Recently, I joined a team of fellow MarketingProfs folks at the American Society for Training and Development International Conference and Expo (ASTD) in Washington, D.C. As we explored the conference looking for better ways to help build smarter marketers, we kept running into discussions in which you could have easily swapped the word learner for customer or trainer for marketer and the conversation still would have made sense.
That got me thinking about some of the oft-unnoticed similarities between marketing and training—and the ways we can learn from each other.
1. We share a common goal: behavioral change
Ultimately, both marketers and learning professionals want their targets to take some specific action. Whether you're trying to sell a product or convince an employee to use a new skill, you're trying to persuade someone to do something.
Often, that something involves change.
In a session called "Six Psychological Tricks That Make Learning Stick," Mind Gym president Sebastian Bailey challenged learning and development professionals to think about how people perceive the change they're being asked to make.
Trainers must convince learners of the value of change to prompt them to take the desired action. Any marketer who has tried to win over a competitor's customers or convince prospects to invest in a new technology knows what that's like.
2. We both consider technology a means, not an end
Take the first step (it's free).
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