Measuring the success of onboarding is essential to ensure that the customer is extracting maximum value from the product or service and, therefore, avoiding churn (contract cancellation).
Continuous monitoring allows you to identify bottlenecks in the process and adjust it as necessary. So, see below the main steps and practices for effectively monitoring the success of onboarding in B2B sales!
Monitor the goals and KPIs defined at the beginning
Track the specific goals you set for your customer onboarding , such as time to activation, time to first value (TTFV), and adoption of key features. These goals should align with your customer’s goals.
Establish KPIs that reflect customer success , such as:
percentage of customers who mail marketing to doctors complete the initial setup process;
rate of use of the product's main features;
frequency of use of the product during the initial period.
Perform continuous monitoring with checkpoints
Schedule regular meetings with the customer during onboarding (weekly or biweekly), especially in the first 30, 60, and 90 days . These meetings help ensure that the customer is comfortable with the product and that expectations are being met.
Use automations to send reminders or feedback requests at key moments during onboarding , ensuring the customer is progressing as planned.
How important is personalization in B2B onboarding ?
Personalizing the onboarding process is crucial to ensuring that the B2B customer feels valued and receives exactly what they need to maximize the use of the product or service.
Unlike B2C onboarding , the B2B process involves multiple stakeholders , which makes personalization even more essential.
Adaptation to the client's needs and profile
Every B2B customer has a unique set of needs and onboarding should reflect those specifics.
By customizing the process to the customer’s profile — whether it’s industry, company size, or level of technical expertise — the company ensures that the customer is getting information and support that makes sense for their situation. This increases the likelihood of successful product adoption.
Customer segmentation to optimize onboarding
Segmenting customers based on different factors, such as complexity of product usage, digital maturity levels or purchase volume , allows you to tailor the onboarding experience according to their profile.
This customer segmentation ensures that each customer receives the appropriate level of support and resources, promoting a more efficient and impactful experience.