Choosing a marketing agency for a SaaS company
What to ask a marketing agency before hiring them for a SaaS company, and why understanding activation and retention matters more than campaign creativity.
4 min read
Every field on a SaaS sign-up form is a small tax on completion. Company size, job title, phone number — each one is a reasonable thing to eventually know, and each one also reduces the number of people who finish signing up.
Minimise the sign-up form itself
- Email and password (or SSO) only, if your funnel can support collecting other detail later.
- Defer company size, role and use case to an in-app onboarding step, once the user has momentum.
- Social or SSO sign-up options, which measurably reduce drop-off for many audiences.
Balancing lead quality against volume
A shorter sign-up form increases volume but can also increase unqualified sign-ups. If sales needs to prioritise leads, capture qualifying information inside the product during onboarding, where it does not cost a completed sign-up, rather than on the form itself.
Every field removed from a sign-up form is a person who did not bounce before seeing the product.
Testing the flow as a genuinely new user would
Run through your own sign-up flow on a fresh account periodically, without the context an internal team member automatically has. Confusions that are invisible to your own team are often the exact ones costing conversions.
The takeaway
Ask for a work email and nothing else on the sign-up form itself — collect everything else inside the product, after the user has already seen value.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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