If you run a B2B SaaS business, you need a reliable way to forecast revenue from trial accounts. Deal size is easy. Guessing “likelihood to close” by gut feels isn’t.

At Accoil, we lean on three product engagement metrics—Activation, Engagement and Communication. They replace guesswork and give you real signals. Here are seven trial-lead types you’ll find in your pipeline.

Types of Trial Leads

Trial Lead #1: The Golden Leads

90% chance of conversion

These leads do everything right. They activate fast, stay active and keep in touch with your team. They share clear goals and ask smart questions.

Key indicators:

High Activation

High Engagement

Active Communication

How to handle them:

Support them fully. Show them advanced features. They’ll be eager to try.

Trial Lead #2: The Silent Successes

75% chance of conversion

They self-serve to first value but rarely reply to emails. Their usage tells the real story.

Key indicators:

High Activation

High Engagement

Low Communication

How to handle them:

Stay ready to help. Trust their engagement and let them explore.

Trial Lead #3: The Contrary Converters

60% chance of conversion

They speak up—but mostly to challenge your product. Despite the complaints, they keep using key features.

Key indicators:

Medium Activation

Medium Engagement

Active Communication

How to handle them:

Listen and empathise. Show you value their feedback. Turn critics into advocates.

Trial Lead #4: The Positive Procrastinators

30% chance of conversion

They praise your product but never activate it. Their words feel warm, but actions matter more.

Key indicators:

Low Activation

Low Engagement

Active Communication

How to handle them:

Set clear steps and deadlines. Ask for a commitment. If they won’t follow through, move on.

Trial Lead #5: The Fizzlers

10% chance of conversion

They start excited, activate quickly, then fade away.

Key indicators:

High Activation

Low Engagement

Low Communication

How to handle them:

Add them to your nurture list. They won’t convert in this trial, but they might return later.

Trial Lead #6: The Incompatible Ignoramuses

5% chance of conversion

They say they want your product but lack the fit or resources. They tie up your time for no gain.

Key indicators:

Low Activation

Low Engagement

Active Communication

How to handle them:

Thank them for their interest and move on. Keep the door open for the future.

Trial Lead #7: The Heartbreakers

5% chance of conversion

Big-name accounts sign up but never engage. They tease big wins that never come.

Key indicators:

Low Activation

Low Engagement

Low Communication

How to handle them:

Let them go. Focus on leads who actually use your product. Only map their team if your Sales team insists.

Revenue forecasting is all about engagement

Your forecast gets sharper when you track Activation, Engagement and Communication. Those metrics tell you who will close—and who won’t.