THRY

Will the conference drive increased platform adoption or upsell opportunities for existing Thryv customers?

Created August 07, 2025 at 01:13 PM

Short answer:

Yes – the “Grow 2025” conference is positioned to generate both new‑platform adoption and upsell opportunities for existing Thryv customers. By delivering a concrete growth framework, showcasing Thryv’s capabilities, and creating a high‑touch networking environment, the event is likely to act as a catalyst for new sign‑ups and deeper usage among current users.

Why the conference can boost platform adoption

Factor	How it translates into new‑customer growth
Targeted audience – Small‑business owners and entrepreneurs who are actively looking for ways to “become the go‑to business” in their market. These are exactly the decision‑makers who evaluate and purchase a marketing‑ and‑sales platform.
Educational content – A “three‑step framework” that promises tangible results (lead conversion, sales growth, market positioning) gives prospects a clear, actionable reason to explore a solution that can deliver those outcomes.
Brand credibility – Thryv is the event’s presenter and the conference is marketed as the “premier” small‑business growth forum. Hosting the event reinforces Thryv’s thought‑leadership status, making the platform a natural choice for attendees seeking proven tools.
Live product demos & case studies – While not explicitly listed, flagship conferences typically include product showcases, success‑story panels, and hands‑on labs. Those experiences lower the perceived risk of adoption and accelerate the buying decision.
Geographic reach – Holding the event in Scottsdale (a growing entrepreneurial hub) expands Thryv’s exposure beyond its existing digital footprint, tapping into regional networks that may not yet be Thryv customers.
Media amplification – The press release (Business Wire) and subsequent coverage will circulate the conference’s messaging far beyond the two‑day event, creating a pipeline of inbound leads over weeks or months.

Anticipated adoption pathways

Direct sign‑ups at the conference – On‑site registration booths, special pricing bundles, or “first‑month free” offers can convert attendees into new users immediately.
Post‑event nurture – Attendees will receive follow‑up content (e.g., recordings of the framework sessions, whitepapers, trial links). This drip‑marketing can convert prospects who need a longer evaluation period.
Referral loops – Attendees are likely to be part of local business associations; they can bring peers into the Thryv ecosystem, multiplying the acquisition effect.

Why the conference can create upsell opportunities for existing Thryv customers

Upsell Driver	What the conference delivers
Advanced training – The three‑step framework is a “next‑level” growth methodology. Existing customers who want to apply it will need deeper platform features (e.g., advanced automation, premium analytics, dedicated account support).
Cross‑selling of add‑ons – Sessions that illustrate how specific Thryv modules (email marketing, CRM, reputation management) fit into the framework can spark interest in complementary tools that a basic subscription does not cover.
Community & networking – Existing users will meet peers who are already using higher‑tier Thryv packages, prompting them to consider similar upgrades to stay competitive.
Showcase of new product releases – Flagship events are often used to unveil upcoming features. Existing customers get a first‑look, creating a sense of urgency to upgrade to access the latest capabilities.
Performance benchmarking – Live case‑study panels let current users compare their results against industry benchmarks, highlighting gaps that can be filled by premium functionalities.

Potential upsell scenarios

From basic to “Growth” tier – After learning the framework, a small‑business owner may realize they need integrated lead‑to‑sale pipelines, prompting a move from a starter plan to a full‑suite subscription.
Add‑on purchases – Tools such as AI‑driven ad‑copy generation, advanced SEO monitoring, or a dedicated success manager could be sold as optional upgrades.
Renewal incentives – Attendees who experience the conference’s ROI may be offered renewal discounts tied to the adoption of higher‑value modules.

Strategic take‑aways for Thryv

Recommendation	Rationale
Bundle conference attendance with a limited‑time trial of premium features.	Converts curiosity into hands‑on usage, smoothing the path from trial to paid upgrade.
Capture contact data and segment leads (new vs. existing). Tailor follow‑up sequences: “Welcome to Thryv” for prospects; “Level‑up your plan” for current users.
Leverage speaker credibility – Invite customers who have successfully used Thryv’s advanced tools to present case studies. Peer validation is a strong upsell catalyst.
Post‑event community platform – Create a “Grow 2025 alumni” group (e.g., LinkedIn or a private forum) where ongoing education and product updates are shared, keeping the momentum alive and encouraging continuous platform usage.
Measure conversion metrics – Track registrations, trial activations, and subsequent plan upgrades to quantify the conference’s impact on both acquisition and upsell.

Bottom line

The “Grow 2025” conference is deliberately crafted to address the core growth pains of small‑business owners—lead conversion, market positioning, and sales acceleration. By aligning those pain points with Thryv’s platform capabilities, the event serves as a dual‑pipeline engine:

New‑customer acquisition – Education + credibility + easy‑on‑ramp offers → higher likelihood of first‑time sign‑ups.
Existing‑customer expansion – Advanced use‑cases + peer benchmarking + product previews → clear pathways to upsell and deeper platform adoption.

If Thryv executes the typical best‑practice follow‑up (targeted outreach, trial incentives, and tiered upsell messaging), the conference should materially increase both the number of new platform users and the revenue per existing user.