Customer education pros know the advantages to well-informed customers: more satisfied and empowered customers and support staff that's freed up to concentrate on helping customers who truly need help. Some customer education pros have turned to content marketing strategies in order to increase the customer value in their training programs and dial up the trust customers have in them. They're using them to produce valuable content to promote their training programs.
Quick question: The last time you signed up for training, did you finish it? If you're like me these days, probably not. Even though I was very excited about it and read through all the marketing materials for the training, I just couldn't bring myself to finish it.
The internet is filled with stories about how business departments have trouble working with each other. Whether it's the IT team frustrated with marketing, or product development that ignored engineering or technical support, working in silos can be a problem. And customer education pros are no different.
It's back to school time here in the U.S., as students across the country start the new school year. With education in the air, customer education pros are also in the mood. They're reviewing their training programs, seeing how they can help customers spend the last of their training budgets.
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.