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Chris LoDolce from HubSpot Academy at # INLeaders19


Chris LoDolce from HubSpot Academy at # INLeaders19

“Who has received online training in the last 12 months?” This question was the first that Chris LoDolce addressed to the audience at the beginning of his talk at the Inbound Leaders event.And what do you think happened? Would you have raised your hand? Yes, that’s what all the uae phone directory did As he himself described at the end of his presentation, “an indication of passionate, curious and motivated people, excited to change the world and do better business”.list_altIndex of contents
How the HubSpot Academy has made the education that helps our business grow
In his talk, he wanted to share the history of the HubSpot Academy and explain why it took them seven years to get to where they are today. Their goal was to get people to understand the process and be able to complete it in half the time, avoiding the trial and error that took them so many months.Throughout the talk, LoDolce also explained how to use inbound marketing within the framework of the flywheel concept and force and friction theory to grow a business much faster.


His words provide key tips to build trust and deliver value , or, in other words , the starting point for building long-term, satisfying relationships with customers. An achievable goal that begins when making the decision to build educational content for the business.Do you like what you are reading? Subscribe to the blog!
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How the HubSpot Academy has made the education that helps our business grow
Chris LoDolce, director of HubSpot Academy, goes back to 2012 in his talk. The Academy was created to help companies learn about inbound marketing . From there, the methodology and the lead conversion processes were explained to them. At first that was it, although today things have Betting Email List .He is aware that, in seven years, they have learned many lessons that can help others grow their business in three years, without making the same mistakes.What defines the HubSpot Academy?
The purpose of the HubSpot Academy is to train and inspire people to transform the way we do business together around the world. As LoDolce explains, it’s very important to make sure you have a strong purpose when you’re a trainer. Having it makes it easier to stay focused and, in this case , education not only serves to create value, but also to obtain better business results .The principles of HubSpot Academy are:Execute with excellence.
Educate with passion.
Create consistent training experiences.
Find new ways to establish collaborations.
Deliver a service oriented to excellence.
Bet on continuous learning.
Never settle.
Stay different.
The mission of HubSpot Academy is to become the preferred destination for those who want to learn how to start and grow a business.

In reality, the mission, vision, and values ​​of the HubSpot Academy have evolved since 2012, when it first appeared. Live online courses were then offered, three one-hour sessions per week; Today he is able to empower his network to create more educational content and offer it from the hand of a multitude of trainers.The change responded to need. His students wanted to learn the inbound methodology, and that decided them to open up to the world. At that time there were twenty people in the academy and they wondered how to educate all who came by taking an interest in what they offered. The numbers did not add up and they realized that the solution lay on the other side of the four walls of the building where they were based. That is why they took on the challenge of letting education not only be created internally.The gamble paid off, and today they offer a variety of educational and inspirational content, 100% free, that is put at the service of the mission.The question that arises is: “How can a company justify the development, distribution and certification of professionals around the world for free?” The answer to this question has to do with the fact that training is one of the most impactful ways to attract prospects, reinforce engagement with leads, and create engagement and satisfy customers.It is one of the purest forms of inbound marketing!Inbound methodology, flywheel and training
The inbound methodology is a way to attract, engage and satisfy people to grow a business that provides value and builds trust. As changes in technology take place, inbound guides companies so they can do business in a more humane way, helping others along the way.Keep in mind that attracting customers is not the only role of the marketing team. And this is a very frequent misunderstanding. The same goes for sales. Closing a commercial agreement or achieving the commitment of a lead is not a responsibility that only concerns the commercial team. Everyone is involved. As is the case with customer satisfaction, which does not depend exclusively on after-sales service.The entire organization has to support the work of others by focusing on the customer and directing its efforts towards their satisfaction. And you have to remember that the client is a user, a student, someone who wants to learn something.

The main driver of SME growth is word of mouth because, in practice, the best business and marketing representatives of the company are your customers. Taking this into account, it is logical to think that, if you empower them to assume that role of “marketers”, they can become much better than you could ever be the employees or managers of the business. Just think of online forums. Many people ask questions of all kinds and those who are there to answer them are the customers.Therefore, when the inbound methodology is applied, the business is being unified to empower them . And, from that moment, they will be better prepared than ever to help the company, attract, encourage engagement and promote the satisfaction of other customers.This is where the flywheel idea comes into play . Because in practice it does not seem so obvious to find a way to focus on customers and empower them. How to create “momentum” by applying force? What are the areas of friction that reduce our ability to empower clients to be our best representatives? What is creating friction in our companies today? What makes our clients not our best representatives today?When you change your perspective and start thinking about force and friction , there are a couple of things you have to ask yourself. A good example of friction is cancellation policies. Who has not forgotten to cancel a software and when they go to do it they have been forced to pay for an extra period of 30 or 45 days or assume a subscription of a whole year more?Maybe you don’t cancel because you are not satisfied with the software, but because your company needs to reduce costs. There are more chances that you will rehire it if they make it easy for you to leave and do not present friction (problems) when canceling the subscription.

Regarding force and friction, it could be said that:

Customers are at the center of the flywheel model .
The way businesses treat their customers has a major impact on their future ability to attract, engage, and satisfy new customers.
Businesses can accelerate their flywheel by applying force to impact areas and reducing friction affecting their customers.
But how to apply force? How can training increase the power of the flywheel?Attraction. The first thing is to think about the expertise . How to capture this collective knowledge and transform it into educational opportunities? For example, if you look at what the HubSpot Academy does, when someone does a Google search for courses or certifications, they look at the top results. And how to get up there? Creating more articles, more materials and quality content. It is a matter of SEO . In a complementary way, social communication channels can be used to promote and share this content.Commitment. It consists of creating long-term relationships in exchange for delivering insights and solutions that align with your bumps and goals. Training can be used for prospecting. Based on the metrics we use in HubSpot, we have been able to verify that those who show a greater commitment to training tend to have shorter purchase cycles . It is because they already understand the concepts and the work of the sales team to show how the company can help solve a problem that is already well advanced, thanks to the interest of the client himself, who has been consuming educational material. In addition, these are usually profiles that spend more than the average customer, up to 30% morein the case of HubSpot. Finally, it is important to note that their cancellation rate is minimal, since they already know what they are hiring, what to expect from what they are going to receive.
Satisfaction. To achieve this, you must be able to deliver an exceptional experience that provides real value to the client, empowering them to achieve their goals and become a business ambassador. You have to invest money in getting the best marketers. It is not worth closing the sale, you have to educate customers and so your network sees how they learn, they are curious about what they share and that may motivate them to be more interested and take a step forward in their buying cycle. At the end of the day, it is what we must think: how to deliver value and build trust through education?

How to create training for your business
The first thing you need to know in order to generate training content is that education is not the same as information , and you must understand the difference.

Education : helps a person develop a skill and execute it without the help of third parties, and makes it possible for the knowledge acquired to be applied to a variety of topics and settings.
Information : makes it easier for the person to respond to the questions that are raised and minimize uncertainty.
That is why we must put the focus on education, so that people can take action and solve autonomously , generate confidence.

But for education to be effective it must take place in the right context. This can be either within the framework of a methodology, through a consistent learning experience, or both.

The methodology, as defined by the Project Management Institute, “is a system of practices, techniques, procedures and rules used by those who work in a discipline.” Kanban, SCRUM, Six Sigma are some examples.

Creating a consistent experience implies starting from being clear about the reason for education, what is expected of the student: how to raise it, the approach or best practices that will be applied to achieve objectives; and what it will consist of, what steps must be taken to complete the education.

The creation of the first educational asset is supported by the ADDIE framework (Analysis – Design Development – Implementation – Evaluation), used by education professionals for the development of training programs focused on specific learning objectives. A) Yes:

Analysis. The process begins by identifying an area where force can be applied or friction reduced on the business flywheel . Then it will be necessary to determine how education can help to that end. To do this, it will be necessary to investigate the audience (learner people) that needs to be educated. To complete this stage, it is necessary to decide how the training will be offered (whether it will be in person, live training or other options, bearing in mind that the simpler it is, the better); and select a passionate and empathetic employee to create it (no need to hire outside staff).

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