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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

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

Without a Goal You Have No Customer Education Strategy

Posted by Bill Cushard on Aug 31, 2017 10:42:30 AM

Before you even think about developing a customer education strategy, you must begin with a goal. It sounds simple enough, but too often, people who lead efforts to develop software training programs for customers just start developing a strategy, or worse, just start training customers on product features, without a clear vision for why education is necessary in the first place.

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Topics: Customer Education, Strategy, Software Training

Stop Using ADDIE the Same Old Way and Get Agile

Posted by Julia Borgini on Jun 28, 2017 6:00:00 AM

Technology and business are rapidly evolving, and it can be hard for learning professionals to keep up. You need to create more content that's more relevant than ever before, and do so more efficiently than in the past. So ask yourself, "Can I continue to use ADDIE to develop their learning programs?"

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Topics: Agile, LLAMA, Course Development, ISD, Instructional Design, Software Training

Here Are The KPIs Linking Training to Customer Success

Posted by Julia Borgini on Jun 12, 2017 1:57:18 PM

MRR. Churn. CPA. ARC. LTV. If you're in the SaaS business, you're familiar with these terms.* Do a quick search for "customer success KPIs" and you'll find a dozen more. It can be a challenge trying to figure out which KPIs to use to measure the effectiveness of your training team and the programs you produce. 

Further complicating matters is if you're being asked to tie your training metrics to customer success. According to customer education thought leaders like Wayne McCulloch, senior vice president of Salesforce University, "education has never played a more important part in customer success than in a cloud-based organization."

Here are some of the training metrics you should be tracking when it comes to customer success.

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Topics: #CustomerSuccess, Building Customer Training, KPIs, Software Training, Customer Education, Education Services, Training is Customer Success

More Content Marketing Strategies Training Pros Can Steal

Posted by Julia Borgini on Feb 22, 2017 10:27:27 AM

We talked a while ago about the content marketing strategies you can steal to help market your training, but are there other strategies you can use to manage and develop training programs? Sure! Let's take a closer look.

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Topics: marketing, Marketing Automation, Promotion Strategies, Customer Education, Training, Software Training

How to Work with Your Marketing Team to Promote Your Training

Posted by Julia Borgini on Sep 22, 2016 2:37:23 PM

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.

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Topics: marketing, Customer Education, Promotion Strategies, Software Training, Training

To Sell or Not to Sell Customer Education: That is the Question

Posted by Bill Cushard on Sep 20, 2016 5:38:01 PM

There are three schools of thought when it comes to whether to sell customer education to customers. One argument is that customer education is a valuable service and should not only be sold, but the customer education function should be run as a business with responsibility for making a profit. The second school of thought also believes customer education is a valuable service, but the goal is not to make a profit, but for training to just pay for itself, so it can sustain itself and otherwise avoid the scrutiny of CFOs during lean times. The third school of thought argues that training should be a service that is included in the price of the product subscription. After all, adoption and renewals are the main goal, not making a few bucks from selling training. 

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Topics: Customer Education, Customer Success, Training, Software Training, Software Adoption

The Enterprise Software Training Maturity Model is Newly Revised and Updated

Posted by Bill Cushard on Jul 6, 2016 12:18:25 PM

The Enterprise Software Training Maturity Model eBook is by far our most popular. Hundreds of fast-growing software companies have downloaded it in the last two years. One very prominent customer education team in the big data, hadoop space used the maturity model to plan its strategy, goals, roadmap, organizational structure, and roadmap.

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Topics: Customer Education, Enterprise Software, Software Training

Certification and Its Role in Software Adoption

Posted by Kristine Xu on Jul 5, 2016 1:15:04 PM

Certification is one proactive solution that ensures customers are trained to properly use software and increases the likelihood that customers will renew year-after-year. Instead of focusing on acquiring new customers, software companies should focus on retaining customers by striving to not only train, but certify their customers so it's ensured customers know how to use the software. After all, renewals are a leading indicator of series A valuations for SaaS companies, if you ask Tomasz Tunguz.

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Topics: Certification, Customer Education, Hortonworks, TrueAbility, Performance-based Certification, Software Training

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