How do we trigger automation based on in-product behaviour?

We set up event tracking in your product (using Segment as the central hub) that sends behavioural events to your automation platform. When a user completes an activation step, drops off at a certain point, or hits a usage threshold, the appropriate sequence triggers automatically.

What's the most impactful automation to build first for SaaS?

The onboarding sequence for new trial users — specifically, behavioural emails that trigger when users don't complete activation steps within 24 hours. This single automation typically improves trial-to-paid conversion more than any other single investment.

Marketing Automation

Marketing Automation for SaaS Companies

SaaS marketing automation is fundamentally different from e-commerce or service business automation — the product itself is the best marketing tool, and automation should direct prospects toward product experience moments, not away from them. We build SaaS automation that serves the product-led growth flywheel.

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The Real Challenges SaaS Companies Face with Marketing Automation

Marketing Automation for software companies and product-led growth businesses comes with industry-specific constraints that a generic agency won't anticipate.

1
Onboarding automation is the highest-leverage automation a SaaS company can build, and most companies get it wrong — sending time-based emails instead of behaviour-triggered ones
2
Feature adoption automation (nudging users toward features they haven't tried) is highly correlated with retention but requires deep product analytics integration
3
Trial-to-paid conversion sequences must know where each user is in the trial — day 1 and day 13 of a 14-day trial require completely different messages
4
Churn prevention automation requires early warning signals (declining login frequency, feature drop-off) to trigger intervention before the customer has already decided to leave

Our Approach for SaaS Companies

We integrate your automation platform with your product analytics (Mixpanel, Amplitude, or Segment) to build behaviour-based triggers. Every email is sent because the user did something (or didn't do something) — not because 5 days have passed.

Outcomes for SaaS Companies

Trial-to-paid conversion rate improvements of 25–40% through behaviour-triggered upgrade nudges at peak intent moments
Feature adoption rates 30–50% higher for users who receive targeted in-app and email feature education
Churn rate reductions of 10–20% through early-warning detection and proactive outreach before cancellation

Deliverables

Email automation sequences
Lead scoring and segmentation setup
CRM workflow configuration
Landing page and form integration
Analytics dashboard and reporting

Questions from SaaS Companies

How do we trigger automation based on in-product behaviour?: We set up event tracking in your product (using Segment as the central hub) that sends behavioural events to your automation platform. When a user completes an activation step, drops off at a certain point, or hits a usage threshold, the appropriate sequence triggers automatically.
What's the most impactful automation to build first for SaaS?: The onboarding sequence for new trial users — specifically, behavioural emails that trigger when users don't complete activation steps within 24 hours. This single automation typically improves trial-to-paid conversion more than any other single investment.

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