This is a summary of insights from surveys to Paying and Free Users. It’s meant to be an easy-to-reference document, so that we can use these insights moving forward.
Firmographic Profile
All paying users surveyed use the tool as a part of a team. Their team size (not company size) is either small (1-5 people) or fairly large (21-50 people).
Of free users, only 12% work independently. The remaining 88% are also part of a company team, but with smaller team sizes (69% work in teams with up to 10 people).
This should inform our ad targeting and cold email prospecting: We know we need to reach the decision-makers in product development and engineering teams in larger companies (that have dev teams of 21-50 people).
Professional Roles
The roles we should be primarily targeting are:
Most notably, more paying users were in product management than free users. Therefore we should be open to targeting product managers if we want to skew toward accounts that wind up converting to paid.
Keep in mind
Most users (73%) did not use a competing platform before finding out about the tool. This indicates that ads need to educate the target audience that this is solution that they can seek out in the first place.
Note: 27% of paying users have tried a variety of competing platforms, usually in combination with one another. That’s not insignificant. Therefore: