifting through all the trials that sign up for your product and deciding which you should be spending time on can be time consuming, and you might end up missing a great revenue opportunity. That's why Vitally has built in automated trial qualification rules that allow you to assign a trial qualification score to every trial.

You can use that score to:

  1. Move trials that don't cross a certain threshold into an "unqualified" bucket for you to review separately
  2. Sort and filter your trials to identify the most promising sign-ups and better allocate your time

Creating qualification rules

In your account settings, you can setup rules for trial qualification:

Trial qualification settings

Each rule has a condition on either the traits you send us or enriched traits fetched from Clearbit, plus a weight. The trial qualification score for a customer is the sum of the weights on every rule that matches that customer's traits.

The minimum qualification score determines which trials are categorized as unqualified. If their qualification score is less than the minimum qualification score, they will be marked as unqualified. After 5 days, if they have not been manually marked as qualified or had their traits updated such that their score increases, they will be ignored.

Using Clearbit to enrich and qualify trials

Clearbit enrichment can provide important context, like sector, market cap, and technology, for deciding whether or not a trial is qualified. We highly recommend enabling the Clearbit integration for advanced trial qualification.

Some rules that are only possible with enrichment enabled include:

  • Company is a B2B company (Tags contains B2B)
  • The user who signed up used a business email instead of a personal email (Signed up using business email is true)
  • Company has a market cap of more than $100 million (Market cap > 100,000,000)
  • Company has more than 1000 employees (Number of employees > 1000)
  • Company is a private company (Company type is private)
  • Plus many more!

A company with Clearbit enabled, who sells to other B2B SaaS companies, might setup a set of rules like this:

Rules using enriched traits


What happens to unqualified trials

Unqualified trials are displayed for 5 days in the "unqualified" tab of the trials explorer.

After 5 days, they will be automatically ignored, and will no longer be displayed in Vitally. You can search for ignored customers using the search box if you'd like to un-ignore them.

Viewing the qualification score

Each customer's qualification score is displayed in that customer's dashboard, as well as in a column that you can add to the trials explorer for sorting and filtering.

Adding the trial qualification score column:

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Viewing in the customer dashboard:

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Hovering over the qualification score displays a summary of how the score was calculated.

Overwriting a trial's qualification status

You can overwrite a trial's qualification status to qualified / unqualified without affecting their assigned score. For example, you may want to move a trial to qualified even though it did not pass your qualification threshold:

Manually qualify trial


FAQ

  1. Why don't I see a qualification score on my subscribed customer?
    1. The trial qualification logic only runs for trials. Existing subscribed customers will not be assigned a score, and the score will no longer be updated once a trial subscribes.
  2. How does this affect pricing?
    1. Setting up trial qualification can only decrease the cost of your Vitally subscription, as we do not charge for unqualified trials.