This presentation outlines a six stage process for SaaS companies to implement an effective onboarding strategy to convert free trial users into paying customers. The six stages include: 1) developing a strategic marketing plan, 2) generating trial signups, 3) refining the software performance, 4) ongoing communication with trial users, 5) building customer loyalty, and 6) follow up communications for non-converting users to gain insights. Implementing this full funnel approach from trial to conversion is presented as key to growing a SaaS business through an introductory free trial offer.

1. 7 Smart Ideas to Market
your SaaS Business
Getting Customers
Onboard: 6 stages to
ensure your SaaS free trial
converts

2. For SaaS businesses, providing a free trial
is one method of enticing potential users
to adopt your software short term.
The ongoing challenge is to then convert
these new leads into paying customers.
Getting Customers Onboard | A Xander Marketing Presentation
Introduction

3. This presentation contains leading edge
ideas on:
• Putting the right onboarding strategy in place early on
• Key tips for generating trial signups
• The right ways to communicate with those trying out
your product
• How to ensure your free trial ultimately converts to sales
And much more!
7 Smart Ideas to Market
your SaaS Business
Getting Customers Onboard | A Xander Marketing Presentation
Download the full white paper here: http://goo.gl/PGpDbQ
Introduction

4. Your onboarding strategy should be
working hard to generate interest in trial
versions of your software, and then
maximising the likelihood that these
leads can be converted into paying
customers.
Build a marketing strategy
specifically for your SaaS solution
Getting Customers Onboard | A Xander Marketing Presentation
First steps: strategic thinking
STAGE1

5. Getting this strategy right in the early
stages of planning will produce the best
results long term.
• Outline what you expect to achieve
• Identify key milestones in the conversion
rate
• Revisit core messages
Build a marketing strategy
specifically for your SaaS solution
Getting Customers Onboard | A Xander Marketing Presentation
First steps: strategic thinking
STAGE1

6. STAGE2
Getting Customers Onboard | A Xander Marketing Presentation
Creating leads: sign on the
dotted line
With your onboarding strategy in place,
getting your product in front of the right
end user is only the first step towards
growing your SaaS audience.
A free trial will encourage further
interaction with your software and first-
hand understanding of the solutions it
offers…

7. STAGE2
Getting Customers Onboard | A Xander Marketing Presentation
Creating leads: sign on the
dotted line
But just how easy is it to get a visitor to
commit to signing up?
You’ll need to:
• Identify your USP
• Keep your signup process simple
• Use website content to support your
main objective

8. STAGE3
Refining software performance
Make sure it’s clear what to do within
your software.
If your free trial isn’t straightforward to
join, clean and intuitive to use and
doesn’t comprehensively display the
perceived benefits, conversion rates will
be affected.
Getting Customers Onboard | A Xander Marketing Presentation

9. STAGE3
Refining software performance
Regularly testing and revising your
system will keep the focus on maintaining
and increasing the interest of new
prospects.
Getting Customers Onboard | A Xander Marketing Presentation

10. STAGE4
Getting Customers Onboard | A Xander Marketing Presentation
Capturing the audience:
communication is key
With your trial generating new signups,
conversions can be won or lost with
ongoing customer service and
promotional messages.
• Text

11. STAGE4
Getting Customers Onboard | A Xander Marketing Presentation
Capturing the audience:
communication is key
Once a triallist is using your product, the
lines of communication are open,
allowing you the option of email and
personal contact targeted towards
generating a sale.
Automating your communications will allow
you to send the right prompts at the right
time.

12. Building customer loyalty
STAGE5
Getting Customers Onboard | A Xander Marketing Presentation
Your branding can increase conversions.
Each and every time a visitor interacts
with your website, your staff, and your
content, you are being presented with an
opportunity to convert them into a
paying customer.

13. Building customer loyalty
STAGE5
Getting Customers Onboard | A Xander Marketing Presentation
The decision to buy is no longer as simple
as researching SaaS products, or even
running a trial version, but is influenced
by each interaction a triallist has with
your company and the material that you
produce.

14. Second chances: don’t say
goodbye to non-customers
STAGE6
Getting Customers Onboard | A Xander Marketing Presentation
Whilst the aim of offering a trial session is
to result in a sale, there is still work to be
done when a user decides the software
isn’t for them.
Building the right post-demo
communication strategy can help to gain
insight and correct mistakes that are
delaying or halting conversions.

15. Summary
An introductory offer is a powerful
marketing tool for SaaS companies,
allowing customers to experience the
software’s benefits in action, envisaging
how it could make a difference to their
work or leisure time by the act of doing.
Getting Customers Onboard | A Xander Marketing Presentation

16. Getting Customers Onboard | A Xander Marketing Presentation
Get the full story
This presentation is the tip of the
iceberg.
Download the full white paper: Getting
Customers Onboard: 6 Stages To Ensure
Your Free Trial Converts
Click here to download your free copy:
http://goo.gl/PGpDbQ

17. Next steps with your SaaS Marketing
Xander Marketing has worked with and looked after and performed the
marketing functions for a number of SaaS companies.
We work in partnership with SaaS businesses around the world to deliver fully
integrated marketing services that help you grow and:
• Win new customers
• Increase and improve leads
• Generate more website traffic
• Build brands and become industry leaders
• Reduce churn rate

18. +44 (0)330 223 2770
hello@xandermarketing.com
www.xandermarketing.com