How Movable Ink runs customer education and internal enablement from one content pipeline

Movable Ink's Enablement and Education team is charged with producing content for both SaaS products, Studio and Da Vinci. Today with Clueso, the team publishes 10 videos a month. Two years ago it was five, and most internal product training wasn't recorded at all.

Headcount didn't change. What changed is that one recording now feeds two audiences.

What is Movable Ink?

Movable Ink is an AI-powered personalization platform. Every day, brands use it to create millions of personalized moments, making it fast and easy to deliver more relevant, engaging customer experiences. Its self-service platforms are used by enterprise marketing teams and agency partners who run campaigns on their behalf.

Shannon Cook's org is unique in that it holds both halves of the enablement job: go-to-market enablement for sales, client experience, and partner teams, plus external customer education and technical writing. Janice Weintraub owns the customer-facing half — instructor-led live training and self-paced eLearning delivered through Skilljar, Support Center, and in-platform videos.

Two years ago, those two halves ran as separate content pipelines. One of them barely ran at all.

What brought Movable Ink to Clueso?

Before Clueso, here's what Movable Ink was dealing with:

• Four tools to make one piece of content: Camtasia for screencasts, Articulate Storyline for eLearning, a separate AI voice tool for narration, and iorad for walkthroughs.
• A 20-minute how-to video took several days to a week to create, and a one-line script change often meant re-recording the whole thing.
• Internal product training happened on an ad-hoc basis with little structure because of bandwidth constraints, while raw demos from product managers and decks from other teams went unused.

Camtasia recorded the team's actual voices over a screencast, which they then edited by hand. That is what made maintenance expensive. You can rewrite a script, but you can't rewrite a recording of your own voice.

Because Camtasia used our actual voices rather than AI narration, we could not simply update a script. We had to frequently re-record an entire video or just a clip and then somehow make it seamless in editing.

Janice Weintraub

Camtasia expertise was a prerequisite, so video creation sat with two people. Closed captions were a task of their own — Janice had looked at moving the team from Mac to Windows purely because Camtasia for Mac wouldn't produce them. She describes that old process as hard to do, time-consuming, and manual. Finished videos shipped as MP4 files too, so one product change meant re-uploading the same file separately in the LMS, the support center, and the internal learning system.

Internal enablement had the opposite problem. Product managers recorded ten-minute demos packed with great detail, but needed finesse to turn into client-facing resources. Strategy, client experience, and product marketing built decks that required manual intervention to turn into training. Most of that raw material got used once, if at all, and the formal training happened live, which meant it reached whoever showed up.

Shannon's question when she went looking for a tool was blunt: why should we have to create that content twice?

What changed for Movable Ink after adopting Clueso?

• One raw recording now serves both audiences. Internal teams get the depth, customers get the polished version, and the finished customer video loops back into the internal LMS.
• Videos are assembled from reusable master clips, allowing a central space for updated content across videos and e-learnings.
• Five to six people across customer education and internal enablement now create video, tripling the number of creators on the team.

One raw recording, two audiences

Content built for customers first, then inherited by internal teams.

Shannon designed the process so nothing gets built twice. A ten-minute PM demo goes into Clueso, gets rewritten and shortened, and serves the internal teams who want the depth. Janice's team uses that same recording to learn the feature, record their own customer-facing version, and load the finished product to Movable Ink's internal LMS as formal product training for onboarding and continuing education.

It's more like an infinity sign, where we're all utilizing Clueso in different aspects of our journey to help get the word out faster and help teach and train faster.

Shannon Cook

An hour of live training, cut to five minutes

A 12-minute raw recording cut down to four minutes, in about 10 minutes of work.

Shannon delivered an hour-long live session to the internal Client Experience leadership team on new product initiatives; when Executive Leadership wanted to see it, Shannon decided to use Clueso to synthesize the recording into a digestible artifact.

I put my training into Clueso, and it shrunk an hour down to five minutes. It was incredibly direct and succinct and concise.

Shannon Cook

The work took about ten minutes: upload the recording, rewrite the script with AI, watch it through, adjust the wording, set the sync points, trim the end. A 12-minute raw take came out at four minutes. Shannon isn't in the tool daily; her team is, which is why that number is worth citing.

Update one clip, not the whole library

Embed codes push a single fix everywhere a video is deployed.

Victoria Peaslee, the eLearning developer and the team's daily Clueso user, builds walkthroughs from small master units and stitches them into longer videos. A learner meeting a workflow for the first time sees all five steps. Elsewhere in the LMS, only steps two, three, and four appear.

If something changes in step one or step two, we just change that clip and it gets pushed everywhere. We're not creating tons and tons of new videos all the time. We're creating new, revised parts, which really speeds up our workflow.

Janice Weintraub

Embed codes are what make that work, and they were the argument Janice took to her stakeholders when she made the case for Clueso: update the video once and you never re-upload it anywhere.

Narration the team stopped rewriting

Two opposite workflows, one AI script step.

Janice has a deep background in adult learning and did not welcome AI touching her scripts. "What do you think, you're going to change my script? How dare you," is how she describes her first reaction. She changed her mind by reading the output.

I hardly ever went back and changed what the AI had changed from my script. Clearly the AI was doing it better.

Janice Weintraub

Shannon's team came at it from the opposite direction, because they don't write scripts at all. They import decks that already exist and let Clueso generate the narration, sometimes from slides carrying almost no text. Both workflows land in the same place: a script the team can still edit and approve.

Creators who aren't video specialists

Five to six people across two functions, up from two Camtasia experts.

The internal enablement team comes from email, marketing and strategy backgrounds, with no instructional design training. With Clueso, the team was creating and updating videos independently within a few weeks. Shannon calls the platform intuitive enough for non-IDs to use, and the practical effect is that her product enablement lead can now clear items from customer education's backlog.

The results: What's changed for Movable Ink

Video output doubled, from five a month to 10

The team publishes about 10 videos and help pieces a month, up from five before Clueso — a 100% increase on the same headcount.

Across the two years, Clueso's own account data records 644 pieces of content created, 456 published, and 1,291 AI video generations on the Movable Ink account.

A single video went from three days to half a day

Janice puts a technical how-to at half a day now, against three days on the old stack. The longer pieces moved further: a 20-minute how-to that used to take several days, sometimes a full week, now takes about a day.

Publishing timing moved with it. The team ships content as soon after general availability as it can, and Janice says they're much closer to that goal than they ever were with the prior tools.

The reclaimed time goes into quality, and eLearning rates above 4 out of 5

Clueso didn't make the content better on its own. It gave the team enough room to fix the things they used to wave through.

All those things that can distract the learner, that you want to make better but you just don't have the time, so you're like, ah, good enough. Because our production has sped up so much, we can make sure those distractions don't exist so that the viewer and learner is getting the best possible experience.

Janice Weintraub

Their eLearning scores consistently four-point-something out of five in customer survey feedback. Janice is careful about the attribution: the team produced good content before Clueso too, at half the volume.

Who does what changed as well. Janice sets learning objectives and use cases, sometimes writes a first script, and reviews with comments pinned to specific clip times so the conversation happens inside the project rather than beside it. Victoria records and edits, because she's faster at it. "I am now freed up to actually not do content development," Janice says. "Who knew?"

Self-service that shows up in renewals and ARR

The videos exist to deflect support tickets and cut inbound to the client experience team. Movable Ink can't attribute outcomes to individual video views, but the pattern across their Learning Hub holds: customers who engage with customer education content renew at higher rates, carry higher average ARR, and file fewer support tickets.

The two technical writers benefit too. Clueso's help center article export gives them a starting draft, which matters more as engineering ships faster.

Two years in

Both Shannon and Janice raised the support relationship unprompted. Janice's version: "It's really amazing that we feel like we have 24-hour actual human interaction. That's pretty rare." Shannon sees her team's self-sufficiency in Clueso as both a product outcome and a service outcome. And when they raise a feature request, the answer is almost invariably that it's already on the roadmap.

Asked how she would describe Clueso to a peer running customer education, Janice didn't reach for a feature. It's a must-have, and if she had to drop a tool, it wouldn't be this one.

We describe one of our products as marketer and machine. Clueso is a little bit the same — it's instructor and machine. One does not overtake the other. They work seamlessly together.

Janice Weintraub