Using the Marketing Playbook to Score Better L&D Results

Using the
Marketing
Playbook to
Score Better
L&D Results
Bianca Baumann & Mike Taylor

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#DevLearn22 @biancabaumann @tmiket
Campaign Steps
Track
success
Create and
promote
campaign
Create
visuals
Develop clear
message
I.D.
touchpoints
& milestones
Define target
audience
Set campaign
goals

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1.1
Before we proceed, choose an
area or topic where you would like
to create a learner campaign. It
could be a current project or an
upcoming one, big or small.
1.2
What are three learner goals and
three overall campaign goals you
want to achieve?
10 Minutes

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Why
Marketing?
Section 1

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What do you wish you
could steal from the
marketing department?

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WHY
MARKETING?

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L&D and Marketing
share a common goal

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How to get people's attention and help
them think and act in new ways.

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DIFFERENT
APPROACHES

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How L&D sells hamburgers

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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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How marketers sell hamburgers

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What is the difference?
Why do we do it differently?

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Things
Marketers
Know
most of L&D doesn’t

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Marketers speak to
the Lizard Brain
1

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CONSCIOUS
___________________________
LOGICAL
2 Types of Thinking

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CONSCIOUS
___________________________
LOGICAL
SUBCONSCIOUS
____________________________________
EMOTIONAL
2 Types of Thinking

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How much human behavior is driven by the
CONSCIOUS MIND?
0-100%

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>95%
of brain activity is
SUBCONCIOUS
http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html

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Neocortex
Higher-order thinking
Limbic System
Emotions
Brain Stem
Survival

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Limbic System
Emotions
Brain Stem
Survival
LIZARD BRAIN
+
subconscious

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CONSCIOUS
___________________________
LOGICAL
Newer
Weaker
Tires easily
Not automatic
40
bits of data per second

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CONSCIOUS
___________________________
LOGICAL
SUBCONSCIOUS
_______________________________________
EMOTIONAL
11,000,000
40
Newer
Weaker
Tires easily
Not automatic
Older (Lizard Brain)
Most dominant
Always on
Automatic
The User Illusion: Cutting Consciousness Down to Size by Tor Norretranders

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Not
bad,
eh?!

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SUBCONSCIOUS MIND

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SUBCONSCIOUS MIND
Supercomputer loaded
with a database of
programmed behaviors
https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field

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most are acquired by time we are
6 YEARS OLD

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WHOA!

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How would you
design differently
for a 6-year-old?

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Which of those things
do you NOT like?

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Marketers leverage
the way our brains operate

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Living in this world…

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…with this brain

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Marketers know the
importance of
first impressions
2

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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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Our automatic, subconscious
reaction to a design influences
how we perceive its relevance,
credibility, and even usability.

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Our unconscious mind can form
likes or dislikes before the
conscious mind even knows what
is being responded to.

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MILLISECONDS

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Marketers know that
nobody pays attention.
3

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Did you catch
all those
changes?

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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

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Important visual
information can get
overlooked.
That’s a gorilla!

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WITHOUT INITIAL ATTENTION
NOTHING ELSE MATTERS

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What does the
lizard brain notice?

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Can I eat it?
Can I have sex with it?
Will it kill me?

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Benefits?
Enjoyable?
Consequences?

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NEWS FLASH!!!!

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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.

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1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.

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Nobody wants to read
your sh*t!
Don’t take it personally…nobody wants to read anything.
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.

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your sh*t!
understand form.
mysterious. Make it so compelling a to
it.
Apply that to everything you do.

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your sh*t!
understand form.
mysterious. Make it so compelling a to
it.
Apply that to everything you do.
3. Make it Visual!

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STREAMLINED VISUAL
EMOTIONAL

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Things To
Steal from
Marketing

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Speak to the
Lizard Brain

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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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Make a great
1st impression

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The first second with
your content might
matter more than all
the seconds that follow.
(if there are any)

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Grab & hold
their attention!
(never assume you have it)

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Anything that
doesn’t capture
our attention,
does not exist.

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Finish That Sentence
I learned…
I’m beginning to think that…
I wonder if…
I rediscovered…
I was surprised that…

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Learner
Personas
Section 2

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What’s really
important to
learners?

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PROFESSIONAL
(THE WORK)
PERSONAL
(THE INDIVIDUAL)
ORGANIZATION-LED
(TOP DOWN)
EMPLOYEE-LED
(BOTTOM-UP)
Human Experience
2019 Deloitte Global Human Capital Trend Report
Experience should be bottom-up and personal

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PROFESSIONAL
(THE WORK)
PERSONAL
(THE INDIVIDUAL)
ORGANIZATION-LED
(TOP DOWN)
EMPLOYEE-LED
(BOTTOM-UP)
Human Experience
2019 Deloitte Global Human Capital Trend Report
Employee
Engagement
Human
Experience
Work/Life
Balance
Employee
Experience
Am I making a
difference?
When experience is bottom-up and personal, it becomes focused on “human experience”

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Meaning at Work
MEANING
AT WORK
WORK
Worker
Work
Environment
Impact on
Aspirations

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Learner
Personas
• Representation of your typical
learner
• Fictitious character
• Supports human-centered
design
• 3-5 personas are ideal

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Learner
Personas
• Become more aware of your
audience
• Meet learners’ needs based on
their preferences
• Share the right content, at the
right time, and at the right place
• Increase engagement and
productivity

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84
GATHER INFORMATION ANALYZE INFORMATION CREATE LEARNER PERSONAS
• Interviews (learners,
managers, other
stakeholders)
• Observations
• Use of data
Learner Persona Creation
• Common threads
• Similarities
• Trends
• Excel and PowerPoint
• Brainstorming in design
thinking sessions
• Confirm with learners

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85
PAIN POINTS
NEEDS SEE
DO
THINK & FEEL
HEAR

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Name: Apima Barsar
Age: 26
Location: London
Tenure: 1 year
Role: Administrative Assistant
Education: B.S.
Goal: Manage a team
Tech-savviness: high
Interests: running and reading
Best time to learn: early in the morning
Access training through: any digital format
Other: English is her second language
SEE HEAR DO THINK/FEEL
She is overwhelmed by the large volume of
work. She just doesn’t have time to learn
new skills at work. She needs a more
flexible schedule. Her child is her priority
right now.
She hears from others that feel equally
overwhelmed and miss flexibility on how
they can access training, especially when
they need it.
Daily focuses on tasks and keeping
operations running smoothly.
Apima is a valued member of her team.
She is taking classes online because it
provides flexibility for her family-focused
life.
Overwhelmed by trying to keep up with
multiple request and competing timelines.
Frustrated by the training she has gotten
because she doesn’t understand how it
relates to her role or future roles.
Example
Pain Points
● Her manager isn’t available as much as she would like
● She doesn’t know where to go to learn new skills to help her reach her goal
● Too many different sources and it’s hard to distinguish what’s worth her time
● Not enough open communication within her core team
● Too much gossip
Needs
● More guidance from her manager
● Dedicated time to learn
● People to stop talking and act, follow-through on accountabilities

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Name:
Location:
Tenure:
Role:
Education:
Goals/Aspirations:
Tech-savviness:
Interests:
Best time to learn:
Access training through:
Other:
SEE HEAR DO THINK/FEEL
● What does their work environment
look like?
● Who are their peers, coworkers,
and friends?
● What would they see when it comes
to the work environment, and
learning specifically?
● What do they hear in their work
environment about others’ pain
points in general
● And what do they hear when it
comes to learning and learning
solutions specifically?
● What are their common tasks?
● What would they do while using a
learning solution? (where do they
go, are they focused on the learning
or do they multitask, etc.)
● What are they thinking and feeling
when they are faced with
challenges at work?
● What are they thinking and feeling
when they take learning?
● What is their attitude towards
learning provided?
Pain Points
● What are some of the pain points in their daily work life right now?
● Why is this a pain point?
● What can’t they do because of this pain point?
● Who or what stands in their way to perform the best they can in their role?
Needs
● What do they need in order to solve their pain points?
● Who or what can help them perform at the level they want to be at?
● Is it something they can provide, or is it something the organization has to
provide?
● What do they need to reach their goal?

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5 Minutes
2.1
What are some personas you
could create for your
organization, and who are
other stakeholders in the mix
that you need to think about?

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Tips and Tricks
• Use personas for larger
transformational projects or ongoing
programs
• Have a scribe and interviewer in the
room when you talk to your learners
• Make sure you capture a diverse
audience, including gender neutral
personas

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Align personas to
your design
• Make them come to life by referring
to them by their name
• Ask your questions about them:
“What would Apima think?”
• Remember their personality when
you write (tone and voice)

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2.2
Create one learner persona that
would be part of the training
initiative you thought about
earlier.
20 Minutes

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Key Takeaways
Go beyond a simple target audience analysis and
identify true learner needs and emotions
1
It’s worth the time and investment to create various
options for learning solutions for ongoing or large
transformational programs
2
3-5 personas are ideal, keep diversity in mind, and
always confirm personas with your learners
3

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I learned…
I wonder if…
I rediscovered…

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Learning
Campaigns
Section 3

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What are some of
your favorite
campaigns and why?

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98

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Learner Journeys
Learner Journey or
Learner Experience View
Curriculum View
Topic View
1 2 3 4 5 6
2 A B C D
5 A B C D

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Learner Journeys

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3.1
What are touchpoints and
milestones (or tasks) you want
your learners to go through?
Refer to the learner persona you
created previously.
10 Minutes

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1 LEARN SOMETHING FOR
THE FIRST TIME
2 LEARN MORE OF
SOMETHING
3 APPLY & REFINE WHAT
YOU HAVE LEARNED
4 ADJUST TO CHANGE
5 REACT TO FAILURE
•
•
•
5 Moments
of Need

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1 LEARN SOMETHING FOR
THE FIRST TIME
2 LEARN MORE OF
SOMETHING
3 APPLY & REFINE WHAT
YOU HAVE LEARNED
4 ADJUST TO CHANGE
5 REACT TO FAILURE
5 Moments
of Need 2-3 weeks before
system rollout
WHEN WHAT
Micro-video or WBT
Overview System
1 week before system
rollout
Interactive job aid
System rollout Wiki page, help desk
Asked to complete a
new task
Tool tips
Error message
in system
Help desk and
Wiki page

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Learner Journey Template

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Learner Journey Example

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Marketing Funnel

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IDEAS
Welcome email
Announcements
Highlights of
week/month
Industry Trends Interview an expert
Sneak peek
Making of/
behind the scenes
New features/
updates
Company/
Department News
Events calendar
Past events
recap/hightlights
Guides & tutorials ?????
Support Communities
of Practice
Ideas & tips
Survey
Campaign Example

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Kick-off
Session
Email 1
Email 2
Opened
No
Email 1
Email 3
Yes
Closing
Session
Email 3
Opened
No
Email 2
Yes
Chatbot
Chatbot
Campaign Example

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3.2
Using either the learner journey
template or the marketing funnel,
create your learners’ journey.
Keep the 5 Moments of Need in
mind, as well as learner emotional
states.
What interactions will they
participate in?
Tie it back to your goals as well.
20 Minutes

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Key Takeaways
Creating a campaign follows similar steps to creating
any other training, from setting goals all the way to
measuring success
1
For best campaign outcomes, you should have overall
campaign goals and learner goals
2
Campaigns allow you to increase awareness through
various delivery channels and drip content over time
3

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I learned…
I wonder if…
I rediscovered…

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Writing
Great
Titles &
Copy
Section 4

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Promotion
starts with
strong copy

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“IF YOU CAN’T EXPLAIN IT SIMPLY,
YOU DON’T UNDERSTAND IT WELL.”
- Albert Einstein

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What do you think
makes good copy?

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If this transition has been an
enjoyable experience, we would
greatly appreciate your unbiased
feedback for us on Amazon…

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can’t skim
call to action is buried
confusing and
jargon-y
link isn’t clickable

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SERVE IT UP

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just wanted to check
in
“less than 30 seconds”
If you think
we’ve done a good job…
whitespace

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Your audience response
may depend more on
YOU!

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Apps That Make Your Life Easier

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AI Writing Assistants

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8 of 10
people will read
headline copy
2 of 10
people will read
the rest
TITLES/
HEADLINES ARE
IMPORTANT

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Obsess over it!

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Headline Helpers
https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/

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Coschedule https://coschedule.com/headline-analyzer

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Sharethrough https://headlines.sharethrough.com/

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4.1
Let’s practice writing
some attention-
grabbing titles.
10 Minutes

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Key Takeaways
Write for a Grade 4 reading level
1
Ensure text is easy to skim; use whitespace
2
Write strong headlines to engage your learners from
the get-go
3

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The Power
of Visuals
Section 5

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Promotion
needs
meaningful
visuals

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Attention-Driven Design

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REDUCE
visual complexity
+
ENHANCE
comprehension

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• Create meaning
efficiently &
effectively

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Letting visuals carry the story
forward is a great way to grasp at
the emotions of somebody…

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…and the purest forms of visual
communication end up coming across
when you have something that drives with
EMOTION FIRST
and text second

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Blocks of Text
Data inside typical text
blocks isn’t as impactful
as it could be.
https://killervisualstrategies.com/wp-content/uploads/2017/02/Visual-
Communication-Storytelling-Redesigned-ebook-FINAL.pdf

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Visual Communication
Represent the
same info in a
more accessible,
graphical way
https://killervisualstrategies.com/wp-content/uploads/2017/02/Visual-Communication-Storytelling-Redesigned-ebook-FINAL.pdf

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killervisualstrategies.com

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eLearning and The Science of Instruction (Clark & Mayer)
Our brains are wired for visuals

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posts with images
https://medium.com/marketing-and-entrepreneurship/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465
650%
HIGHER ENGAGEMENT

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91%
of consumers now prefer
interactive & visual content

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People can follow instructions
323%
better when visuals are used
https://link.springer.com/article/10.1007%2FBF02765184

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information transmitted
to the brain is
VISUAL
90%

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MUCH
FASTER THAN TEXT
OUR BRAINS PROCESS VISUALS

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Ready for a quick
TEST?

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A simple closed shape in Euclidean geometry.
It is the set of all points in a plane that are at a
given distance from a given point, the center;
equivalently it is the curve traced out by a
point that moves so that its distance from a
given point is constant.

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GET IT?

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GOT IT!

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LOOKS
MATTER!

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CREDIBILITY?
http://credibility.stanford.edu/

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Our automatic, subconscious
reaction to a design influences
how we perceive its relevance,
credibility, and even usability.

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First impressions…
% DESIGN
RELATED

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There is no such
thing as no design.

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The alternative to
good design is
always bad design.
Adam Judge

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is a smart investment

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Movement
Human
Faces
Stories
There’s a Special Part of the Brain
Just for Recognizing Faces
Nancy Kanwisher (1997)

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https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm

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But I’m not a
graphic designer!

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Create
amazing
visuals.
(even if you’re not a designer )

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Empowering the world to design

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5.1
Let’s see how easy it
can be to create
stunning visuals
10 Minutes

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Key Takeaways
Use visuals to carry the message and lead with
emotions first, text second
1
Visual communication allows you to represent the
same info in a more accessible, graphical way
2
Our brains process visuals much faster than text
3

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I learned…
I wonder if…
I rediscovered…

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Repurposing
Content for
Campaigns
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

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Why Repurpose Content?
Improve
Visibility
Reinforce
Message
New
Audiences

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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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113 Types of Marketing Content
https://coschedule.com/content-marketing/types-of-content

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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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Marketing Makeover

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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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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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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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I learned…
I wonder if…
I rediscovered…

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Automated Email
Campaigns
Section 7

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Email?
Seriously?!

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More people use
email than any social
media platform

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Email has an ability
many channels don’t:
creating valuable, personal
touches – at scale

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99%
check their email
every single day

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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

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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.

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←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.

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GDPR & Can Spam

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Email
Marketing
Tools
Drip, Sendloop, Customer.io, BombBomb, Vision6,
Quickmail, Vero, ConvertKit, Gumroad, and Knowtify.

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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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Drip
Three Ways
to Use Them
These options put you in
control of who gets what
and when.
Scheduled
Adaptive

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Save time by
scheduling emails to
coordinate with a
specific date and time.
Scheduled
How could you use this type?

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Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding-
emails/
Communication
Emails
Can include confirmations,
logistical info, pre-work or
resources.

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emails/
Newsletter
Emails

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Design Layouts

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Templates

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MailerLite

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Drag & Drop
elements

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Click to edit template

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Give your subject line
lots of love!

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48%
of emails are opened
on a smart phone
Don’t Forget Mobile!

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“Reaching the inbox
isn't your goal -
engaging people is.”
Matt Blumberg

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Best Practices

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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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Also known as an
automated email series a
drip campaign sends
prewritten messages to a
selected group over a
specific amount of time.
Drip

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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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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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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

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Dynamic Content
Sending different emails using
dynamic content
Content changes based:
• Learner’s job/role
• Action taken

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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

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Adaptive
Example

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20 Minutes
7.2-7.4
Let’s create additional emails,
automation and a landing
page.

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Key Takeaways
There are three ways to use email: scheduled, drip, and
adaptive
1
Use dynamic content to change content based on the
recipient’s (contact) information
2
Get started with any of the free email tools and ensure you
always tie your emails back to your goals
3

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Measures of
Success
Section 8

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Why Measure?
Measurement connects everything and helps us:
• Drive alignment right from the start
• Establish business measures of success
• Guide the development of aligned content
• Provide “in-process” measures for continuous
improvement
• Prove and improve the impact and value of
learning

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Measurement Map™️
Training
Regimen
Squat Press
Weight
Resting Heart
Rate
Daily Caloric
Intake
Hours of
Sleep / Night
Daily Diet
Consecutive
Pull-ups
Working Heart
Rate
Reaction Time
Weight
% Body Fat
Range of
Motion/Flex
Breaths/
Lap 2
(etc.)
Strokes/
Lap 2
(etc.)
Takeoff Time
from Touch
Strokes/
Lap 1
Breaths/
Lap 1
Earn Spot on
Olympic Team
Investment Leading Indicators Business Results Strategic Goals
Olympic Gold
Medal
200m
Freestyle
< 1:45 min
200m Butterfly
< 1:56 min
400m Medley
< 4:15 min
100m Relay
< 51.00 min
… a causal chain of evidence

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Email Metrics
Clickthrough rate
Bounce rate
List growth rate
Sharing/Forwarding rate
A/B testing

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Downloads Drop-Offs Shares
Comments Likes Trends
Mobile vs. Desktop
Time of Day

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5 Minutes
8.1
Go back to your learner
journey and goals and identify
how you want to measure your
campaign’s success.

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I learned…
I wonder if…
I rediscovered…

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Send a letter to your future self!
Send a letter to
yourself with 1-3
things from
today that you
want to
remember or
do:
futureme.org

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Our Favorite Marketing Sites

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Evaluations
in App
Use the email address you used
to register for the conference.
devlearn.com/app

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Using the Marketing Playbook to Score Better L&D Results

Using the Marketing Playbook to Score Better L&D Results

Mike Taylor

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