The "freemium" model can be a very effective strategy for B2B and especially for business-to-very-small business firms, writes Insightly CEO Anthony Smith. Even if you only convert 3% to 10% to paying customers -- the usual rates -- the small-business field is big enough to be profitable. Offering a product free has a positive exposure advantage, and can give customers an inarguable sense of your product's value, Smith writes. But don't skimp on the freemium product, because that might be the only experience the customer has of your brand, he adds.

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