How To Create Successful Video Training Content (A Case Study)

  • Organization: SoftwareONE
  • Industry: IT Service Management
  • Challenges: Cost, resources, updating training materials, scalability, creation, time to market, multi-language training
  • Solution: Create and share video training content with TechSmith Camtasia and Snagit

Poor corporate training, or no training at all, ultimately affects the ability of everyone in an organization to do their jobs well.

This can be a very painful process to correct, and a waste of valuable time.

And without a training team in each location, keeping everyone up to date can be a significant issue.

That’s why many companies, including SoftwareONE – a global organization of over 3,000 Software Portfolio Management Consultants – have started using corporate training videos across their companies.

“Having trainings available anytime, anywhere and on any device keeps employees engaged and motivated, has offered a higher sustainable learning library, and reduced travel costs immensely.” – John Mayes, Global HR Leader at SoftwareONE, explained to us.

Now, SoftwareONE generates over 40,000 views a year with their instructional videos.

But how did SoftwareONE become so successful at creating corporate training videos?

Let’s dive in.

The Situation

SoftwareOne help clients manage all aspects of their software portfolio. They work to reduce complexity, costs, and risks while increasing the flexibility of their IT landscape.

The challenge is twofold.

Consultants need to be experts in the software they are selling and need to stay current on trends in the IT industry. They also have to be tech-savvy enough to understand changes in technology, infrastructure, and business needs.

With consultants across 145 countries – including different languages and cultures – they struggled to continually deliver the necessary training.

They needed a way to train employees on various software solutions and internal processes. Each consultant has to highlight the benefits of each software they offer and answer any questions customers may have.

As a global company, SoftwareONE had to find a more cost-effective, efficient, and scalable way of training new hires and sales reps.

Finding the right process was not an easy task. The training program needed to include:

  • Content creation
  • Delivery
  • Multiple languages
  • Multiple course subjects
  • Quality and consistency of content


It’s expensive and impracticable to train employees and long-distance consultants face-to-face.

To be effective, the training needed to meet the high standards of in-person instruction to accurately advise customers.


With traditional training methods, it could be months before they could bring a new hire in-house for a live training. That ends up being overly expensive and takes that new hire away from customer-directed activities for an average of three full days.

This results in a loss of potential revenue due to a longer onboarding time frame and the new hire being tied up in training.

For these reasons, face-to-face training was not an effective or sustainable option.


With employees on several continents, it can be difficult to train everyone at the same level of expertise. A key challenge was training them on the detailed content and scaling it across a catalog of products in many languages.

Stephan Cadisch, Global Learning & Development Director, was tasked with addressing these challenges while starting from scratch with no existing systems, processes, or content creators.

“It’s daunting to have to create a consistent and scalable way to train people across the globe on software products that are constantly being updated and changed,” Stephan explained.

Since there wasn’t an existing training program readily available to accomplish all SoftwareONE’s crucial goals, he set out to create one.

SoftwareONE’s road to success

In 2010, Stephan started building a plan to address these goals. He assembled a team that specialized in becoming experts in the software they sold.

Thus, the Global Learning & Development Team was born.

In the beginning, SoftwareONE’s Senior Leadership Team was skeptical that a team would solve the problem. They only granted a small budget for the initial training effort.

With the funds, Stephan bought CamtasiaSnagit, and Quickshare to get started.

The team began creating videos to share their new-found expertise on the catalog of software they offer. They also constructed a User Portal to share training content across the organization. After three months, their first training video already had more than 3,000 views. This impressed the Senior Leadership Team and helped outline the value of online learning in a very short time.

“Recording PowerPoint slides with Camtasia allows non-professionals to make videos in a reasonable amount of time,” explained Stephan. “We work with other tools as well, but 95% of the training content is made with Camtasia because of its ease of use.”

Now, the Global Training & Development Team has grown to more than 50 team members. They’ve created over 1,400 training videos with Camtasia and boast upwards of 40,000 views per year.


SoftwareONE has its training content creation workflow down to a science.

Creating videos and screenshots is an essential part of developing their training content. The Instructional Design team designs the curriculum needed, and subject matter experts(SME) create screencasts with Snagit to capture their knowledge.

“[SMEs] use Snagit to record a data dump of all the information we need from them,” explained Alexander Muenzberg, an Instructional Design Specialist in SoftwareONE’s German office. “Once they have a screen recording of their subject information, they send it [back] to the Instructional Design team where we use Camtasia to make their screencasts into more formal and detailed training videos.”

Working with subject matter experts is crucial to creating the right content for SoftwareONE’s training program. But getting time with them is a common challenge. SMEs have hectic schedules and it can be difficult to make sure to get the right information.

“We brief our SMEs on what information we need from them ahead of time so that we avoid running into the problem of not getting enough information, or not getting relevant information,” said Alexander.

Dividing these tasks among different groups gets the most benefit from SMEs’ time, while still producing a quality training piece. Since the videos are editable, the entire process is scalable, which is essential to keep training fresh and up to date.

“I also love the stability and features Snagit and Camtasia offer. They are so useful and provide good workflows, which are so important. If we want to include branching questions and exams, we can then easily pull the Camtasia file into other eLearning course authoring software to accomplish that.”

Once they finish a course with video training content, they share it out on their internal learning portal, ONE|University.

Training topics and programs

The Global Learning and Development team courses range from the software they sell to internal trainings. They create videos to show their sales processes, project management, optimizations, and more.

SoftwareONE is serious about consultants becoming experts in their offerings. So much so, that their formal training curriculums have nine levels for employees to complete to reach expert level.

They build curriculums year-round and continually revise them. Their informal training program, ONE|Tube, houses topics chosen by and for staff. This rounds out their corporate formal training program.

SoftwareONE also does classroom-based (face-to-face) trainings. They often feature guest partners who present the latest software. To capture the knowledge of the speaker, SoftwareONE records the live demo and turns it into a video. They find this useful for ‘train the trainer’ style content as well.

Updating training materials

SoftwareONE has also added Product Managers to the process. Product Managers work closely with software providers in their product catalog to learn what’s coming next, review and understand product road maps, and explain upcoming changes. Then, they work with the training team to include updates in the video training content. That way their consultants always know the latest updates.

The Global Training & Development Team also works closely with their internal help desk to learn about common customer questions and concerns.

This helps content creators know what training topics they need to create video training content around, and what existing content they need to update. Consultants can quickly adjust their knowledge and support focus. It also reduces calls to the help desk and support team.

Results & ROI

It’s difficult to draw a direct correlation between training and revenue, but SoftwareONE sees the value of visuals.

“Using Camtasia and Snagit helped us to reduce costs as all employees can contribute content of successful examples,” explained John. “These examples are then converted into video-based trainings by the Learning & Development Team.”

Rough estimates on cost savings from shifting training from face-to-face to online and on-demand can add up to huge numbers.

All employees now go through training much faster than before. They speed up their level of expertise through tiered training levels. An employee must watch and learn all nine levels to become an expert or ‘black belt’.

Having an educated and well-prepared team of experts often helps close bigger deals at faster rates.

“The most common feedback I’ve heard from our staff who learn from our content is that they are thankful for learning by video instead of having to read long PDFs and PowerPoint slides. And with video, we can easily add subtitles in addition to narration, for employees who find accents outside of their geographies more challenging to listen to, ”explained Alexander.

As a result, the Global Learning & Development Team created 130 new training videos in one quarter alone.

This cadence continues throughout their annual timeline, along with updating existing videos. This formal training program has been so successful that SoftwareONE has now adopted an optional, informal culture of training and learning.

They create video training content with TechSmith Snagit and share it to their internal portal, ONE|Tube.

Now, any staff member can create a video about topics of their choice and share them to help others learn.

“The social learning is self-motivated. The staff wants to share their videos instead of text, and people are excited about it,” said Stephan. “Videos are being uploaded and shared from across the globe. There are a lot of millennials in the company and video is totally accepted, so it’s caught-on companywide.”

Looking forward

While SoftwareONE has already seen huge benefits of creating and implementing a Global Training and Development approach with both formal and informal training programs, they haven’t stopped there.

They are now working on their 2.0 version which will allow their training courses to be available by mobile and browser, which will boost viewership by offering videos anywhere, at any time.

Finally, I hope you found this case study helpful! Ready to start creating your own video training content? Getting started with TechSmith Snagit and Camtasia is easy. Learn more about our software and try them free.

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