When we think of customer education, lead generation and pipeline contribution are not tasks that immediately come to mind. After all, customer education is largely about helping existing customers learn our products so they can do their jobs better. Terms like lead generation and pipeline contribution are "marketing speak." Customer education teams should focus on helping customers learn and marketing should worry about generating leads and brining potential new business to the sales team, right?
Sarah E. Brown and I had the pleasure of being joined on a recent webinar by Sarah Bedrick, one of the founding members of the HubSpot Academy team. The idea was to talk about how HubSpot, a company that sells marketing automation software, promotes training to its customers. We are big fans of the way HubSpot approaches customer education, and we knew that we had to figure out a way to get Sarah Bedrick on one of our webinars to tell the story.