A Few Things L&D Should Steal From Marketing #RGA
What would
you like to
steal from
marketing?
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Welcome!
Before we begin, please
answer this question.
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What do you wish you
could steal from
marketing?
ⓘ Start presenting to display the poll results on this slide.
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#RGA @tmiket
A FEW THINGS L&D SHOULD
STEAL FROM
MARKETING
mike-taylor.org
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#RGA @tmiket
mike-taylor.org
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WHY
MARKETING?
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L&D and Marketing
share a common goal
#RGA @tmiket
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#RGA @tmiket
How to get people's attention and
help them think and act in new ways.
@tmiket
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#RGA @tmiket
DIFFERENT
APPROACHES
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#RGA @tmiket
How L&D sells hamburgers
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#RGA @tmiket
Why You Should Buy Our Hamburgers:
• They taste really good
• We make them any way
you want
• We make them fresh
• They are inexpensive
• We have free kids toys
• We have restaurants in
lots of places
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#RGA @tmiket
How marketers sell hamburgers
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#RGA @tmiket
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#RGA @tmiket
What is the difference?
Why do they do it differently?
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#RGA @tmiket
There’s a reason you
don’t see bullet
points in advertising!
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#RGA @tmiket
Things Worth
Stealing from
Marketing
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#RGA @tmiket
Marketers speak to
the Primal Brain
1
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#RGA @tmiket
Marketers speak to
the primal Brain
1
2 Types of Thinking
#RGA @tmiket
SUBCONSCIOUS MIND
Supercomputer loaded
with a database of
programmed behaviors
#RGA @tmiket
https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
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#RGA @tmiket
most are acquired by time we are
6 YEARS OLD
#RGA @tmiket
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#RGA @tmiket
WHOA!
#RGA @tmiket
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#RGA @tmiket
How would you design
differently for a 6-year-old?
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#RGA @tmiket
Which of those things
do you NOT like?
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#RGA @tmiket
Living in this world…
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#RGA @tmiket
…with this brain
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#RGA @tmiket
“Almost everything
we do is automatic,
yet we're not
aware of that.”
Jonathan Haidt
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#RGA @tmiket
“Instead of being
conscious actors,
we are driven by our
unconscious mind.”
Leonard Mlodinow
Subliminal: How Your Unconscious
Mind Rules Your Behavior
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#RGA @tmiket
Marketers leverage
the way our brains operate
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#RGA @tmiket
Marketers know the
importance of
first impressions
2
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#RGA @tmiket
What we see, hear, feel, or
experience in our first encounter
with something colors how we
process the rest of it.
https://www.newyorker.com/science/maria-konnikova/headlines-change-way-think
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#RGA @tmiket
What is often the
first thing we see?
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#RGA @tmiket
Titles & Headlines
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#RGA @tmiket
“On the average, five times as many people
read the headline as read the body copy.
When you have written your headline, you
have spent eighty cents out of your dollar.”
–David Ogilvy
#RGA @tmiket
#RGA @tmiket
Our automatic, subconscious
reaction to a design influences
how we perceive its relevance,
credibility, and even usability.
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#RGA @tmiket
First impressions…
% DESIGN
RELATED
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#RGA @tmiket
Our unconscious mind can form
likes or dislikes before the
conscious mind even knows
what is being responded to.
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#RGA @tmiket
MILLISECONDS
#RGA @tmiket
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#RGA @tmiket
<
MILLISECONDS
#RGA @tmiket
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#RGA @tmiket
There is no such
thing as no design.
Adam Judge
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#RGA @tmiket
The alternative to
good design is
always bad design.
Adam Judge
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#RGA @tmiket
GOOD
DESIGN
IS A
SMART INVESTMENT
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#RGA @tmiket
Marketers tell stories
3
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#RGA @tmiket
Subaru makes safe cars
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#RGA @tmiket
#RGA @tmiket
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#RGA @tmiket
REMEMBER:
OUR LOGICAL MIND IS NOT IN
CONTROL OF OUR ACTIONS
#RGA @tmiket
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#RGA @tmiket
Marketers tell a story…
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#RGA @tmiket
VIDEO
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#RGA @tmiket
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#RGA @tmiket
Which is more impactful?
A B
Attention getting? Efficient? Memorable? Emotional?
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#RGA @tmiket
PERSONALITY
Have some. Its free!
#RGA @tmiket
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No content
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#RGA @tmiket
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DOLLAR SHAVE CLUB
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#RGA @tmiket
We Survived Because
of Storytelling
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#RGA @tmiket
A story makes us
more likely to embrace
new ideas & messages
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#RGA @tmiket
STORYTELLING
Our brains are
wired for it
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#RGA @tmiket
Marketers understand
nobody pays attention
4
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#RGA @tmiket
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#RGA @tmiket
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#RGA @tmiket
Catch all those
changes?
Question
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#RGA @tmiket
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#RGA @tmiket
Inattentional blindness:
Our intuition is that we will notice
something that's that visible, that's
that distinctive, and that intuition is
consistently wrong.
– Daniel Simons
Invisible Gorilla
#RGA @tmiket
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#RGA @tmiket
Important visual
information can get
overlooked.
That’s a gorilla!
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WITHOUT INITIAL ATTENTION
NOTHING ELSE MATTERS
#RGA @tmiket
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#RGA @tmiket
What does the
primal brain notice?
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#RGA @tmiket
Can I eat it?
Can I have sex with it?
Will it kill me?
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#RGA @tmiket
Benefits?
Enjoyable?
Consequences?
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People Focused
@tmiket
informed by knowledge
of the audience and
presented in a way that
connects with them
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#RGA @tmiket
NEWS FLASH!!!!
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#RGA @tmiket
#RGA @tmiket
Nobody wants to
read your sh*t!
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Nobody wants to
read your sh*t!
Don’t take it personally…
nobody wants to read anything.
#RGA @tmiket
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#RGA @tmiket
#RGA @tmiket
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1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
#RGA @tmiket
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#RGA @tmiket
Nobody wants to read
your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or mysterious.
Make it so compelling a person would have to
be crazy NOT to read it.
#RGA @tmiket
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#RGA @tmiket
Nobody wants to read
your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or
mysterious. Make it so compelling a to
it.
Apply that to everything you do.
#RGA @tmiket
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#RGA @tmiket
Nobody wants to read
your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or
mysterious. Make it so compelling a to
it.
Apply that to everything you do.
3. Make it Visual!
#RGA @tmiket
Increasingly
in L&D Tools
#RGA @tmiket
Marketing has had
them for ages!
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Email Marketing Too
#RGA @tmiket
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No content
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CAMPAIGN
#RGA @tmiket
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CAMPAIGN
#RGA @tmiket
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CAMPAIGN
#RGA @tmiket
Stand alone
or Enhance
Existing
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#RGA @tmiket
BONUS: Actionable Data!
CAMPAIGN
Stand alone
or Enhance
Existing
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Dynamic Content
Content changes based on
job role, location, etc
Content based on an
action taken or not taken
The right content to the
right people at the right time
#RGA @tmiket
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Sometimes we like to over complicate
learning...but this is one of the best examples of
learning I’ve seen for a long time.
I’m due a password change soon - so my
business auto send useful info
(#PerformanceSupport). No LMS - No tracking -
just simple, easy learning!
Nick Lee
@N1ckL33
#RGA @tmiket
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Send email Trigger
Send Follow-up
Video YES
Email
viewed?
Send Content via
Slack or MS Teams
NO
Wait 2 days
Wait 2 days
Video
viewed?
Send Ebook YES
Send Video via
Slack or MS Teams
NO
Wait 1 day
Viewed?
Send Follow-up
Video YES End campaign NO
Wait 1 day Wait 1 day
New signup, New employee, new user,
course enrollment, course completion, etc
Trigger
#RGA @tmiket
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#RGA @tmiket
Imagine writing a set of
emails just once that is
sent to different people
at different times when
they need it most.
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#RGA @tmiket
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#RGA @tmiket
Finish that sentence…
I learned…
I’m beginning to think…
I wonder if…
I rediscovered…
I was surprised that…
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Things To
Steal from
Marketing
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#RGA @tmiket
The human mind does not
run on logic any more than
a horse runs on petrol.
Rory Sutherland
Vice Chairman at Ogilvy UK
@rorysutherland
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#RGA @tmiket
Speak to the
Primal Brain
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#RGA @tmiket
The first second with
your content might
matter more than all the
seconds that follow.
(if there are any)
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#RGA @tmiket
Make a great
1st impression
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#RGA @tmiket
Storytelling is the
most powerful way to
put ideas into the
world today.
Robert McKee
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#RGA @tmiket
We are wired
for stories
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#RGA @tmiket
Anything that doesn’t
capture our attention,
does not exist.
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#RGA @tmiket
Grab & hold
their attention!
(never assume you have it)
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#RGA @tmiket
If you want to get your point
across, especially to a broader
audience, you need to repeat
yourself so often, you get sick of
hearing yourself say it. And only
then will people begin to
internalize what you're saying.
David Gergen
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#RGA @tmiket
Adopt a
campaign
mindset
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Subscribe to my
newsletter for
book upates
mike-taylor.org
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#RGA @tmiket
Get my contact info,
slides and links here:
https://gettalk.at/rga
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No content
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What has changed in
your professional
practice in the past
1-2 years?
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@tmiket
Formal training is not
enough, the learning
that matters happens
as part of the work
Charles Jennings
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“Continuous learning is the
minimum requirement for
success in any field.”
̶ Dennis Waitley
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@tmiket
Shelf life of knowledge
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@tmiket
THE FASTER THE PACE OF
KNOWLEDGE CHANGE, THE
MORE VALUABLE THE SKILL
OF LEARNING BECOMES
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@tmiket
“An organizations' ability
to learn, and translate
that learning into action
rapidly, is the ultimate
competitive advantage.”
Jack Welch
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Requires a New
Perspective
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@tmiket
DOING
more things
TO
people
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@tmiket
DOING
more things
TO
people
ENABLE
people to
DO MORE
for themselves
Training vs Continuous Learning
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@tmiket
“To really take advantage of the way the
modern world is changing, we should shift
our vision of the role of L&D from being the
providers of course-led training to the
supporters of learning, in whatever way suits
the business and the individual best.”
Donald H. Taylor
@donaldhtaylor
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@tmiket
“from course-led
training to the
supporters of
learning”
Donald H. Taylor
@donaldhtaylor
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https://modernworkplacelearning.com/magazine/what-does-this-years-learning-in-the-workplace-survey-say-about-the-state-and-maybe-the-fate-of-ld/
1 Daily work experiences (ie doing the day job) 93%
2 Knowledge sharing within your team 90%
3 Web search (eg Google) 79%
4 Web resources (eg videos, podcasts, articles) 76%
5 Manager feedback and guidance 74%
6 Professional networks and communities 72%
7 Coach or mentor feedback and guidance 65%
8 Internal resources (eg documents, guides, etc) 60%
9 Blogs and news feeds 56%
10 E-Learning (eg online courses for self-study) 41%
11 Conferences and other professional events 35%
12 Classroom training 31%
Jane Hart’s Learning in the Workplace Survey
Jane Hart @c4lpt
“non-designed”
common
L&D focus
% VI+Ess
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formal
informal
removed
from work
point of
need
WORKFLOW
EXPERIENCE
High Performance Ecosystem
by Arun Pradhan
RESOURCES PEOPLE
ENVIRONMENT
course
s
resource
s
job
aids
concept
focus
project
focus
removed
from work
point of
need
communitie
s of
practice
project
team
coac
h
influencers
talent mgt culture
systems &
processes
digital
infrastructure
KNOW
HOW
KNOW
WHO
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@tmiket
LEARNING
Agility Efficiency
&
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@tmiket
Learning is the work!
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@tmiket
Today, competitive advantage is not based on
stocks of knowledge, but having access to
flows of knowledge to enable up-to-date
information that enables adaptability.
https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html
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@tmiket
KNOWLEDGE STOCKS
VS
INFORMATION FLOWS
https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html
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@tmiket
Creation
Knowledge Stocks
How long does
this take?
How do these
get refreshed?
As the pace of change accelerates, the value of any stock of
knowledge depreciates faster and faster.
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@tmiket
Creation CONSUMPTIO
N
Publish
Push vs Pull
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@tmiket
Creation CONSUMPTIO
N
Publish
Push vs Pull
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@tmiket
“No matter how
many smart people
there are within
your firm, remember
that there are far
more smart people
outside your firm.”
Bill Joy
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@tmiket
CONVERSATIO
N
CREATION CONSUMPTIO
N
Publish
+ external
knowledge
+ co-creation
+ Curation
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CONVERSATIO
N
CREATION CONSUMPTIO
N
Publish
+ external info
+co-creation
+ Curation
Information Flow
we have to continually refresh our stocks of knowledge by
participating in relevant flows of new knowledge.
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@tmiket
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Name one thing
you’re doing to help
build high
performance in your
organization.
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@tmiket
keep up to date with
your industry
and profession
Ecosystem for Continuous Learning (JD Dillon)
grow your
professional
network
learn something
new every day
share what
you learn
https://www.td.org/insights/to-keep-pace-l-d-must-adopt-an-ecosystem-mindset
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@tmiket
4 Guiding Questions
Do you work to provide access to
performance support resources &
tools in the workplace?
Are your people encouraged to learn
from their day-to-day experiences
and share that learning?
Is mentoring and informal/peer
coaching an important part of your
culture?
Are your managers
rewarded/recognized for developing
their people through their work?
Credit: Charles Jennings
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I learned…
I’m beginning to think that…
I wonder if…
I rediscovered…
I was surprised that…
Finish That Sentence
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Repurposing
Content for
Campaigns
#RGA @tmiket
Section 6
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“You don’t have to create content day
in and day out. You just have to work
on getting the content you already
have in the hands of more people”
Derek Halpern
#RGA @tmiket
#RGA @tmiket
Original Ebook
• 1 eBook
• 1 infographic
• 2 whitepapers
• 1 video
• 1 guest blog post
• 15 blog posts on the Marketeer
• 1 SlideShare presentation
• 3 unique landing pages
• 3 outbound email campaigns
• 4 original photos
• 90+ socials posts
122+
items
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#RGA @tmiket
113 Types of Marketing Content
https://coschedule.com/content-marketing/types-of-content
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#RGA @tmiket
Repurposing
a blog post into an infographic
a report into a presentation slide deck
a presentation slide deck into a print brochure
a blog post into an ebook
an infographic into a social media image
a social media image into a header for an email newsletter
a ______________________ into a ______________________
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#RGA @tmiket
Marketing Makeover
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#RGA @tmiket
Infographics
Infographics deliver
research in an easy-
to-understand, visual
layout.
*most-shared type of content
https://coschedule.com/blog/social-media-content
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#RGA @tmiket
What could you repurpose
as an audiogram?
Audiograms
Audiograms bridge the
audio and visual gap
by letting you share
audio clips of your
content set to an
image and waveform.
https://www.buzzsprout.com/blog/podcast-audiograms-tips
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#RGA @tmiket
6.1
Consider how you might
repurpose existing
content.
6.2
Brainstorm promotional
elements. Pick your top 3
ideas.
15 Minutes
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Automated Email
Campaigns
#RGA @tmiket
Section 7
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#RGA @tmiket
Email?
Seriously?!
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#RGA @tmiket
More people use
email than any social
media platform
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#RGA @tmiket
Email has an ability
many channels don’t:
creating valuable, personal
touches – at scale
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#RGA @tmiket
99%
check their email
every single day
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#RGA @tmiket
Why Email?
Quick & Easy to implement
No additional technology / ecosystem
Inexpensive
Can start for FREE! Super cheap
Automated
Can create a schedule that runs itself
#RGA @tmiket
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#RGA @tmiket
Why Email?
Mobile Friendly
No additional technology / ecosystem
Analytics
Who did / didn’t open / click
Adaptive
Can be triggered by a variety of events,
dates, and learner actions.
#RGA @tmiket
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#RGA @tmiket
←Think this
↓ Not this
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Be Concise &
Focus Your Message
Most people spend less than 15 seconds
reading marketing emails, so keep it short
and sweet, prioritizing your content from
top to bottom. Consider breaking multiple
messages into a series of emails.
Link out
If you have a lot of information to convey,
link to a page on your website (or someone
else's website) where subscribers can learn
more.
Use a hierarchy to
organize for quick reading
Headings & bullets divide content into sections
that are easy to understand.
Make room
Use plenty of white space to give your content
some breathing room and make your design
more approachable.
#RGA @tmiket
Imagine writing a set of
emails just once that is
sent to different people
at different times when
they need it most.
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#RGA @tmiket
Drip
Three Ways
to Use Them
These options put you in
control of who gets what
and when.
Scheduled
Adaptive
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#RGA @tmiket
Save time by
scheduling emails to
coordinate with a
specific date and time.
Scheduled
How could you use this type?
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#RGA @tmiket
Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
emails/
Communication
Emails
Can include confirmations,
logistical info, pre-work or
resources.
#RGA @tmiket
48%
of emails are opened
on a smart phone
Don’t Forget Mobile!
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#RGA @tmiket
“Reaching the inbox
isn't your goal -
engaging people is.”
Matt Blumberg
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Best Practices
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#RGA @tmiket
15 Minutes
7.1
Let’s get logged into MailerLite
and get our hands on
discovering how easy it is to
create great looking emails.
As we saw earlier, first
impressions are super
important. So, we’ll start by
creating a welcome email.
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#RGA @tmiket
Also known as an
automated email series a
drip campaign sends
prewritten messages to a
selected group over a
specific amount of time.
Drip
How could you use this type?
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#RGA @tmiket
Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
emails/
Welcome/
Onboarding
Campaigns
You’ll never have more attention
than your initial email. Investing a
little time in a great welcome
email is worth it to get your
relationships off on the right foot.
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#RGA @tmiket
Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
emails/
Email
Courses
When you produce great content
and people actually anticipate
seeing it in their inbox, you have
a major win. Vero says that
course emails have an open rate
80% higher than regular emails,
and a 300% higher click-through
rate to boot.
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#RGA @tmiket
Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
emails/
Great for Spaced
Learning &
Reinforcement
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Example Drip Campaign
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How might
you use this?
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Adjust to behavior so
you can optimize emails
for a customized
experience.
Adaptive
How could you use this type?
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#RGA @tmiket
Dynamic Content
Sending different emails using
dynamic content
Content changes based:
• Learner’s job/role
• Action taken
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#RGA @tmiket
Sometimes we like to over complicate
learning...but this is one of the best
examples of learning I’ve seen for a long
time.
I’m due a password change soon - so my
business auto send useful info
(#PerformanceSupport). No LMS - No
tracking - just simple, easy learning!
Nick Lee
@N1ckL33
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Adaptive
Example
#RGA @tmiket
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#RGA @tmiket
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#RGA @tmiket
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No content
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20 Minutes
7.2-7.4
Let’s create additional emails,
automation and a landing
page.