Knowledge transfer is not enough to change behaviors. How do you motivate people to take the desired actions? The marketing industry has been working in this space for decades. There are a number of proven practices in marketing that shift an audience from awareness to knowledge to action to behavior.

In this session, you'll learn how marketers personalize experiences, and explore ideas you can apply in learning and development. You will discover how to build momentum from introduction through repeat actions. You will examine the testing and tracking techniques marketers use to identify personas, where in the life cycle a person is, and how to measure and report on what's working (and what's not). You'll explore how learning paths and personalization are used in marketing to drive consumer behaviors and provide insight for ongoing content development to achieve desired results. You will also examine how an LCMS and the LMS can help apply these principles in your workplace.