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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

Bring the future to your training today

Posted by Julia Borgini on Sep 14, 2018 10:20:27 AM

Keeping up with the emerging new trends in the customer education world is challenging, but critical for your success. As learners' habits and behavior evolve, so should the training that targets them. Staying current and relevant in the way you deliver customer education will help you engage learners better than anyone else.

Here are the top customer education trends we're following closely that'll bring the future to your training programs, today.

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Topics: Customer Education, Product adoption, Learner engagement, Research and Trends

Using storytelling to deliver data-driven information

Posted by Julia Borgini on Aug 1, 2018 2:58:59 PM

As companies collect more data, they're continually looking for ways to communicate that information to people in a way that's engaging and informative. It's something that we're not good at because it's hard to do. That's where storytelling comes in. Humans have used storytelling to entertain, but more importantly, to teach and learn. Even today, storytelling is still one of the best ways to communicate with employees and customers alike. So those who can weave a good story with data will be more successful at delivering that information to readers.

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Topics: Customer Education, Sales Enablement, Measure Training Effectiveness

Dare to find out if your training is effective?

Posted by Julia Borgini on Jul 11, 2018 11:53:07 AM

With the rise of the customer success philosophy, companies are spending even more on corporate training. They know well-trained customers use their products more, get more engaged, and are most likely to remain loyal. That's why it's important to measure the effectiveness of your training, to ensure that they're learning as much as they can, and can use what they learn.

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Topics: Customer Education, Sales Enablement, Measure Training Effectiveness

[Webinar recap] How to design a customer education strategy

Posted by Julia Borgini on Jun 25, 2018 1:40:09 PM

Recently, Bill Cushard, ServiceRocket's Director of Marketing and a Customer Success strategist, was a guest on a webinar hosted by ClientSuccess, talking about customer education (CE) strategies. Bill is a strong advocate for CE strategies because they help CE professionals be proactive in their work, and help them avoid simply reacting to customer requests for training or mandates from "on high."

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Topics: Customer Education, Customer Success, Customer Education Strategy, ClientSuccess

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, Strategy, Sales Enablement

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

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

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