Introduction
The ability to create trial accounts on a B2B SaaS platform remains one of the top mechanisms for attracting potential users, leads, and future customers. It is an excellent way to capture opt-in leads that can later be contacted for conversion.
For a SaaS startup, the number of trial users is a key metric for attracting potential investors. If these trial users are also active users who engage with the product, it demonstrates market acceptance and paves the way for an MVP launch.
As a marketing consulting firm specializing in SaaS marketing consulting services, we emphasize, that offering a product trial is a crucial element of the go-to-market (GTM) strategy. However, it must be executed well to generate the desired results; otherwise, it can lead to a pool of inactive users or cold leads, resulting in massive buildup of junk data
Tailoring SaaS Trial Strategies to Different Market Segments
Having built SaaS marketing strategies for numerous companies, we have realized that the efficacy of trial accounts depends on the use case, the learning curve, and the addressable market. In certain scenarios, trial accounts need to be supplemented with product demos to help users understand the modules, features, and overall utility. Similarly, products designed for specific industry verticals, high subscription costs, & longer sales cycles should be supported through account-based marketing and a dedicated sales and presales team
Horizontal SaaS with low cost & easy learning curve. - Products like email solutions, file-sharing platforms, and email marketing solutions have a large addressable market and an easy learning curve. Trial accounts for these platforms are highly effective, as users can onboard, learn, use, and purchase the solution independently. Generally, one-to-one contact is not needed for these solutions. However, simple product tutorials, demos, self-help articles, and chat support are critical for user on-boarding, purchase, and platform usage.
Horizontal SaaS with high cost and complex learning curve - Products such as CRM, ERP, payroll, and marketing automation platforms have a large addressable market but often require personalized demos and pre-sales support during the trial period. An account manager may also be needed to complete the sales cycle. In such cases, trials can serve as qualified leads that may need engagement for conversion.
Vertical products with complex learning curve and customer journey – Products designed for specific or large industries, deployed across the company with complex customization needs, fall into this category. As a SaaS marketing consulting firm, we believe trial accounts may not be effective for such products & use cases. The users of vertical SaaS products require more hands-on assistance through personalized demos, proofs of concepts, and in certain cases, a paid pilot implementation.
Therefore, rather than solely relying on trials, marketing teams should also focus on additional calls-to-actions, such as “Book a Demo,” to capture leads. This approach should be further supported by account-based marketing, pitch videos, case studies, press releases, and customer references. Products like enterprise ERPs, hospital management systems, insurance or banking applications fall into this category.
Read More: The Importance of Identifying and Targeting the Right Customer Segments for SaaS Software
SaaS Marketing Strategy: Engaging and Converting Trial Users
Marketing plays a crucial role in generating awareness, educating potential customers, and sparking interest by creating compelling marketing assets and campaigns that incentivize users to sign up for trial accounts. As SaaS marketing consultants, we advocate for building a strong brand that resonates with the addressable market and target user personas. This should be accomplished by clearly communicating the value proposition, focusing on business needs and solutions, and highlighting benefit-driven success stories. SaaS marketing teams should drive each stage of the user journey.
Create websites, landing pages, ads, SEO, and content to drive product trials
Develop assets to facilitate customer on-boarding and product usage.
Drive communication across the customer journey, such as welcome messages, trial expiry notifications, emails about product features, and special offers.
Drive marketing technology that powers cross-channel communication across SMS, WhatsApp, chat, in-app notifications, and more.
Support the sales team with collateral, including product demos, pitch videos, case studies, and product comparisons.
In conclusion, we believe that a well-executed SaaS marketing strategy can be pivotal in engaging and converting trial users across diverse market segments. By tailoring trial strategies to suit the specific needs and complexities of different products and industries, companies can maximize the effectiveness of their trial accounts. From horizontal SaaS solutions with low costs and easy learning curves to vertical products requiring personalized demos and extensive support, understanding the nuances of each market segment is crucial.
Read More: Marketing Strategy Consulting Firm – Why Hire One
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