Think Like a Marketer, Train Like an L&D Pro

Bianca BaumannBianca Baumann is a seasoned L&D strategist with more than 15 years of experience. She is passionate about consulting on effective new solutions to serve learners’ needs. She’s developed processes, methodologies, and frameworks to help organizations meet their growth targets with the help of innovative L&D approaches. Bianca has helped dozens of organizations with their workforce transformations, as well as onboarding and reskilling programs. She has also spearheaded multiple projects in the marketing, automotive, financial, and events industries, creating award-winning programs along the way. Bianca speaks at international conferences and is a facilitator at the Ontario Institute for Studies in Education.Mike TaylorWith more than two decades of experience as a learning consultant, Mike Taylor has been a driving force behind transformative instructional design and organizational performance. Known for his captivating speaking style and influential newsletter, Mike is dedicated to making learning more engaging, accessible, and effective. As a faculty member in Franklin University’s Graduate Instructional Design and Performance Technology program, he bridges the gap between academic theory and real-world practice, equipping future learning professionals with the skills to excel in today’s dynamic landscape. Mike’s innovative approach and infectious passion are redefining the way we think about learning.

• PrefaceIntroduction: The Power of Marketing for Learning and DevelopmentChapter 1. Design Learning for the Way People ThinkChapter 2. Create Learner Personas That InspireChapter 3. Map Learner Journeys From Awareness to ActionChapter 4. Maximize Learning With an Effective Content StrategyChapter 5. Captivate Learners With Writing That Clicks!Chapter 6. Leverage Visuals for Maximum ImpactChapter 7. Execute a Successful Learning CampaignChapter 8. Level Up Learning With Marketing TechnologyChapter 9. Measure the Impact of Your EffortsConclusion: Small Steps, Big ImpactRecommended Resources for Deeper Learning

“As an EdTech consultant advising chief learning officers, Ican confidently say this book is a game-changer for L&D leaders. It brilliantlybridges the gap between traditional L&D and modern marketing, offeringinvaluable insights for creating compelling digital learning experiences.”—LoriNiles-Hofmann, EdTech Strategist and Global Adviser, NilesNolen“So much value on every page! Bianca and Mike have struckthe right balance of instilling high-impact strategies and tactical designadvice. Think Like a Marketer, Train Like an L&D Pro is essentialreading for any learning and talent leader who is looking to elevate theirpractice and bring fresh perspectives to their teams. Keep this one beside yourdesk at all times.”—Josh Cardoz, Chief Creative and Learning Officer,Sponge Learning Group“Think Like a Marketer, Train Like an L&D Propresents a compelling argument for combining marketing ideas and strategieswith current L&D techniques to create a powerful combination with thepotential to take the L&D function to the next level. Bianca Baumann andMike Taylor have created a work that will help you envision and achieve afuture in which employees eagerly take charge of their learning journeys,acquire new skills, and apply them in real time through this uniqueintertwining of disciplines. The writing team provides actionable strategies,ideas, and concepts that empower L&D professionals to create training thatcaptivates, motivates, and delivers lasting impact. This book will change theway you think about developing instruction forever.”—Karl M. Kapp, EdD, Professorof Instructional Design and Technology, Commonwealth University“‘Get attention, influence behavior’—the book recognizesthat these are the central concerns of both learning designers AND marketers,and that learning designers have a lot to learn from marketers on these topics.Packed full of useful tools and frameworks, this book has so much material tohelp create more engaging and impactful learning.”—Julie Dirksen,Author, Design for How People Learn“This is the L&D and marketing crossover you are lookingfor. Discover how to transform dull learning content into engagement gold withskimmable writing, snappy headlines, and calls to action that demand action.”—CaraNorth, Founder and Chief Learning Consultant, The Learning Camel“Dang! I love this book. Bianca and Mike have written thego-to resource for what-to and how-to for instructional designers and theleaders who guide them. Insightful, readable, actionable, and chock full ofactivities, this is a must-read for you and your team.”—Megan Torrance,CEO, TorranceLearning; Author, Agile for Instructional Designers and Dataand Analytics for Instructional Designers“Mike and Bianca have written a masterpiece on how tocapture and keep learners’ attention. This how-to guide is filled withresearch-backed tips for learning professionals who need to create trainingprograms that get business results. Think Like a Marketer, Train Like anL&D Pro is a handbook with practical advice for communicating andcapturing attention in a busy world. It belongs on everyone’s bookshelf.”—CindyHuggett, CPTD, Author, The Virtual Training Guidebook: How to Design,Deliver, and Implement Live Online Learning, 2nd edition