01 / Built around your business
Where the opportunity sits
SaaS growth needs to connect acquisition with the moment a user experiences value. The starting point is to identify where that decision becomes difficult, then agree which part of the journey deserves attention first.
02 / Built around your business
What the work can include
Use-case pages, demo or trial journeys, activation event definitions and lifecycle messages based on product behaviour. The scope is agreed around your current systems, operating capacity and priorities. Each deliverable should have an owner, the information needed to complete it and a clear review point.
Attract the right audience
Interest is growing, but the fit is unclear.
Start with the use case and buyer. Review whether the page and campaign explain the same problem, who the product is for and what a suitable next action looks like.
- Use-case and audience messaging.
- Search or campaign destinations built around that intent.
- Demo or trial qualification and a clear handoff.
Evaluate the offer
A clearer route into the product
Connect the promise on the page with the context sales or onboarding needs.
Help new users reach first value
Sign-ups arrive, but useful activity does not follow.
Agree the product action that signals initial value. Then inspect the steps, dependencies and unanswered questions between sign-up and that milestone.
- An agreed activation event and event checks.
- A clearer onboarding path and help at the point of friction.
- Permissioned messages based on relevant product behaviour.
Reach first value
A purposeful first experience
Help the user complete the next useful task. Measure the product event, not just whether a reminder was opened.
Support a continuing reason to use it
Users activate, but continued value is inconsistent.
Review which customers continue using the product and what changes before disengagement. Marketing should support product value and useful assistance, with clear ownership of customer feedback.
- Cohorts with consistent start dates and definitions.
- Relevant adoption, education and renewal communication.
- A feedback route between customer success, product and marketing.
Support continued value
Stay useful after onboarding
Match communication to the customer’s stage and needs. Keep account notices separate from optional marketing.
03 / Built around your business
Build around how your customers choose
1. Find the use case
Build search and content around the workflow and audience the product serves.
2. Evaluate the product
Explain capabilities, limitations and onboarding with real product examples.
3. Start a trial or demo
Review sign-up friction and give sales the context of a demo request.
4. Reach a useful milestone
Map permissioned onboarding and lifecycle communication to activation events.
04 / Built around your business
Measure the decisions that matter
Qualified demos, activation, retention and acquisition costs with clear definitions. Start with a reliable baseline and keep early interactions separate from completed outcomes. Review the results against your capacity and the costs included in the plan, so the next decision is based on useful business information.
Sales-led evaluation
Useful when buyers need a guided discussion, implementation review or several stakeholder approvals. Define demo quality, the sales handoff and what a successful evaluation should establish.
Self-serve trial
Useful when a suitable user can experience value directly. Make setup requirements clear, reduce avoidable friction and measure the activation milestone before judging sign-up volume.
A combined route
Let visitors choose based on complexity and readiness. Keep ownership clear when a trial needs human assistance or a demo should move into hands-on evaluation.
Qualified demos
Demo requests or held meetings that meet the agreed customer-fit criteria; report those stages separately.
Form context, CRM qualification and meeting status.
Activation
Eligible accounts or users reaching the agreed first-value event within a defined window.
Product events checked against the activation definition.
Retention
A defined starting cohort continuing the agreed activity or paid relationship at a stated point.
Product usage or billing records, depending on the question.
Acquisition cost
The included acquisition costs divided by new customers in the matched period, with scope and limitations stated.
Spend, agreed cost categories and customer records.
05 / Built around your business
How the engagement starts
Share your website, target market and the main point where growth is getting stuck. We review the existing journey and the information your team can provide, then recommend a defined starting scope. The proposal separates agency work, advertising spend and third-party costs. It also identifies your team’s responsibilities, access requirements and review points.
Audience & journey brief
The use case, buyer, buying route and point where suitable prospects or users get stuck.
Prioritised work plan
Named page, campaign or lifecycle changes, with dependencies and review points.
Measurement agreement
Event definitions, accessible data, reporting periods and known measurement gaps.
Working rhythm
Owners for product information, access, approvals, implementation and the next review.
Before we start
Questions about the work
Should we optimise for demos or free trials?
The right route depends on product complexity, buying process and onboarding needs. Define what makes a demo qualified or a trial activated before choosing campaign goals.
What determines cost and timing?
The target market, the amount of work, access to the right systems and the review process all affect the scope. We explain the deliverables and dependencies in the proposal.
Can we start with activation rather than buying more traffic?
Yes. If suitable users already sign up but do not reach a useful product milestone, an activation review may be the better starting point. We agree the event definition, available data and product-team responsibilities first.
Will you work with our sales and product teams?
The scope should identify who owns product facts, event access, customer qualification, implementation and approvals. We coordinate the marketing work around those responsibilities and the agreed review process.
Does more trial activity mean more revenue?
Not automatically. Trial starts, activation, paid conversion and retention describe different stages. We keep those stages separate and review how they connect within a defined cohort and period.
