How to Target the Right Training to the Right Customers
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If you are a training leader for an early-stage SaaS, cloud-based enterprise software company, have you considered these questions? Some customers do not want training and do not need it. Do you know who those customers are? Other customers will not buy your software unless training is part of the deal. Do you know who those customers are? Some customers have a low tier account with you, and would be a $1 million per year customers, if only you had the training they needed at scale. Do you know who those customers are? In this slideshare, we demystify how to segment your enterprise customers into those who need training and those who do not; and help you determine what training is needed by which segments.
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How to Target the Right Training to the Right Customers
- 1. How to Target the Right Training to the Right Customers
- 2. @billcush Bill Cushard Head of Training ServiceRocket Anthony Nygren Marketing, Customer Experience, and CRM Leader, EMI Strategic Marketing @emistrategic Sarah E. Brown (moderator) ServiceRocket @SEBMarketing Our Speakers
- 3. Where in the World?
- 4. About ServiceRocket Helping people get the most out of their software TRAINING TrainingSUPPORT UTILIZATION- Founded in Sydney, Australia 2001 - Palo Alto, CA HQ since 2010 - 180 employees across 4 global offices: - Palo Alto, Sydney, Kuala Lumpur, Santiago
- 5. Customers
- 6. #TrainingIs Customer Success Series Topic: Date: *Getting Started Building Training March 31, 2015 *Keeping Content Up With Software Changes April 21, 2015 *Data-Driven Approach to Training May 19, 2015 *Training in Pre-Sales to Help Sell Product June 16, 2015 Org Structures/Roles of Great Training Orgs July 14, 2015 Target Right Training to Right Audience Aug 11, 2015 *Recordings and Registration available: http://bit.ly/sr-webinars
- 7. Agenda ● How to know who needs what training ● Training needs analysis ● Mapping courses to learners ● What can trainers learn from marketers about segmenting ● 3 Issues to consider
- 8. Poll
- 10. Mapping Curriculum End Users Administrators Business Users Course 1 X X Course 2 X Course 3 X Course 4 X Course 5 X
- 11. Question? What can training professionals learn from marketing professional about segmenting users and communicating to them?
- 15. Issue #1: Segment and Target What is marketing segmentation and why is it important?
- 17. Issue #2: Understand Audience What techniques do marketers use to understand an audience?
- 18. Issue #3: Delivery Method How do you determine the most effective content delivery method to deliver messaging to the audience?
- 19. @billcush Bill Cushard Head of Training ServiceRocket Anthony Nygren Marketing, Customer Experience, and CRM Leader, EMI Strategic Marketing @emistrategic Sarah E. Brown (moderator) ServiceRocket @SEBMarketing Questions?
- 20. The Next Webinar... Tuesday, September 22 at 10am PT SCRUM is Also for Marketing: A Practical Approach to Using Scrum to Manage Marketing Projects Special Guest: Mark Gopez Director of Marketing, Gliffy Register: http://bit.ly/SR-Webinars
Editor's Notes
- Bill starts….
- We segment our learners and provide training unique to each segment: Disgree, agree etc Or Do you segment learners and target training to them? Yes Sometimes Not often Never
- Ask questions about target marketing and segmentation and delivering marketing content to the right people, buyer personas, etc.
- Create better image Ask questions about how we target marketing to each of these groups (Geoffrey Moore and Crossing the Chasm) Ask questions about how the differing needs among these groups might also mean they have different training needs after the sales is made.