Segment Recipe: Increase trial conversion with onboarding using Pendo with Salesforce Marketing Cloud

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In a software trial process, the goal is always to drive to first value and to foster continued engagement to convert from a trial to a paying customer.  With Pendo, you can create an in-app automated onboarding tour to drive users to key features and increase conversion.

If the onboarding tour is not completed, you can push that information to Segment Personas where you can compute custom user traits (e.g. user has abandoned the Pendo onboarding flow and the Opportunity value is higher than $10K) and sync those traits to Salesforce Marketing Cloud. From there, you can send emails to the trial users that incent them to come back into the product to complete the onboarding process.

Ingredients (What You Need)

  • Pendo
  • Salesforce Marketing Cloud
  • Segment Personas


  • Increase trial conversion to customers
  • Automate the onboarding and re-engagement process 
  • Drive personalize notification based on user behavior

How this works

  1. Get data flowing from Pendo to Segment (Pendo Source)
  2. Get data flowing from Segment to Salesforce Marketing Cloud
  3. Build a custom audience with Segment Personas based on the events from Pendo to send computed traits to Salesforce Marketing Cloud as unique user properties
  4. Create your email in Salesforce Marketing Cloud using your newly created property to customize the content you plan to highlight in the re-engagement email

Steps to get started

  1. Create an onboarding tour in your product using Pendo
  2. Configure Pendo as a Segment Source to receive events
  3. Get data flowing from Segment to Salesforce Marketing Cloud
  4. Use Segment Personas to build and send your custom audience
  5. Send re-engagement emails from Salesforce Marketing Cloud




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