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Julia Borgini

Julia Borgini helps Geeks sell their stuff. A self-proclaimed Geek, Julia is a freelance writer and content marketing strategist who teaches tech companies how to develop & execute successful tech content marketing programs. Her helpful articles have appeared on CrazyEgg, Social Media Examiner, KISSMetrics, and B2B News Network, as well as her own tech content marketing blog. To learn more about tech content marketing, visit her website at spacebarpress.com.
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Recent Posts

Data Matters, Especially to Customer Education Teams

Posted by Julia Borgini on Jan 18, 2018 4:41:02 PM

Big Data. KPIs. ROI. Average whatevers. These days it's pretty hard to get away from numbers. Companies are using their data to uncover all sorts of information that's driving their customer success programs, sales and marketing, and even customer education. After all, there's only so many ways you ask for a customer's feedback after they take your training, right?

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Topics: Customer Education, Data, Wishpond, Groove, Churn

Converting Your Training to Jobs-to-be-Done-Focused Training

Posted by Julia Borgini on Nov 29, 2017 5:19:05 PM

Most software companies are so enamored by their product's features that they use it everywhere. It's in their marketing, thought leadership pieces, and especially in their training material. Sure, it's important that you train customers on the features so they know how to use their products, but they probably bought your product for a different reason entirely. So why are your training programs still features-based?

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Topics: Software Adoption, Customer Education, Instructional Design, Software Training, Jobs to be done, Learning Experience Design

Jobs-to-be-Done & Customer Education: Should You Use It?

Posted by Julia Borgini on Nov 15, 2017 6:00:00 AM

When people find themselves needing a job done, they essentially hire products to do that job for them.

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Topics: Customer Education, Jobs to be done, JTBD

Why Customer Education Needs to Care About Customer Journey Mapping

Posted by Julia Borgini on Nov 8, 2017 7:44:27 AM

The customer journey is important to so many different departments in your organization. Each team may base their activities and goals on a particular segment of the customer journey, and customer education teams are no different. But that can only happen if you've mapped the customer journey. Many companies haven't, or they've only done a portion of the journey. TSIA did some research and found that mapping the customer journey was one of four key practices that lead to high renewal and expansion rates.

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Topics: Software Adoption, Customer Education, TSIA, Customer Experience, CX

3 Ways to Repurpose Software Courses into Marketing Assets that Help Your Marketing Team

Posted by Julia Borgini on Nov 1, 2017 9:23:55 AM

There's been a lot of talk about repurposing lately and how you can turn any piece of content into something else. (I've even talked about it on this blog!) For the most part the notion of repurposing is confined to marketing content; but what about customer education content? Is there a way you can repurpose it so marketing can use it? Put another way, can customer education content help marketing be more effective at generating awareness and well, educating prospects and leads?

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Topics: Customer Education, marketing, HubSpot, Optimizely, Content Marketing Institute, Content marketing

Why Customer Education is a Good Customer Success Strategy

Posted by Julia Borgini on Oct 25, 2017 3:40:07 PM

Sarah Sproehnle was Cloudera Employee #20, so she's seen the company through a lot of interesting times. From when it was just a small start-up to its new IPO state, Sarah's seen it all. While initially hired to build a training organization, Sarah is now the VP of Customer Success. She brought the idea of having a formal CS department to Tom Reilly, the CEO of Cloudera, since she knew it would help the company achieve some of the overall business goals they were working on.

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Topics: Customer Success, Customer Education, Cloudera, Sarah Sproehnle, Tom Reilly

Making the Case for Your Next Customer Education Hire

Posted by Julia Borgini on Oct 23, 2017 10:30:00 AM

If your customer education team is regularly missing deadlines, never gets to the end of their To Do list, and is producing lower quality work because they're so overworked, it might be time for a new hire. Overworked employees are stressed employees, a combination that usually results in less productivity, increased loss time in sick days, and less profits for your company. A new hire (or two or three) will help alleviate the workload, boost morale among your existing customer education team, and help get your team back on track.

But before you can start interviewing people for that help, you have to convince upper management. They'll want to see a business case for that new hire that shows how an additional employee will lead to bigger profits. Here's how you can do that.

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Topics: Customer Education, Talented Learning, Talent

Top 7 Skills & Competencies to Look for in a Learning Designer

Posted by Julia Borgini on Oct 11, 2017 10:00:00 AM

Working at a tech company, you need to hire people with specific skills that will help you grow and evolve the company and its products. Software companies have a particular rhythm and culture that not everyone can deal with. Add in the experience and skills you need as an instructional designer or learning experience designer and finding the right people can be a challenge.

So, what are the top skills and competencies to look for when hiring a learning designer in a fast-paced tech company?

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Topics: Company, Customer Education, Talented Learning, Business of Customer Education, CEU

Why Documentation Is So Important To Successful Customer Adoption

Posted by Julia Borgini on Oct 4, 2017 5:00:00 AM

Quick question: When you use Microsoft Word, do you use the built-in styles to add formatting and layout options to your documents? Or do you simply open a new document and start typing away, clicking the bold or bullet list buttons to change the way your text appears?

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Topics: Building Customer Training, Software Adoption, Customer Education, knowledge management, Gartner

5 Ways Chatbots and AI Impact Customer Education

Posted by Julia Borgini on Sep 27, 2017 12:48:46 PM

Have you ever navigated to a website and seen that little chat window pop up asking if you'd like to speak with someone at the company about their products? You may think you're speaking to a "real" person at the company, but in reality you're probably talking to a chatbot designed to respond based on keywords in your answers.

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Topics: Virtual Reality, AI, Business of Customer Education, VR, chatbot, AR, Augmented Reality, chatbots

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