ATD Accidental Trainer Borrow from Marketing to Boost Learning Impact with Bianca Baumann and Mike Taylor
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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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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.
Repurpose Content Efficiently
- Repurpose content extensively across formats like webinars, infographics, blogs, and social media.
- Use AI and new tools to quickly generate assets from existing learning content and work smarter.
