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We've gone from about 1000 signups to 30,000 signups per month. So, if you've ever taken an online course you generally have a feel for what HubSpot Academy looks like. We built up HubSpot Academy into the HubSpot product as a learning management system. There’s a high demand for self service and education. The online course market is growing really fast. So, we decided to open it up to everyone and Academy became an acquisition channel.
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Our salespeople realised, 'I usually spend the first 20 minutes of my call teaching these people what inbound methodology is, and now they're coming to the door knocking, wanting to buy the software so they can apply what they have just learned.' These prospects had just taken a four hour course on the inbound methodology. When our salespeople started talking to those non-customers and non-partners who had now become potential prospects, they were having productive conversations. We didn't expect anyone other than those groups to feel any motivation to take it. We saw people sneaking into it that weren’t our customers or our partners. Soon though, we noticed something interesting. If you learn it, the best way to apply it was with HubSpot. This inbound methodology lines up perfectly with our software. It wasn't the best SEO course and it wasn't the best content marketing course, but it was the best at bringing them all together into one holistic strategy that we call the inbound methodology. This was a very modern digital marketing course with an exam at the end of it. In 2013, we released the first inbound certification. It began back in 2012 as a customer enablement and partner enablement channel.
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We needed to first teach our customer how to be better at marketing, so that they could better use our software. It’s just going to make them worse faster. If you take a bad marketer and give them marketing automation software, it's a productivity tool. But, we found that with marketing software, you can't just teach the customer how to use it.
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But at the time of founding of HubSpot Academy, it was smaller. More recently, it's more like 2000 people. HubSpot is marketing, sales and customer service software that targets small and medium sized businesses. That's powerful." HubSpot and HubSpot Academy It makes you feel smart to go and tell other people that you found this cool product. It's in our human nature that when we find something that has exceeded our expectation, we brag about it. If you can delight them and if you can exceed their expectation, you can make them promoters. "We aim to attract people, engage them and delight them.
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You embrace the fact that they're your biggest, loudest marketing team, your most helpful support reps, and the fact that they're your most efficient and consultative sales team." We take into account the power of our customers. "HubSpot has bet its business on a flywheel model. So, how can you influence that perception? The flywheel model The perception that your prospects have for your product is their reality. That rings true for your products as well. That built up a particular perception of London in my mind. ‘It has 8 million people.’ ‘It's almost as big as New York City.’ ‘You have to go get tea here.’ ‘You’ve got to go get Indian food there.' ‘You can't say awesome too many times.’ Before I came, my colleagues had these interesting things to say about London. "Why do we talk about our users as if we're running a military sting operation on them? I want to help you inject some humanity back into your product-led growth strategy. This article is adapted from his talk given at Product-Led Summit, London 2019. Eric Peters is a Product owner on a small but mighty piece of the HubSpot platform called HubSpot Academy.