ELC 087: Steal From Marketing to Improve Your Training

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Learning design is a crazy Venn diagram of so many fields. One of these fields that we don’t hear much about is marketing. Marketers use strategies, tactics, and technologies that can transform the work of L&D teams and individuals. Marketing and L&D share objectives, such as gathering data about the audience, capturing and maintaining attention, writing in an engaging style, and shaping behavior.

In this episode, Bianca Baumann and Mike Taylor discuss strategies, tactics, and technologies that you can take from marketing to improve your work. As facilitators and co-authors of  Think Like a Marketer, Train Like an L&D Pro: Strategies to Ignite Learning, they have a wealth of knowledge in this area.

Bianca Baumann is vice president of learning solutions and innovation at Ardent Learning. She has developed innovative L&D approaches, including workforce transformations, onboarding, and reskilling programs. Bianca teaches Learning Experience Design at the Ontario Institute for Studies in Education.

Mike Taylor consults on learning design and technology at Nationwide. He’s been designing and delivering learning experiences for over two decades. Mike is a regular and highly rated speaker at industry events and is a faculty member in Franklin University’s Graduate Instructional Design and Technology program. Mike holds an MBA and a master’s degree in educational technology.

WE DISCUSS:

• Parallels between marketing and L&D
• Inspiration for the book
• Goals of marketing
• Integrating System 1 and System 2 Thinking into our work
• How to improve the usefulness of personas
• Implementing audience segmentation in your analysis
• Common errors when creating personas
• Engaging writing techniques to borrow from marketing
• Common writing mistakes course designers make
• How to implement learner journeys and learning campaigns
• Example of a successful onboarding learning campaign
• How L&D can benefit from marketing technology and tools
• Using AI to analyze data
• Importance of educating and managing stakeholders

TIME: 35 minutes

TRANSCRIPT: ELC 087 TRANSCRIPT: Marketing and L&D

RESOURCES:

• Think Like a Marketer, Train Like an L&D Pro: Strategies to Ignite Learning
• Bianca’s Website: https://www.biancabaumann.com/
• Bianca’s Blog: https://www.biancabaumann.com/blog/
• Mike’s Website: https://mike-taylor.org/
• Mike’s Newsletter: Friday Finds
• 10 Types of Writing for eLearning
• Stealing from Product Design