In this episode, Donna Peterson focuses on a key area of B2B marketing—strategies for promoting executive and professional education programs. Inspired by Albert Einstein’s belief in lifelong learning, the episode explores how today’s busy decision-makers often need more than one touchpoint before they commit.
In this episode, Donna Peterson focuses on a key area of B2B marketing—strategies for promoting executive and professional education programs. Inspired by Albert Einstein’s belief in lifelong learning, the episode explores how today’s busy decision-makers often need more than one touchpoint before they commit.
Donna shares practical insights into building trust and driving registrations through a thoughtful combination of targeted email campaigns and banner placements in respected industry environments. She emphasizes the importance of choosing quality lists over broad distribution, aligning messaging across channels, and ensuring your marketing efforts are compliant with GDPR and CAN-SPAM.
The conversation also touches on how to create a cohesive, nurturing journey that supports prospective learners from the first impression to the final registration.
If you’re working to grow your professional education program, this episode offers grounded, actionable advice to help you reach the right audience and improve results without wasting budget.
Episode Breakdown:
• 00:00 Introduction – The Importance of Continuous Learning
• 00:35 The Challenge of Enrolling in Courses
• 01:27 Today’s Focus: Executive Education Programs
• 03:25 Email Strategy for Course Promotion
• 06:49 The Power of Banner Ads
• 08:45 Building Trust and Closing the Loop
• 10:03 Conclusion and Recap
• 10:30 Final Thoughts and Contact Information
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