Gaetano Nino DiNardi 🇺🇦

Marketing Advice

I’ve helped 50+ B2B SaaS companies with growth marketing 🔥

Need help? 🤔 Join the waitlist: https://marketingadvice.io/work-with-me/
Follow me ➡️ Substack: https://marketingadvice.substack.com/about

Principle Consultant

Semrush

Working on a special project for Third Door Media digital properties.

Technical SEO

Limble CMMS

Growth Advisor

Jellyfish

HockeyStack

Demandbase

ConductorOne

Teramind

UserGems 💎

Kustomer

Growth Advisor 🚀

I’ve been in B2B marketing for 10+ years now, and I have helped over 50 SaaS companies with growth and demand generation. None of them were easy assignments—no layups, and no cushy strategic roles. I’ve battled in some of the most competitive trenches out there. 

I'm talking about categories like identity theft, business VoIP, employee monitoring, insider threat detection, LMS software, CX platforms, AI GTM software, engineering efficiency tools, etc. 

Maybe I just enjoy being the underdog? Who knows, but I have learned how to thrive in tough environments. 

If you want to work with a scrappy hustler who knows how to get sh*t done, that's me. 

I specialize in AI search and Google Ads for B2B SaaS. 
Need help? Join the waitlist: https://marketingadvice.io/work-with-me/

Just wanna follow along for the ride? 
Subscribe to my substack: https://marketingadvice.substack.com/about

Gaetano Nino DiNardi

Ramli John

Delight Path

I help growth-stage B2B companies fix their leaky and confusing product onboarding experience. Testimonials from B2B leaders:

"Ramli gave our team an actionable strategy and roadmap to reduce the number of steps in SparkToro's entire onboarding flow. Thanks to him, we increased our trial-to-paid conversion rate by 100%! Our team paid thousands of dollars to work with him, and we earned every dollar back tenfold."
Amanda Natividad
VP of Marketing, SparkToro

"Ramli facilitated a workshop for our Zapier onboarding growth team, and he was amazing! He gave us clarity, confidence, and alignment."
Britney Mackey
Growth Product Designer, Zapier

"Ramli has hands down one of the best onboarding roadmaps for customer success. He'll help you reduce your time-to-value from weeks to minutes."
Danny Villarreal
VP of Customer Success, Toolio

"If a company is taking off, Ramli studies its onboarding. Having done so for so many years, he has built up an industry-leading perspective on what does and doesn't work. I couldn't think of a better adviser or consultant to improve your onboarding work."
Aakash Gupta
CPO, Product Growth, and Former VP of Product, Apollo.io

"Ramli provides a step-by-step guide on how to build a proper onboarding strategy. Having worked at Hotjar, Sprout Social, Teamwork, and now Bitly, I appreciate the level of detail and accountability Ramli lays out for the entire organization."
Tara Robertson
CMO, Bitly

Founder

Past speaking appearances: SaaStock, Hotjar's HOTSAUCE Conference, PLGTM Conference, SaaSiest, Traction Conference, and more.

Whether it's for a traditional keynote talk, workshop, or fireside chat, my goal is to "wow" your audience with frameworks, amusing stories, and step-by-step strategies to onboard and delight customers.

Testimonials from event organizers:

"Ramli absolutely rocked it with his high energy. If you want a speaker who's both fun and informative, grab this guy ASAP!"
- Lloyed Lobo, Cofounder of Traction Conference.

"Ramli was an informative and entertaining speaker! I wouldn't hesitate to invite Ramli back to speak at SaaStock Local."
-Katya Ryabova, Organizer of SaaStock Local

"Ramli is a PHENOMENAL speaker, with an energy and enthusiasm that's contagious! Can't wait to work with him again!"
- Thomas Sjöberg, Cofounder of SaaSiest

Keynote Speaker for Product, Growth, and SaaS events

Eureka: The Product Onboarding Playbook for B2B Companies

Eureka is a new book (a follow-up to my bestselling book) Product-Led Onboarding. Here are the details:

How is it different from my first book?

Product-Led Onboarding is a playbook for building self-serve onboarding experiences that turn your users into lifelong customers.

The problem?

As B2B companies scale, a purely self-serve experience is insufficient. 

They often struggle to:

❌ Scale their onboarding to meet growing demand.

❌ Effectively onboard enterprise customers with complex needs.

❌ Align cross-functional teams around a unified onboarding strategy.

It's why best-in-class product-led B2B companies like Slack, Zapier, and HubSpot have hybrid onboarding experiences.

Enterprise customers demand high-touch onboarding, while mid-market clients need a blend of both.

EUREKA tackles this challenge by providing a playbook for high-growth B2B companies to scale customer onboarding across all segments.

In this book, you'll learn how to:

✅ Build habit-forming hybrid onboarding experiences.

✅ Drive customers to first value within a few minutes.

✅ Personalize the experience for different segments.

✅ Scale customer onboarding and enablement.

✅ Measure and optimize onboarding ROI.

Want to get a book preview and join the waitlist?

Go to https://www.delightpath.com/book/eureka

Author

Product-Led Onboarding

A bestselling book with rave reviews from Sean Ellis, Nir Eyal, Georgiana Laudi, Hiten Shah, Claire Suellentrope, and other growth, design, and marketing experts. Learn how to turn more of your users into lifelong customers.

“Product-Led Onboarding is 𝐚 𝐦𝐮𝐬𝐭-𝐫𝐞𝐚𝐝 𝐟𝐨𝐫 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞 embarking on the critical activity of improving their user onboarding." ► 𝙎𝙀𝘼𝙉 𝙀𝙇𝙇𝙄𝙎, Founder of GrowthHackers.com

Get the first chapter for free at onboardingbook.com. Available now on Amazon

"This book breaks down everything a product-led business needs to know about onboarding. It's 𝗳𝘂𝗹𝗹 𝗼𝗳 𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗮𝗽𝗽𝗹𝘆 𝘁𝗼𝗱𝗮𝘆 𝗳𝗼𝗿 𝗮 𝗯𝗶𝗴 𝗶𝗺𝗽𝗮𝗰𝘁."
► 𝘼𝙉𝘿𝙍𝙀𝙒 𝘾𝘼𝙋𝙇𝘼𝙉𝘿, Head of Growth at Postscript (prev. at Wistia)

"In this book, Ramli shares an actionable, 𝘀𝘁𝗲𝗽-𝗯𝘆-𝘀𝘁𝗲𝗽 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 𝗳𝗼𝗿 𝗼𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 𝗻𝗲𝘄 𝘂𝘀𝗲𝗿𝘀 based on years of experience in the field. It's a must-read for founders, product managers, and marketers."
► 𝙅𝘼𝙉𝙀 𝙋𝙊𝙍𝙏𝙈𝘼𝙉, Co-Founder and CEO of Userlist

Siteimprove

As a PLG advisor and consultant, I provide guidance around activation, retention, and expansion for Siteimprove's PLG initiatives.

PLG Advisor

ProductLed

Product-Led Growth Coach

► Taught product-led growth and coached over 300 product, customer success, and growth leaders from Mixpanel, Ubisoft, Microsoft, and more.
► Created thought-leadership content such as podcast episodes for the Product-Led Podcast, free webinars and courses, YouTube videos, and blog posts.

Managing Director

Co-Host of The Product-Led Podcast

Program Manager (Contract)

Appcues

I owned and executed Appcues' market education strategy with a primary focus on scaling the reach and impact of market training and certification programs (i.e, the Product Adoption Academy). 

With a focus on producing multimedia content (video, audio/podcast, GIFs, infographics), my goal was to increase the reach of and engagement with thought leadership, educational programs.

Content Programming Director

First Round Fast Track

First Round Fast Track is a mentorship program that matches seasoned startup leaders with early-stage operators in a unique mentorship community.

I'm a mentor for product adoption, lifecycle marketing, and user onboarding.

Mentor

Growth Marketing Today

► Managed podcast guest interviews featuring growth leaders such as Rand Fishkin (Founder of Moz), April Dunford, Hiten Shah, and more.
► Published weekly podcast episodes with over 100k total downloads.
► Secured paid sponsors such as Ahrefs, LinkedIn Marketing Solutions, and PartnerStack.


Whether you’re a marketer, founder, or consultant, gain a competitive edge by learning the battle-tested marketing strategies in-detail from today's smartest marketers such as Rand Fishkin, April Dunford, Hiten Shah, and Val Geisler. Download the FREE growth cheat sheet with actionable lessons from the latest episode here 👉  https://growthtoday.fm 👈

Some past guests include:
▷  April Dunford, Author of Obviously Awesome
▷ Andrew Warner, CEO at Mixergy
▷ Georgiana Laudi, Former VP of Marketing at Unbounce
▷ Kieran Flanagan, VP of Growth at Hubspot
▷  Sylvia Ng, former VP Growth and Analytics at 500px
▷  Kent Fenwick, Head of Growth at Hubba, previously at Tilt (Acquire by Airbnb)

Creator and Podcast Host

SkyVerge

► Designed, defined, and implemented cross-functional growth experiments to optimize paid, organic, and content campaigns that contributed to a 3.5x MRR growth in 15 months. 
► Doubled the free-to-paid conversion rate by revamping the in-app onboarding experience, segmenting the onboarding emails, running onboarding group webinars, and launching re-targeting ads to free trial users.
► Created analytics scorecards and dashboards using Hubspot, Google Analytics, Mixpanel, Intercom, and SQL queries that enabled the marketing team to develop data-driven decisions and plans.

Growth Lead (Acquired by GoDaddy Fall 2020)

Ramli Lean Solutions

► Grew online sales and lead generation for small to mid-sized B2B SaaS businesses through inbound marketing, SEO, SEM, conversion optimization, content marketing, and email marketing.
► Led marketing and growth teams on contract as a fractional Marketing Director for VC-funded startups in San Francisco (Cobalt), New York (ListenLoop), and Toronto (Maropost).
► Generated over $1.1MM in closed deals for Digital Agents (a digital marketing agency) using Facebook and Google Ads resulting in 285% return on ad spend.

Various clients, including the following:

Colbalt.io (San Francisco, California)
- Optimized Cobalt's acquisition funnel by making changes to the content, design, and layout of the website, Increased the signup conversion rate by 200% from 1.6% to 3.1% in 3 months
- Organized a 30-minutes webinar focused on online security for Bitcoin companies, which resulted in over 60 new leads for the sales team

ListenLoop (San Mateo, California and New York, New York)
- Generated inbound leads through webcasts, online seminars, Twitter chats, and blog posts.
- Followed up with leads through one-on-one personalized demos to guide them through the sales funnel using a Salesforce-like CRM tool called Streak.
- Designed, coded and deployed a responsive homepage that was optimized for conversion rates.

Tools: Hubspot, Salesforce, Mixpanel, Google Analytics, Wordpress, HTML5, CSS3

Skills: SEO, Demand Generation, AARRR Metrics, PPC, SEM, Analytics, Content Marketing, Email Marketing, CRO, Lead Generation, Wireframing, Design, Growth Hacking, A/B Testing

Growth Consultant

Author of Product-Led Onboarding (+30K copies sold) | First Round Fast Track Mentor | Content Director at Appcues.

⭐️ Follow me for helpful tips to onboard, delight, and keep your customers coming back to your product.
📔 Author of Amazon #1 bestselling book "Product-Led Onboarding." 👉 𝙎𝙀𝘼𝙉 𝙀𝙇𝙇𝙄𝙎, Founder of GrowthHackers.com: "Product-Led Onboarding is 𝐦𝐮𝐬𝐭-𝐫𝐞𝐚𝐝 𝐟𝐨𝐫 𝐞𝐯𝐞𝐫𝐲𝐨𝐧𝐞 embarking on the critical activity of improving their user onboarding." 


⚡️ I use my multi-disciplinary skills in marketing, design, and software development to help product-led SaaS companies analyze their whole customer's journey and funnel to identify growth opportunities to 2-3X their MRR. 

Often, that means designing and implementing experiments to increase activation rate (trial-to-paid or free-to-paid conversions), decrease churn rate, or increase average revenue per user (ARPU)

If you asked my friends and colleagues how they would describe me, they'd say I'm resourceful, proactive, and entrepreneurial

►► CONTACT INFO
▷ Send a connection request
▷ Write me a note at ramli [at] ramlijohn.com

A weekly show and newsletter for marketers looking to level up their marketing and career. I interview world-class marketers to uncover the secrets, strategies, and frameworks behind their wins. In each episode, guests reveal three things:  (1) a marketing power-up,  (2) a real-world example of that in action, and (3) a power-up that’s helped them take their career to the next level.

Ramli "RJ" John

Before I left my job, I grabbed coffee with April Dunford.
She told me the mistake that kills most consultants (and product teams).


(Random fact: April and I live only 30 minutes from each other in Toronto, yet this was the first time we grabbed coffee in our city!)

Her advice to me before I started Delight Path: "Ramli, don't try to do too many things at once. Focus on one thing and get REALLY good at it."

Seems obvious, right?

But it's the biggest temptation to most new consultants (and product teams).

When she started her consulting business, she did a little bit of everything. She was underpaid and stressed out. Then she focused on ONE thing (positioning and messaging) and everything changed.

No sponsorships for her newsletter. No course empire. No "diversified income streams."

Just one exceptional offer, executed obsessively well.

I took her advice.

I shut down my podcast. I stopped taking sponsors for my newsletter. I didn't launch another course or digital product.

And I built one strong offer: the Onboarding Growth Sprint. Instead of doing 5 things, I perfected one thing.

The result?

This month, I closed my biggest deal with a Fortune 100 public company. Not because I was everywhere. Because I was focused.

Here's what April taught me about focus (she also recommended reading The Business of Expertise by David C. Baker... it's gold):

1. Follow the trend, not the hype

Product Marketing didn't exist as a job title 10 years ago. Now it's everywhere. The winners see where the market is moving and get there early.

AI prototyping isn't hype. They're the trend. But most people are chasing 10 AI tools instead of mastering one application.

2. Find the gap between demand and supply

April saw that product marketing was underserved. She went deep.

Where's the gap in YOUR market right now? That's where focus pays off.

3. Focus on expertise AND energy

Expertise alone isn't enough if the work drains you.

Energy is as valuable as time. You have 8 focused hours a day. Spending them on work that energizes you compounds. Spending them on work that drains you burns you out.

I stopped taking projects outside onboarding. Not because they weren't profitable, but because they cost me energy I couldn't get back.

The superpower in 2025 isn't doing more.

It's doing ONE thing at the highest level, while everyone else is distracted by the next shiny thing.

April focused. I focused.

It worked for both of us.

Maybe you're trying to do too many things.

What's ONE thing you should be focusing on right now?

—

PS. Bookmark this for when you're tempted to say yes to everything. Future you will thank April (and maybe me too).

Ramli John ⭐️

Founder @ Delight Path. 2x best-selling author. New book “Eureka” now available. Author of “Product-Led Onboarding” (+40K copies sold).

Yesterday was Canadian Thanksgiving.
I have a lot to be thankful for this year...

→ My business, Delight Path, turned one. 
→ My son started pre-K at a Montessori school. 
→ My wife and I celebrated our 7-year wedding anniversary.

But above all? I'm thankful for friendships and connections.

There are many of you I've met here on LinkedIn whom I can now call friends. People I can grab a bagel with, share a coffee with, or split a pint with.

One of those is Wes Bush.

Fun fact: We met because he cold DM'd me on LinkedIn almost 6-7 years ago. He was growing his agency then, called "Traffic is Currency."

Now, my whole family considers him and Catherine (his wife) friends.

Last week, we spent an afternoon on his sailboat (sadly, not called "Sails Led"—missed opportunity 🤣).

We ate sushi and Portuguese tarts. Talked business. Watched the sun set over the water. No agenda. No pitch. Just presence.

Sometimes the best relationships start with a single message. Sometimes the best strategy is just showing up for the people who show up for you.

What are you thankful for this year?

You can't prototype your way out of building the wrong thing.
Even with AI.

AI prototyping tools are incredible. You can build high-fidelity mockups in hours instead of weeks.

But here's what I'm seeing: PMs are jumping straight to solutions before they understand the problem.

You're moving faster. But faster in the wrong direction is still wrong.

AI prototypes can actually *help* with user research... if you use them to test assumptions, validate ideas, and learn faster.

But only if you know what problem you're solving first.

Otherwise? You're just building a solution looking for a problem.

The PMs winning right now do research first, then use AI to prototype and iterate faster.

Not the other way around.

What do you think—am I wrong?

The scariest things in customer lifecycle aren't ghosts. 
It's when...

👻 99% of new users churn before seeing value
👻 Your CEO wants a 51-step product tour
👻 Sales is cold-calling 100% of new signups

Welcome to the Haunted House of Customer Lifecycle.

What actually keeps lifecycle teams up at night are the invisible moments where users disappear.

That could be the 3-second pause before they click "Get Started" (and ghost forever). Or the point where they need help but your help docs are a labyrinth

Whatever they are, these mini-moments aren't in your dashboard. But they're bleeding revenue.

I want to help you exorcise these UX demons. 

On October 30th (this Thursday) at 12 PM ET, I'm joining Miranda Johnson from Breezeway, Page Lindsey, MBA from North One, and Ryan Barry from Appcues to help you do that.

We're opening up about:
• How to spot the "sub-moments" that predict churn before it happens
•  How to fix the leaks without rebuilding your entire journey
•  How to shift from lagging metrics to leading indicators that actually matter

No playbooks you'll never use. No one-size-fits-all BS. Just the messy truth about building customer journeys that don't leak.

Save your spot here: https://lnkd.in/gki5Efzt


—

What's the scariest moment in YOUR customer journey right now?
Let me know below.

What happens when you make a book freemium?
I know because that's exactly what I did with Product-Led Onboarding.

Four years ago, Wes Bush and I made a bold decision: give away Product-Led Onboarding for free.

Publishers thought we were crazy.

But here's what actually happened:

→ 40,000+ copies downloaded
→ Became the go-to resource for product onboarding
→ Led to speaking gigs, consulting clients, and my second book
→ Built trust with product leaders before they ever talked to me

He knew it'd work because Wes also gave away his first book "Product-Led Growth" for free.

Today, Wes is doing it again with the Product-Led Playbook.

He turned down major publishers and invested $150,000 of his own money to give this book away.

Why? Because when you give away your best thinking, something counterintuitive happens: people want to work with you more, not less.

The Product-Led Playbook is literally the system ProductLed uses with clients paying $10K-$30K per month. It's the framework behind $1B+ in self-serve revenue.

And Wes is just... giving it away.

This is what I love about product-led thinking. It's not just about how you build products. It's about how you share knowledge, build trust, and create value before asking for anything in return.

If you're building a SaaS business or thinking about product-led growth, grab this book. It'll save you years of expensive mistakes.

Read it for free online here: https://lnkd.in/gQi8_emT

Yesterday, I kicked off the final User Onboarding Masterclass cohort of 2025.
Maybe ever...


The program has been incredible—product leaders from Zapier, Doist, Salesforce, Microsoft, and more have joined, all wrestling with the same challenge: getting users to stick.

But as I was teaching yesterday, I kept thinking about Year 2.

Year 1 was about proving I could do this solo.

→ Deep client work
→ Doubling my income
→ Publishing my second book

Year 2 is about building something that compounds beyond my time.

That means saying no to delivering so I can say yes to creating.

After this 4-week cohort wraps, I'm stepping away from teaching to build something new.

Something for product leaders navigating the most uncertain time in our industry.

It terrifies me because I'm building something I haven't fully figured out yet.

But that's exactly why I need the space.

More very soon. 😊

Thank you to everyone who's joined past cohorts—you taught me as much as I taught you.

Thank you to the guest experts who made these programs incredible: Kate Syuma, Georgiana Laudi, Andrew Capland, and so many others who shared their expertise.

And thank you to everyone who has been following along on this journey. Your support means more than you know.

This isn't an ending. It's a new beginning.

—

What's the bet you're making in 2025 that scares you most?

Last night, my son Zane (3) asked why I dressed as "the scary guy."
I told him Bane isn't scary once you understand him.


In the movie The Dark Knight Rises, Bane was thrown into an impossible prison called the Pit as a kid. Everyone who tried to climb out fell and died. But Bane didn't just survive. He learned, he trained, and eventually he climbed out.

Truth is, I relate to Bane more than I probably should. 

When I was 10 years old, my family moved from the Philippines to Canada with zero friends. New country, freezing cold, no network. 

We had to figure it all out from scratch.

Then, Last year, I left my corporate job and bet everything on Delight Path. 

That's been its own kind of Pit. Getting ghosted by prospects. Contracts going sideways. Months with zero leads.

But it's part of the journey. You learn, you train, you keep climbing.

So yeah, in some ways I do relate to Bane. Minus trying to destroy a whole city, of course.

(Also, I'm bald and didn't want to wear a wig tonight. Practical costume choice. IYKYK haha)

Happy Halloween. 👻

What are you dressing up as? 
Or are you the house giving out full-size candy bars?

Remember these devil ports? Worst onboarding I've ever experienced. 
And I see products repeat the same mistakes every week...


Purple for keyboard. Green for mouse. But IDENTICAL except for color.

Plug them into the wrong port? Nothing worked.

No error message. No helpful hint. Just... silence.

I once spent 10 minutes trying to "fix" my mouse, only to realize I'd plugged the keyboard into the mouse port.

The ultimate terrible onboarding experience.

And you know what? 

Most product onboarding makes the exact same mistake.

Here are 3 ways products still do this:

---

1. The Silent Failure Problem

Just like those devil ports: no feedback, no help, just confusion.

What teams do:
❌ Drop users into an empty interface
❌ No guidance when something's wrong

What works instead:
→ Show them ONE successful outcome first
→ Give immediate feedback when they're off track
→ Let them build confidence before exploring

---

2. The "You Should Know This" Assumption

These devil ports assumed you memorized purple = keyboard, green = mouse.

What teams do:
❌ Assume users know your acronyms
❌ No context for why features matter

What works instead:
→ Explain the "why" before the "how"
→ Use plain language first, jargon second

---

3. The Identical-Until-You-Fail Design

Both ports looked the same. You discovered the difference through failure.

What teams do:
❌ Users can't tell which feature solves their problem
❌ They click around hoping something works

What works instead:
→ Show ONE clear path to value
→ Make the right next step OBVIOUS
→ Differentiate features by use case, not just name

---

Here's the pattern...

Bad hardware onboarding: Silent failure, no feedback, assumed knowledge.

Bad software onboarding: Same mistakes, digital version.

What good onboarding (hardware OR software) looks like:
→ Immediate feedback when you're off track
→ Clear visual/textual differentiation  
→ Assumes nothing, explains everything

Modern products are better than these devil ports, but not by as much as we think.

What's your worst "devil port moment"?

Was it:
→ Phone chargers (Mini USB? Micro USB? Who knows)?
→ Headphone jack in the microphone port (or vice versa)?
→ Or something even more painful?

Drop it in comments. I want to hear the pain.

---

🔖 PS. Bookmark this framework for next time your team says, "Users should just figure it out."

Future you will thank me when you can point to these 3 mistakes.

"Engineers won't have jobs in the future because of AI," says every vibe coder. 🤔

I watch these videos of people prompting AI to build entire apps while eating pizza. 

I think about my first job as an engineer at 22, right out of school after studying Math/CS at Waterloo.

COBOL.

Yes, that ancient mainframe language your grandfather's bank still runs on.
I thought coding was engineering. I was wrong.

Here's what the best engineers have taught me:

The code was never the point.

When I transitioned from COBOL → Java → Ruby on Rails, the syntax changed.

The languages evolved. But the engineering stayed the same.

Breaking down impossible problems into solvable ones.
Optimizing for efficiency, not just functionality.
Predicting where things will break before they do.

That's engineering.

AI can write code. Hell, it writes better syntax than most junior devs.

But can it architect a system that scales from 100 to 100 million users?
Can it debug a production failure at 3am when nothing makes sense?
Can it challenge a product requirement that sounds good but won't work?

Not yet.

I see the same pattern with writers using AI to pump out blog posts. Without a framework, a perspective, and a "why," it's just AI slop.

The tool changed. The thinking didn't.

So here's my hot take:

"Vibe coding" is just pizza spinning. It looks impressive until you need to feed 1,000 people.

Real engineering? That's the nunchucks.

It takes years to master, looks effortless when done right, and AI isn't replacing it anytime soon.

What do you think? 

Is AI replacing coding, or just changing what "engineering" means?

AI won't fix bad onboarding. 
But it can speed up time-to-value if you use it right.


I've been working with product leaders on onboarding for 17 years. And I'm seeing the same mistake over and over.

Teams use the latest shiny tools (ahem... AI) to automate their existing onboarding.

The problem is that if your onboarding was confusing before, AI just makes it confusing faster.

Garbage in. Garbage out.

After chatting with Nichole Mace from Pendo.io, we found that companies use AI to accelerate time-to-value in four ways:

1. Understand users instantly (email-only signup + behavior data)
2. Personalize journeys at scale (1:1 without the manual work)
3. Guide with context (copilots that answer questions in-app)
4. Eliminate friction (automate the painful parts)

The question to ask before using AI:

"Does this replace our understanding of users? Or does it speed up what we already validated?"

If it's the first one, don't do it.

Swipe through to see examples from Spotify, Duolingo, Venmo, and Pendo→

✅ Bookmark this framework for your next onboarding redesign. Future you will thank us for it!

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