THE SALES FUNNEL IN L&D

In this episode of the marketing for learning® podcast, Ash and Han explore the sales funnel in L&D. (Yep – you do have a sales funnel, even if you aren’t selling your learning!)

So what is a sales funnel? A sales funnel mirrors the path your prospects take to become a customer. It describes discrete stages of the customer journey, from first touch to closed deal. So in the case of L&D, it’s the steps your people go through from being unaware to becoming loyal learners. The funnel discussed in this podcast is the RACE framework, created by marketing extraordinaire, Dave Chaffey, which identifies the stages of the funnel as ‘Reach, Act, Convert, Engage’.

Delving into the RACE framework, Ash and Han give you a step-by-step guide to improving your learning communications. Including:

• How to capture an audience's attention, with visual aids that stop them in their tracks.

• The power of word-of-mouth marketing and user-generated content in promoting learning.

• How experimentation will enable you to find the most effective methods for your target audience.

So tune in to this podcast to learn how you can implement the RACE framework to boost the efficacy of your marketing for learning efforts.