Onboarding in B2B: The key to providing unique experiences and acquiring more customers

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Have you ever stopped to think, what motivated a user to reach your landing page? What type of information were they looking for? Did they find what they needed at that consideration stage? And better yet, do you know why they ultimately decided -or didn't- to purchase your product/service?

The best way to find out is to examine and adjust our onboarding process. Let’s take a look at what it’s all about.

In digital marketing, onboarding is the term we use to describe the welcoming process that a digital asset offers to a user.

Onboarding is an important part of the Client Journey in which the user goes through different stages with the product or company.

Since you become aware of the need you have and understand that there are products or services that could satisfy it.
Going through the consideration moment , when you thoroughly research and evaluate those options that you think could provide tailored solutions
Continuing in the purchase decision-making stage, when the user establishes contact to learn a little more about the product/service.
And ending with the evaluation of what was acquired, which is very important for subsequent loyalty hospital mailing email list and recommendation.
For each of these moments, it is essential to know in depth who these users are, what needs they have, what their pain points are and how, from your digital channels, you can help them obtain all the information and interaction they need from your company depending on the moment of the journey they are in.

Onboarding then consists of achieving an excellent start to the relationship with that potential client, creating and optimizing a process so that the anonymous user quickly becomes a lead, and that he or she easily relates and adapts to your company so that in a very short time - and in the fewest possible steps - they are working together and coordinated, in a win-win for both companies.

To do this, the entire process must be analyzed and evaluated, from the acquisition of leads or prospects, how the filter is applied and what are the steps or contact points that they follow until they become a client. How do they advance to that point? Is that purchasing experience different and consistent? What can you automate and what should be handled directly by the sales team? At what step are we losing the majority of leads? Do they all behave in the same way or could we segment and optimize the step by step according to this segmentation?

Here it is important to note how important it is for marketing and sales teams, systems and processes to be integrated and unified, so that the buyer's journey experience can be optimized at each stage. To do this, it is necessary for the sales funnel (marketing) to be aligned with the commercial objectives (sales), so that both teams pursue the same objectives and speak the same language.

Because to get more and better conversions, you need to identify the ideal customer profile, that is, the “buyer personas.” And for marketing to be able to build them and direct their campaigns to this type of people, they need to take advantage of the experience that the sales team already has. This way, they can adjust the messages and define the best channels to properly guide each of these profiles through the funnel.

Finally, measurement and analytics should not be neglected: all the data we obtain in each of the steps of the entire process will help you create even more segmented buyer personas, you will know at what point you are losing leads and you will be able to investigate why, plus you will have more information that will allow you to define inbound, outbound, content and automation strategies that convert that user into a client better and faster.