EP293 | The Hidden Friction Killing Your Growth: Ramli John's Playbook For B2B Onboarding Success CHURN FM podcast

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EP293 | The Hidden Friction Killing Your Growth: Ramli John's Playbook for B2B Onboarding Success

3d ago 39:13

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Today on the show we have Ramli John, founder of Delight Path and author of Product-Led Onboarding and the upcoming book Eureka.

In this episode, Ramli shares why activation and onboarding are some of the most overlooked yet impactful levers for reducing churn, and how early-stage friction, especially emotional and social, can silently kill growth.

We dive deep into what he calls the “Hierarchy of B2B Friction,” how companies can identify moments of delight and confusion, and why taking a cross-functional approach to onboarding is crucial as you scale.

We wrap up by discussing how top companies like Miro and Figma empower users to look good to their teammates, and why making your champion the hero is the ultimate onboarding win.

As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on [email protected]. Don't forget to follow us on Twitter.

Mentioned resources:

Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.

Chapters

1. EP293 | The Hidden Friction Killing Your Growth: Ramli John's Playbook for B2B Onboarding Success (00:00:00)

2. Ramli's background as a Content Programming Director (00:02:45)

3. Why product adoption and activation became his focus (00:03:28)

4. Ramli's new book: Eureka (00:06:04)

5. The Hierarchy of B2B Friction (00:08:16)

6. Companies that deploy good activation (00:12:44)

7. The onboarding chasm: building a secure bridge to the “promised land” (00:14:55)

8. Onboarding starts before signup: aligning product, sales, and marketing (00:16:57)

9. Ramli’s onboarding audit process using customer calls (00:20:37)

10. Progressive onboarding using tools (00:24:56)

11. Why deep user understanding beats rushing to redesign (00:29:58)

12. Onboarding is a team sport: creating cross-functional alignment (00:31:40)

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