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The Invisible LMS
Lori Niles-Hofmann
Co-Founder NilesNolen
@loriniles
Toronto, Canada
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Poll Question
Me
Loyalty Card
Me
Loyalty Card
Time of Day
Me
Loyalty Card
Time of Day
Day of Week
Me
Loyalty Card
Time of Day
Day of Week
Family size
Me
Loyalty Card
Time of Day
Day of Week
Family size
GPS
Me
Loyalty Card
Time of Day
Day of Week
Family size
GPS
History
WHAT IF…
They sent the coupon on Wednesday,
instead of Saturday?
Poll Question
YOU ENGAGE WITH THESE
COMPANIES EVERY. SINGLE. DAY.
TARGET
A tale about data
TARGET
A tale about data
WHEN DID THIS HAPPEN?
WE DO NOT GO
SOMEWHERE TO BE
MARKETED TO.
LEAD GENERATION
The process of attracting strangers to your
product
LEAD GENERATION
The process of attracting strangers to your
product
MARKETING VS. LEARNING
MARKETING VS. LEARNING
LEAD NURTURING
The process of deepening relationships throughout
the sales funnel
SKILLS DESERTS:
Blockchain
Cloud Computing
Analytical Reasoning
Artificial Intelligence
UX Design
According to LinkedIn, January 2020
APPLY TO L&D:
An email is sent to a cross section of employees at
your orgnaisation about Blockchain
Track who opened the email, then who clicked on the
link, AND who consumed the content
You now have data on individual’s interest on the topic
Send email
with new
content
Email ignored
Email opened
& content
consumed
Send well-
done email
In 3 days,
send push to
Slack
Video viewed
Link ignored
In 2 days,
send video
link
In 1 day, send
eBook link
In 1 day, send
push to Slack
End campaignSlack push
ignored
SAMPLE CAMPAIGN
DIGITAL BODY LANGUAGE:
Preferred time of day/week
Media type
Content style
Mobile vs. laptop
L&D NEEDS NEW SKILLS
Data analytics
Marketing automation
Campaign design
Writing for Digital
SKEPTICAL?
A campaign, if designed properly, becomes
effective repetition spaced learning, an evidence-
based methodology
TIN FOIL HAT?
POSSIBILITIES
An employee has just completed Level 4 Spanish. Next time they do time
entry, they are offered the option of doing it en Español
POSSIBILITIES
An employee has just completed Level 4 Spanish. Next time they do time
entry, they are offered the option of doing it en Español
WHAT DO YOU THINK ABOUT
EMBEDDING MARKETING TECHNIQUES
INTO LEARNING?
POSSIBILITIES &
BARRIERS?
ACTION STEPS
Bianca Baumann “Little Black Book of Marketing”
Research Marketing Automation Campaigns
https://withsparks.com/
Talk to your marketing & comms departments
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