Michigan: All Aboard! Developing an Effective Marketing Training Program

All Aboard! Developing an Effective Marketing Training Program

Thursday, February 12 | Noon - 1 p.m. ET

In the A/E/C industry, marketing and technical staff alike find themselves diving straight into marketing efforts, proposals, and interviews, often without much training. That method can be somewhat effective—you learn something new on each project, but this scattershot approach can leave gaps in employees’ knowledge. Studies have shown that employees who are well trained feel more confident and are better able to perform their daily responsibilities. 

It’s well worth the time and effort to create a marketing training program for new staff—both those new to the industry and those new to your firm. In this webinar, we’ll talk about how to determine your audience for the training and the topics they need to be trained on, how to develop a plan for training, how to mix and match training formats to maximize impact and address different learning styles, and how to continually evaluate and adapt your program over time. Presenter JenMcGovern, FSMPS, CPSM, will share lessons learned from developing marketing training programs at ENR Top 100 engineering firms as well as tips she has gained from training dozens of marketers and technical staff. 

Learning Outcomes: 

• Attendees will learn the importance and impact of having a structured training program 
• Attendees will understand how to use diverse learning methods to improve information retention 
• Attendees will be able to develop a plan for their own training program
  
  

LMA Body of Knowledge:  Marketing Management & Leadership, & Business Development

Speaker:

Jen McGovern, FSMPS, CPSM
Mid-Atlantic Regional Capture Manager VHB

Jen McGovern, FSMPS, CPSM, is the Mid-Atlantic Regional Capture Manager for VHB, a 2,200-person engineering, planning, and environmental science firm with 30+ offices along the East Coast. With extensive editing, writing, and marketing experience, she fell into the AEC industry in 2012 and found a passion for proposals and infrastructure projects. From capture strategy to positioning to proposal messaging, Jen has provided hundreds of hours of training , helping marketers and seller-doers win more work. Jen is a past president (and current Chapter Advisor) of the SMPS Washington, DC, chapter and serves on the Editorial Committee for the SMPS Marketer journal. She achieved her CPSM designation in 2015 and was recognized as a Fellow of the Society in 2025.

Details:
Virtual - A Zoom link will be emailed in advance of the event. 

Cost:
LMA Members: Complimentary!
Prospective LMA Members: $25

For questions or concerns about your event registration, please contact lmamidwest@legalmarketing.org