ATD Accidental Trainer Borrow from Marketing to Boost Learning Impact with Bianca Baumann and Mike Taylor
May 28, 2025
Bianca Baumann, VP of Learning Solutions at Ardent Learning, and Mike Taylor, Learning Consultant at Nationwide, share insights on integrating marketing strategies into learning programs. They emphasize the need for learner-centric content strategies that enhance engagement and improve outcomes. The conversation covers emotional engagement, leveraging technology, and utilizing data analytics to refine training approaches. They advocate for creating resonate learning experiences that drive measurable impact and securing stakeholder buy-in, all while embracing continuous learning and innovation.
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Bianca's Marketing Origins
- Bianca started in marketing education, teaching marketers how to improve, which revealed overlaps with L&D goals.
- Observing marketers' effective attention-getting inspired integrating marketing techniques into learning development.
Marketers Lead in Attention & Impact
- Both marketers and trainers aim to change behavior, but marketers often have clearer impact measurement.
- Marketers excel at understanding attention and competing for it, which benefits learning engagement.
Plan Content Strategically
- Start by deeply understanding your audience's needs, challenges, and motivations before creating content.
- Use a strategic content plan with varied formats and learner journeys, then measure and improve with feedback.
