This week Luke Marshall, CEO of Baremetrics, sat down with Justin Hammond, B2B SaaS growth strategist with 10+ years scaling high-growth companies. You'll hear about why competitors sign up for trials just to study your onboarding flows, how to identify the "golden pathway" actions that predict conversion, why trigger-based emails beat time-based drips, and the concierge onboarding strategy that dramatically reduces churn.
About Justin Hammond:
Justin Hammond is a B2B SaaS growth strategist specializing in actionable, checklist-driven playbooks that help founders transform trial users into loyal customers. With over a decade of experience scaling high-growth companies including Book Like a Boss, Justin has become a trusted voice on data-driven onboarding, sustainable growth strategies, and practical frameworks that deliver immediate wins. His approach focuses on granular, implementable tactics rather than high-level theory.
Show Notes:
01:48 Users signing up to see onboarding flows
05:23 Step one to a great onboarding flow: user research
07:07 Step two to a great onboarding flow: identify high-converting actions
09:02 What should good onboarding emails accomplish in a flow?
11:40 Onboarding advice for early-stage startups
14:21 Overcoming gaps in Time to First Value during onboarding
21:14 How will AI shift SaaS onboarding?
24:42 Why you shouldn't try to increase product adoption during onboarding
