Categorizing Trials

Auto-categorize your trials and track when their trial ends with your product

Trial Accounts/Organizations count towards your total number of billable tracked accounts.

Trial Customers Overview

Trials are Accounts/Organizations with access to your product that are not yet subscribed to your business. These should include accounts on a time-constrained trial (e.g. 7-day access) or accounts on a free plan.

By default, all Accounts are subscribed Accounts. Vitally will then check your Trial, Churn, and Account Track rules (under lifecycle tracking) to see if any of those accounts match those rules. If they do, those accounts are then categorized appropriately.

Configure Trial Customers

How ToHow To Visual

Navigating to Trial configuration:

  1. Navigate to your Settings (⚙️) by selecting your Account Logo on the top left

  2. Under Customer Management select Lifecycle Tracking (or get there via Quick Jump CMD+J)

  3. Select Trials

Now to configure your lifecycle tracking. This configuration will automatically separate your trials from your paying customers as well as track details like trial start/end dates. Once configured you'll have the ability to measure your trial conversion rates.


    • Select a trait that identifies a trial account from a paying customer. It can something like "Status is Trial" for example. You can add multiple filters here and select whether you want to use AND/OR logic


    • If at all possible, we recommend tracking trial end dates. This way, we can automatically flag Unconverted trials, giving you a clearer sense of the set of the active trials that still have access to your product. So here, you'll want to identify the event property or trait that tracks the end of a customer's trial (if available)

      • If you do not have a trait to choose from, you can create a custom trait to manually manage in Vitally


    • Think about this as a 'grace period'. If you configure trial end dates, you may want to give the customer a few extra days before flagging them as an Unconverted trial. It's usually a good idea to have a value of at least a few days here, as Vitally will stop tracking trials once they are marked as Unconverted and considered Churned

About Trial Qualification

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

Configuring Qualification Rules

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.

How ToHow To Visual

How to configure Qualification Rules:

  1. Navigate to your Settings (⚙️) by selecting your Account Logo on the top left

  2. Under Customer Management select Lifecycle Tracking (or get there via Quick Jump CMD+J)

  3. Select Trials

  4. Select Trial Qualification tab towards the top left

  5. Toggle to enable

  6. Add Properties and their Weight

  7. Determine the Minimum Qualification score

  8. Select Submit

🚨 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.

Ignored and Churned are two different statuses, these are not to be confused. Ignored Customers will not show up in dashboards or any type of View, they can only be searched.

Using Clearbit to Enrich & 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!

Viewing the Qualification Score

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

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

In a Customer 360, select the qualification score to display 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.

To do so, you have two options:

  1. Select the unqualified trials in a Table view and update the subscription details

  2. Updating the subscription details from an Account 360 to a qualified trial

Trials FAQ

Q: Are Accounts where the trial has ended considered churned accounts? A: Yes, you can view these under the View Churned Data toggle

Q: I have a customer that is supposed to be a trial account but it is subscribed/churned, why? A: This could be for a few reasons:

  • It matches multiple lifecycle stages but it has matched subscribed/churned most recently

  • It does not match the rules set in your trial configuration

Q: I manually changed the subscription from Churned (or Subscribed) to Trial but it has switched back automatically, why? A: While you can manually change the subscription, if your lifecycle tracking is configured Vitally will always match it to the rules that the Account/Org match. If you want to change the subscription status you must change the traits configured in that status so it matches.

Q: What happens to Unqualified Trials? A: Unqualified trials are displayed for 5 days in Vitally alongside your other tracked accounts (i.e. your trials + subscribed customers). 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.

Q: Why is my Account being ignored, they match the trial rules? A: We ignore Accounts if they only belong to an ignored Organization

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