When most business leaders think about marketing, they primarily think of it as a funnel that drives to sales. Whether it’s increasing brand awareness or generating new leads for sales, the primary role of marketing has become about attracting new business. Once a lead is generated by marketing, your sales team takes over.
But, what if you expanded the role marketing plays in the buyers’ journey you have for new customers? What if marketing’s role didn’t end with lead generation but supported your sales and account team all the way through the onboarding process?
If you don’t think it’s worth it, here are a few important statistics to consider:
- Returning customers spend an average of 67% more than new customers. (Source)
- Every happy, referring customer makes an average of 2.68 invites. (Source)
- For many SaaS companies, 40-60% of free trial users will use your product once and never come back. (Source)
In other words, creating a positive onboarding experience is imperative to customer retention, and, in turn, your business growth.
Create an Outstanding Onboarding Experience with Help from Marketing
So, how can marketing play a role in creating a positive, meaningful onboarding experience for new customers or clients? Here are a few simple strategies:
- Show new customers that you understand them. Your marketing department should have a good pulse on the needs, obstacles, and day-to-day challenges of your clients. This information is helpful when it comes to creating your onboarding experience and goals.
- Make it a personalized experience. Each new customer has a unique set of concerns. The more you can tailor the onboarding experience to their needs, the easier it will be to achieve wins. Whatever insights your marketing team has on a new customer (content they’ve downloaded, research you’ve conducted, etc.), make sure your account team is equipped with everything they might want to know.
- Stay in constant communication. Think about the onboarding process for new customers. What questions might they have along the way? Where could they get stuck? Take time to think about questions like these, and then develop a communication plan to address any potential issues they might run into during the onboarding process. By being proactive with your communication, you’re able to stay ahead of any early breakdowns in communication.
- Surprise and delight them from the very beginning. Your goal with every interaction is to create the same positive experience that made your customers buy from you in the first place. Marketing can help you find ways to surprise and delight during the onboarding experience in order to turn new customers into raving fans.
- Connect them with other clients and customers. The best brands make their customers believe they are part of something bigger than themselves. When appropriate, inviting your customers to connect with peers and creating a tribe of people who think alike is a valuable way to create stickiness with your brand.
When it comes to your customer onboarding strategy, start with the end in mind. What are you ultimately trying to achieve? What would you want to experience as a new customer?
Taking the time to align with your marketing, sales, and service teams is essential to create an onboarding experience that your new customers will want to tell their friends about.