The Impact of Customer Marketing and Education with Kristine Kukich and Shannon Howard

In this episode, host Emma Lo chats with Kristine Kukich, the Training Shepherd, and Shannon Howard, Director of Content and Customer Marketing at Intellum. They explore the crucial role of customer education and marketing in scaling customer success.

Key Takeaways:
Scaling Success: Customer education and marketing are essential in helping customers succeed with the product and in their careers, especially as companies grow.
Proven Impact: A Forrester study shows 86% of customer education programs see positive ROI, with notable increases in customer satisfaction (26.2%) and retention rates (22.3%).
Growth Through Training: Trained users become more engaged and drive additional business growth.
Metrics & Systems: Emphasizing the importance of data-driven metrics aligned with business goals, such as retention and revenue impact.
Iterative Approach: Start with basic content and refine over time to achieve long-term success.
Cross-Functional Collaboration: Building strong relationships across departments is crucial for aligning education initiatives with business objectives.
Role of Certification: Certifications play a key role in driving revenue and ensuring product mastery, especially in large organizations.