How Intercom Redesigned Its Customer Education Strategy

If you are a SaaS business with a product-led growth strategy, a product education team is non-negotiable, says Ashley Murphy, former director of growth at OpenView. She goes on to say, “Product education, it turns out, is an often overlooked but critical part of a company’s success with all stages of the customer lifecycle: onboarding, activation, retention, and expansion.” But don’t just take Minogue’s word for it, though you should. Also listen to Ruairi Galavan, senior manager of product education at Intercom in this excellent piece by Minogue on the OpenView blog. 

You should read this article because Galavan talks about five parts of a good education strategy that I think you should adopt. Do a “save-as” on his strategy and design your own. I won’t cover all five steps, you should read the article for that. I will, however, mention two points that struck me as most important.