Moments That Matter: Turning Learner Participation into Momentum

Okay, well thank you everybody for filling out our poll. We were just kind of curious to see where everyone was at with their own customer education journey. Do you have a program? Do you not?

Are you an expert? Have you been doing this for many years? So it looks like we have the majority of folks who have been around for a while, but we do have some new folks. So welcome to education.

We're so excited that you found our session today. And if you are new to customer education or if you've been around a while, you'll definitely leave with some new ideas that you can implement into your own programs after our session. All right, let's get into it. All right, moments that matter.

Turning learner participation into momentum. So we'll talk about a lot of different ways that we engage our learners at Sendoso, but I think a great place to start is what is Sendoso, because we do use our platform quite a bit throughout our programs. There we go. So we are the leading direct mail and gifting platform, and we help companies make connections with their prospects, their customers and their employees at scale through gifting.

So it's a really fun industry to work in and a really great opportunity for us to use our own product to engage our learners. Now, one of the things I really love about coming to conferences like this is learning about what other people's education teams look like. So I thought I'd share just briefly what ours looks like so you can kind of understand what we're working with. So we are a team of five and we report into our chief customer officer.

So we're under the CX umbrella and we work really closely with customer success, support, account management and those teams. And as you can see, we own quite a bit. We have two different universities, one that is customer facing and one that is prospect facing. So anybody can go on and create a free learning account, which is pretty cool.

We have over 250 help center articles that we own and maintain and that helps support our chat deflection. Live webinars and workshops. The fabulous Kristy DeCarolous, who was passing out raffle tickets, runs those programs for us. And we're really focused on keeping a human component in our training.

And she does a really fabulous job with that, especially with social learning and cohorts. We have in-app education, which I talked with a few folks about earlier. That seems to be a pretty hot topic right now. How to put learning where people are.

And then last but not least, go to market enablement. So we are not just training customers on our team. We are also training employees. So our sales teams, our customer success teams.

So there's a lot of overlap. So that's a pretty cool new area for us. All right. So across all of these programs, what challenges are we seeing?

Which kind of led to the whole point of the talk today, which was it's getting harder and harder to keep your learners' attention. How do we engage with our learners successfully? And why is it becoming such a problem? So we know that learners are suffering from digital fatigue.

And what do I mean by that? Think about all those emails in your inbox that don't relate to you. They have generic subject lines. I have seen so many that just say first name or the variables aren't working.

It's like, oh, no, these have absolutely nothing to do with the work I'm doing. Everyone's getting bombarded with these messages. And Sindosa recently did a study of over 400 buyers. And you can see the results are pretty clear.

Everybody is fatigued by these emails. So that feeling of digital fatigue does not stop when our customers sign their contracts and move into onboarding. So as education teams, we need to be really thoughtful about how we are engaging with our learners. So we know that when learners are engaged, customer education has the power to drive real business outcomes.

Now, where should we be aligning to show that impact? So some great skill jar stats here. 75% of C-suite executives prioritize net revenue retention, NRR. So this is keeping your accounts, but also growing them.

So a fabulous place to start if you haven't tied your programs to business outcomes yet. And teams that do align to leadership priorities, such as NRR, are 4x more likely to secure resources and promotions. The more resources you have, the more learners you can reach. And the promotion piece is so important to give your team a career path and keep that longevity going.

Now, what if we can't tie programs to outcomes? Teams that can't prove value are 5.7x more likely to face budget cuts. So tying your programs to business outcomes is literally one of the most important things you can do for the longevity of your education programs. So what does this look like in real life?

So these are some great stats. But at Sandoso, for example, how have we done this? So we partnered internally, and we did a recent win-loss analysis of over 500 renewals. So it's a pretty big study.

And we found that course completion was the number five signal for retention out of 41 variables. And I don't have the full list with me, but a couple of the variables that it beat out were license utilization and account tenure. So how long an account has actually been a customer. We also found that accounts with a certified admin.

So someone who has gone through our new admin certification, they've learned how to set up the platform. They know how to load funds, and they know how to enable their end users. Those accounts spend on average 71% more over the last year than accounts that don't have one. Now, this is really big for us.

Spend is our adoption metric. So you are loading funds into the platform to pay for these gifts, to run your campaigns, and reach out to your prospects and your customers and your employees. That's when you see the value in our product. And this was a really cool one.

So it's not only adoption. It is also a revenue component for us. And I think this one might be my favorite stat that came out of this analysis was that churned accounts shared one trait, zero education activity. I'm going to let that one sink in.

I always thought this was a thing, and we actually were able to prove it. So I'm really proud of that one. So as you can see, customer education can have amazing impacts on your business. But these impacts only happen when your learners stay engaged.

The real challenge isn't building the course or launching the certification. It's getting those learners to come back after day one. Maybe you send the welcome email. They have some enrollments.

And then that digital fatigue I talked about earlier sets in and progress stalls. So what if I told you there was a new way of thinking that can combat the digital fatigue for our learners? Enrollment, like I mentioned, is just the beginning. We need to stop doing engagement as a single campaign or a single moment and start treating it as a system of intentional moments.

So I'm going to hand it over to Erica here, and she'll introduce the system that we use to build momentum with our learners and engage with them. Thank you, Danielle. Learners are overwhelmed. I don't know about you.

I probably deleted about 20 emails in my inbox this morning. So how do we break through all of that digital noise without just adding to it? Here at Sendoso, we shifted our focus from constant mass communication to more intentional segmented communication using these different moments to kind of reach out. So in this session, we're going to give you these five key moments when new customers join.

After strategic learning milestones, when progress stalls, when you have your learner's attention, and when learners are ready to be heard. And we're going to go through and show how a well-timed human touchpoint at these moments can completely change your learner's trajectory. So I just want to take a pause. I know five is a lot.

It's a very overwhelming framework. So if you're a team of one, maybe customer education is one of the five hats you're wearing today, I would just really encourage you to pick one moment that resonates with you and really focus in on that and test and explore that moment. Our program's been around for about four years now. So we've had a lot of time to test these.

We actually just started with one moment as well. So let's go ahead and get practical and jump in and start with moment number one. All right, sounds good. Moment number one.

There we go. When new customers join. So the goal here is to build early learning habits. And again, kind of what does this look like?

We want to introduce education early and often to make sure that people are reaching for those digital resources first before they're tapping their customer success manager. They're submitting a support ticket. They're reaching out to onboarding and spending time there. So at Sandoso, we do a few different things to engage our learners early and often.

We send-- and again, this is why we explained what Sandoso was-- we gift right away. So people receive this onboarding welcome kit. These are the people who are setting up our platform. And it has a ton of resources, which is this thing I've been holding.

We actually printed these really cool slicks that talk about that admin certification I mentioned. We've got the what you'll learn. We've got quotes from other learners who have taken the certification and a QR code so they can hop right in and know exactly where to get started without any questions. On the flip side, we show them how they can connect with support if they've got questions.

We highlight our university, and then we have a QR code for our digital flipbook. So a really nice way, something tangible that these people can have, and also know exactly what they need to do to be successful with our platform. And paired with this onboarding kit is a four-part email series. It has very strong calls to action, again, really guiding the learner, taking that guesswork out of it for them.

And those are chock full of resources as well. And then last but not least is in-app. We like to put education where our customers are. We started with some new user checklists where it got different resources provided to them based on their role.

And we actually saw that those in-app checklists had a 10x engagement compared to our university. It was easier to find people were there, and they had no question about what they needed to do next to be successful. All right. And an intentional welcome moment is really what is the point of all of these moments.

So we would like to start our session today with an intentional welcome moment for all of you. So I want to thank you for attending our session. Your next coffee, tea, beverage of choice is on us. We know conferences notoriously do not have great coffee.

So hopefully you can grab a little treat either in between sessions or before the keynote tomorrow. But really thinking about how an intentional welcome moment such as this can make you feel, we wanted to bring that to the group today. OK. Moment number one is in the books.

So we have many more tactics to cover. So I will pass it over to Erica to talk about moment number two. Thanks, Danielle. Moment number two is after strategic learning milestones.

We like to call this our habit-forming moment. This is the moment. It's the bridge between a customer who is just trying and maybe puttering around in your platform to a customer who's truly adopting it and championing your platform. So how we've done this is with our certification program.

That's going to be a good example is we send gifts. Obviously we're syndoso. So after a learner completes a certification, their first one, we will send a syndoso university tumbler with a little handwritten note congratulating them on their accomplishment as well as a sticker that's the same representation of the badge that they earned digitally as well. And fun fact, we actually get a ton of great feedback on the stickers.

People like to try to collect them all. They put them on their tumblers or they'll send us pictures of their sticker walls with the stickers on them. So it's a really fun touch to just connect with your learners as well. We know that learner confidence spikes after they complete courses, but sometimes they don't.

The momentum is not always automatic. They don't always continue and take more courses. So our rule of thumb and what we do, especially after they complete a certification, a really big program for us is we give them their next step. We make it really easy.

We never let them guess what they need to do next. We show them the path, whether it's another course or it's an action in our product. So after they complete their first certification, they get their tumbler. It's a really human, tangible, exciting way for them to celebrate their accomplishment.

And then they go ahead. Let's say they complete a second certification. Then they will receive this branded folder that's pictured up there. It'll have a QR code on it for a little coffee so that they can fill their tumbler.

And then it also includes the sticker badge for that certification that they completed. This helps kind of tie the gifts together. We call it our refill kit, and it helps learners keep this habit alive. So I know not all of you might have a gifting budget.

Gifting is literally what Sandoso does. So later in this talk, we will share some high impact, but low to no cost ways to engage learners in these different moments. One way, so I just wanted to show you the example. This is the digital touch right after a learner completes their admin certification.

This is the email they receive. It's encouraging, it's branded, it's exciting, and asks them to confirm their address so we can send them a gift. We also include that little PS to encourage them to share their badge on LinkedIn so that their community can celebrate them as well. And it also shows nice social proof for our brand.

So how do we do this at scale? Because I don't have time to send 100 tumblers in a week. I'm not sure if you guys do either. We use automation.

So we've connected our Gainsite CE instance with our Marketo instance. So once a learner completes their certification, Gainsite triggers Marketo. Marketo sends our learner a nice email, and then the learner fills out their address and receives their gift. It's really fun.

It's a great way to make the learner feel celebrated, and we still keep the messaging personal. We do use variables with names and what certification they completed and kind of tactical advice depending on what certification they completed as well. So it's a really exciting, high touch experience with pretty low effort from our team. But as we all know, the best laid plans can always hit a snag.

Let's talk about what happens when learner momentum starts to fade. Yes, so our learners have started. Maybe they've hit a milestone, but then progress stalls. It's inevitable, right?

Moment number three is about how we handle that drop off. So we have to remember that learning almost always loses out to daily priorities. Stalled learners are not disengaged, they're busy. And I think this is a great moment to put ourselves in the learner's shoes.

Remember all that digital fatigue earlier? All those emails in your inbox, your Slack messages. You've got LinkedIn stuff coming in all the time. And then people also have personal lives.

So I know we mentioned my kids earlier. They are definitely home already on summer break. We were at the year ago, so that's very top of mind. Different things needed around the house, making dinners, yard work, pets that obviously need a lot of love and attention.

So how do we combat that? We really try to re-engage with empathy and light motivation. So we have inactivity emails that you see here. They're really short, they're branded.

It's very clear who it's coming from and what the call to action is. And with a supportive tone, this really helps a learner pick up where they left off. And then for our higher value programs, like our certifications that Erica had mentioned with all of the gifting campaigns, that is where we really lean on gain sites reporting to show us who started a certification but hasn't actually completed it yet. That's a great way to see where that progress has stalled.

And quarterly, we've started comparing it with, of course, another gifting program, but a celebratory incentive. And we actually saw some really great results. We saw 57 certifications completed, which more than doubled our goal in one month. So re-engagement actually works when it feels fundamentally human and not automated.

All right, so learners are re-engaged. How do we keep that momentum going? Erica, moment number four. Moment number four is probably my favorite moment.

It's when you have your learner's attention. We all know that when we have our customers and our learners' attention, that's truly a gift. It's a Sandoso joke. [LAUGH] It's truly a gift, and it's really getting harder and harder to earn.

Sandoso's digital fatigue report that we shared earlier reports that 68% of people are feeling webinar burnout. So if you're live learning session, it feels like another corporate calendar hold, just a boring lecture. People probably won't prioritize showing up to that. But there is a flip side to that fatigue.

So the same report found that 63% of people say that the feeling of the brand matters more than the message itself. So as education practitioners, how do we apply this? If a session feels intentional, people will wanna show up. So a great example is one of our programs, the Sandoso standups that Christy, she's here, runs.

These are a monthly webinar for our admin users. It happens once a month, it's an hour. We usually have a CSM on there to answer questions. We show new product features, and we have a lot of fun.

So they're not lectures, they're very interactive events for our admin users. And through this, kind of our philosophy behind all of our live learning is that we believe that live learning should be fun and engaging. We love to engage people with polls. We encourage people to use the chat and use reactions.

And sometimes we even use interactive demos for our learners so that they can practice what they're learning in a safe space, not messing up their instance, we've all been there. So we also believe live learning should be social. We encourage our customers to talk to one another. The chat in our Sandoso standups is always on fire.

There's lots of learners asking questions and other customers just jumping in and answering them before our team even has the chance. So you can see an example of that here in this image. A customer was asking about a vendor that's on our platform. And another customer jumped in and was like, love it.

And they validated that vendor before we could even say anything. And we also believe live learning should be rewarding. So something we do at every Sandoso standup at the very end is something we call the wheel of names. So everyone who attends the session, they get their name on the wheel and then we enter a raffle and we spin it and then whoever wins gets the vendor of the month.

So there's a lot of banter between customers, lots of competition. It's very funny. So we thought, why not bring the wheel of names to Pulse? When you guys came in, we have to modify it a little bit.

But when you guys came in, you should have received a little orange ticket from Christy at the front. Did everybody get a raffle ticket? Anybody need one? We can run them around.

Christy, they need raffle tickets. Okay, while Christy's passing them out, I'll talk a little bit more. Okay, so we thought, why not bring this to Pulse? So you're gonna get a ticket and the little ending number on it will be what your identifier is.

And then once everyone has a ticket, we're just gonna pull a raffle and whoever gets the ticket will win a very special and personalized gift. So make sure you'll come see us after and we will get your email and get that all set out for you. And you can imagine the wheel, it's spinning, it's clicking, it's got music behind it. It's like a whole vibe and people get really excited by the wheel.

It's very fun. We were not gonna trust the Internet to do a wheel of names today, so. [LAUGH] I will also say, so if anyone's interested in incorporating the wheel, this is not an advertisement. The wheel of names is free, it's literally wheelofnames.com.

You can customize the brand colors, you can put your logo in the middle or you could just use the standard one. So it's very cool and it's very fun. Does everyone have a ticket? You guys need one?

Just two more over here, Kristy, and one more over there. [LAUGH] Thank you, Kristy. Kristy's the real hero of the session here, right? Yay.

But okay. [LAUGH] Woo. You're doing so good. Yeah, normally in the webinars, yeah, Kristy's literally typing attendees' names into the wheel as the session is going.

She's talking, yeah. Multitasking here is very real. But it does make a very special learning moment for everybody. And it kind of brings them together as a little digital community too.

Yes, we get a lot. All right. All right. So, Kristy's gonna pull the ticket for us.

[LAUGH] Okay, but like you've noticed, okay, the energy has changed in this room. There's a little buzz. Everyone's trying to make sure they have a ticket. We're all getting excited.

And it's a little unexpected. It's a little fun, hopefully, a nice little change in your day. And we have your attention. So let's- Drum roll.

I only have one hand to do the drum roll. All right, okay, number 18. Can you raise your hand if you have- Ticket number 18. Number 18.

Ooh. Congratulations, woohoo. Come see us afterwards. We'd love to get your email.

We'll send you a great gift. Thank you guys so much for attending our session and participating in the Wheel of Names, a little fun. So, yes. So I hope you guys remember that.

You might even remember it more than anything specifically that we've said, just because it's so unique. And that's kind of the point. Live learning should feel like an experience and not just information. So your customers, they'll wanna keep coming back for more when they feel like they can participate.

So let's wrap up with our final moment. Okay, thank you for sticking with us. Fifth and final moment when learners are ready to be heard. This is how you turn completions and attendance into feedback and advocacy.

And I have a great example to show how this actually happened. But with this milestone, timing is really everything. Learners are really proud and wanna share about their accomplishments after they achieve something big like a certification or a learning cohort program has wrapped. This is the best time to not only congratulate them, but to ask for feedback.

We always wanna iterate and improve our programs, and this is a great way to do it. So you'll see here in this example, one of our learners completed two certifications and out of the goodness of her heart, decided to share about it on LinkedIn. And wrote a very nice paragraph about what she learned and all the values she got from these. I was not connected with her yet, so I definitely connected and sent the message you see here in the middle.

This was where I just congratulated her and thanked her for taking our programs and asked if she would spend some time to let us know what she thought. And a little gifting tip, I put a little gift link here, but it was in the PS. So I separated my message of what I was asking her to do and the gift. So it doesn't feel bribing or come across any certain way.

She'll redeem the gift, she'll be able to do that, whether she gives me feedback or not. It's truly to celebrate her achievement. And within an hour, you will see she responded. She had great feedback, which I was very proud of the team for that.

But also mentioned that her post had more than a few reach desk views, which is one of our competitors. So talk about creating advocacy from education. So this engagement approach included a few different components. So Erica, let's get into those low cost and no cost ideas for our group today.

Yes, you do not need a million dollars to do any of this. So I want to address that elephant in the room. It sounds incredible. I don't have the budget for this.

So if that's you, let's ground ourselves in this one core principle. And this has guided our entire strategy, even across Sandoso. Engagement is not about what you give. It's about the when and it's about the why.

It's about being intentional when you're giving gifts or when you're trying to engage with your learners. So at Sandoso, our secret sauce is gifting. But every company has their own secret sauce. So maybe you have access to product experts or beta features or really cool customer community.

Those can be engagement moments too. So the framework that we shared today works regardless of the what as long as you show up for the right moment for your learner. So think about what your company's secret sauce is. I'd love to hear some ideas too after or if you kind of want to brainstorm, come say hi and we can chat about it.

Real quick, I do want to talk about some high impact tactics. So that is when you have budget and tools available. But whether you have budget or not, you need to be intentional. An example that Sandoso does is a surprise and delight moment.

This can be a good way to start too. So that is when you kind of send a gift almost cold. So an example of how we do that in education is maybe we'll notice that a learner has started a course, it's been a week, they're not really doing much, they might not finish it. We'll send them a little email with some encouragement, just like empathy and motivation.

And a little PS, like hey, here's some coffee to help you finish your course. So we've gotten a lot of good feedback from that as well. Whether it's just encouragement, like thank you so much, just needed that extra push. But sometimes it's like feedback that helps improve your courses as well.

So that's a really great way to hear your listeners or your learners. We also know that in Sandoso's digital fatigue report, adding a physical moment, it can help learners reach milestones 29% faster. But it doesn't have to be expensive. The average successful gift that we see is about $45.

You can do even lower, I mean today we did the $10 coffee gift. So you can really be flexible and get creative. It's not about the price tag, it's about being thoughtful and sending with intention. Now here's the secret stuff.

These are low and no cost engagement tactics. And we've actually seen some really good success from these as well. Personalized human outreach, like Danielle's LinkedIn example. The gift wasn't the focus, the conversation was.

She got wonderful feedback and that was really nice to see. Also, just giving public recognition, whether you congratulate people in your community or on LinkedIn, even just commenting on their LinkedIn post, where they share their badge. Visibility, sending a celebratory recap to maybe a senior leader at the learner's company, saying hey, this person's an expert now. So it kind of gives them visibility that they probably wouldn't have given themselves.

Lastly, badges and certificates that people can actually share. These are great, they help bring in the community to celebrate the learner, and it also brings some social proof for your brand. But the easiest thing that you can do is having a strong call to action, whether it's at the end of your course or with a follow up email. Telling the learner what they need to do next is probably the cheapest and easiest way to help a learner keep their momentum moving.

All right, and we'll wrap things up. We wanna leave you with this one thought, that engagement is truly a system of moments. We looked at quite a few moments today, and your program might need more, it might need less, and that's okay. It does not need to look exactly like ours to be successful.

We would encourage you to start and just pick one moment. Where can you have an impact to re-engage your learner or create an intentional welcome moment or one of the other milestones we looked at today? Improve it over the next 30 days and make sure to measure the results. I'm sure you're gonna be really impressed with what you see.

All right, and just a quick little plug because hopefully you're all ready to be heard at the end of our session. We'd love for you to fill out our survey at the end so we can get some feedback on how we did and hopefully what your favorite takeaways were. And with that, we'll open it up for questions. [APPLAUSE] Thank you, let's move over to the questions.

Awesome, all right, let's heat you all up with some questions from the audience here. The first one is, how do you decide when content should live in the academy, in-app, community, or webinar format? Solid question. [INAUDIBLE] Okay, where should content live?

So we are thinking very holistically about our content approach and we really want it to be wherever learners are. So we do have, we have found a ton of learners want to stay inside of our product. That was kind of where that 10x engagement rate stat from earlier came to be. We really look at all of the product usage data.

So we're seeing where are people engaging and where can we make it easier for them? Where are they falling off when they should be doing something? What is that next step of the things they should be doing to be successful with our product? And we're finding where people are struggling that way.

So that's where we try to put the educational moment. I think a great example of this is integrations is something that is a little bit more complex to set up with our platform. And we are now on our integrations page in our platform, inviting people to our hands on integrations workshops. And having that moment where we know this is something that people struggle with.

They have a lot of questions. It's not as easy to just follow along with an article perhaps. So that's where we're really leaning in and offering those human in the loop moments. Awesome.

Thank you. Can you, yeah, now you can hear me. There you go. Perfect, yeah, thank you.

How do you judge the success of your daily webinars? How do we? How do we judge the success? The success of your daily webinars.

Oh, of our, my goodness, of our webinars. Yeah. Well, a big part of our webinars is being able to tie what we trained on to actual product behavior. So I think as our data set becomes a little bit cleaner, we're gonna be able to do that.

And I know a lot of sessions talk about AI. That's one of the things on my AI wish list, is to figure out how we can better connect that product data to our attendee lists, for example. And still get the materials that are needed to everyone who registered, but didn't necessarily show up live for the session. So maybe they didn't get the same value, but we still wanna make sure we're following up with those folks.

So to us, if people are actually applying what they've learned, that is very successful, but you can't do that unless you're getting people there. So there's a huge push right now to partner with marketing to make sure we are driving a good amount of registrations, and we're being very specific with our lists. So I think successful webinars come from getting a good amount of people there, where the information's going to be relevant, but also are those people applying what you taught them? Amazing.

Can you tell us more about your cohort programs? This is great, I feel like we need Christy on the stage. [LAUGH] Do you wanna talk about that? Sure, yeah, so our cohort learning programs, we're starting with our onboarding.

So we know we have a specific section of accounts that don't necessarily have a dedicated CSM or a dedicated onboarder, and we wanna bring them together. So not only are they kind of going through this digital journey together, but they are kind of having this place to ask questions that isn't just, go look at a help article or try to figure it out. They have other people who are kind of figuring it out along the way. And I think there's a lot of value in being able to learn from each other, and not just from an employee of the company.

There's a lot of strategic knowledge that gets unlocked there, so that's actually something we are looking to implement more of. We're kind of in a beta phase right now, but looking to start with onboarding and then potentially move into more of those complex programs. Maybe it's integrations, maybe it's use cases. What are you trying to achieve with our platform?

Are you trying to book more meetings? Are you trying to drive event attendance? Are you trying to build a company culture? And then bring those people together based on their common interests.

So we have a lot of ways that we could go going forward. Perfect. Next one is, how do you prove ROI on your gifting to leadership to approve the budget for it? [LAUGH] My gosh, okay, so Sandoso connects right into our CRM, we use Salesforce, and we're able to tie it back to opportunities, which is really great.

So kind of similar to the influence pipeline, that is how we can tie gifting back as well. So think of it as kind of a marketing moment. So this is where I think our partnership with our customer marketing team comes in handy very nicely. So it's another one of those touch points that we have along the customer journey that can influence either new opportunities, it can influence expansion opportunities.

Again, that NRR metric we mentioned earlier. But yeah, it's really nice to have all of our systems connected. So we're able to see all of those reports and all of that value. Thank you.

Yeah. No, the next one is, how do you know you're emailing too much? Is there a fear that they will unsubscribe? [LAUGH] You guys are living in our heads.

[LAUGH] This is a balance, and we're working with marketing on this every day. Something that we've seen more success with is targeting really specific audiences. So you're not sending emails to 10,000 people. Really finding a solid group of 200 people that this is their moment.

This is the moment for them and reaching out to them. Our marketing team is really great and really intentional about when we email our customers. Because there is definitely too much emails as we talked about digital fatigue. So we also try to be really intentional with the lists and the people that we are targeting.

And making sure the same people aren't getting the same emails all the time. I think that's interesting too, because another way to look at it is, what is your channel mix, right? Like email is good for some things. But for example, if someone hasn't logged into your product yet, you can't be using in-app messages to try to communicate with them and guide them to the next step.

So what does the combination look like and what is the right fit for your customers? And I think, like you mentioned, that's exactly where that partnership with customer marketing comes in really nicely. They are the experts, they know our customers, they know how to segment and really make the messaging relevant for those people. And that's how, hopefully it's not fatiguing when we're trying to encourage people to take that next step so they're successful and see value in the software they invested in.

Amazing. Are you leveraging any automation tactics or AI to facilitate training content creation? My gosh, which was that one? We are a bit, we've been testing things out.

We did the little test with video stuff. I would say for the most part, maybe more just using kind of your basic Gemini or fog, like helping with course outlines and using that to throw a bunch of outlines in and say, hey, where's the gap here? A little bit. Yeah, AI for content creation.

I think that really where I'm excited to start using AI more is in the analysis piece and the data and bringing everything together. We kind of shared some stats on our win-loss analysis that was done by our GTM engineering team, but I think a lot of that can be automated and something that we can use to better inform our decisions on where we're going to be investing resources, what programs should we be developing and things like that. Cool. Do you use any similar strategies for your internal enablement programs?

Yes, okay, this is a great question. So GTM enablement, the internal training, we just started that in January and we're kind of building the foundation still. So it's this weird dichotomy where we have this customer education program that's been around for four years and it's more advanced. And then we're just starting this internal component of it.

But I will say it's been really nice to have such a solid content pool to be able to use because honestly, I believe anything that a customer knows, internal employees should be able to know and be able to speak to as well. And the ability for our internal teams to take our training that the customers are taking, that just gives them even more fabulous things to speak about to our prospects, look at all the support you're going to get when you become a customer. We take these courses, we found the value in them, and we know you can too. So it's a little bit of a two fold there, but it's really nice to have that solid foundation that we can then repurpose and build on top of to put that layer of, okay, this is how the product works or whatnot.

And then build on top of it this layer of, this is how you speak about it. This is the syndoso positioning or the messaging or the competitive angle. So it's a really nice foundation for the internal side, which we're still building. [LAUGH] Mike change.

All right, this would be the last question I think we can take for today's session, but do you track the activation of the gifts you send, especially the digital gift cards, coffee, e gift cards? What are the rates and is it impacted by the gift value? That's a great question. We do track the activation.

We have in syndoso built in a send tracker. We also have that linked to a Salesforce report that we can track as well. So we do look at, in syndoso we call them campaigns, like a marketing campaign basically. For example, like the coffee e gifts for drop off.

We do make sure people are opening it, people want this gift, it is working. So we do track that. The rates, I don't think it's actually impacted by gift value that much. People get really excited when you drop a little coffee e gift in their inbox.

I get a lot of really fun and kind emails. They're like, thank you, I wasn't expecting this today. I think just popping out and you're not sending them a gift every day. So it's very special.

Yeah, and it's all about the messaging too. We found if you are fun and intentional with your messaging, you can make a really low dollar value gift go a long way. Our customer success team just sent people literally cans of spam. [LAUGH] Which again goes along with digital fatigue and all of those things we've talked about.

But they were sent a can of spam and it had a really fun landing page and recipes that you could make the spam with. And it had this whole Hawaiian theme. It was really just one of those things that kind of, like how we had earlier the moment with the raffle. It just kind of shakes you out of that day to day routine.

It's something unexpected and fun. I mean, that obviously a can of spam does not cost a ton of money. But the messaging was thoughtful and it really connected with a lot of people and we got a lot of great feedback on that campaign. That is so amazing.

Thank you so much. And thank you all for joining today's session. We really appreciate you all taking the time and shuffling between the sessions. Huge thanks to our speakers for sharing their insights and amazing stuff about Cendoso.

And to all of you all for great questions and engagement. But if there are any other questions, feel free to catch on to any of these people here. Thank you so much. Have a good one.

Bye.