Fully agree with @Dmitry — I tried doing special trade-show promos, with discount codes on leaflets, just to encourage people to take action in a limited timeframe when they see a leaflet. But response rates were poor and the customers acquired this way churned quickly.
In retrospect, this isn’t that surprising. In a SaaS, unless you offer a lifetime discount (which you should not do, as it threatens the sustainability of your business), discounts are not that interesting. So what if I get 50% off for the first year — I have to pay anyway, and subsequent years are full price anyway.
Discounts for individual customers are an entirely different story, though, and I look forward to listening to that podcast