Online training is one of the newest content tools available for modern digital marketers. Traditionally, digital marketers have relied on formats like eBooks and webinars for lead generation, while training managers have interacted with customers only after contracts are signed.
In today's world, 57% of the purchase decision is complete before a potential buyer ever contacts a sales rep. As a result, innovative digital marketers know that providing online training is a powerful tool to generate interest and awareness early in the sales funnel.
On-demand training is a particularly effective delivery method because it is available immediately for the prospective customer, no matter the time zone or geography. In addition, if the training is designed appropriately, your prospect will return to your website multiple times to resume the training, which provides you with additional opportunities to engage.
Whether you are a financial institution offering consumer homebuying classes, or an enterprise software provider creating an ecosystem of skilled and certified talent, on-demand training is a scalable and effective way to generate leads for your organization. Here are 3 objectives to keep in mind when designing your campaigns.