A marketing plan template for product-led saas.
Software that people try before they buy: a free trial or a free plan, an activation moment in the product, and growth through trial-to-paid conversion, seat and plan upgrades. Marketing and product share the funnel.
What you start with.
A starter strategy
Product-led growth, with goals you can edit.
- Get more sign-ups to the aha moment
- Convert more trials and free users to paid
- Grow seats and plans inside paying accounts
16 audiences
Labels for who you market to.
- Lookalike of paying accounts
- Team leads at small teams
- Category and alternative searchers
- Pricing page visitors, last 30 days
- Signed up, not yet activated
- Active free-plan users
8 conversion events
The events your results are measured by.
- Sign-up
- Activated
- Trial started
- Product-qualified lead
- Trial to paid
- Plan or seat upgrade
9 objectives
- Category awareness
- Sign-up growth
- Activation rate
- Product-qualified lead generation
- Trial to paid conversion
- Seat and plan expansion
- Churn reduction
- Churned-customer winback
2 starter plans
- Always-on product-led growth: Acquisition, onboarding, trial conversion, expansion and churn prevention running all year.
- New feature or plan launch: Announce a launch to the base and to prospects, drive first use, and convert the accounts it fits.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.