We talked a while ago about the content marketing strategies you can steal to help market your training, but are there other strategies you can use to manage and develop training programs? Sure! Let's take a closer look.
Quick question: The last time you signed up for training, did you finish it? If you're like me these days, probably not. Even though I was very excited about it and read through all the marketing materials for the training, I just couldn't bring myself to finish it.
When we think of customer education, lead generation and pipeline contribution are not tasks that immediately come to mind. After all, customer education is largely about helping existing customers learn our products so they can do their jobs better. Terms like lead generation and pipeline contribution are "marketing speak." Customer education teams should focus on helping customers learn and marketing should worry about generating leads and brining potential new business to the sales team, right?
In a recent post on diginomica, Marketo CEO, Phil Fernandez, was quoted as saying, "I believe the single biggest growth limiter for our market at large, in fact, is customer education." Fernandez goes on to say that the marketing automation space is "still a market that is in the learning and skill-building phase." This is true for many emerging and fast growing software technologies, which are requiring an increased investment in customer education to fuel growth and adoption of the technology with an increased pool of talent.