Introducing PLG with Kameleoon's First Free Trial
Challenge
When I joined Kameleoon as its founding PMM in 2022, the company was breaking into the North American market while preparing to release its new Feature Management and Experimentation (FM&E) solution in the second half of the year. Launching the company’s first-ever free trial for FM&E was the culmination of months of cross-functional collaboration, aimed at positioning Kameleoon among the top experimentation platforms in North America and pressure-testing the new product-led growth motions we had put in place.
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Approach
To bring the trial to life, I orchestrated the project end to end, aligning Product, Marketing, Sales, and Customer Success around a shared strategy for trial activation, onboarding, and measurement. I conducted a competitive analysis of free trial and freemium models, which helped us determine the trial’s scope and duration. I partnered with the Chief Product Officer to identify which capabilities would be included in the trial, how in-app actions would be scored for follow-up touchpoints and lead scoring, and developed messaging for all trial-related assets, including nurture and onboarding email flows, user persona-based in-app onboarding messaging, LinkedIn promotions, and landing page copies. I worked with PM and Marketing to create dashboards in Mixpanel and HubSpot to track engagement and drop-off points. I also coordinated a rigorous QA process across environments and automation flows to ensure a frictionless experience. The result was a polished, scalable free trial that supported our shift toward product-led growth while equipping internal teams with clearer visibility into user behavior.
Outcome
The trial experience removed friction from the evaluation process and gave users a hands-on way to explore our Feature Management and Experimentation product, while providing our internal teams with valuable insights into user behavior. Importantly, it became a critical tool for Sales, who used the trial environment to accelerate deal cycles.
Steady free trial sign-ups continue to support pipeline generation, while the infrastructure we built around onboarding, scoring, and analytics has become the foundation for future low-touch and self-serve initiatives.