Educate to build and sustain competitive advantage.
By coupling technology deployment and talent development, businesses of all sizes, in all industries can increase the agility of their marketing teams and empower them to drive top-line growth. And teams can sustain their advantage by continually educating creative and data-driven marketers with fresh course content that maps to changing business objectives.
Individuals who know how to effectively use digital marketing solutions can help their businesses reap significant benefits by:
- Anticipating, rather than reacting, to market opportunities
- Designing experiences and offers that increase conversion rates and enhance loyalty
- Optimizing media spend for increased ROI
- Speeding time-to-market for new campaigns to capitalize on opportunities
The best approach to training.
Adobe Digital Learning Services best practices include the following steps:
Assessment: Identify skill gaps.
An easy way to get started is to segment team members into broad role categories, for example, technologists, data analysts, and business users/marketers. Depending on the maturity of your marketing team, you may add several other personas. Once you complete segmentation, you should rate the skill set of each team member as fundamental (basic), intermediate, or advanced (master).
Ideally, a professional services team conducts assessments. But managers may perform assessments by simply asking marketers to honestly report about their levels of understanding of functional best practices and digital technologies.
Action: Provide the right training and education program.
After understanding the skill level of each team member, your organization will need to decide how to approach marketing enablement. There are three important factors to consider:
Deliver the right content based on identified gaps — Are your marketers in need of functional learning that includes best practices in creating and running campaigns? Is your staff proficient in the use of all approved marketing technologies that you rely upon for day-to-day operations? Both are critical to success, which is why functional learning is just as important as technology training.
An enterprise software company working with Adobe Digital Learning Services recently used online testing to assess its employees’ digital marketing knowledge. Because the company was able to determine which marketers had a general awareness of the business objectives and the solution, and which marketers were practitioners with hands-on experience plus in-depth knowledge of the business objectives and solution, the organization was able to provide more relevant training to its employees.
Decide on the right type of learning — Your organization will have a number of flexible options for learning, including live public, on-site (private), and virtual courses. On-site learning is ideal for customized education that incorporates your organization’s specific digital processes. In all live courses, Adobe Digital Learning Services experts will engage with your marketers to discuss technology functionality as well as business KPIs, standards, and governance. In addition to live courses, Adobe Digital Learning Services offers on-demand (self-service) learning to give busy professionals an opportunity to explore on their own and at their own pace.
Talent development best practices show that a mix of online and in-person approaches often works to give employees the just-in-time knowledge they need for business success.
Make talent enablement an ongoing program, not a one-time initiative — Both team productivity and engagement rise in organizations that move from event-based education to a culture of learning. Regular investment in talent enablement shows a commitment to the marketing team and individual development, creating trust between employee and employer.
Adobe Digital Learning Services tailors ongoing development programs to meet specific objectives:
- Pre-implementation — Awareness/overview training
- Implementation — Enablement training
- Post-implementation — User adoption and roll-out phases
- Software upgrades — Reinforcement training
Build the business case.
Although organizations may not have prioritized marketing technology learning investments in the past, it is now imperative that businesses invest early and appropriately in education. To tap into growing corporate training spending trends (up 15 percent last year to more than $70 billion in the U.S. and $130 billion worldwide8), organizations must establish a solid business case. The good news is that investments in digital talent directly impact the top-line while improving customer experiences. The most successful digital teams working with Adobe Digital Learning Services have built strong business cases and tirelessly advocate internally for education funding.
Adobe recommends thinking about benefits in the following categories: