Streamlining B2B User Journeys

You know when most B2B ecommerce drop-off actually starts? 𝗕𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗯𝘂𝘆𝗲𝗿 𝗲𝘃𝗲𝗿 𝗹𝗼𝗴𝘀 𝗶𝗻. They Google your brand. They land on a homepage meant for “everyone.” They can’t tell what’s wholesale, what’s DTC, or where to go. They see “request access” before they see value. They leave. All because your top-funnel experience gave them 𝘇𝗲𝗿𝗼 𝗰𝗹𝗮𝗿𝗶𝘁𝘆. A confused buyer doesn’t explore. They bounce. Your job is to reduce decisions 𝗯𝗲𝗳𝗼𝗿𝗲 the product catalog ever loads. How to fix B2B top-of-funnel: 𝟭. 𝗦𝗽𝗹𝗶𝘁 𝘆𝗼𝘂𝗿 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗽𝗮𝘁𝗵𝘀  - For B2B Buyers   - For Distributors   - For D2C 𝟮. 𝗦𝗵𝗼𝘄 𝘃𝗮𝗹𝘂𝗲 𝙗𝙚𝙛𝙤𝙧𝙚 𝗴𝗮𝘁𝗶𝗻𝗴   Let buyers see sample pricing, bundles, reorder tools...even if they can’t transact yet. 𝟯. 𝗨𝘀𝗲 𝗺𝗶𝗰𝗿𝗼-𝗰𝗼𝗽𝘆 𝘁𝗼 𝗴𝘂𝗶𝗱𝗲 𝗯𝘂𝘆𝗲𝗿𝘀 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘁𝗵𝗲 𝘄𝗮𝗹𝗹 - “Already a customer? Log in to reorder” - “First time here? Start your account in 2 minutes” - “Not sure where to start? Use our product matcher” 𝟰. 𝗕𝘂𝗶𝗹𝗱 𝗮𝗻 𝘂𝗻𝗴𝗮𝘁𝗲𝗱 𝗱𝗲𝗺𝗼 𝘀𝘁𝗼𝗿𝗲 Simulate the experience. Let buyers “shop” a sandbox version of your portal with real use cases. You wouldn’t build a confusing lobby for your best client… So stop making them guess what door to walk through just to find the B2B portal.

STOP sending generic welcome emails ✋ Do this instead: Gautam Mehandru (Sr VP Revenue Marketing at CrowdStrike) joined us on CMO Diaries and broke down his playbook for customer marketing. Let's dive in 👇 CONTEXT Your customers watched your content for 18 months before buying. Then you send them a generic welcome email? This is how most B2B SaaS operates. Don't be most SaaS... Your goal is simple. 🤩 Happy customers that expand. Expansion starts from understanding. Understanding starts from your data sets. So... Where should you start? START by breaking down your customer journey into 🧵 "Micro segments" 1) Map customer journey broken down by each purchased feature 2) Identify expansion champions vs. at risk users (based on their actual login pattern data) 2) Target users who login 3x/week This messaging should be DIFFERENT VS users who haven't logged in for 14+ days Your messaging for these journeys should be unique. Based on their actual usage patterns. That starts with your data. "Having data around those customers is super critical. It'll help you identify your ideal candidates, number one. It'll help you focus on ones that have the high engagement, high adoption" You want to look for these super cohorts. And focus on making them even better. That requires a mindset swap: ❌ OLD WAY "one size fits all" welcome then expansion campaigns ✅ NEW WAY 1:1 personalized flows based on usage data from welcome to expansion Not sure where to start? Use this sequencing if you're starting from scratch: First 30 days: Focus exclusively on core feature mastery Days 31 - 60: Introduce your simple complementary features Days 61 - 90: Show ROI achieved by similar customers ONLY then introduce expansion opportunities by tracking these metrics: - Track "Time to Value" for every key feature purchased - Measure % of features activated in first 90 days  - Create an "Expansion Readiness Score" based on actual product usage You need to go well beyond NPS scores and renewal rates. These three metrics give you a deeper pov. 📌 Buyers are EXPECTING personalization now The KEY to happy expanding customers? SHOW them you really get them. That starts with your welcome. Invest accordingly ✌️

Day 4 - CRO series Strategy development ➡ Customer Journey Mapping Most businesses think they know their customers. Few actually map their journey. Here’s how to do it the right way: 1. Define Your Objectives Before mapping anything, ask: ◾ Are you optimizing conversion rates? ◾ Enhancing customer satisfaction? ◾ Streamlining internal processes? A clear goal leads to a more effective journey map. 2. Identify Customer Personas Who are your customers really? Develop detailed profiles that include: ◾ Demographics ◾ Preferences ◾ Buying behaviours ◾ Pain points A journey map without personas is just a guess. 3. Outline Key Stages of the Journey Customers move through distinct phases. Break it down: ◾ Awareness → How they first discover your brand ◾ Consideration → Researching and comparing options ◾ Decision → Making the final purchase ◾ Post-Purchase → Engaging with support or becoming a repeat customer Each stage presents different challenges and opportunities. 4. Map Customer Touchpoints Every interaction matters. Identify where customers engage with your brand: ◾ Website visits ◾ Email campaigns ◾ Social media engagement ◾ Customer service interactions ◾ In-store experiences Understanding these touchpoints helps refine the overall experience. 5. Gather Data & Insights Data removes guesswork. Use analytics to uncover: ◾ Drop-off points in conversion funnels ◾ Pages with high engagement ◾ Customer service trends Insights from real user behavior guide smarter decisions. 6. Identify Pain Points & Opportunities Not all interactions are seamless. Look for: ◾ Friction points (abandoned carts, slow response times, confusing navigation) ◾ Opportunities (upsells, loyalty programs, personalized experiences) Even small optimizations can lead to significant improvements. 7. Create the Journey Map Make it visual to improve clarity. Use: ◾ Flowcharts ◾ Diagrams ◾ Interactive tools A clear, easy-to-share map aligns teams and drives action. 8. Collaborate Across Departments Customer journey mapping isn’t just a marketing exercise. Involve: ◾ Sales ◾ Customer support ◾ Product teams Cross-functional input leads to a more comprehensive strategy. 9. Test, Iterate, and Improve Your first map won’t be perfect. Keep refining based on: ◾ New data ◾ Customer feedback ◾ Business growth A journey map should evolve as your company and customers do. Why This Matters: ✔ Deeper Customer Understanding – Know their motivations and challenges ✔ Improved User Experience – Reduce friction and increase satisfaction ✔ Higher Conversion Rates – Optimize the buying process ✔ Stronger Team Alignment – Get every department on the same page See you tomorrow! P.S: If you have any questions related to CRO and want to discuss your CRO growth or strategy, Book a consultation call (Absolutely free) with me (Link in bio)

Salesforce was losing 8% users every month back in 2005. They were growing fast, but bleeding users faster. Their solution? They completely overhauled their onboarding process. The result? They doubled their user base in just one year. This wasn't luck. It was strategy. Here's the thing about customer onboarding that most SaaS companies miss: A customer lost during onboarding is often lost for life. Yet only 37% of users ever reach an "aha moment" in self-serve onboarding without help. That's a massive growth opportunity hiding in plain sight. Four critical insights to fix your onboarding processes. 1 - Segmentation isn't optional, it's crucial SMBs need automation and quick wins. Mid-market requires hybrid approaches. Enterprise demands white-glove service. One size fits none. 2 - Time to Value is everything I watched one tech company slash implementation from 6+ months to 30 days by streamlining onboarding. Another accelerated TTV by 20% and saw corresponding gains in retention. Speed to value = Speed to growth. 3 - What gets measured gets improved Track completion rates (benchmark: 40-60% for B2B SaaS), product adoption, and 30/60/90-day retention. These metrics don't lie about onboarding ROI. 4 - Personalization drives results, even at scale HubSpot's approach of customizing dashboards based on initial surveys significantly improved engagement and conversion. Users don't want an onboarding experience. They want THEIR onboarding experience. The companies winning at this aren't treating onboarding as a checkbox. They see it as a proactive, evolving program that combines technology with human touchpoints. In today's hyper-competitive SaaS landscape, stellar onboarding isn't a nice-to-have—it's essential for sustainable growth. What's your company's approach to customer onboarding? Are you treating it as a strategic growth lever or just another task to complete? Let me know in the comments 👇 __ ♻️ Reshare this post if it can help others! __ ▶️ Want to see more content like this? You should join 2238+ members in the Tidbits WhatsApp Community! 💥 [link in the comments section]

In the last 12 years of helping distributors and manufacturers launch eCommerce, ALL of them have struggled with one thing… Customer Adoption. You may have seen Justin King's Customer Adoption Framework (shown below). While that SEEMS simple enough, few are successfully doing it. Why? Because it takes numerous tools, teams and tactics to get customers adopting eCommerce and regularly engaging with the site. But, I’d like to suggest a far simpler path to success. Automate the customer’s journey - from adoption to engagement and increased revenue. We’ve actually been doing this on Flywheel B2B for some time, here are just a few campaigns we’re running for customers: 1️⃣ Online Account: A funnel (#1-#3 below) guiding customers through online account creation process, removing the first major point of friction. 2️⃣ Simplified Re-ordering (#4): Use historical purchases to send personalized emails for customers to re-order the products they (already) purchase. 3️⃣ Upsells, Cross-Sells and More (#5): Sell more to existing customers with data-driven campaigns that recommend related products, accessories and more. It’s simple (one turn-key platform), effective (email marketing is the highest ROI), data-driven (further increasing ROI) and doesn’t require new software to learn or projects for your team. Maybe that seems too good to be true, but this is the journey Flywheel B2B has been helping with for over 2 years now. Feel free to reach out, we'd love to show you how it works… #B2B #B2BeCommerce #CustomerSuccess #CustomerAdoption