Behind HubSpot Academy's early success
Marketing Powerups #70: Chris LoDolce, Founder of SaaS Academy Advisors, shares his transformative customer education strategy.
Hello, and welcome to Marketing Powerups! 👋🏽
I just got back from my first cruise vacation with my fam. Zane (my 18-month-old) loved it! As for me, I got motion sickness for half of the trip. 🤮
Let’s jump in to today's powerups, which include:
A cheatsheet of 6 copywriting frameworks.
7 AI prompts to speed your content marketing workflows.
The guy behind HubSpot Academy’s early success.
Ready? Let's go! ⭐️
🎖 Create more studio-quality video content on a budget.
Looking to do more video content in 2024 like I am?
Then, you have to try out the video and podcast recording platform that Guy Raz, Michelle Obama, Spotify, and The New York Times use.
Riverside (this newsletter edition’s sponsor) is the only virtual studio-quality recordings and lightning-fast editing.
Surprise, surprise—it’s the recording tool I use for the Marketing Powerups show! Between Zoom recordings (which is the tool I used before) and Riverside, the video and audio quality is like night and day.
→ Try it out for free and create studio-quality video content now (no credit card required).
⭐️ Chris LoDolce's transformative customer education strategy
Creating a customer education program that drives business results takes more than just training users on a product. To develop meaningful and effective training, you need to take an empowering, transformational approach.
1. Understand Customer Needs
Many SaaS companies struggle with customer education. How do you create programs that drive product adoption, retention, and growth? According to Chris LoDolce, it starts with understanding your customers' needs.
"Our goal never was how many users looked at the videos," Chris explains. "We needed as many users as possible. Our goal was to help change the behaviors of people through the educational programs. It was about creating transformative educational experiences for users"
2. Define training goals
Once you understand your customers, you can define clear training goals tied to business objectives. The goals could be increasing product usage or customer renewals. It could also reduce churn.
"Having clear goals connected to business impact is crucial. HubSpot Academy created specialized learning tools aimed at driving increased product adoption because they knew usage tied directly to customer retention. Let your core metrics guide educational priorities."
3. Create Transformational Content
With your goals set, focus on creating content that educates and transforms learners. Think beyond product training - empower people to achieve their career and business goals.
As Chris puts it: "The goal isn't even just to tell somebody how to do something or why they should do it. The goal is to put these three things in context - why this matters for their business, why this matters for their career, and why this matters for their personal goals."
4. Building a Passionate Community
Finally, build a passionate community around your training programs. Facilitate sharing between participants, make your team accessible, and focus on impacting lives.
"HubSpot actively invested in bringing HubSpot users, learners, fans, and customers together both online and offline through the Inbound Conference. The key is to foster connections between learners, be visible and involved in dialogue, and recognize the human element in all interactions."
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Chris LoDolce shares his transformative customer education strategy.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Chris further explains his transformative customer education strategy.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
AI tools can help you speed up your content marketing workflows. Connie Smart shares seven AI prompts to help you do that in this Content Marketing Institute article. My favorite is the sixth example where Connie takes a blog post and turns it into an infographic using AI.
Effortlessly craft high-quality video ads with Creatify, an AI-powered platform. You can customize unlimited variations in minutes without any prior video production experience.
👙 6 copywriting frameworks to boost your conversions (cheatsheet):shared a cheatsheet of 6 copywriting frameworks on LinkedIn: PAS(P), The 4 P’s, AIDA, BAB, PRUNE, and PASTOR. They’ll simplify the process of tapping into the psychological principles of persuasion. I bookmarked this post right away (so should you!)
That’s all for now, friends!
Have a powered-up day,
P.S. If you found this helpful, would you share the love by tapping the heart below? ❤️
It’ll help me know what’s resonating with you and get more people to know about my newsletter. Thanks!