Customer Education: The Key to Product-Led Growth Success

SaaS companies are increasingly adopting product-led growth (PLG) strategies to drive success. PLG puts your product front and centre, making it the star of the show when it comes to acquiring, retaining, and growing customers. 

But here’s the thing: even the most intuitive product can fall flat if users don’t know how to make the most of it. That’s where customer education swoops in as the unsung hero.

Customer education is more than just a good onboarding process. It’s about empowering your users with the tools and knowledge they need to succeed. Done right, it transforms your customers into loyal advocates and turns your product into a growth engine.

Let’s dive into how customer education fuels PLG and look at examples of companies getting it right.

What Is Product-Led Growth?

Product-led growth is all about letting your product do the talking. Instead of relying solely on traditional sales or marketing, PLG leverages exceptional product experiences to attract and retain users. Key features of PLG include:

• Free Trials or Freemium Models: Let users experience the magic before committing.

• Self-Service Onboarding: Make it easy for users to get started on their own.

• Virality: Build features that encourage users to invite others.

• Data-Driven Iteration: Continuously improve based on how users interact with your product.

However, even the slickest product needs a helping hand to guide users toward success. Enter customer education.

How Customer Education Fuels PLG

Customer education helps users unlock your product’s full potential. By teaching them how to use it effectively, you’re not just helping them succeed—you’re building loyalty, boosting retention, and driving growth. Here’s how education aligns perfectly with PLG:

1. Supercharging the Free Trial or Freemium Experience

Free trials and freemium models are often a user’s first taste of your product. Education ensures they quickly see the value, leaving them hungry for more. Think:

• Interactive Tutorials: Show users the ropes with hands-on guidance.

• Knowledge Base: Equip them with videos, FAQs, and articles to solve problems fast.

• In-App Tips: Provide helpful nudges as they explore.

Example: Klaviyo, a leader in email marketing automation, offers a robust library of resources to help users set up campaigns, analyse results, and create personalised customer experiences. Their clear tutorials and actionable tips make it easy for even first-time users to see the platform’s value.

2. Personalised Self-Service Onboarding

Self-service onboarding is a cornerstone of PLG, but a one-size-fits-all approach rarely works. Personalised educational content lets users:

• Learn at their own speed.

• Focus on features that matter to them.

• Progress from beginner to power user with ease.

Example: HubSpot’s Academy offers tailored courses for marketers, sales teams, and developers. By meeting users where they are, HubSpot ensures every customer finds value quickly and sticks around for the long haul.

3. Boosting Product Virality

PLG thrives on virality—but for users to share your product, they need to feel confident using it. Education fuels virality by:

• Making it easy for new invitees to get up to speed.

• Equipping existing users with tips to share with colleagues or friends.

• Reinforcing the product’s value through engaging examples.

Example: Canva’s design school does this brilliantly. Not only do users learn how to create eye-catching designs, but they’re also inspired to share their creations, drawing more people to the platform.

4. Driving Retention Through Continuous Learning

Retention is the bread and butter of PLG. Ongoing education keeps users engaged and ensures they’re always finding new ways to use your product.

Tactics for Continuous Learning:

• Live webinars exploring advanced features.

• Certification programmes to deepen user expertise.

• Tutorials accompanying new product updates.

Example: Notion’s YouTube channel is a masterclass in continuous learning. They’re always releasing fresh content that showcases new features and creative use cases, keeping their community excited and engaged.

Why Customer Education Matters for PLG

Customer education isn’t just a nice-to-have—it’s a growth driver. Here’s what it brings to the table:

1. Faster Time to Value (TTV)

Nobody likes waiting. Education helps users achieve their goals faster, boosting satisfaction and adoption rates.

2. Lower Support Costs

When users can solve their own problems, support teams can focus on complex issues, saving time and money.

3. Stronger Customer Success Metrics

Educated users stick around longer, spend more, and love to tell others about their positive experiences. That’s a win-win-win.

4. More Advocates and Upsell Opportunities

Happy, knowledgeable customers are more likely to spread the word—and they’re more open to upgrading or exploring additional features.

How to Nail Customer Education in a PLG World

Ready to supercharge your PLG strategy with education? Here’s how to get started:

1. Use Data to Drive Personalisation

Analyse user behaviour to create content that speaks directly to their needs. For instance, if many users struggle with setup, develop a step-by-step guide to address it.

2. Build Education into Your Product

In-app resources like tooltips, video tutorials, and progress trackers keep users informed without breaking their flow.

3. Offer a Variety of Formats

Not everyone learns the same way. Videos, blogs, webinars, and interactive courses cater to diverse preferences.

4. Keep Content Fresh

Your product evolves, and so should your educational materials. Regular updates ensure your content stays relevant and valuable.

5. Foster Community Learning

Encourage users to connect, share tips, and solve problems together. Community forums and social groups create a sense of belonging while amplifying education.

Tackling Common Challenges

Customer education doesn’t come without its challenges. Here’s how to overcome them:

1. Limited Resources

Solution: Prioritise high-impact resources first, like an onboarding video or an FAQ section, and build out from there.

2. Low Engagement

Solution: Gamify the experience. Offer badges, certifications, or exclusive perks for completing courses.

3. Measuring Success

Solution: Track metrics like engagement rates, feature adoption, and support ticket volume to gauge effectiveness.

Wrapping Up

Customer education is a game-changer for product-led growth. Companies like Klaviyo, Canva, and HubSpot show that investing in education pays off. 

Whether you’re just starting or looking to level up your efforts, prioritising customer education will help your product shine—and your business thrive. So, take the plunge and watch as your product becomes the go-to solution your customers can’t live without.