This document summarizes a meeting of the SaaS Group on 22 June 2015. It discusses ideas around automated onboarding versus concierge onboarding. Some key considerations for each approach are outlined, along with links to additional resources. Major questions are also posed around how to find the right customers for a SaaS product and whether free trials are the best way to attract customers. The document concludes by thanking attendees of the meeting.

1. SaaS Group 22 June 2015

2. SaaS Group 22 June 2015….. 2
My thanks to everyone who participated in the SaaS Group
meeting at Desk Union on 22 June 2015. The level of engagement
and innovation was excellent.
I have collected the ideas we shared and debated in this short
document. I have also included some links to further reading for
those who like that sort of thing.
I will be circulating dates for another session to take place after the
summer break. Have a great summer and keep those startups
growing.
Life

3. 3
• Low cost so achievable with low
monthly subscriptions
• Measurable feedback at every
stage
• Non intrusive for customers
• Conversion rates may be too
low
• Big design challenge for B2B
SaaS
• Lack of qualitative feedback
from customers
Some things to look at:
• Quora answers on onboaridng
best practice http://
www.quora.com/What-are-
some-best-practices-for-SaaS-
user-onboarding
• Top 10 list of onboarding tools
http://onboardly.com/
customer-acquisition/top-10-
customer-onboarding-tools/
• Free book on customer
engagement from Intercom
https://www.intercom.io/books/
customer-engagement
Automated Onboarding….
Debate

4. 4
Some things to look at:
• SaaScribe on how to use
concierge to double conversion
rates http://saascribe.com/
double-your-trial-to-paying-
conversions-in-30-days-with-
concierge-onboarding/
• AllAboard tool for concierge
onboarding http://
blog.allaboard.io/about/
• Infographic with some key stats
about onboarding http://
www.urbanbound.com/blog/
onboarding-infographic-
statistics
• Immediate improvement in
conversion rates
• Its fun engaging direct with
customers
• Better management of
complex B2B products
• Over Onboard in early stages
• Difficult to reach many who
sign up for free trials
• Overall cost is higher because
of staff time
• Time may not be invested in
the highest value customers
Concierge Onboarding…..
Debate

5. 5The Big Questions…..
How Do You Find The Right
Customers?
• Large % of customers never engage with trials
• Can you market to free trial sign ups who don’t go any further?
• Be clear about what you don’t do
• Focus on a vertical or create market offerings for different
industries/ segments
• Technical documents not sexy content drive highest value
• Track people (eg using Linkedin Sales Navigator) not just
companies
• Is time saving a real USP? Everyone does it
• Use customer feedback, for example is lack of time a real reason?
• Offer an ROI calculator to demonstrate value – will only work for
the right customers
• Offer a non branded health check against key challenges your
product solves

6. 6The Big Questions…..
Are Free Trials the best way to attract
customers?
• Use scarcity eg only available to first 100
• Discounts for early sign ups
• Demos rather than free trials – use videos and webinars as well
• Should you advertise pricing on your site or require a demo to
show prices?
• Limited functionality – minimum that achieves the Wow factor
• Try a sandbox not a trial
• Charge something even if it is only £1
• Make it easy to close/ exit the trial

7. Attendees
7
Robin Knox
Paul Walton
Niall Grant
Leah Hutcheon
Sara Robertson
Richard Bolton
Stefan Raue
James Birchmore
Clare Mackey
Martin Calvert
Stuart Ruthven
David High
Judy Wilson
Thanks again and see you next time ©Sunstone Communication
Ltd 2015