recently reported a study confirming that in e-commerce, the word “free” is as powerful as ever. An example showed how some customers reacted strongly to a free shipping offer, but another customer group wasn’t significantly swayed by a different $0.25 shipping offer.

While 25 cents for shipping a package is objectively a great deal (think about how much it costs just to mail a greeting card!), customers did not have nearly the same reaction to that as to the free deal.

B2B marketers can take advantage of this phenomenon as well. After all, you are still marketing to people who get excited by free offers. Here are some ideas of free offers that will help you snag some new customers:

  • Free Product Trial – Try it and they might like it! One great way to let people test the waters, is to provide a free trial of your product. Make it worth their while – a week may not be a long enough time for them to become attached to it, so extend it to a month, and be sure to have a plan in place on how you are going to convert them to an actual buyer of your product before the 30-days is up.
  • Free Assessment – Another way to offer value for no cost the the end-user is through a free assessment such as an expert ERP evaluation with no strings attached. This is a great way to get to know their organization and for them to see what you can do for them.
  • Free Upgrade or Product Feature – If you have a small product upgrade coming out, offer it for free or with the purchase of another module or product. This makes customers happy because they are getting more for their investment. 
  • Free Education – Offer free continuing education through best practices webinars, whitepapers, or podcasts. This allows you to keep in touch with customers and shows that you care about them. Best of all, these tactics are low cost and can be applied to other areas of your marketing efforts. 

If you have other free offer ideas, let us know! For more helpful marketing tips and information on effective marketing strategies for your business, go to or visit the Marketing Know-How blog.