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

Ever wonder how to make learning programs truly stick? This presentation explores the powerful intersection of marketing and L&D, revealing how to capture attention and influence behavior just like successful marketing campaigns.

Discover practical strategies from experts Bianca Baumann and Mike Taylor, who will show you how to apply core marketing principles—understanding your audience, crafting compelling narratives, and leveraging engaging visuals and technology—to design learning experiences that resonate and drive lasting impact.

Walk away with actionable techniques and a fresh perspective on transforming your L&D initiatives into winning campaigns.

Intrigued? Continue your journey into marketing-inspired L&D and order their new book at https://trainlikeamarketer.com.

Transcript

1. trainlikeamarketer.com Think Like a Marketer trainlikeamarketer.com Bianca Baumann & MIke Taylor
2. trainlikeamarketer.com Bianca Baumann Mike Taylor
3. Learner Personas Get to know your learners 1
4. trainlikeamarketer.com What do you know about learner personas?
5. trainlikeamarketer.com “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” Dale Carnegie Writer and Teacher
6. trainlikeamarketer.com What’s important to your learners?
7. trainlikeamarketer.com Experience should be bottom-up and personal Human Experience PROFESSIONAL (The Work) PERSONAL (The Individual) ORGANIZATION-LED (Top Down) EMPLOYEE-LED (Bottom-up) 2019 Deloitte Global Human Capital Trend Report
8. trainlikeamarketer.com Human Experience PROFESSIONAL (The Work) PERSONAL (The Individual) ORGANIZATION-LED (Top Down) EMPLOYEE-LED (Bottom-up) When experience is bottom-up and personal, it becomes focused on “human experience” Employee Engagement Human Experience Work/Life Balance Employee Experience Am I making a difference? 2019 Deloitte Global Human Capital Trend Report
9. trainlikeamarketer.com • High performing first-level manager • Leads IT development projects at a Fortune 500 company • New York City • 41 years old • Two children under the age of 5 • High performing first-level manager • Leads IT development projects at a Fortune 500 company • New York City • 41 years old • Two children under the age of 5 Motivated by success, recognition, and financial well-being. Motivated by purpose, solving difficult problems, and leading a balanced life. JANE trainlikeamarketer.com KASSANDRA
10. trainlikeamarketer.com Cater to motivations at the individual level to unleash the potential of each person.
11. trainlikeamarketer.com Human Experience MOTIVATION EMOTIONS BEHAVIOR 2025 Deloitte Global Human Capital Trend Report
12. trainlikeamarketer.com We need to customize the design and experience of work and workforce practices.
13. trainlikeamarketer.com Learner Personas Research-based representation of your typical learner, supporting human-centric design. Looking at: • work • the worker • the work environment.
14. SEE HEAR DO THINK & FEEL NEEDS PAIN POINTS Learner Personas
15. 2 3 1 trainlikeamarketer.com Learner Persona Creation GATHER INFORMATION ANALYZE INFORMATION CREATE PERSONAS • Interviews • Observations • Surveys • Focus groups • Data • Similarities • Trends • Outliers • Aggregate information • Confirm with learners • Rollout personas
16. trainlikeamarketer.com Answer your employees’ question: Why do I work?
17. trainlikeamarketer.com Age: 26 Location: Nashville, TN Tenure: 5 years Role: Sales Consultant Education: High School Goal: Own his own franchise Tech-savviness: High Interests: Running and reading Best time to learn: Late in the day Access training through: Any digital format Other: He volunteers his time at a local charity • Jordan sees a lack of inventory every day • Jordan sees happy customers, but also disgruntled customers that aren’t happy with delivery delays • Jordan sees long, virtual trainings that don’t meet his needs and are too long • Jordan sees a buggy Electronic Sales Guide • Jordan sees a cumbersome certification program • Jordan hears customers questioning the value of their brand • Jordan hears customers complaining about delivery delays • Jordan hears from satisfied customers after their kitchen has arrived • Jordan hears his boss telling him about having to take the certification training • Jordan hears from his coworkers that they miss in-person training • Jordan books meetings through email or over the phone, and takes walk-ins • Jordan assesses customers’ needs • Jordan helps customers find their perfect high-end kitchen • Jordan uses software while consulting customers on their new kitchens • Jordan follows-up with customers on a regular basis • Jordan feels frustrated because of the lack of products • Jordan loves helping customers and he feels satisfied when customers leave happy • Jordan thinks that in-person hands- on training is more valuable than online training • Jordan feels challenged talking to difficult customers • It’s challenging for Jordan to talk to customers that are frustrated because of the lack of inventory • Jordan doesn’t know how to convey his organization’s brand value to customers • Jordan doesn’t appreciate hour-long, online training sessions • It’s difficult for Jordan to have a seamless sales conversation when the Electronic Sales Guide doesn’t function properly • The certification process is too cumbersome and doesn’t teach Jordan the things he really needs to know about • Jordan needs tools and tactics that allow him to overcome challenging customer conversations due to the shortage of products • Jordan needs brand training to sell the value of the brand to customers • Jordan needs training that is shorter and in-person. He needs flexible training options that cater to his needs • Jordan needs an Electronic Sales Guide that has no bugs so he can delight his customers • Jordan needs the certification requirements to be changed so his training and learning is relevant to him SEE DO THINK & FEEL PAIN POINTS NEEDS Jordan Bark HEAR
18. 2 3 1 trainlikeamarketer.com Customization Manager- driven Approaches Modular Approaches Tech-driven Approaches
19. trainlikeamarketer.com Discussion How can you envision using learner personas in your organization?
20. Content That Clicks Create Content That Sticks 2
21. trainlikeamarketer.com NEWSFLASH!
22. trainlikeamarketer.com
23. www.trainlikeamarketer.com Don’t take it personally… nobody wants to read ANYTHING!
24. What You Can Do About It Start with great titles 1 2 3 trainlikeamarketer.com
25. trainlikeamarketer.com The title has a huge impact on effectiveness of content
26. 80% read the title Only 20% go beyond
27. trainlikeamarketer.com Captures Attention 1st impression determines engagement Sets Expectations Frames how content will be perceived Drives Action Determines if readers will continue or leave
28. trainlikeamarketer.com CoSchedule Headline Analyzer coschedule.com/headline-analyzer
29. trainlikeamarketer.com sharethrough Headline Analyzer headlines.sharethrough.com
30. What You Can Do About It Start with great titles 1 Use the SURE principles 2 3 trainlikeamarketer.com
31. S Simple Our brains crave simple, clear information, making readability key in L&D. trainlikeamarketer.com
32. Readability is a good proxy for learnability Look for ways to reduce the amount & complexity of your text trainlikeamarketer.com
33. trainlikeamarketer.com Flesch Reading Ease Score Typical insurance policy = 12 trainlikeamarketer.com Average reading level in the US
34. S Simple U Useful Ditch generic content and write for learners' problems. Just like marketers target customer needs Personas reveal this! trainlikeamarketer.com
35. S Simple U Useful R Resonate Emotions create learning that sticks. Facts alone don’t cut it. trainlikeamarketer.com
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38. trainlikeamarketer.com Logic Doesn't Drive Behavior. Emotions Do.
39. trainlikeamarketer.com How marketers tap into emotion…
40. trainlikeamarketer.com VIDEO
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42. S Simple U Useful R Resonate E Easy to skim Master visual hierarchy with headers, bite-sized chunks, and visuals. Skimmable content wins. trainlikeamarketer.com
43. trainlikeamarketer.com Visual Attention Words: 291 Flesch Reading Ease Score: 37.9 Words: 103 Flesch Reading Ease Score: 60.8
44. What You Can Do About It Start with great titles 1 Use the SURE principle 2 Close with a call to action (CTA) 3 trainlikeamarketer.com
45. trainlikeamarketer.com Call to Action (CTA) Clear direction on what to do and how it benefits them Transforms passive consumption into active participation
46. trainlikeamarketer.com Discussion Which of these will you try first?
47. trainlikeamarketer.com Know your audience. Grab their attention. Deliver results.
48. trainlikeamarketer.com Available for pre-order now! trainlikeamarketer.com Arriving May 27
49. trainlikeamarketer.com Finish that sentence I learned… I’m beginning to think… I wonder… I was surprised that… I’m going to… Slides & resources