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

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 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. 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 optimize 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.