Courtney Sembler Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org Education is not just for higher-education. It can help provide value for your business and support your customers. Together we will summarize the value of education in building an inbound business and share how to create education that increases force and reduces friction to help your business grow. Session Takeaways: How does education fuel an inbound company. How can education serve your business and your customers? Where to get started with education.

1. Education: An Industry
Differentiator That
Grows Your Business

2. TODAY’S INTENTION
Summarize the value of education in building an inbound
business and share how to create education that helps
your business grow better.

3. Agenda:
1. HubSpot Academy (5 minutes)
2. The Inbound Methodology, Flywheel, and Education (10 minutes)
3. How to Create Education for Your Business (10 minutes)
4. Additional Resources (5 minutes)

4. Hi, I’m Courtney!
Manager, HubSpot Academy
Education
Follow and engage with the team:
@HubSpotAcademy
@CSembler
HubSpotAcademy

5. Agenda:
1. HubSpot Academy (5 minutes)
2. The Inbound Methodology, Flywheel, and Education (10 minutes)
3. How to Create Education for Your Business (10 minutes)
4. Additional Resources (5 minutes)

6. Who here has consumed
online education in the past
12 months?

7. Who here has engaged with
HubSpot Academy education?

8. Our purpose is to educate and inspire
people so that we, together, transform the
way the world does business.

10. HubSpot User Blog
Certifications, Courses,
Lessons
Live Training
100% FREE

11. Education is one
of the most impactful ways to:
• Attract prospects
• Engage leads
• Delight customers

12. Agenda:
1. HubSpot Academy (5 minutes)
2. The Inbound Methodology and Education (10 minutes)
3. How to Create Education for Your Business (10 minutes)
4. Additional Resources (5 minutes)

13. Inbound Methodology
Inbound is a method of attracting, engaging, and delighting people to grow
a business that provides value and builds trust. As technology shifts,
inbound guides a company to do business in a human and helpful way.

14. Inbound Methodology

16. Customers are your
best marketers

17. Customers are your
best sales people

18. Customers are your
best service people

19. Attracting is about using your
expertise to create content and
conversations that start
meaningful relationships with
the right people.

20. Engaging is about building
lasting relationships with
people by providing insights
and solutions that align with
their roadblocks and goals.

21. Delighting is about providing an
outstanding experience that adds
real value, empowers people to
reach their goals, and become
promoters of your company.

22. The inbound methodology brings
together your business to empower
your customers to help you, attract
engage and delight.
And education can be the force you
apply at each stage to further attract,
engage, and delight to turn your
customers into your best marketers.

23. Agenda:
1. HubSpot Academy (5 minutes)
2. The Inbound Methodology, Flywheel, and Education (10 minutes)
3. How to Create Education for Your Business (10 minutes)
4. Additional Resources (5 minutes)

24. Creating education for your business
• Difference between education and information
• Frameworks for education
• Creating your first educational asset

25. Creating education for your business
• Difference between education and information
• Frameworks for education
• Creating your first educational asset

26. “The learning with the HubSpot Academy is
exceptional, which is really a huge aid for me
and our company. By applying program
ideas. I'm able to learn how can I strike the
appropriate target audience, which definitely
leads to overall ROI.”
- HubSpot Academy Learner

27. InformationEducation
Perform a skill with unaided recall
Apply the knowledge learned across
multiple topics/subjects
Education allows: Information allows:
Resolve uncertainty
Answer questions

28. InformationEducation
Perform a skill with unaided recall
Apply the knowledge learned across
multiple topics/subjects
Education allows: Information allows:
Resolve uncertainty
Answer questions

29. Creating education for your business
• Difference between education and information
• Frameworks for education
• Creating your first educational asset

30. Education needs to be:
Relevant
Learning Controlled
Based on Prior Experience
Timely
Scenario or Case-Based
Self-Motivated

31. Education needs to be:
Relevant is the content something that the learner should or needs to know in the
context of their life, job or situation
Learner Controlled does the learner have some control over how they experience this
lesson? for example: is this self directed content?
Based on Prior Experience is the learner able to use prior knowledge or experience to
help them understand the content?
Timely can this information be applied in a timely manner?
Scenario or Case-Based are there real life best practices, examples, scenarios for the
learners to be able to see how they can be applied?
Self-Motivated does this encourage the learner to see how they can use this content to
continue learning, grow in their career or learning path?

32. Creating a Learning Experience
The outcome or
objective expected from
the learner taking action.
Why
The best practices or
approach to follow to
achieve the outcome.
How
The steps needed to
complete the best
practices.
What

33. Creating a Learning Experience
The outcome or
objective expected from
the learner taking action.
Why
The best practices or
approach to follow to
achieve the outcome.
How
The steps needed to
complete the best
practices.
What

34. Creating a Learning Experience
The outcome or
objective expected from
the learner taking action.
Why
The best practices or
approach to follow to
achieve the outcome.
How
The steps needed to
complete the best
practices.
What

35. The learner will be able to describe the
importance of email marketing and
distinguish what makes an inbound email
marketing strategy.
Learning Objective:

36. Providing a “why” is what provides the
validation for the learner to see the
value and importance in the content
you’re presenting.

37. Creating education for your business
• Difference between education and information
• Frameworks for education
• Creating your first educational asset

38. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
ADDIE FRAMEWORK

39. ADDIE
A framework used by instructional designers and
learning professional to develop education focused on
the learners objectives.

40. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
• Identify an area you can attract, engage, or
delight with education
• Identify how education can help increase force or
reduce friction in your business
• Research the audience (learner personas) who
needs the education
• Identify delivery (live training, in-person, etc.)
• Select a passionate, empathetic employee to
create the education

41. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
1. Identify the learners objectives and goals
2. Use Why, How, What framework.
3. Identify learners to test the education with

42. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
1. Create education, assessment and feedback
mechanisms
2. Review it with stakeholders
3. Run a pilot test with a few learners to get
feedback

43. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
1. Notify learners of the available education
2. Deliver the education to the learners
3. Deliver assessment & feedback forms

44. 1. Analysis 2. Design 3. Develop 4. Implement
5. Evaluate
1. Review assessment and feedback forms to
evaluate if the learners goals and objectives
were met
2. Based on evaluation repeat the ADDIE
process

45. Examples of types of education to try:
• On-demand video education
• Live-Training via Webinars
• In-Person Training

46. Encourage social promotion:

47. Customers become
your best marketers

48. Agenda:
1. HubSpot Academy (5 minutes)
2. The Inbound Methodology, Flywheel, and Education (10 minutes)
3. How to Create Education for Your Business (10 minutes)
4. Additional Resources (5 minutes)

49. 1. Take the Inbound Certification Course
2. Explore additional courses from HubSpot Academy
3. Sign up for HubSpot User Blog
4. Engage on the HubSpot Community
5. Have questions? Reach out: csembler@hubspot.com
Resources

50. Thank you