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Did you know that customer education is a great way to lead your prospects across the funnel, without ever sounding salesy or pushy?
In our recent webinar, we invited Luke Curry, Director of Sales at Periti Digital and a Hubspot Elite Solutions Partner. With five years of experience in the Hubspot Sales Org and having worked with more than 450 customers, Luke shares valuable insights and practical strategies to help you turn customer education into your competitive advantage.
Get the key takeaways here, or watch the full webinar on demand for a demo of how to leverage the LearnWorlds and Hubspot integration to close more deals.
Why traditional funnels are breaking, and how customer education drives growth
Scaling customer success education programs is essential. Why? Because traditional digital funnel channels don’t seem to be working anymore.
The following are real numbers coming from Hubspot users, mostly marketers, as shared by Luke:
Enter customer education.
Building engaging, interactive content on a platform you can control allows you to:
Big brands are already doing it.
Freemium SaaS giants like Slack, Notion, and HubSpot use their academies not just to educate, but also to segment contacts and turn users into qualified leads inside their CRM. Hubspot, for example, has academies specifically aimed at different personas and customer segments, like sales, marketing, and customer service.
87% of buyers research before they buy. So when they land on your educational content, they get hooked. Customer education helps you build trust and credibility by offering a solution to the customer’s problem, whether through an insightful perspective, a checklist, or even a free course they can take to improve a skill.
No, you don’t need a big customer education team or to invest half your annual budget to pull this off. With an all-in-one learning platform like LearnWorlds and a marketing-focused CRM like Hubspot, you can scale customer success through education.
Understanding the educational funnel journey
Effective customer education mirrors the traditional marketing and sales funnel, but with one key difference: education builds trust through value, not just persuasion.
We can align the four key stages of customer journey (awareness, consideration, decision, and retention) with the TOFU–MOFU–BOFU model to design scalable educational strategies throughout the customer journey.
Awareness (TOFU)
At the top of the funnel, your goal is to educate and attract. Offer free, high-value customer education content that addresses pain points and sparks curiosity without pitching your product.
Consideration (MOFU)
In the middle of the funnel, you want to build trust and demonstrate value. This is where you nurture interest by helping learners envision success with your solution.
Decision (BOFU)
At the bottom of the funnel, it’s time to drive conversion. Help your prospects feel confident and supported as they make a purchase decision.
Retention (Post-funnel)
After the sale, offering ongoing customer education programs becomes your growth engine. A well-structured post-sale learning strategy maintains customer engagement, encourages deeper product adoption, reduces churn, and unlocks upsell potential.
Building your customer education strategy
Here’s how you can start building a scalable, education-led growth strategy in four steps:
Define your ideal learner and their journey
This step is critical for building relatable learning experiences for every key moment throughout the customer journey.
This path won’t work for everyone but if you’re a business with some brand awareness a certification is a great way to tie all this together.
Reflect your unique data POV
You have access to more data than you realize, especially through your support and customer success teams. Use it to create content that resonates:
Enable with tech stack
With tools like LearnWorlds + HubSpot, you can scale customer success without having to invest a lot of time.
This integration helps you meet customers where they are, with the right content at the right time.
Drive engagement with certifications
Product education plus certifications can be a powerful duo for closing deals and creating brand advocates.
Technology as a Growth Engine: HubSpot + LearnWorlds
One of the biggest challenges in customer education programs is the disconnect between learning platforms and sales systems, which results in lost deals.
The integration advantage:
Not a LearnWorlds customer yet? Try our platform with a 30-day free trial and start building your customer education academy.
Real success story of a Hubspot customer
A US-based aesthetic pharmaceutical company faced a major challenge: They had no direct access to their end users (nurses, doctors, and clinicians) because they operated exclusively through distributors. This created two major issues:
The solution? Customer education
To solve this, they created educational video content targeted directly at clinicians. By promoting these courses, they invited users to self-enroll in their learning platform. With a HubSpot integration, all this data was passed into their CRM, finally enabling them to see who their end customers were and how they were engaging.
The result: Direct sales, higher profit margin, better experience
Eventually, through customer education, the company was able to sell directly to the clinicians. Having eliminated the mediaries, this increased their profit margins. They also had access to direct feedback and improved the customer experience. Huge wins with little effort.
Your 30-day launch plan
You’re just one month away from turning customer education into a business success tool. Here’s your step-by-step launch plan:
Week 1: Foundation setup
Before you jumping into content creation, set yourself up for success with some groundwork:
Week 2: Content creation
Now it’s time to build your product knowledge content, with a focus on lead generation and nurturing.
Week 3: Launch and test
Will your newly designed program meet customer needs? Find out before the official rollout.
Week 4: Optimize and scale
As your customer base grows, ensure customers stay engaged in the learning experience and your product.
Final steps
Customer education isn’t just a support function. It’s a growth strategy that any business can adopt. Ready to see it in action? Watch the full webinar on demand to learn how HubSpot and LearnWorlds work together to turn education into revenue.
Androniki Koumadoraki
Androniki is a Content Writer at LearnWorlds sharing Instructional Design and marketing tips. With solid experience in B2B writing and technical translation, she is passionate about learning and spreading knowledge. She is also an aspiring yogi, a book nerd, and a talented transponster.
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