The B2B Marketing Crisis: How Microlearning Can Solve it

Over the last couple of years, B2B marketing has been changing — fast. Customers are more sophisticated, and increasingly prefer digital marketing channels. The buyer’s journey is lengthening. The introduction of generative AI has changed the way content is produced.

It’s a lot to adjust to, but many marketers haven’t been trained for this brave new B2B world. According to a recent report, just 1 in 5 B2B marketers feels prepared for their future in the marketing field. That’s not the only bad news: only 31% feel their team is very effective, while 25% don’t think everyone on their team has a basic understanding of marketing.

It’s not that marketers aren’t being trained. They are. But B2B marketers say the training they’re receiving has not been helping them. Instead, many marketers admit to paying out of their own pockets for training that will help them be more effective at work.

Why isn’t training working for B2B marketers?

The same report found that most managers don’t know what training their team needs, which is frustrating for team members seeking specific types of training. For example, much B2B marketing training is focused on theory, but marketers say they want more concrete learning content.

More than 70% of marketers say they want training that includes real-world examples, templates, checklists, frameworks — learning content that helps them with execution rather than theory. Most of the surveyed marketers say they are looking for training that answers an immediate need — they want to be able to learn a skill to solve specific challenges they’re having at work.

This is a problem microlearning can solve.

What is microlearning?

Microlearning makes small amounts of intensely-focused learning available to your learners exactly when they need it. These chunks of content don’t take long to consume — often fewer than 10 minutes — and are hyper-focused on one particular bit of information. Done well, it’s an effective way to boost learners’ retention and get new information into their hands fast.

Why use microlearning rather than longer content?

Almost 30% of B2B marketers said they don’t have enough time for the training they need. Microlearning doesn’t require your team to try to find a spare hour; they can take a module whenever they have a minute or two, learn an actionable piece of information, and quickly put it into practice.

Being able to use information they’ve just learned also helps with information retention. Rather than sitting through a workshop on marketing theory, your team might learn how to craft an email, receive a template, and then sit down to create their own. When they put that new information to use, that learning is reinforced, and that skill will stay with them longer.

Microlearning is also the way many people choose to learn. So many of us go straight to YouTube when we need to learn something in our daily lives — be it folding a fitted sheet, beating a level in our favorite video game, or giving a cat a pill.

Your B2B marketing team likely does the same. By offering microlearning within your eLearning platform, you’re giving them a form of learning they’re already comfortable with.

B2B marketers deserve enablement they can use

Your B2B marketing team shouldn’t be spending their own money on training, and every member of your team should understand the fundamentals of revenue enablement. That’s how successful businesses acquire and retain customers and drive lasting revenue growth. By implementing Litmos’ Go-to-Market Revenue Enablement Learning Content, you can provide your learners with knowledge that will grow your revenue.

Are you ready to empower your product, marketing, sales, and CX teams to drive revenue? Explore the Go-to-Market Revenue Enablement Collection today to get started.