The last few years have seen a staggering rise in subscription-based pricing models. The “subscription economy” is expected to be worth $1.5 trillion by 2025, and many eLearning solutions are opting for such models.3
While subscriptions lower the barrier to entry and empower users, they present marketers with a clear set of challenges:
How do you drive value for a mobile number data base business that relies more on retention than generating new leads?
How do you market a service the user is already using?
And how can marketing support eLearning brands to make their products/services more sticky?
The solution
B2B eLearning marketers need to form closer partnerships with both sales and customer services teams. The goal should be to develop a seamless pipeline that turns prospects into leads, leads into customers, and customers into loyal brand advocates.
This is exactly what Revenue Operation (RevOps) is all about. RevOps rebuilds your strategy to align departments around the activities that will actually increase revenue and profit. eLearning brands will benefit from allowing marketers to support their onboarding and ongoing support, to ensure content is as impactful and engaging as possible.
Prepare for 2024 by:
Creating a RevOps team to redesign your funnel
Reallocating budget to invest in retention schemes
Aligning sales, marketing and customer success around the goal of driving customer loyalty
5. Buyer and User Motivation
The problem
The benefits of eLearning are activated by users, but “self-directed” learning — wherein employees are provided with content and materials to help them develop themselves — generally achieves very low uptake.
Buyers may, therefore, be unsure whether their employees or students will actually utilize the platform. With limited budgets and important training goals to hit, the professional implications of purchasing a solution that doesn’t have an impact will make many buyers wary.
