New Research: Key Findings on the State of Education-Led Growth
On-Demand
Upcoming Live
Webinar
Platform Tour

The Power of Customer Education to Drive Growth

While customer retention has long been the North Star metric for customer education teams, a new objective is emerging on the scene: customer acquisition.

July 10, 2024 1:00 PM
EST
Duration:
54
Minutes
By registering, you agree to receive communications from all participating presenters.

Summit Schedule

No items found.

Marketers have said for years: “An educated buyer is a better buyer.”

Why? Because they understand their problem, the potential solutions, and what makes your product stand out—allowing them to make more informed (and confident) decisions. 
And while customer retention (the North Star metric for customer education) matters, the fact is more resources go to marketing and sales than to the customer experience.
And that’s why forward-thinking companies are looking at customer education differently: as fuel for accelerating marketing and sales.

On this month’s Underscore, get insights from Chris LoDolce, co-founder of SaaS Academy Advisors and HubSpot Academy founding team member, on how customer education can drive net-new revenue growth.

You’ll learn:

  • How to use education to capture and convert leads
  • How education plays a role in lead nurturing and deal cycle
  • How to blend customer education content with your marketing content (without sacrificing learning science)
  • How to create and convert education qualified leads (EQLs)

Marketers have said for years: “An educated buyer is a better buyer.”

Why? Because they understand their problem, the potential solutions, and what makes your product stand out—allowing them to make more informed (and confident) decisions. 
And while customer retention (the North Star metric for customer education) matters, the fact is more resources go to marketing and sales than to the customer experience.
And that’s why forward-thinking companies are looking at customer education differently: as fuel for accelerating marketing and sales.

On this month’s Underscore, get insights from Chris LoDolce, co-founder of SaaS Academy Advisors and HubSpot Academy founding team member, on how customer education can drive net-new revenue growth.

You’ll learn:

  • How to use education to capture and convert leads
  • How education plays a role in lead nurturing and deal cycle
  • How to blend customer education content with your marketing content (without sacrificing learning science)
  • How to create and convert education qualified leads (EQLs)
The Power of Customer Education to Drive Growth
is a session within the
View Summit
The Power of Customer Education to Drive Growth
is an episode of
_Underscore
Explore
_Underscore

Speakers

Chris LoDolce Speaker Headshot
Chris LoDolce
Advisor
at
SaaS Academy Advisors

Video is uploading

On-Demand
Upcoming Live
Webinar
on
July 10, 2024 1:00 PM
EST
Platform Tour

About this Session

Marketers have said for years: “An educated buyer is a better buyer.”

Why? Because they understand their problem, the potential solutions, and what makes your product stand out—allowing them to make more informed (and confident) decisions. 
And while customer retention (the North Star metric for customer education) matters, the fact is more resources go to marketing and sales than to the customer experience.
And that’s why forward-thinking companies are looking at customer education differently: as fuel for accelerating marketing and sales.

On this month’s Underscore, get insights from Chris LoDolce, co-founder of SaaS Academy Advisors and HubSpot Academy founding team member, on how customer education can drive net-new revenue growth.

You’ll learn:

  • How to use education to capture and convert leads
  • How education plays a role in lead nurturing and deal cycle
  • How to blend customer education content with your marketing content (without sacrificing learning science)
  • How to create and convert education qualified leads (EQLs)

Register for the webinar

View on-demand

1088119622
2024-07-10 1:00 pm

Thank you for registering

By registering, you agree to receive communications from all participating presenters.

Webinar Recap & Notes

Introduction

The recent webinar highlighted the expanding role of customer education in driving growth early in the customer lifecycle. It underscored the strategic importance of customer education as a means to enhance marketing and sales processes, enabling businesses to win additional customers. A notable observation was the increased focus on leveraging education in the sales funnel to boost acquisition, win rates, and customer retention.

Insights from Industry Leaders

The session was led by Chris Dolce, an advisor at SaaS Academy Advisors and a founding member of HubSpot Academy. Chris is renowned for setting benchmarks in customer education, evident in his critical role in HubSpot’s success. His insights emphasized how effectively embedding education into marketing and sales not only facilitates smoother onboarding but also encourages purchase readiness from prospective clients.

"There isn’t a website page, a page on your website that's speaking to your customer education or your academy as a product."

Quick Wins for Immediate Impact

The webinar detailed actionable steps that organizations can take without the necessity of creating new content. These included integrating customer education benefits into sales pitches and adding customer education as a feature on marketing pages. A particularly insightful strategy was allowing prospects access to existing educational content to introduce them to your product’s ecosystem.

"If your company is using Gong or any sales acceleration tools, you can hop in there and search how often customer education is mentioned, and then look at those win rates."

Long-Term Strategies and Category Creation

Chris delved into long-term strategies, discussing how businesses can establish themselves as thought leaders in their industries. This involves creating courses or certifications that don’t necessarily focus on immediate product use but rather elevate the professional competence of participants. This strategy not only builds brand trust but also positions the company as a leader in industry best practices.

Addressing Challenges and Roadblocks

Key challenges in implementing these strategies were addressed, including operational, marketing, and sales training obstacles. The importance of aligning education initiatives with organizational operations to seamlessly feed leads into sales processes was highlighted. Moreover, marketing teams need to adapt strategies to support not just immediate lead conversion but also long-term brand building and trust.

"Operationalizing your program so it can scale is crucial; think about your current stakeholders and how their involvement needs to evolve with this expanded educational focus."

Reflections on Broader Impacts

The webinar concluded by contemplating the broader implications of customer education initiatives. It encouraged participants to reflect on whether their existing education programs positively or negatively impact acquisition efforts. Evaluating the quality and strategic alignment of these programs is vital for optimizing their effectiveness and ensuring they contribute to business growth rather than simply program maintenance.

This insightful session reinforced that integrating customer education into the heart of a company’s marketing strategy is not just about immediate gains but is critical for sustainable, long-term success.

Summit Schedule

No items found.
The Power of Customer Education to Drive Growth
is a session within the
View Summit
The Power of Customer Education to Drive Growth
is an episode of
_Underscore
Explore the webinar series
The Power of Customer Education to Drive Growth
is a session within the
View Summit
The Power of Customer Education to Drive Growth
is an episode of
_Underscore
Explore
_Underscore

Speakers

Chris LoDolce Speaker Headshot
Chris LoDolce
Advisor
at
SaaS Academy Advisors