At The Talent Institute we educate our talents with exciting training on the latest digital tools & skills. Sometimes we facilitate the training courses ourselves, but we tend to invite experts from the field to come and share their knowledge with us!
We’d like to introduce some of our experts, who have been involved with TTI for several years. First up: the one and only Martin van Kranenburg!
Martin, neuromarketing teacher and entrepreneur, has been facilitating training at TTI for 5 years now. He’s our highest rated facilitator, knows everything about neuromarketing and online persuasion and he’s known to be the most energetic trainer of all time. He was rated the #1 speaker on conversion marketing at the WebWinkel Vakdagen and now has his own (online) course ‘Schrijven voor het brein’. We talked with him about what it’s like to teach at TTI:
Martin, tell us, what’s it like to teach at TTI?
TTI appealed to me because of all the young people working there. I thoroughly enjoy sharing my knowledge and experience with young professionals at the beginning of their careers. But to be honest, I think I — as a teacher — learn the most. I hear a lot of interesting things, I get to know industry best practices, I talk to different people working in different disciplines. At TTI there’s this bunch of people trying out new things every day — and you can learn a lot from them. Every time I teach at TTI, I go home full of energy.
Which training do you give exactly?
As a growth hacker or marketeer, you have to know a lot about a lot of subjects. You have to be data-driven, human-obsessed and brain-focussed. The latter is what I focus on at TTI. I teach online persuasion, nudging, and influencing behaviour with behavioural psychology.
We are bombarded with more and more marketing messages every day, and our attention span is getting shorter and shorter. As a marketer you need to know how the brain works and how it makes decisions, otherwise you’ll become redundant in this field within 2 years. So this is what I teach.
What does that look like in practice?
My training is focussed on learning-by-doing and I work with the 10/20/70 framework. 10% of the training is listening to me, 20% is actually bringing it into practice in the training through peer-to-peer learning, and 70% is just doing it. We do a lot of hands-on exercises, we give feedback on each other’s websites and we see what goes right and what goes wrong. During the training I really want each participant to get into that ‘doing’ mode.
What’s your view on educating yourself as a young professional? And why is the Growth Hacking Traineeship a good choice for talents?
In this Growth Hacking Traineeship, you’ll learn a lot in a short amount of time from experienced teachers. You’ll get to know the ins and outs of the field. But more importantly, you’ll become part of the TTI community in which you can learn best practices from each other. As a marketer you have to take initiative. Marketeers who don’t, won’t get far. But those who leverage the TTI network and really get out there, will be able to learn a lot. Normally, it will take you years to gain this experience if you do it by yourself, but with this traineeship you can speed things up.
I’ve been involved with TTI since day 1. And every year I see companies, like Rituals, coming back to TTI for more talent. That just shows how much quality the students deliver. TTI really connects the right people to businesses.
Have you got any tips & tricks for young talent at the beginning of their career?
1. Create a playground for yourself, online. Go and experiment. Build a webshop, create a website, make something around a topic that excites you. You’ll learn a lot, I did the same: I was making landing pages for fun, and I started a blog called weekendjewegmetkids.nl. By doing this you’ll gain a lot of experience, and you’ll actually feel the pain of how hard it is to build a website.
2. Secondly, show initiative. I see this too little nowadays. But also: know and understand your role. Understand what your role is within the organization and try to empathize with the people you work with.
3. Third, stay consistent. We see a lot of stuff online, young people earning a lot of money and bragging about it, the so-called FIRE (Financial Independence, Retire Early) movement. They want to earn a lot of money in the shortest amount of time. If that is your goal, you shouldn’t go into ecommerce. You should watch Contrapreneur, it’ll cheer you up.
My biggest take-away: keep adding value. Make sure THAT is what gives you energy, instead of making a lot of money.
What’s something that you’ll remember from working with TTI?
When the pandemic started, I was really happy with the way TTI coped. TTI was the first company which I was working for that managed to transform all their traineeships and programs in an online format, within 48 hours. The mindset was there. They were like: ‘We’re TTI, we’re growth hackers. We won’t let this get us down.’ I had never heard of Zoom before but because of all the young and driven people at TTI, I stayed on track.
Persuasion is not a science, it's an art.— Martin van Kranenburg