Onboarding Profiling Survey — B2B Analytics Tool

Overview

This is an in-product profiling survey designed to run during a new user's first session. It routes signups to the correct onboarding path and flags whether the account is a potential buyer or a non-commercial user (so sales doesn't waste time on non-buyers). Target completion time: under 2 minutes (6 questions, progressive disclosure).

Survey Flow

Screen 1 — Welcome & Role

Header: "Let's personalize your experience" Subtext: "4 quick questions so we can get you to value faster."

Q1. What best describes your role? (Single select)

• Executive / C-suite
• VP / Director
• Manager
• Individual Contributor / Analyst
• Engineer / Developer
• Other: ___________

Routing logic:

• Executive / C-suite / VP / Director → flag as decision_maker = true
• All others → decision_maker = false

Screen 2 — Company Size & Use Case

Q2. How large is your company? (Single select)

• 1–10 employees
• 11–50
• 51–200
• 201–1,000
• 1,001–10,000
• 10,000+

Q3. What's your primary goal with [Product]? (Single select)

• Track product/feature usage
• Build dashboards & reports for stakeholders
• Run experiments / A/B tests
• Monitor business KPIs
• Explore data / ad-hoc analysis
• Other: ___________

Routing logic:

• Company size 1–10 → segment = self_serve
• Company size 11–200 → segment = mid_market
• Company size 201+ → segment = enterprise

Screen 3 — Current Stack & Buyer Intent

Q4. What analytics tools are you using today? (Multi-select, pick all that apply)

• Google Analytics
• Mixpanel
• Amplitude
• Heap
• Looker / Tableau / Power BI
• Internal / custom-built
• None — this is our first analytics tool
• Other: ___________

Q5. What best describes your situation? (Single select)

• Evaluating tools — have budget and timeline
• Exploring options — no active buying process
• Already purchased — setting up my account
• Using a free/community tier for personal or side project

Routing logic for sales filtering:

• "Evaluating tools — have budget and timeline" AND decision_maker = true AND segment ∈ {mid_market, enterprise} → Sales-Qualified Lead (SQL). Route to sales-assisted onboarding.
• "Already purchased" → Customer. Route to implementation onboarding.
• "Exploring options" or "Using free tier for personal project" OR segment = self_serve → Non-buyer. Suppress sales outreach; route to self-serve onboarding.

Screen 4 — Team Context (conditional)

Only shown if company size ≥ 51 (mid-market or enterprise).

Q6. How many people on your team will use [Product]? (Single select)

• Just me
• 2–5
• 6–20
• 20+

Routing logic:

• "Just me" → self-serve onboarding (even if mid-market company)
• 2–5 → guided onboarding with templates
• 6+ → team onboarding with workspace setup flow

Onboarding Path Mapping

Sales Suppression Rules

To prevent sales from contacting non-buyers:

1. Do not pass to sales any signup where buyer_intent ∈ {"Exploring options", "Using free tier for personal project"}.
2. Do not pass to sales any signup where segment = self_serve (1–10 employees), regardless of buyer intent.
3. Do not pass to sales any signup where decision_maker = false, unless the account already has a separate SQL flag from another user at the same company domain.
4. Leads flagged as SQL get a 48-hour enrichment window (Clearbit/ZoomInfo) before AE outreach to confirm fit.

Implementation Notes

• Progress indicator: Show a simple step counter ("1 of 4") to set expectations and reduce drop-off.
• Skip option: Allow "Skip for now" on every screen. Skipped users go to a generic self-serve path; sales is suppressed until they complete the survey or trigger a PQL event.
• Persistence: Save answers progressively (don't wait for completion). If a user drops at Q3, you still have role + company size for basic routing.
• Revisit: Let users update answers from Settings → Profile. Changes re-evaluate routing logic.
• Analytics on the survey itself: Track completion rate, drop-off by screen, and time-to-complete. Target: >70% completion, <90 seconds median.
• Privacy: Add a one-liner under the first question: "We use this to personalize your setup — never shared with third parties."

Estimated Timing

Well under the 2-minute target.