As to the trials, reverse trials type of thing, I think it largely depends. I think if you have especially a B2B feature where you may have some lock-in, reverse trials can be super powerful. You just want to get people in there. You don't need to ask for their credit card because they're using your CRM or they're investing quite a lot of time in building out material and content. And so by the time that window drops, you actually feel, "Oh man, I probably should keep this and start paying." I think for a lot of consumer products it's a little bit harder for that to work. And so I've typically seen more just normal free trials be the norm.
You don't need to ask for their credit card because they're using your CRM or they're investing quite a lot of time in building out material and content.