Stop Selling Features: Here’s What HR & L&D Buyers Really Want (Part 2 of 2)
Turning Insight into Action In Part 1, we broke down the three “jobs” corporate training and HR leaders are actually trying to accomplish: functional, emotional, and social. Knowing these jobs gives you a roadmap to more effectively engage these decision-makers. But insight isn’t enough. The real advantage comes from turning that knowledge into targeted action—and that’s the exact job Mentor Tech Group helps you get done. Our buyers—B2B sales and marketing teams selling into Corporate Training and HR—are trying to reach the right decision-makers, craft messages that resonate, and...
Read MoreStop Selling Features: Here’s What HR & L&D Buyers Really Want (Part 1 of 2)
It’s Not About Your Product. It’s About Their Job. HR and corporate training leaders are under immense pressure. Budgets are shrinking. AI is changing what a job even means. Plus, keeping good employees from walking out the door is still the biggest challenge. Given all this, why would they buy your new learning platform, leadership workshop, or DEI program? The answer isn’t complicated: They are all trying to get a specific, critical job done. Behind every purchase is a need for progress. Understanding this underlying “job” is the single most effective way to grab their attention, keep them...
Read MoreEffective Outreach in L&D: 5 Things that Work TODAY
Smarter Outreach to L&D and HR Decision Makers in 2025 Reaching corporate training, L&D, and HR leaders can feel like navigating a maze. Decision makers are busy, budgets are tight, and inboxes are overflowing. Many vendors struggle to make their outreach effective — but the challenge isn’t a lack of effort. It’s a lack of focus and precision. The vendors who see results are those who combine strategic outreach with accurate, targeted data. Here’s how you can do the same — without wasting time or resources. Understand the Decision Maker Landscape To connect with HR and L&D...
Read More5 Proven Strategies to Market to the Modern L&D Buyer
The Learning and Development (L&D) industry continues to evolve at a rapid pace, making it essential for B2B marketers to adapt quickly. With younger decision-makers shaping purchasing decisions and technology driving new expectations, understanding today’s trends is key to building a strong sales pipeline in 2025. Understanding the Modern L&D Buyer The majority of B2B buyers in the L&D space are now under 40. This generation expects efficiency, personalization, and authentic engagement. They seek solutions that not only deliver results but also align with their values and...
Read MoreGearing Up for Fall: 10 Email Marketing Don’ts (Part 2 of 2)
In our last article, we reviewed the top 10 email marketing “do’s” to get the most out of your campaigns. While email marketing offers tremendous potential for business growth, it’s also a double-edged sword. Missteps can lead to low engagement, lost credibility, and even damage to your sender reputation. To help you avoid costly errors as you ramp up your fall marketing efforts, here are 10 critical “don’ts” to keep your campaigns on track and effective. 1. Don’t Source Your List from Just Any Provider While both organic growth and purchased lists have their place, be extremely selective...
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