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Going, going, gone... how to price your training program to sell

Posted by Julia Borgini on Jun 14, 2018 11:28:55 AM

How do you price your customer education (CE) programs? Do you have a strategy you use to assess the value of the program, the cost of the delivery method, and market competition?

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Topics: Customer Education, Sales Enablement, Pricing Strategies

Creative ways to get your sales team to sell your customer training

Posted by Julia Borgini on Jun 7, 2018 3:07:53 PM

Many software companies treat training as an afterthought, only selling enough of it to get customers up and running. They're missing out on the competitive advantage that training gives them. Instead of using it as an add-on, why not use it to stand out from the crowd?

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Topics: Customer Education, Sales Enablement, Strategy

Three practical ideas on how to market your training program

Posted by Dilyana Hadjeva on May 31, 2018 5:01:03 PM

"How should I promote my training?" That is the main question I get asked when I talk to customers and one of the biggest pain points I am seeing in the customer education world.

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Topics: Customer Education, Marketing tips, Marketing strategy

Strategy: Is It Really Dead Or Can It Work In Customer Education?

Posted by Julia Borgini on Apr 10, 2018 9:00:00 AM

What is strategy? A quick dictionary search on Merriam-Webster shows it can mean "a careful plan or method" and "the art of devising or employing plans toward a goal". In sports or war, strategies are pretty clear, because no matter what changes during the course of the event, the end goal is the same: to win. In business it's not so clear; in Customer Education (CE) it becomes even murkier.

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Topics: Customer Education, Strategy

Know Your Goal Before Developing a Customer Education Strategy

Posted by Julia Borgini on Apr 3, 2018 9:00:00 AM

When it comes to our customer education strategies, most of us are in reaction mode. This can get us into trouble because we make promises that are difficult to keep, work quality can suffer, and we could very easily neglect existing customers. The only way to avoid getting caught up in reaction mode is to proactively develop a customer education strategy that is aligned with the most important goals of the business. Only when we focus our efforts on what is most important, do we move the business forward.

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Topics: Customer Education

Why Education is Good for Company Growth

Posted by Julia Borgini on Mar 27, 2018 9:15:00 AM

If the main goal of your company is 'growth' right now, whether that's growing revenue or customers, did you know that a customer education strategy could help with that? Marketing and education colleagues are probably already working together to promote their education programs and to create new ones to support future marketing campaigns. But what else could these two teams learn from each other to promote company growth?

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Topics: Company, Customer Education, Expand Selling, Marketing tips, Company Growth, Revenue Growth, Education Programs, Business Expansion

Your guide to using account-based marketing to sell training

Posted by Julia Borgini on Mar 20, 2018 9:30:00 AM

Account-based marketing (ABM) is all the rage right now, as companies use it to laser-target their marketing to specific audience members. It's one of the best ways to unify the buyer journey from start to finish. From research to purchase and repurchase, and finally through to advocacy. And no wonder they like it - nearly 85% of marketers say that ABM outperforms all other marketing investments (ITSMA).

If you're a customer education (CE) leader that's looking to hop on the ABM bandwagon and start using it to promote CE program sales, keep reading.

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Topics: Training, Sales, Software Training, Online Training, Agile Marketing, Selling Process, Sales Incentives, Nurturing, Account based marketing, Segmentation, Marketing tips

Can sales incentives work to sell customer education programs?

Posted by Julia Borgini on Mar 6, 2018 9:00:00 AM

The mantra from most business executives is "expansion in all ways", and for most teams in the organization, it's easy to figure out how to do that. Customer education (CE) leaders want to do their part too, so how can they sell more education programs? One way is to partner with sales teams to sell education and offering them incentives to do so.

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Topics: Customer Success Education, Leadership, Customer Education, Sales, Sales Funnel, Rewards, Sales Incentives, Sales Team

Use Follow-up Emails to Beat the 'Forgetting Curve'

Posted by Julia Borgini on Feb 20, 2018 11:00:00 AM

"What is the Empire State Building?"

"Who is Picasso?"

"What is the Atlantic Ocean?"

One of my favorite things is trivia and more specifically, Jeopardy! I try to catch the show every weekday and have been trying to get on the show for the last two decades. (Without success, mind you, but I'll keep trying!) Even though I'm well-removed from my last formal classroom setting, I still remember a lot of what I learned because I'm constantly using the information. Nightly Jeopardy games, monthly trivia games with friends, and the daily New York Times crossword puzzle keep this information fresh in my mind so that it's always easy to retrieve.

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Topics: Customer Success, Marketing Automation, Customer Education, Content, Email, Customer journey, Content marketing, Customer Relationships

Start small: How customer education teams can scale up their metric use

Posted by Julia Borgini on Feb 13, 2018 11:00:00 AM

Data analytics at any scale is intimidating, especially to customer education teams who aren't used to looking at numbers. There are so many pieces of data available that it's hard to know where to start.

Like with any new thing, if you start small and learn to master it before moving on to the next thing, it becomes easier. If your management team just said to you, "All right, customer education, it's time to get on the analytics bandwagon" you're in the right place.

Let's take a look at how customer education can start small with metrics and then scale up their analysis slowly to be useful and valuable.

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Topics: Analytics, Customer Education, Data, Scale, Metrics

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