CELab - Ep 142 - Samantha Murray - Boomeranging Back into Customer Ed

In this episode, we invite Samantha Murray discuss her journey of boomeranging back to Customer Education where we explore the importance of consolidating customer education programs, the challenges in the industry, and the need for career inspiration. Samantha shares her experiences in customer education at Shopify and Docebo, highlighting the value of cross-functional collaboration and the impact of customer education on the overall customer experience. What's the overlap between customer education and product marketing? There are so many similarities and synergies to explore, so don't miss this lively discussion! Key Takeaways: Consolidating customer education programs can lead to a more cohesive and effective customer experience. There are challenges in the B2B SaaS industry, including layoffs and the cutting of customer education programs, but exploring other opportunities can lead to personal and professional growth. Customer education professionals should focus on cross-functional collaboration and aligning with marketing, product, and customer success teams to create a seamless learning experience. Customer education plays a crucial role in understanding customer needs and challenges, and it should be driven by customer research and feedback. Leaders in customer education should advocate for the consolidation of learning efforts within an organization to improve efficiency and productivity. Customer education and product marketing share many similarities and synergies. Creating value-based messaging and understanding customer challenges are key aspects of both roles. Driving product adoption and delivering value-based education are crucial for customer success. Integrating customer education into other learning programs can lead to efficiency gains and stronger content. Knowledge management is essential for scaling organizations and ensuring continued growth. The future of customer education lies in tapping into new generations of job seekers and providing targeted education programs. Collaboration between product marketing and customer education teams can enhance storytelling and create stronger narratives. Customer advocacy and feedback play a vital role in shaping educational content and building credibility. The fluidity of knowledge transfer and the integration of different functions are crucial for success in the customer education field.