What can learning professionals learn from marketing teams? Savvy marketers understand the art of persuasion. They know how to tap into how the human brain actually works—there’s a reason you don’t see bullet points in advertising.

This session will reveal some free and low-cost tools and techniques that marketers have been successfully using for years to capture attention and move people to take action. You’ll see easy-to-implement examples that show these principles and technologies in action.

Have you ever wondered what drives successful marketing? What is it about powerful advertising that compels people to take action in the real world? More importantly, have you ever considered how to leverage the same techniques in the education sector?

This session will explore how marketers have been able to fulfill Maslow’s hierarchy of needs more effectively than educators have. You will dissect the intersection of the two disciplines and learn to use techniques from the marketing world to create more powerful learning experiences.

L&D professionals often think only about one single training program instead of looking at the entire journey that learners take. Mapping out the learner life cycle and assigning content that engages them along the way not only helps create unforgettable learning experiences and drive individual performance, but also helps with the transfer of knowledge after a training session has ended.

In this session, you will learn how marketing professionals create and plan their content, and why L&D professionals should embrace and adapt this model. Learn how you can apply these concepts to L&D in order to drive an individual’s performance, help plan for quarters to come, and measure ROI. You will learn how to create a content strategy plan and how to implement it in three easy steps. You’ll walk away with a better understanding of your organization’s content strategy plan.

It’s one thing to hear the value of something from the person selling it; it’s quite another to hear the value of something from a person actually using it. In learning and development, these people are often called champions—those who understand the value of learning programs and help promote their value across the organization. The marketing industry has an entire approach dedicated to this idea that can be very effective: influencer marketing.

In this session, you will explore the world of influencer marketing and how you can apply its principles to L&D. You will examine the core elements of an influencer campaign and find out how effective use of influencers can accelerate your program results. You will examine different tools and resources that marketers use to develop influencer campaigns, and you’ll leave this session with ideas on how to apply these techniques to L&D.

Marketing is rarely an isolated event. Marketing efforts start with a deep understanding of the audience and are normally rolled out as a campaign that takes place over time. Many aspects of this approach can be useful for L&D to adapt.

In this session, you will explore a case study of a learning and development program intentionally built like a marketing campaign. While the campaign includes a course, you will learn how that was just one small touchpoint of the program. You will explore the various other elements of the campaign, including games, user-generated content (UGC), sales tips, expert blogs, and more. You’ll also learn how the team was able to reuse some consumer and trade marketing materials internally in the project, rather than creating all assets from scratch.

In a world of short attention spans and the need to “break through the clutter,” how can you ensure your audience will remember your message after watching your learning videos? Maybe it’s time to look outside L&D for inspiration and toward a field that already does this well: advertising. If advertisements can influence people to purchase items they don’t need, are there ways to use this field’s secrets to influence learners—and do so without their feeling manipulated?

In this session, you’ll learn how the techniques that influence purchasing behavior can also change the behavior of your audience. You’ll find out what exactly makes an ad so compelling that it can persuade you to spend your money, then you’ll apply these secrets to make your next learning video successful. You’ll explore the hooks that grab viewer interest, the components that lead to an effective video concept, and a framework you can use to shape a successful learning video strategy.

You’re a learning and performance professional. In this role, you’re expected to have a number of skills, including design, analysis, development, and more. You know there are things marketing departments do that can be applied to L&D, but what skills do marketers need to accomplish those tasks?

In this session, you will examine the skill sets that strong marketers have that L&D professionals should be developing. You will examine each skill in detail, exploring the value it provides and how you can adapt it for L&D. You will also gain tips on how you can develop each of these skills for yourself.

Have you ever wanted to pick the brain of an expert exploring the intersection of marketing and L&D? Here’s your chance!

In this closing session of the Learning from Marketing Summit, moderator David Kelly will be joined by three speakers who will further examine how the ideas and processes that marketing departments successfully use can be applied to organizational learning. The floor will also be open to attendees, allowing you to share your own experiences and ask questions of the panel.