Leave a comment
Get the GH Bookmarklet

Ask GH

If you have enterprise clients (with priority support, customized features, and live training included in the contract) and ordinary SaaS users would you send out different versions of triggered onboarding emails to the two cohorts?

  • PV

    Philippe Vdhd

    about 4 years ago #

    I agree with much of what @anujadhiya suggested. But, a lot of the tips and ideas we can give you depend on the type of product you are selling. So without more context it's a bit difficult to say. Anyway, here's what I would add:

    1) Do the Enterprise users use the product in a different way than the "ordinary" users? Or are the problems that your product solves different for each user in any way? If that is the case, then different onboarding flows that focus on each type of user would be advisable.

    2) Similar to point number one, Enterprise users might have different objections and/or pain points than the regular users. For example, an Enterprise user is likely to have to make a case for your product to his boss and justify why they'd go for you. If you can help with that, you make their job easier. Also, your Enterprise package will be a lot more expensive (I assume) so you will need to build extra value to "justify" that cost.

    3) The aha moment is especially important in your case. For the regular user, the aha moment might be the moment when the product directly proves the value by them taking a specific action (or the outcome of this action). However - again, depending on your type of product - a lot of times Enterprise users will not actually activelu use your product to the extent that they will experience the aha moment like the regular users. (Sometimes this is because they can't just import their customer data to your service before buying, they're not authorized to use your software with their client database until the approval goes through or legal has looked at it, etc.) So if that is the case, then you will need to figure out what the aha moment is for an Enterprise user that makes them understand exactly what they need to know to make a decision. (and maybe you cannot deliver that aha moment during the onboarding in-app or email, but maybe a salesrep is necessary to help them get to that aha moment)

    4) Anuj's comment of cohort analyses is especially useful is you have a large number of users signing up for your service every week. However, in B2B that is definitely not always the case. So cohort analyses might become a bit tricky AND misleading. So be careful with that if you don't have at least a few hundred signups each week.

    5) In general I believe that segmentation and specific onboarding flows for each segment is the best way to win the game. BUT... this can be very time consuming and depending on the scale you're operating, might not always be that useful. In that case, start with the biggest and most important segments one-by-one and work on driving more traffic into the top of the funnel.

    6) If you have a sales team, then I'd highly recommend adding an automated email that introduces one of your salespeople (best to call them customer success) to the Enterprise prospect to let them know that there is someone there that they can talk to. Lots of Enterprise customers need this.

  • AA

    Anuj Adhiya

    about 4 years ago #

    Maybe but It'd depend on the behavior of the 2nd group of ordinary SaaS users.
    If you have your funnel mapped out - which includes the aha moment they should experience and in what time frame and anticipated actions within week 1, then it should be very easy to tell from your weekly cohorts of the 2nd group as to what additional onboarding help they need or not.

    If you see even a small segment of the 2nd group doing what they should, interview then and ask them about why they behaved they way they did and make doing what they did easier/more obvious for all other who fall into this group. This may include copy changes (in one or more places) ,product changes, in-product tours and/or triggered emails etc.

    The other thing you could be doing is analyze everything that you include with the additional hand-holding for the enterprise clients that is common from a feature perspective with the ordinary users. See what of that could be systemized (ie within the product itself or onboarding tours/emails) irrespective for both groups or just the 2nd group - because by definition you consider that to be critical enough to call out explicitly