7 Skills Strategic Marketing Operations Leaders Have In Common

Companies that focus on revenue and are growth-driven need a strategic marketing operations leader to walk them through. This article will analyze top tips to help you improve your marketing and leadership skills to drive digital transformation and help your eLearning business grow.

This post was first published on eLearning Industry.

Which Business Growth Strategies Should I Apply To My eLearning Company?

Small businesses and SMBs set out on a journey to make it into their chosen markets fueled by positivity and enthusiasm. But, that's not enough if you want to become one of the best in your preferred niche. To truly succeed in the competitive eLearning market, it is imperative to have a tangible long-term business growth strategy in place. In this article, we'll explore smart ways to help you reach your business goals without spending a fortune on your marketing initiatives. Our tips also apply to big companies on a tight budget.

This post was first published on eLearning Industry.

What does marketing have to do with learning?

You might have noticed that the new updates to Adobe Captivate Prime LMS include integration with Marketo Engage. It would be understandable to wonder – hey, what does marketing have to do with our learning and development solutions? The answer, opens the door to a world of possibilities – and might just provide you with the tools you’ve been looking for to solve tough problems with your B2B and B2C enablement and education programs – and facilitate significant growth for your organization.

A growing number of HR / L&D leaders have begun to realize that there is a clear opportunity for training initiatives to make a significant impact on bottom line sales and customer satisfaction numbers across the business.  An educated customer is far more likely to be a satisfied customer, and customer satisfaction correlates directly to expanded sales opportunities both with existing customers and with the broader customer base. Today’s customers expect organizations to provide sufficient high quality training, and there is a wealth of potential data for sales personnel in knowing precisely which training materials customers use.

But traditional learning management systems are generally focused on internal employee upskilling, so viewing your LMS as a sales lead and engagment solution can seem a bit removed. This is a paradigm that can easily be facilitated thanks to the flexible, accessible, and powerful nature of Adobe Captivate Prime (Adobe’s LMS.) Because of this new integration with Marketo Engage, you can easily leverage the registration of customers and partners, and all of the training materials that they access to generate leads and provide details of their training cosumption patterns. Leads are passed into Engage, along with each person’s behavior in the LMS and this gives marketers and sales teams a powerful tool to plan campaigns, define target audiences and improve their understanding of customer needs.

Over recent years we have seen a steady breakdown of traditional boundaries between departments in an organization – and that trend is likely to continue as companies work to leverage the latest artificial intelligence technology to track, analyze and make use of consumer behaviors both within their organization and in the extended enterprise ecosystem.

The opportunities here are significant – whether you are trying to improve your understanding of the needs of your customers, your partners, your employees or others – modern marketing tools like those supplied by Marketo Engage and the Adobe Experience Cloud, combined with the enhanced engagement of Adobe Captivate Prime LMS can form a solid foundation for extraordinary, personalized, and powerful tools to improve your business.

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7 WAYS TO DRIVE CUSTOMER EDUCATION PROGRAMS WITH ADOBE EXPERIENCE MANAGER SITES, ADOBE CAPTIVATE PRIME AND MARKETO ENGAGE

Did you know that integrating a few Adobe products could result in a rather holistic learning platform?

I’m specifically referring to Adobe Experience Manager (AEM) Sites, Adobe Captivate Prime and Marketo Engage.

Attached here is a 2020 white paper by Adobe Captivate Prime Product Management that discusses precisely this. There are a whole lot of advantages of course when you integrate one Adobe product with another, simply because they work well together. Having said that, it does not necessarily mean you cannot use each of these exclusively/ in combination with a non-Adobe product just as well.

This paper looks at 7 ways to drive customer education using the combination mentioned above. Of course, this is a Captivate Prime centric document and the focus is on the learning platform as always. This year has seen some great strides forward for Prime, especially keeping in mind the user experience. We have a whole new learner homepage and the UI lends itself so easily to customization.

On the whole, taking a personal approach is extremely important in our holistic view to creating a learning platform. Do read this document to learn more about our approach to your customer education.

7 WAYS TO DRIVE CUSTOMER EDUCATION with AEM Sites, Captivate Prime and Marketo Engage – White Paper 2020

Wishing all of you Happy Holidays!

If there are other areas of Prime that you would like to see covered in these kind of documents and blogs, or if you have any other feedback for us please do write to jaisim@adobe.com

The post 7 WAYS TO DRIVE CUSTOMER EDUCATION PROGRAMS WITH ADOBE EXPERIENCE MANAGER SITES, ADOBE CAPTIVATE PRIME AND MARKETO ENGAGE appeared first on eLearning.

L&D Conference in Belgium!

If you happen to be in Brussels on October 24, come join the L&D Talks conference!  The event includes twelve keynotes and six master classes from a group of international speakers.

I’m delivering the opening international keynote session: 15 Ways to Market Your Training Program & Learning Tech.

Session description: Trying to get your learners’ attention? You may have the world’s best training program, but that doesn’t mean much if your learners don’t show up for class! Join Katrina Marie Baker for fun, simple ideas that ensure learners are as excited as we are about learning and development.

This 60 minute session provides fifteen tips that will help you:

  • Reach learners who are geographically dispersed, incredibly busy, or in need of individualized coaching
  • Introduce new learning technology, such as a learning management system, in a way that is engaging and beneficial to your overall training program
  • Creatively promote learning and development within your organization
  • Use cases, best practices, and humor included free of charge.

(If you’re interested in this topic but can’t join the conference, check out this recording of a similar virtual class.)

I’ll also deliver a three hour master class: Key Concepts of Constructivism & Blended Learning

Session description: When it comes to engaging learners, variety is key. Learning professionals are a bit like chefs, mixing approaches to give their students an effective and enjoyable educational experience.

Many learning professionals use constructivism to actively involve the student in a process of meaning and knowledge construction. Learners are exposed to an environment and framework that allows them to derive meaning as opposed to passively receiving information.

This master class will provide practical ways to deliver learner focused experiences. We will also explore research and theories behind current teaching methods. Discussion points will include:

  • How to incorporate classroom experiences with other types of course content to engage students
  • Benefits and limitations of blended learning, constructivism, and some related concepts, such as project-based, experiential, and inquiry-based learning
  • How to create an effective learning environment using technology
  • Suggested reading and additional resources

(If you like this topic, you might also be interested in this class recording, article on blended learning, and research on constructivism.)

Hope to see you at the conference!

The post L&D Conference in Belgium! appeared first on eLearning.

[Upcoming Webinar for Legal Trainers!] Promoting your Training Services

Most of my webinars are open to all industries and audiences, but I have a sentimental attachment to the International Legal Technology Association.  They are a great organization for legal professionals, and I was a member for several years.

Our upcoming virtual session on internal promotion of training will happen on Wednesday, June 12 at 12PM Eastern.  Click here to register.  Hope to see you!

Session Description: You built it, now will they come? Many firms provide great learning opportunities and resources, but few people take advantage of them. From basic tip sheets to learning management systems and everything in between, our webinar speakers will dive into how you can promote and market your training department services to raise awareness and generate excitement around learning.  Remember, it’s not what you know, it’s what you do with what you know!

Speakers

Katrina M. Baker – Senior Learning Evangelist, Adobe
Sandra Y. Craft – Applications Trainer, Perkins Coie LLP
Asima Macci – Manager, Training & QA, Bennett Jones LLP
Heather C. Morrow – Director, Project Manager and Training, Loeb & Loeb LLP
Dede Ricard – Applications Trainer, McGlinchey Stafford

The post [Upcoming Webinar for Legal Trainers!] Promoting your Training Services appeared first on eLearning.

Rerun of a Popular Virtual Session: 15 Ways to Market Your Training Program & Learning Tech

On November 6, I’m teaching one more virtual session of the popular class, “15 Ways to Market Your Training Program & Learning Technology.” It’s free! Come join our sassy audience, hear new ideas, and share your own.

Register here: https://elearningindustry.com/webinars/market-your-training-program-and-learning-tech-15-ways

Here is the session description:

Trying to get your learners’ attention? You may have the world’s best training program, but that doesn’t mean much if your learners don’t show up for class! Join Katrina Marie Baker for fun, simple ideas that ensure learners are as excited as we are about learning and development.

This 60 minute webinar provides fifteen tips that will help you:

• Reach learners who are geographically dispersed, incredibly busy, or in need of individualized coaching

• Introduce new learning technology, such as a learning management system, in a way that is engaging and beneficial to your overall training program

• Creatively promote learning and development within your organization

• Use cases, best practices, and humor included free of charge.

We look forward to seeing you!

The post Rerun of a Popular Virtual Session: 15 Ways to Market Your Training Program & Learning Tech appeared first on eLearning.

Free Webinar on July 19! “15 Ways to Market Your Training Program & Learning Tech”

Hi all,

I recently asked on Twitter and LinkedIn if there were any free webinar topics you would like to see. The request received over 200 likes and comments, so thank you to everyone who provided ideas! There were a few trends that came up in the responses, including marketing of training, social learning, and gamification. Those are the topics I’m doing first.

The first webinar will be delivered on July 19 for Training Magazine. It’s called 15 Ways to Market Your Training Program & Learning Tech. It contains ideas and case studies I presented at ATD International in May. Please go here to register or learn more.

The description is below. Would love to see you!

Katrina

Trying to get your learners’ attention? You may have the world’s best training program, but that doesn’t mean much if your learners don’t show up for class! Join Katrina Marie Baker for fun, simple ideas that ensure learners are as excited as we are about learning and development.

This 60 minute webinar provides fifteen tips that will help you:

• Reach learners who are geographically dispersed, incredibly busy, or in need of individualized coaching

• Introduce new learning technology, such as a learning management system, in a way that is engaging and beneficial to your overall training program

• Creatively promote learning and development within your organization

• Use cases, best practices, and humor included free of charge.

We look forward to seeing you!

The post Free Webinar on July 19! “15 Ways to Market Your Training Program & Learning Tech” appeared first on eLearning.

#52books Authorpreneur

authorpreneur cover
#52Books Authorpreneur: Build the Brand, Business, and Lifestyle You Deserve. It’s Time to Write Your Book.

Format: Kindle

Have you noticed the explosion of books on Amazon?

I sense that a large percentage of those books are written by individuals trying to establish expertise in a given niche.

Jesse Tevelow comprehensively explains the entrepreneurial book writing process; from idea to the act of writing to packaging and marketing.

Tevelow argues that the act of writing a book helps the development of mastery. The research required and the attempt to explain what you are learning to others help you gain expertise in the topic.  By the time you are done writing the book, he argues, you can speak authoritatively on the topic you researched.

I feel that there is more credibility if you have applied what you are writing about and can speak to the hazards and pitfalls of your ideas out in the field.  I know I am in a more privileged position than many of Tevelow’s readers. I have been doing what I have been doing for 20+ years, and I am not trying to reposition myself as an expert in things I haven’t done before.

The research I am doing now is helping me get some new ideas for maneuvering in our current environment and get a better understanding of some of the new conversations around business. Step 2 – for me – is to put what I learn into practice. Only after I get some feedback from application in the field, that’s when I write. I’ve operated this way for my entire career. Take idea, test in environment, write about the results. 

The big issue I have with Tevelow’s advice is that it skips the application step. I’m finding that many of the books I am encountering in the “build-a-business” space are missing proof of application.  It takes some digging to tell you whether the book is written by someone who has done the work or is just a decent researcher and writer.  This is not a complaint – it only speaks to the increasing need for assessing sources before diving in headlong.  At least Tevelow practices what he preaches.

Everything else he describes strikes me as dead-on.  Knowing WHY you are writing the book and how you are positioning it (freebie for email collection, expertise development, or as a profit center), the process of writing and how to make it less crazy-making, even some marketing recommendations.  There is a lot here for those of us who like to write and want to make writing a core part of their business.


Disclosure: The book link goes to Amazon and supports my blogging.  Thanks.

#52books Authorpreneur

authorpreneur cover
#52Books Authorpreneur: Build the Brand, Business, and Lifestyle You Deserve. It’s Time to Write Your Book.

Format: Kindle

Have you noticed the explosion of books on Amazon?

I sense that a large percentage of those books are written by individuals trying to establish expertise in a given niche.

Jesse Tevelow comprehensively explains the entrepreneurial book writing process; from idea to the act of writing to packaging and marketing.

Tevelow argues that the act of writing a book helps the development of mastery. The research required and the attempt to explain what you are learning to others help you gain expertise in the topic.  By the time you are done writing the book, he argues, you can speak authoritatively on the topic you researched.

I feel that there is more credibility if you have applied what you are writing about and can speak to the hazards and pitfalls of your ideas out in the field.  I know I am in a more privileged position than many of Tevelow’s readers. I have been doing what I have been doing for 20+ years, and I am not trying to reposition myself as an expert in things I haven’t done before.

The research I am doing now is helping me get some new ideas for maneuvering in our current environment and get a better understanding of some of the new conversations around business. Step 2 – for me – is to put what I learn into practice. Only after I get some feedback from application in the field, that’s when I write. I’ve operated this way for my entire career. Take idea, test in environment, write about the results. 

The big issue I have with Tevelow’s advice is that it skips the application step. I’m finding that many of the books I am encountering in the “build-a-business” space are missing proof of application.  It takes some digging to tell you whether the book is written by someone who has done the work or is just a decent researcher and writer.  This is not a complaint – it only speaks to the increasing need for assessing sources before diving in headlong.  At least Tevelow practices what he preaches.

Everything else he describes strikes me as dead-on.  Knowing WHY you are writing the book and how you are positioning it (freebie for email collection, expertise development, or as a profit center), the process of writing and how to make it less crazy-making, even some marketing recommendations.  There is a lot here for those of us who like to write and want to make writing a core part of their business.


Disclosure: The book link goes to Amazon and supports my blogging.  Thanks.