B2B SAAS / FREE TRIAL ACQUISITION CAMPAIGN

DEPUTY (NSW)

Workforce management SaaS platform increasing SME free trials through industry-specific landing pages, high-intent search capture, and trial-to-paid automation optimisation.

📌 Company Snapshot

Industry: Workforce Management SaaS
Audience: SMEs (Retail, Hospitality, Services)
Market: Australia
Goal: Increase free trial sign-ups

Strong international presence
Slowing AU growth
High traffic, low trial conversion
Aggressive competitor pricing

🚧 Challenges & 🧠 Strategy

Challenges

Conversion drop-off from landing to trial
Price-sensitive SME segment
Generic messaging across industries
Weak nurture from trial to paid

Strategy

Google Ads for high-intent AU keywords
Industry-specific landing pages (Retail, Hospitality)
Trial-to-demo email automation
LinkedIn campaigns targeting operations managers

⚙️ Execution

Search campaigns targeting “employee scheduling software Australia”

Segmented landing pages by industry vertical

Automated trial nurture sequences deployed

LinkedIn ads targeting SME operations decision-makers

📈 Results (6 Months)

Free trial sign-ups: +48%

Trial-to-paid conversion: +27%

CAC: -22%

MRR growth: Accelerated

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