Ep 16: The Impact of Customer Marketing and Education on Business Growth with Kristine Kukich and Shannon Howard
Spotlight by CS in Focus25 Aug 2024

Ep 16: The Impact of Customer Marketing and Education on Business Growth 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.


  • 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.

Kristine and Shannon emphasize the importance of starting with a solid plan, iterating toward success, and using storytelling to highlight the value of customer education.

For more insights, connect with Kristine and Shannon on LinkedIn, and check out their YouTube channel, "Mixology," where they discuss customer education and marketing over a cocktail!


Contact Information:

  • Kristine Kukich: LinkedIn
  • Shannon Howard: LinkedIn
  • Mixology: https://www.youtube.com/@mixology7259

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