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106 Learning Campaigns: The Principle of 7 Touches

10:45 AM - 11:45 AM
Wednesday, April 12

Tracks: Management & Strategy

Many times great learning programs are proposed, developed, and never consumed or adopted. Even with senior leadership buy-in, many throughout the organization may not be aware of the program, know how to access it, or understand why they should bother. This wastes resources, frustrates your team, and means few will benefit from the resources you developed. But what if learning took a chapter from marketing to learn how to better raise awareness, get people to seriously consider your program, and become advocates of your program? 

In this session, you’ll learn how marketers abide by “The Principle of 7 Touches.” You’ll learn how marketers use spaced repetition not only after someone consumes their content, but also to get them to consume it in the first place! You’ll get tips on how to structure a learning campaign that captures attention, manages expectations, and encourages action. You’ll explore how to evaluate successful marketing campaigns to continue building your ongoing learning campaigns within your organization. This session will also touch upon testing, tracking, and reporting so you can employ continuous improvement for future campaigns.

In this session you will learn:

  • Why sending one email is guaranteed to never work
  • How marketers “break through the clutter” to drive action
  • The fundamentals of a solid marketing campaign
  • What KPIs to track and how to define success
  • Tips for replicating your learning campaigns at scale
  • How to build a successful learning campaign for pre/ during/ post program

Technology discussed:

HubSpot, Constant Contact (or similar), Unbounce (or similar landing page platform), Google Ads (tentative)

Lynne McNamee


Lone Armadillo Marketing Agency

Lynne McNamee is the president of Lone Armadillo Marketing Agency. She has managed marketing campaigns for companies such as Avis, HP, and Bank of America, and recently was the marketing director for Bluewater, consultants for learning, talent, and human capital management. Lone Armadillo Marketing Agency, which Lynne founded in 2008, specializes in strategy, plans, processes, and tactical execution of multi- and omni-channel marketing programs for B2B entrepreneurial companies. She has been a HubSpot partner since 2011. She was cited by The New York Times for innovations in marketing.