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Rachel Matthews 4 marketing measurements to transform your strategy

In a previous blog, I discussed 7 marketing metrics that L&D need to be using. Hopefully you found these useful and have been able to test some of them out. However, I’d like to take a step back and think more broadly about your learning strategy and brand.

The elevator pitch will be very similar for most L&D professionals, and will likely include phrases such as people development, performance consulting, increasing learning uptake and improving business performance.

What this tells us is that many of the challenges L&D face, in many different organisations and industries, are very similar. What it doesn’t tell us is what is being done about it.

Getting a real insight into customers and consumers is a necessity for marketers, and it should be for L&D too in order to gain a true understanding of needs and desires and create solutions your people are calling out for.Marketing Measurements to Transform Your Strategy

Awareness, Attitudes and Usage

Awareness, attitudes and usage allow marketers to quantify levels of customer knowledge, behaviours and intentions – the holy grail of marketing knowledge! However, for L&D, we’re going to look closer at awareness and attitudes. Because, even though your people will know about you, are you the first place that comes to mind when they need learning? And what encourages them to make their decisions?

First, let’s talk about customers and consumers. These will vary hugely in each organisation, but it’s important to understand who’s who in your business. It may be that the management team are your customers – that they book training solutions for their teams, the consumers, but it could also be that customers and consumers are the same. It can help immensely to understand this because it allows you to appropriately target your content.

Once you’ve established that, consider how you talk to them. It may be that you have tried and tested different methods, that some learning champions have given you useful feedback, or that you are doing what has always been done. But here’s my suggestion….


Find out what both your customers and consumers really want. You can do this through adapting your learning satisfaction surveys for consumers and creating a new survey for customers. Create and position your questions based on the elements that will make a real difference for your L&D department.

Marketing examples to introduce

Top of mind

Top of mind is a great measurement because it allows you to identify at what stage, if at all, your customer thinks of your brand. The measurement is the first brand that comes to mind when a customer is asked an unprompted question about a category. For example, if someone asks you where to search for something, you will likely suggest Google. You want to know how many of your customers automatically think of your L&D department when they identify a learning need.


There is no ‘right’ way to approach a customer, and it is likely you’ll require several different approaches for a vast range of prospects. Likeability is a specialised system that is derived from a general survey of customers. You can use a rating scale to establish how much your customers enjoy dealing with you. But, top tip, it’s a good idea to offer anonymous responses for this!

Willingness to recommend

This is the percentage of customers who indicate they would recommend your brand to colleagues. Knowing this could help you discover what they love (and don’t) about your L&D department, giving you the chance to improve your offering and increase learning uptake.

Perceived quality

Another measurement that is best scored on a rating scale (usually 1-5 or 1-7), perceived quality gives you insight into how consumers and customers feel about the quality of your learning solutions, compared to potential competitive products.

What to do next

When you know the answers to these questions you can start conversations and investigate the why. This is not just important if the results aren’t as positive as you’d hoped. It’s important even if you are top of mind and people will recommend you, because it helps you identify what you’re doing right, in order to avoid changing something that your people love about you.

Transforming your strategy and gaining impartial feedback isn’t always the easiest task, but you really can reap the rewards with this knowledge. We can help you through a variety of ways, including consultancy and workshops. Book a call with us today for an initial chat with one of our experts to find out more.

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Rachel Matthews

Rachel Matthews, Strategic Marketing Manager

In my blogs I will look at industry constraints and issues and problems that employees face in their day-to-day work lives.


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