Forms of client education, great quotes, and stats to support your business case.

1. FORMS OF
Client Education
Education
Business
Education to
Increase Sales
Educational
Marketing
ESTABLISHED CLIENTS
CLIENTS & PROSPECTS
CLIENTS & PROSPECTS
Training is our business
A little education
creates awareness of
what else you could
learn or buy
The gift of education
attracts prospects and
deepens client loyalty
Fee-based
Mixed
Free
The Business Case
Clients who have been exposed to valuable information, freely provided, are:
• 97% likely to tell friends/colleagues about their experience
• 94% more satisfied with their purchase
More demand and
faster adoption
Educated clients
require less support
Client education outperforms other marketing efforts.
• 29 times more likely to buy products compared to media ads
Increase
• 5 times more likely to buy compared to direct marketing
Increase brand
product
awareness
• 55:1 return on investment
sales
Reduce
support
costs
Client education increases loyalty.
Increase client
Partners operate
more consistently
• 95% more likely to repeat their experience
loyalty
Grow Plus, educating your clients
Revenue • reduces support costs
Reduce
Costs
Improve channel
• yields customer intelligence
Administration
partner sales
Generate
training
revenue
Communities
support each other
Reduce
training
costs
Distribute
Sources: Next Century Media, 2006 StudyGather client
“Consumer Education Produces High ROI” and 2007 “Social Commerce ROI Report and Benchmark Guide”
intelligence
informal content
from the field
intrepidlearning.com
Standalone
revenue or bundled
Reduce partner
time to productivity

2. Business
Increase Sales
Marketing
ESTABLISHED CLIENTS
CLIENTS & PROSPECTS
CLIENTS & PROSPECTS
Training is our business
A little education
creates awareness of
what else you could
learn or buy
The gift of education
attracts prospects and
deepens client loyalty
Customers require more valuable information:
10.4 sources per purchase on average.
Fee-based
Mixed
Free
Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 18 – www.google.com/think/insights
Client Education: The Drivers
More demand and
faster adoption
Increase
product
sales
Educated clients
require less support
Reduce
support
costs
Increase brand
awareness
Communities
support each other
Increase client
loyalty
Grow
Revenue
Partners operate
more consistently
Reduce
Costs
Improve channel
partner sales
Generate
training
revenue
Gather client
intelligence
Administration
Reduce
training
costs
Distribute
informal content
from the field
Standalone
revenue or bundled
Reduce partner
time to productivity
B2B customers contact a sales rep only after 70% of the purchase has been made.
“The brand that emerges
as the best teacher in its industry
will eat everyone else’s lunch.”
– Jay Baer, author of Youtility: Why Smart Marketing is about Help, not Hype
intrepidlearning.com