How do SaaS educate their Users?

Training videos help companies create a community of experts around their product. This is a great way to get a lot of expert-level opinions on different topics.
It is the best way for a company to keep up with its competitors without having to spend all their resources on research and development every day. It also helps them get feedback in real time from their customers so they know what needs improvement in their products.

In the world of software and services, the role of Customer Training is more important than ever. With so many new startups popping up every day, it becomes hard for a company to stand out and attract talent. The solution to this is to offer a training program to its customers in order to train them in the latest technologies that are being used in the workplace.

The benefits of investing in customer training are numerous. Companies can grow at a steady and healthy pace while maintaining an excellent customer service level. They can also innovate faster and stay ahead of their competitors on market trends which will lead to higher profitability rates.
We asked the top brands what they did to educate their customers and what their training content received praise for and here’s what they said:
Forge customer connections and drive growth with our data-driven, cross-channel solution
Braze - Content Beta SaaS Product Demo Videos
What they receive praise for:
  • “Our Trainers – while it’s virtual, they still find a way to bring humanity into the room and have customers walk away with actionable skills they can immediately apply
  • Certification program – a means for our customers to prove their proficiency and earn a practice-based credential that validates some very marketable skills
  • Our LMS – Our video-based learning portal has been massive in taking the lofty concepts of channel-agnostic marketing, dynamic personalization, and machine learning and making them easy to understand.”
TraceGains delivers cloud-based supplier compliance, quality, and innovation solutions to food, beverage, and dietary supplements companies
What they receive praise for:
  • Engaging + modern design
  • Learners have the freedom to choose their content modalities (article vs. video vs. course vs. skill practice)
  • Content satisfaction rating 4.6 stars
  • Course completion rates ~70%
TechSmith screen capture software and solutions are perfect for anyone who wants to create and share images and videos for better training, tutorials, lesson etc.
What they receive praise for:

“We believe TechSmith Academy has helped people feel more confident in using video and images and our tools before they purchase, and we see strong data showing that those who use the Academy go on to purchase our tools.

In addition here are some direct quotes from our customers:

“I found them extremely effective because they focus directly on the topic they are intended and very clearly explained. Very useful the form of videos but useful as well the written guides!!”

“For a brand new user, these are EXTREMELY valuable. I have recommended the Academy to coworkers using your software.”

“Techsmith brings the impossible to possible. The courses are well designed, extremely informative, brings you from 0 to 10 in a matter of no time.”

“The courses mean the difference in trying to figure how to do something for hours, or to learn how to do it correctly the first time! WIN-WIN!!”

And finally, “[TechSmith Academy] is more than worth the time.”
World’s only trusted enterprise AI platform combined with an AI-native strategic success team to help customers rapidly turn data into value.
What they receive praise for:

DataRobot University focuses on creating practical education for leveraging DataRobot to solve real-world problems. We have an extensive catalog of self-paced courses, hands-on labs, instructor-led training and certification. Our customers note that we make the training fun and memorable.

Heap is an analytics platform that helps product, marketing, and customer success teams craft exceptional digital experiences that convert and retain users.

Heap Analytics - Content Beta SaaS Product Demo Videos
What they receive praise for:

Short, digestible videos with a focus on use case based content (vs feature based content)
On a mission to enable the world’s teams to work together effortlessly.
What they receive praise for:

“Finishing one course all the way through makes me feel accomplished and motivated to move on and learn more.” We build blended learning experiences into bite-sized courses and videos focused on the “why” for our customers. Encouraging them to stay more engaged and focused on building good habits using Asana.

“Feels like I’m learning from a friend.” Our videos have a real person guiding customers and using a tone to set them at ease. Whether they’re just getting comfortable using Asana, or coming back monthly for our “What’s New in Asana” series, our approach is to be a “work BFF” and not the teacher in front of the classroom. “
Bloomreach infuses the customer experience with limitless relevance, personalization, and value
Bloomreach - Content Beta SaaS Product Demo Videos
What they receive praise for:

We make great use of hybrid learning models combining on-demand asynchronous work and instructor-led teaching. We also offer good student support with less than 24 hours query turnaround time.
How Content Beta helped ChiroTouch upgrade their 1:1 Training from Zoom calls to effective How-to videos?
Candu is the first native web builder for your product
What they receive praise for:

Clear product outcomes in a micro-learning format
Farm management software that works the way you do, capture every mob and paddock record on the go, offline
AgriWebb - Content Beta SaaS Product Demo Videos
What they receive praise for:

Ease of use and accessibility
Create, market, and sell your own online courses
Thinkific - Content Beta SaaS Product Demo Videos
What they receive praise for:

“Free, accessible education for course creators on Thinkific, entrepreneurship, creating great student experiences, and marketing & selling online courses Gives creators clarity on how to create and sell online courses Empowers creators to feel confident about getting started with teaching online”
Learn the science of customer engagement led growth.
What they receive praise for:

It helps learners understand basic concepts so they feel empowered to run experiments and learn further.
Your very own personal online training center
What they receive praise for:

Interactivity, easy to understand, video quality and comprehensive.
Cloudinary’s training program and portal for new and seasoned users.
What they receive praise for:

Highly interactive educational lessons for developers with downloadable code samples, in-browser IDEs and video-based lessons
Learn more how to create online Academy powered by Marble
What they receive praise for:

Marble Academy empowers the students to learn about customer training, employee onboarding and learn how to use Marble at its most.
In the first-ever episode of Customer Education Podcast, we pick Iuliia’s brain on important questions a SaaS founder faces when they think of an academy.


  1. Tell me how you’ve seen Customer Education evolve?
  2. When do you think of an Academy?
  3. What advice would you give someone trying to set up an Academy?
Builds better business relationships with video messaging
What they receive praise for:

Tying technical know-how within the platform underneath a deeper business purpose for the client.
CloudRadial delivers the complete set of tools you need to bring order out of the chaos of service delivery.
What they receive praise for:

CloudRadial is well known because it is easy to understand the content, extremely thorough and easy to navigate
Engaging Networks provides you with innovative online fundraising and campaigning tools to help you raise more money and win more campaigns
What they receive praise for:

Engaging Networks recieves praise for its easy to use, modular courses.
Gain more value from data by connecting it across hundreds of systems with FME – the # 1 platform for integrating spatial data.
What they receive praise for:

The Academy has received praise for making it easier to get started with FME and for making it more engaging to learn. Learners enjoy being able to earn badges.
A powerful SaaS customer education video series will teach people about your SaaS product.

Done right, A SaaS training can have multi-faceted benefits.
  • It gives you a clear and concise way of communicating with your customers and potential customers.
  • It helps create a great experience for the customer
  • It provides value to the customer
It gives a perfect opportunity for brands to share practical knowledge on their product. In today’s competitive marketplace, this knowledge can make all the difference.


Customer education is a way for any B2B SaaS company to control the graph of its product’s performance. Customer loyalty and advocacy increase when customers feel valued. SaaS brands accomplish that by creating video academy courses to make onboarding easier and putting in place a strong customer support team for feedback and assistance.

SaaS training refers to the process of educating and enabling new users about the features and adoption process of a product or service by the company. This helps in increasing customer retention rate and building credibility of the product and authority of the brand thereby creating awareness about the product in a positive light.

The smartest thing that any company can do is prioritize the onboarding and product adoption of its new customers. Guiding the customers in the onboarding process with a roadmap of bitesize training videos, emails, customer support tickets and video academy can help in building goodwill and trust in the company. Keeping a record of the onboarding process data aids in understanding where customers drop off and help in reducing churn.

Customer education and engagement is a crucial part for the profitability of any B2B SaaS company. Therefore these companies try to maintain interactions with customers through FAQ and testimonial videos, customer support tickets, chatbots, product feedback channels, etc. This helps in improving customer loyalty and increases retention.

Do you want a similar academy around your product?

We at Content Beta specialize in building such quick-win videos courses that can help you onboard new customer or even with your marketing funnels.

Related Post

Content Beta