Case Study

Slack: Personalizing Trial Engagement To Drive Product-Led Growth

November 22nd, 2022
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette


Many B2B software-as-a-service (SaaS) companies are embracing a product-led growth strategy to bring more value to customers and increase revenue. This approach includes providing trial offerings to acquire customers and then improving the self-service or digital experience to convert free customers to paid. Slack recognized an opportunity to improve the onboarding journey for their free customers and transformed the way it works internally, leveraged data, and embraced experimentation to help these customers be successful. This case study describes how Slack worked through internal challenges and opportunities to improve the experience for customers to drive product-led growth.

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