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

Name: Think Like a Marketer, Train Like an L&D Pro
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SKU: 9781960231192
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Strategies to Ignite Learning

By Mike Taylor and Bianca Baumann

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Brief Description

Think Like a Marketer, Train Like an L&D Pro by Mike Taylor and Bianca Baumann Use Marketing Strategies to Captivate and Persuade Your Audience At first glance, marketing and L&D may seem like an unlikely combination. But on closer inspection, both fields share two core goals:... Read More

Format: Paperback / softback

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

$87⁹⁹

Description

Think Like a Marketer, Train Like an L&D Pro by Mike Taylor and Bianca Baumann

Use Marketing Strategies to Captivate and Persuade Your Audience

At first glance, marketing and L&D may seem like an unlikely combination. But on closer inspection, both fields share two core goals: getting people's attention and influencing their behaviour. Marketing involves captivating, persuading, and creating value—all of which are key to learning design. When done well, learning design grabs participants' attention like a great marketing campaign and engages them emotionally and intellectually to make learning stick. In this innovative volume, marketing and L&D experts Bianca Baumann and Mike Taylor ask: How can L&D pros make learning programmes more effective by thinking like expert marketers?

To answer that question, Baumann and Taylor explore the potential of marketing-inspired L&D. You'll discover:

What makes marketing so persuasive and how to apply it to learning
How to craft magnetic learner personas and journeys to pull people in
Tactics for writing and designing content to capture attention
Digital tools and automation strategies to multiply your effectiveness
Ways to measure and optimise for maximum results

Whether you're new to learning design or a seasoned pro, this practical guide will transform how you create and deliver training. Get ready to boost engagement, improve retention, and deliver learning experiences that truly resonate.

Book Details

INFORMATION

ISBN: 9781960231192

Publisher: American Society for Training & Development

Format: Paperback / softback

Date Published: 10 July 2025

Country: United States

Imprint: ASTD Press

Illustration: Illustrations

Audience: General / adult

DIMENSIONS

Width: 152.0mm

Height: 228.0mm

Weight: 250g

Pages: 240

Collections

Bianca Baumann Business & Entrepreneurship Business Leadership & Management Company Culture & Human Resources Education & Reference Mike Taylor Non-Fiction

About the Author

Bianca Baumann
Bianca 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 Taylor
With 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.