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504 Learning Campaigns: The Principle of 7 Touches

10:45 AM - 11:45 AM
Thursday, April 21

Tracks: Management & Strategy

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

In this session, you’ll learn how marketers abide by The Principle of 7 Touches. You’ll learn how they use spaced repetition not only after someone consumes their content, but 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
  • 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:

Canva, Google Sheets, HubSpot (Constant Contact or similar), Google Ads (tentative), UnBounce (or similar Landing Page platform)

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.