Episode 30: Think Like a Marketer
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What happens when L&D professionals start thinking like marketers? In this episode, Jess Almlie talks with Mike Taylor and Bianca Baumann about how adopting a marketing mindset can transform learning experiences. From learner personas to emotional storytelling and irresistible content design, they share real-world strategies and small shifts with big impact. Discover how to connect more deeply with learners and elevate engagement through their new book, Think Like a Marketer, Train Like an L&D Pro.
Jess, Mike, and Bianca discuss
The benefits of L&D adopting a marketer mindset
How to apply key marketing concepts for L&D such as creating learner personas, developing learner journeys, and crafting emotionally resonant content.
Using the SURE framework (Simple, Useful, Resonant, Easy to scan/process) when writing descriptions, designing content, and communicating with learners
Small shifts in approach that lead to big impact on learner engagement and content effectiveness
Leveraging marketing tools like platforms and analytics
Using learners' subconscious decision making to drive outcomes
About Mike Taylor
With over two decades of experience as a learning consultant, Mike 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 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.
About Bianca Baumann
Bianca Baumann is a seasoned L&D strategist with more than 15 years of experience in L&D. She is passionate about consulting on effective, new solutions to serve learners’ needs. She has helped dozens of organizations improve their onboarding and reskilling programs. Baumann speaks at international conferences and is a facilitator at the Ontario Institute for Studies in Education.
Find and connect with Mike Taylor and Bianca Baumann
Mike Taylor's Website and Newsletter: https://mike-taylor.org/
Bianca Baumann Website: https://www.biancabaumann.com/
Think Like a Marketer Website: https://trainlikeamarketer.com/
Coming Soon!
Jess's book, L&D Order Taker No More! Become a Strategic Business Partner will be published by ATD Press on September 2, 2025. To be the first to get behind-the-scenes updates, early sneak peeks, and join the virtual launch party, join Jess's email list! You'll get the L&D Must Change newsletter delivered to your inbox weekly as well as special updates on the book when available. Click here to join!
