TechSmith Improves Products and User Experience While Growing Sales Via More Trial Conversions, Upgrades, Renewals, and Cross-Selling

TechSmith Corporation provides practical business and academic software products that can dramatically change how people communicate and collaborate. Its mission is to empower people to create remarkable videos and images that help share knowledge and information. TechSmith enables users to work more effectively wherever they may be and ensures that the process of creating, sharing and collaborating around content is simple and intuitive so that others can learn from their knowledge. 


  • Initially TechSmith built its own data collection system for its flagship products Snagit and Camtasia, but that system contained no reporting or analytics, frustrating product teams and the technical professionals tasked with operating and maintaining it


TechSmith now uses Usage Intelligence to:

  • Improve product roadmaps, user experience, and workflows
  • Turn trial users into paying customers
  • Accelerate product upgrades
  • Cross-sell more effectively
  • Collect product feedback


  • Improved feature roadmaps: Target development investments based on real user needs
  • Reduced costs: Usage tracking was simplified, replacing a costly and ineffective homegrown system
  • Created Business-wide benefits: Data is improving functions ranging from marketing to content management, development to licensing
  • Increased revenue: Improved conversion rates on upgrade cross-sell and trial campaigns

Using Usage Intelligence, we can set team goals around specific usage metrics, galvanizing people from marketing, support, documentation, and development to work together on hitting our targets. Usage Intelligence helps us drive coordinated effort on the customer’s behalf.

- Daniel Foster, Strategy Lead, TechSmith Corporation

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