To succeed in in a b-to-b environment, marketers must communicate well to make strong, vibrant connections with people. Externally, the need to connect effectively drives the use of personas, content strategy and messaging analysis. Internally, strong communication powers and motivates people through change and the uncertainty that often accompanies innovation. When we focus on communicating with our buyers and customers, we spend enormous effort understanding what they like to have communicated, how they like to receive it, and where and when they like to consume it. Neglecting these persona details hurts marketing performance. Internally, however, we sometimes forget to conduct the same level of planning with how we communicate with our teams, peers and leaders – particularly when trying to enable, upskill, motivate, engage and/or retain them.
Here are two major issues we tend to have when communicating internally to train, enable and motivate people:
These distinctions are important, as the cost associated with some interactions – e.g. bringing an in-person speaker and 3,000 learners together to the same place – can be tremendous. That’s why an effective marketing enablement training and development plan can benefit from bringing the content marketing mindset to its internal content efforts. Organizations must first understand what the audience really needs and by plan interactions that support those learning profiles. Those insights will make it much easier to set clear learning outcomes and goals, and to assemble the learning into the right formats to meet those goals.
To learn more about the science of communicating effectively with adult learners, check out our webcast replay on the Science of Adult Brains: Communicating to Connect.
Amanda Jensen is the Practice Director of Learning at SiriusDecisions. Amanda is focused on expanding Sirius' innovative e-learning courses and certificates. Throughout her career, Amanda has focused on innovation in digital learning, fusing her international experience with her work in technology and neuroeducation to create opportunities for people to learn, train and excel no matter where they are in the world, in their careers or in their lives. Follow Amanda on Twitter @ACMJtweets.