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From YouTube: Danielle & Hila Discuss Definitions of "Conversion" in Marketing vs. Product 2020-05-19
Description
Clarifying "Total Conversion" versus conversion to MQL
A
B
Definitely
so
I
I
talked
with
Sarah
from
marketing
operation,
just
trying
to
understand
the
overall
flow
and
understand
how
gross
flow
and
marketing
flow
fit
in.
This
is
my
understanding.
Correct
me
if
I'm
wrong,
I
just
put
this
together
this
morning,
so
there
are
leads
leads,
are
typically
any
email
or
contact
information
we
captured
so
that
we
can.
Those
are
potential
customers,
but
we
have
their
contact
information
so
that
we
can
reach
out
to
them.
B
B
A
Well,
there's
one
missing
piece
that
I
think
is
really
important
and
I
think
is:
what's
creating
the
confusion?
May
I
take
over
the
screen,
so
I
can
screen,
share,
yeah,
I'm,
sure
awesome,
and
then
we
should
totally
update
your
graph
so
I'm,
just
looking
at
the
front
page
of
a
gitlab
right
now,
looking
at
the
column,
uh-huh
you
just
described
is
true
if
people
click
on
the
get
free
trial,
yes,
action,
that's
where
that
we're
missing
right
now
is
when
people
click
on
register.
Uh-Huh,
sorry
I
think
it's
amazing
Cognito.
A
So
it's
gonna
take
a
second.
These
signups
do
not
go
into
Marketo,
so
all
of
you
just
decide
to
directly
register
and
because
this
is
in
the
most
prime
call-to-action
position
on
the
entire
website,
it's
probably
I,
don't
have
the
metrics,
but
I
would
assume
it's
a
fair
amount
of
traffic.
This
is
going
straight
to
a
free
account
straight
to
our
premium
experience
mm-hmm.
A
Today
these
get
saved
in
MailChimp.
They
know
go
into
Marketo,
they
don't
become
MP
Wells
and
they
don't
get
any
nurture
emails,
and
that
is
a
big
project
that
my
understanding
when
I
started.
This
role
was:
oh,
we
now
have
permission
mm-hmm,
you
figure
out
what
permission
means
permission
to
email,
these
people,
and
hopefully,
if
they're
clicked
checking
this
box
and
I.
We
have
to
find
out
what
percentage
of
the
people
in
MailChimp
have
actually
opted
in.
A
Well,
zoom
contact
them,
but
this
is
basically
a
whole
group
of
users
that
don't
get
put
through
the
marketing
process
today
and
what
happened
is
MailChimp
was
kind
of
our
original
email.
Sending
service
forget
lab
way
back
in
the
day,
the
size
of
the
database
of
with
MailChimp
has
become
so
large
that
we
pay
six
to
here's
a
recorder
just
to
maintain
it,
even
though
we
don't
need
mm-hmm,
so
the
dream
situation
would
be
to
use
Marketo
as
a
single
source
of
truth.
A
Even
if
we
move
in
Marketo
and
we
never,
they
don't
qualify
for
anything
other
than
like
our
basic
nurturer
and
newsletter
yeah
everybody
in
one
place,
so
this
is
kind
of
a
bit
of
them
from
the
marketing
perspective
like
this
is
a
cold,
a
sack
so
like
these
are
contacts.
They
are
the
one
talk
to
them
like
they
could
have
buying
intent
or
nicomedes,
and
probably
we
should
be
educated
further
and
get
lapped,
but
right
now
they
fall
outside
of
the
group
of
people
that
marketing
talks
to
so
this
probably
would
be
called
contacts.
A
B
A
B
So,
from
gross
perspective,
where
we,
where
we
care,
is
that
some
of
those
customers
directly
signup
to
a
paid
accounts,
they
maybe
they.
Actually,
there
is
a
quite
some
percentage.
There
are
some
percentage
of
customers.
They
are
ready
to
actually
sign
up
for
a
paid
plan,
so
they
create
account.
They
sign
up
for
a
paid
plan
or
some
of
those
free
accounts.
They
sign
up
for
a
paid
plan.
My
understanding
is
they.
Those
then
become
they
are
logged
into
Salesforce
today,
I
pass
martino
as
well.
A
B
A
B
A
So
is
that
you
know
a
bucket
of
opportunity,
even
at
a
very
small
scale.
You
know.
Perhaps
this
is
not
a
sales
opportunity.
Maybe
it's
a
self-service
opportunity,
but
are
there
some,
like
you
know,
very
simple
emails?
We
could
be
sending
just
letting
people
know
what
they
could
be
getting
at
a
higher
tier
yeah.
B
Definitely
I
think
the
fact
that
they
are
still
active
is
seeing
there
are.
They
are
active
right,
everybody
imagine
we
will
probably
have
even
bigger
people
who
are
not
active
anymore.
You
can
still
send
an
email
to
and
we
can
capture
some,
but
even
the
activities,
some
700k
I
think
that's
saying
we
probably
should
be
able
to
capture
some
of
this
I
think
we
talked
about
this
is
that
we
can
do
some
segments
and
analysis
on
those
730
K
right.
Who
are
they?
How
do
they
come
how
their
profile
compared
to
the
paid
customers?
B
Some
are
some
of
them
more
active
than
others,
and
the
nice
thing
about
that
is
growth
and
marketing
can
use
that
shared
framework
together,
whatever
you
experimenting,
eat
in
email
or
wherever
you
say
success,
we
can
encode
that
in
the
product,
West
versa,
so
that
we
almost
like
try
to
move
those
people
along
in
product
and
then
via
email.
You
using
those
to
last.
A
There's
kind
of
three
buckets
of
opportunity
here:
there's
there's
reengagement
of
people
who
are
in
our
database
and
we
have
permission
but
they're
not
active
at
all.
That's
so
that's
great.
We
can
activate
them
again
then,
and
then
there's
reactivation
of
people
who
are
active,
maybe
last
month,
but
then
not
this
month
and
then
there's
conversion
to
paid.
You
know
at
some
level,
so
those
are
kind
of
three
and
I
was
saying
one
off
campaigns.
We
could
run
on
the
existing
base
and
then
I
think.
A
The
fourth
piece
is
an
ongoing
drip
campaign
that
we
just
want
to
roll
out.
That's
probably
very
classic
like
it
looks
a
lot
like
we
have
other
SAS,
where
it's
just
like
introducing
the
different
product
experiences
that
we
think
are
important
for
them
to
discover
in
the
right
order,
and
then
we
that
is
something
that
I
think
that
gets
to
be
iterated
on
forever.
We
always
are
making
that
better
and
learning
kind
of
new
things,
and
actually
you
know
now
I
think
a
fifth
thing
that
I
am
a
little
surprised.
A
We
don't
have,
and
I
think
we
have
in
pieces,
is
a
global
newsletter
that
goes
out
once
a
month,
alongside
our
releases
just
telling
everybody
who
ya
rabb
in
anyway,
yeah
it's
new
I
think
releases
is
just
such
a
missed
opportunity
to
reach
out
and
get
people.
You
know
it's
always.
The
struggle
is
like
what
to
say.
Oh
yeah
emailing
people
is
easy,
but
figuring
out
what
to
put
in
that
email.
B
So
my
retention,
actually,
we
launched
a
MVC
of
words.
New
kind
of
in
product
announcement
flow.
Basically,
it's
a
similar
to
what
you
described,
but
after
release,
we
have
a.
We
have
a
button
in
the
product.
You
can
click
to
see.
What's
new
and
now
we'll
just
link
you
to
the
release
page
of
what's
new
in
that
milestone,
and
we
saw
actually
the
the
visit
to
that
page
jumped
considers
considerably
after
that,
meaning
existing
customers
are
curious
about
what's
new
I
think
having
an
email,
a
code.
B
That
is
a
great
idea
you,
you
can
never
reach
a
hundred
percent
of
your
customers-
and
this
is
this
is
a.
This-
is
a
very
valid
use
case.
It's
not
understanding.
It's
really.
You
should
care
about
this.
Basically
right
and
I.
Think
in
the
in
the
different
buckets
you
mentioned,
that
I
agree,
100
percent
try
to.
We
can
have
opportunity
to
do
to
do
a
well
off
saying,
I.
Think
the
currently
active
customers
probably
is
the
biggest
opportunity
just
because
they
are
still
active.
B
B
B
Another
another
thing
I'm
trying
to
figure
out
is
that
for
self-managed
customers
or
self
hosted
customer.
My
understanding
is
that
we
have
even
less
information
of
those
customers.
If
you,
if
you
go
through,
if
you
go
through
the
trial
flow
on
calm,
you
you
want
to
download
the
self
hosted
instance
and
start
a
trial
there.
No
early
I
think
you
have
to
fill
in
a
form
right.
So
we
force
you,
you
cannot
download
without
filling
the
form.
So
we
force
you
to
give
us
your
information.
A
I,
that's
not
totally
true,
because
if
you
go
to
the
front
page
of
the
website
uh-huh
there
is
now
an
act,
call
to
action
that
says:
install
gitlab,
uh-huh
and
I.
Believe
if
you
go
that
route
you
can
just
directly
install
but
then
there's
a
philosophical,
so
I
think
I
know
the
history
here
is
that
install
and
register
got
riad
and
back
to
the
site
as
ways
to
basically
get
around
the
forum.
A
Yeah
I
think
there's
probably
a
little
bit
of
a
philosophical
debate
underlying
this
of
like
how
hard
we
want
to
make
it
for
people
to
access
our
products,
yeah
and
I.
Think
with
self-managed.
It's
not
such
a
challenge
because
we're
not
spending
money
on
the
infrastructure
to
provide
the
service
so
like.
A
If
someone
wants
to
go
and
not
submit
the
form
at
all
like
if
you
scroll
down
the
packages,
I
believe
what
you
can
do
is
any
of
these,
but
I,
don't
really
think
that's
an
issue
because
we're
not
spending
$12
a
year
to
maintain
that
user,
but
I
do
think
for
free
users
on
get
lab
comm.
Where
we're
struggling.
A
B
A
A
What
what
I'd
like
to
do,
I
agree
with
you,
100%
and
I-
was
very
tempted.
Just
right
at
em
are
taking
the
other
calls-to-action
away
and
just
having
this
one,
but
I
feel
like
normally
like
in
all
our
things.
Get
lab
I
would
do
that,
but
I
just
felt
like
I
did
not
have
enough
context
for
why
this
other
stuff
like
why?
There's
four
different
calls
to
action
at
the
top
yeah
yeah.
B
So
my
my
thinking
is
I
agree.
I,
think
we
there
is
this
balance
between
open
source.
We
want
to
make
it
easy
and
self-hosted
doesn't
cost
us
money.
However,
we
ideally
still
want
at
least
know
who
they
are
right.
You
use
it
for
free,
but
at
least
give
us
your
email
when
so
one
task
Scott
asked
me
to
look
at
is
how
we
can
capture
the
information.
B
I
know
I
know
before
without
this
install
kind
of
route,
you
have
to
give
us
information
in
if
you
go
through
the
trials
route,
but
my
understanding
is
that
there
are
many
other
place.
You
can
download,
install
or
setup
Phillip
self
hosted
instance
rather
than
having
to
go
through
it's
just
my
understanding.
Maybe
it's
wrong.
No
I
don't
have
to
go
through
right.
There
are
many
other
places
you
can
do
that
and
in
those
cases
there
is
no
information
captured
at
all.
B
B
It's
not
not
saying,
even
though
it
doesn't
cost
us
to
to
run
those,
but
we
ideally
want
to
know
who
are
using
the
lab
and
that
become
a
huge
pool
of
leads
potentially
weekend
with
a
mice
room
for
the
sales
team
or
like
that
that
that's
just
valuable
in
its
own
I,
don't
know
the
answer
to
that.
One
I
think
now
there
is
another
route
that
even
in
this
you
can.
You
can
write
if
you
bypass
the
the
form
yeah.
A
You
might
think
that
at
least
on
our
own
marketing
site,
I
think
and
I'm
gonna
have
a
one
a
most
it
later
today
and
I
want
to
talk
to
him
about
this,
which
is
my
fundamental
view.
Is
that
get
lab
comm
like
our
website?
It's
job
is
to
capture
intense
yeah
harvest
that
intent
to
build
it
to
grow
the
business
so
like.
A
While
it's
true,
you
can
like
find
other
places
to
install
get
lab
and
like
there
probably
are
ways
to
register
for
free
that
we
can't
necessarily
shut
down
either
because
there's
calls
to
action,
sprinkled
all
over
or
because
there's
package
managers
you
know
off
our
website
that
also
offer
get
lab
as
a
bundled
install
or
whatever
our
website
doesn't
have
to
make
that
easier.
Like
our
website,
we
are
allowed
to
say,
like
the
happy
path
on
our
site
is
through
the
trial
experience,
because
that's,
let's
align
our
business
goals,
even
if
that
other.
A
We
still
need
to
solve
those
other
problems
you
listed,
but
I
think
I'm
I'm,
reaching
a
point
of
conviction
where
I
feel
like,
and
maybe
it's
not
free
trial.
Maybe
the
language
is
get
started
for
free
I,
don't
know
like
button
slightly
different,
but
I
feel
like
getting
the
trial
and
signing
in
should
be
the
only
two
calls
to
action
in
the
upper
right
corner
of
this
website.
Yeah,
that's
kind.
A
B
However,
the
challenge
he
faced
is
that
the
only
way
to
sign
up
for
paid
plan
is
very
deep
down
here
in
the
pricing
page.
Not
many
people
start
that
flow,
even
though
the
conversion
rate
is
significantly
improved.
So
that's
another
question
like
I
want
to
throw
there
right.
We
flip
the
order
right,
like
maybe
we
shot
crazy
at
first.
Exactly
so,
if
we
know
thirty,
five
percent
of
new
customers
won't
who
are
ready
to
start.
How
do
how
should
we
think
about
it
hierarchy
in
terms
of
we
push
them
to
trial
first?
B
A
So
with
you
and
I
think
that
we're
I
mean
I
love
this
conversation
because
I
feel
like
when
we
talk
I
can
feel
that
we're
very
aligned
and
like
in
that.
So
it's
probably
just
that
we
need
to
do
more
of
this.
You
and
me,
and
then
more
like
with
the
whole
team.
I
think
the
thing
I'm
gonna
do
as
a
result
of
this
meeting,
I'm
gonna
have
I
posted
and
I.
Think
I'm
gonna
write
an
mr2
change,
the
top
right.
Obviously,
that's
gonna
have
to
have
some
discussion.
It's
a
pretty
it's
a
big
change.
A
There's
a
lots
of
things.
I
think,
maybe
that
we
could
use
that
at
mr2,
like
as
a
place
to
talk
about
the
different
goals.
Would
that
be
an
I?
Don't
I
feel
a
little
hesitant
because
I'm
just
saying,
I,
anticipate
I,
guess
that
there's
gonna
be
a
lot
of
discussion,
but
is
it?
Do
you
think
that's
an
okay
way
to
start
the
conversation
with
more
people
and
and
we
can
kind
of
work
through
it
together
that
way,
yeah.