Contents

Summary of the Proposal

Essentialy, we want to make Cloud Trial the primary, simplest method for prospects to see what Mattermost is capable.

Cloud trial = the showroom

Cloud trial will become a shorter ‘preview’ of the product with preloaded content giving users a significantly improved impression with relevant, use-case-based content already in the workspace.

Self-hosted trial = the test drive

We will position the on-prem trial as the ‘handing over the keys’ test drive where users who really want to go deeper can do so in a self-hosted trial (like they can right now).

Cookie Tracking

We want to track prospects throughout this flow, so we want to cookie users from the following places to be able to tie them to an identified use case:

• Ads

• MM.com nav clicks on ‘Try Mattermost’ + use case selection (see below)

• Docs - use case pages

• Cloud Trial Form pages

• Cloud workspace creation

• On-prem trial or Deployment pages

Website updates

Surface the new trial as the primary CTA in the Nav

• A new ‘Try Mattermost’ button replaces the current ‘Talk to an Expert’ primary CTA in the top nav bar

• This button opens a dropdown to select the use case

• Use case dropdown:

  • Options (match with use case options in the solutions nav):

    • Integrated Security Operations

    • Out-of-Band Incident Response

    • Self-Sovereign Collaboration

    • Mission-Critical ChatOps

    • Skype for Business Replacement

    • Real-Time DevSecOps Collaboration

    • Purpose-Built Collaboration Hub (the catch-all)

  • This is a mechanism to weed out the random prospects who are not ICPs - an initial qualifier

  • Add ‘talk to an expert’ button in this dropdown

• Add ‘talk to an expert’ as a main CTA in the hero section

Open

Create use-case-based trial form pages

Once use case is selected, the resulting trial signup page adapts to align with the selected use case.

• Use case is included as a hidden field to be associated with the lead

• Form should include:

  • Name

  • Email

  • Organization

  • Region

  • Title?

  • Timeframe for purchase?

Enriching trial data

In addition to the data above, depending on the journey the user has gone through, we can also automatically gather

• IP

• Use case

• Company size (can we infer)

• Source

• Sales attribution from invite links (if applicable)

Open

Add trial CTAs to the use case pages that lead to the use-case form pages

Add CTAs that leads to the use-case-based cloud trial sign up form to the existing use case pages (e.g. Accelerate and safeguard your security operations ) in the second content module below the hero.

Open

Consider adding to the last content module above the footer as well (unless it’s preferred to contact sales at this point).

Open

Updates to the Download page

Update the current ‘Try now’ footer to go to the new trial sign up (use-case based)

Direct invite links for sales staff to leverage

Enable the trial form pages to include parameter(s) for sales staff to use and share out for proper attribution and SFDC routing

Docs Updates

There are proposed updates to the Docs pages, to align with personas and use cases (link coming soon). We also want to:

1. Add UTM Tracking/Cookies for use case

2. CTAs in use-base cased content pages to try Mattermost linking to relevant use case-bsed trial form (see above)

Cloud trial period

With the analogy of the showroom, we’re proposing that a cloud trial is a very transient workspace that is quickly spun up, tested and then shut down/deleted after a very short sandbox experience.

Proposed timing for trial: 1-hour (TBD) or 1-day

Workspace Creation and Provisioning

With the proposed Cloud Trial ‘Preview’ experience, we want as short a trial as possible enabling fast time to value. We should aim to cut down as much time as possible in this stage. Some ideas:

• Hot standby servers ready to go

• Remove the workspace name and url step (randomize it)

• How else can we reduce the account creation flow? Can we just have ‘transient’ workspaces that don’t require the account creation?

Open

During the provisioning step, if we still have wait-time, we can bring in use-case specific TMM videos

In-Product Trial ‘Showroom’

To solve the empty room problem that we have right now, the proposal here is to create sample content for messages, channels, teams, playbooks, boards, etc that relate to the key use cases selected in earlier parts of the journey and can better demonstrate what the product is capable of.

Pre-loaded data

• 1 team for each use case. Land the user in the team that is most relevant to their use case

• Sample users, with conversation data

• 3-6 channels with pre-seeded conversations

  • Welcome channel with an initial post from the Mattermost bot sharing tips/links to get started

  • Playbook-based channel (tied to an active playbook run that relates to the use case)

  • Project-based channel (with linked boards and cards) related to use case

  • AI-based channel? Maybe AI can respond to each post?

  • Monitoring channel (a webhook-based feed related to the use case)

  • AI bot DM?

Open

In-product onboarding for trial

• Video snippets or GIFs of key features - cycle through in a feature modal

Open

Or we could leverage the existing task list and update it with the video, and an item at the top that would open this ‘feature modal’

Open

Cloud nurture emails

1. Use case-based nurture emails

2. Updated branding

3. Post-trial communications directing to self-hosted (aka “test drive”)

Workspace expiry

After the trial period ends, we should provide a clear path to the following:

• Engage more deeply with a 30-day trial of Mattermost Self-hosted. Point to the Download page or the Docs page?

• Engage with sales

• Extend cloud trial?

We can do this through

• The expiry screen on the workspace

• Post trial email(s)

Trial SKU

For now, we will reamin with the Enterprise SKU, but as new higher-tier SKU is made available, trial will use the highest SKU - for both on-prem and cloud.

Self-hosted trial (“test drive”)

Coming soon

Milestone Breakdown

Coming soon…