Case Study: Heap drives customer adoption and renewals with Candu

Heap turns customer education into a revenue driver with Candu, boosting renewals

Heap, a digital analytics company, faced the challenge of building a world-class customer education program to drive user adoption and revenue. As the first hire for this function, Christy Hollingshead's goal was to prove that customer education could directly impact the company's key objectives rather than just creating overwhelming content.

Using Candu, the vendor, Heap implemented a data-driven strategy. Christy used Heap's own analytics to identify which user actions led to renewals and then built targeted educational content, like the Heap 101 course, to drive those specific actions. By demonstrating a clear correlation between content engagement and customer renewal rates to executives, Candu helped Heap reposition its education program as a revenue driver. This resulted in the sales team integrating the content into their process and Christy receiving additional headcount to expand the program.

Heap