Why Marketing Campaign for L&D are a game-changer

We’ve all heard it before: “Marketing campaigns don’t work for L&D.” But let’s be honest, is that really true? Or is it just that most marketing campaigns for L&D… well… aren’t actually campaigns at all?

In this episode, Hannah takes a deep dive into why marketing campaigns for L&D are essential for driving learning engagement, and why some people still don’t believe in them. Spoiler alert: it’s not because campaigns don’t work, but because they’re often done badly. If you don’t fancy listening to Hannah rant (professionally, of course), here’s a breakdown of the key takeaways:

WHAT A MARKETING CAMPAIGN FOR L&D ACTUALLY IS

A proper L&D marketing campaign isn’t just an email. Or a poster. Or a Slack message. It’s a strategic, multi-channel approach designed to make learning impossible to ignore. When done right, it grabs attention, builds interest, and, most importantly, drives action.

A successful marketing campaign for L&D follows six key steps:

1. Define your goal – What are you actually trying to achieve? More platform users? Greater awareness? Real behaviour change?

2. Know your audience – No, you don’t need to target everyone—just the right people.

3. Pick your channels wisely – Think email, Slack, posters, video, intranet… whatever works best for your learners.

4. Create a strong hook – Something that ties everything together and makes people pay attention.

5. Plan and execute – A solid plan ensures your campaign isn’t just a random burst of noise.

6. Test and optimise – Learn from what works (and what doesn’t) so your next L&D campaign is even better.

WHY DO SOME PEOPLE THINK MARKETING CAMPAIGNS FOR L&D DON’T WORK?

Because they’ve only ever seen bad campaigns. The kind that sends one email, maybe a follow-up message… and then vanishes. A single marketing campaign for L&D, launched once in a blue moon, isn’t going to shift learning culture. To really drive engagement, L&D needs consistent marketing efforts.

THE SECRET SAUCE: HUM, SING, SHOUT

Marketing isn’t just about big, flashy campaigns: it’s about staying front of mind. And to do that, you need to start humming, singing and shouting:

• Hum: Your everyday content – ongoing, subtle, but always there.

• Sing: Your mid-level L&D marketing campaigns – targeted, engaging, and designed to get people involved.

• Shout: Your big, bold moments – the high-impact L&D campaigns that grab attention.

Without the hum, your marketing campaigns for L&D will spike… and then disappear into silence. And that’s why so many people think they “don’t work.”

WHY L&D NEEDS TO THINK LIKE MARKETERS

Let’s be real – brands like Apple, Netflix, and Coca-Cola don’t spend millions on marketing campaigns for fun. They do it because marketing campaigns work. And if they work for them, they can work for L&D marketing too.

So, next time someone tells you that marketing campaigns for L&D don’t work, ask them this: Are campaigns the problem? Or is it just that the ones they’ve seen weren’t very good?

It’s time for L&D to stop relying on one-off emails and start embracing strategic marketing campaigns that truly engage learners.