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Bianca Baumann is VP of learning solutions and innovation at Ardent Learning. Over time, she has developed processes and methodologies to help organizations meet their growth targets with the help of innovative L&D approaches, including workforce transformations, onboarding and reskilling programs. She has spearheaded multiple projects in the marketing, automotive, financial and events industries, creating award-winning programs along the way. She shares her expertise in her blog and at global conferences. She teaches Learning Experience Design at OISE and published the eBook, The Little Black Book of Marketing and L&D, a practical guide that helps integrate proven marketing techniques into L&D.

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 upon closer inspection, both fields share two core goals: getting people’s attention and influencing their behavior. 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 programs more effective by thinking like expert marketers?To answer that question, Baumann and Taylor explore the potential of marketing-inspired L&D, diving into essential marketing principles, strategies, and techniques and applying them to learning experience design to improve learning transfer. With a learner-centric perspective, the authors explain the science of marketing, how to use personas, and how to craft a successful learner journey. They cover effective writing, the use of powerful graphics, how to plan and execute a winning learning campaign, how to harness technology, and the all-important activities of evaluation and learning analytics.L&D pros will learn new ways to capture their target audience’s attention and influence their behavior. Each chapter includes engaging stories from Baumann and Taylor’s work in the field, case studies, and definitions of essential marketing concepts and how they apply directly in the L&D environment, plus activities and tools instructional designers can apply immediately to transform their learning programs.

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

Mike Taylor and Bianca Baumann educational session at ATD24.

Unlocking the Top Marketing Secrets for L&D Pros

What are these game-changing marketing secrets, and how can you apply them to your L&D initiatives? Here are five key strategies to get you started.

Unlocking Top Marketing Secrets for L&D Professionals

March 2024 - TD Magazine

Maximize Microsoft 365 to help staff work, learn, and connect.

Love the One You’re With

Design thinking is a powerful tool for reframing a problem in a learner-centric way. But it doesn’t always make sense to use it.

Design Thinking: Knight in Shining Armor or Rogue Monster?

The workforce is changing and so are organizational structures and hiring practices. More and more, we move from job roles to skills-based project teams allowing employees to move across the organization and work on projects that align with their ski

How Skills-Based Job Profiles Change the L&D Landscape

Design thinking is a methodology that puts human needs at the center of design decisions. Here's some advice for teaching it to others.

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