Marketing For Learning®

Attention is our employee's most equitable asset - but there's fierce competition for it. Marking the first episode of 2026, Ashley joins Giles Hearn, Chief Marketing Officer at The Learning and Performance Institute and unpicks the challenges L&D are really facing. A meaty conversation for a meaty subject. Get stuck in!

Marketing in learning isn’t just about flashy emails or poster campaigns. It’s about trust, visibility, and staying human, especially when the ground is shifting under our feet. In this episode, Ashley Hinchcliffe and Hannah Clark unpack why silence is the enemy of People functions, and how to keep your audiences engaged when uncertainty, redundancies, and AI-fuelled upheaval dominate the workplace. From K-pop obsessions to bluntly honest bank ads, they explore what makes campaigns stick in 2025, why hyper-realism beats sugar-coated spin, and how multi-channel, multi-touch campaigns are the only way to cut through the noise. If your L&D or HR team has ever wondered how to keep marketing alive in messy times, this conversation will show you why the fundamentals matter more than ever. SHOW NOTES Learner Journey Mapping GuideAshley's LinkedInHannah's LinkedIn

This isn’t your average EdTech chinwag. In this special episode of the Marketing for Learning podcast, Ashley is joined by Lori Niles-Hofmann (author of The 8 Levers of EdTech Transformation) and Dr. Serena Gonsalves-Fersch (Global Head of Talent at SoftwareOne) for a no-fluff, no-slides-needed conversation about what really makes EdTech work — and what makes people quietly nope out of your platform. Together, the trio unpacks: If you’ve ever been promised an “AI-powered, Netflix-of-learning” experience and ended up with a glorified folder of SCORM files, this one’s for you. RESOURCES: Lori's Book - The 8 Levers of Ed Tech TransformationSerena's YouTube ChannelThe People Impact Loop® Guide

L&D doesn’t need more content. Or more dashboards. Or more chaos. It needs structure. Strategy. And a system that actually works. In this final episode of Series 2, Han brings it all together — showing how every part of the People Impact Loop® helps you stop reacting and start delivering real, measurable change. You’ll learn: This isn’t a recap. It’s a blueprint. Because impact doesn’t come from good intentions. It comes from good design — built in a loop that never stops working for you. LINKS: People Impact Loop®People Impact Loop® diagnostic

L&D knows measurement matters. But when the pressure’s on to “prove impact,” most teams default to what’s easy, not what’s meaningful. In this episode, we’re joined by Nelson Sivalingam to unpack how learning functions can shift from reporting activity to demonstrating real business value. We explore: This isn’t about dashboards or data overload. It’s about designing for outcomes from the start — and knowing what success actually looks like. Because if you don’t define impact, you’ll never be able to prove it. LINKS: Connect with Nelson on LinkedIn HowNowGrab your copy here

Most L&D “campaigns” are a poster, an email, and… silence. This episode calls time on one-and-done launches — and digs into what it really takes to build marketing for learning® campaigns that cut through the noise and drive action. You’ll learn: If your initiatives start strong and fizzle fast, this episode is for you. Because attention isn’t guaranteed. You’ve got to earn it — and keep earning it. LINKS How to build a learning campaign guideLearn more about our L&D campaign-in-a-boxDownload our campaign-in-a-box brochure

Learning isn’t broken because people are lazy. It’s broken because the experience is. In this episode, we’re joined by Tom McDowall to talk about why most learning still feels like a chore, and how to change it. We get into: This one’s for anyone sick of seeing learning dumped on a platform and called a solution. Because if the experience sucks, the outcomes will too. LINKS: Tom McDowall on LinkedInIDT YouTube Channel

Too many L&D teams are building content for “learners” — not people. In this episode, Ash and Han dive into the one thing that makes or breaks every learning initiative: knowing your audience. Not their job title. Not their LMS login history. But what actually drives them. They unpack: So, if you’re still building learning based on job titles, gut feel, or “what we’ve always done” — this one’s for you. Because relevance starts with understanding. And understanding starts here. LINKS: Free guide to building learner personasLearner persona templateFollow MAAS Marketing on LinkedIn

This week, Han’s joined by the brilliant Heather Burright — and they’re cutting straight to the core of what’s holding L&D back. Spoiler: it’s not a lack of content. It’s a lack of curiosity. This episode covers: This is a must-listen for anyone stuck in firefighting mode, drowning in requests, or quietly screaming inside every time someone says, “we just need a quick e-learning.” Because we’re not here to be content vending machines. We’re here to drive real change. And that starts with one simple shift: Stop rushing to build. Start learning to ask. LINKS: Heather Burright’s LinkedInLearning For Good Podcast Learn more about the People Impact Loop®

Most L&D teams are stuck in a cycle of activity. Not impact. In this episode, your fav duo are back to rip into the status quo — and dig deeper into the People Impact Loop®: a no-fluff framework that helps People functions stop shouting into the void and start making measurable change. We’re talking: And the big one: how to prove impact without needing a PhD in data science. If your learning strategy feels more like guesswork than growth — this one’s for you. LINKS: People Impact Loop® diagnosticLearn more about the People Impact Loop®Follow MAAS Marketing on LinkedIn

Drum roll please... 🥁🥁🥁 After lots of speculation and guessing, it's time for you to meet the People Impact Loop™. You've got the potential. You've got the passion. Yet you are still undervalued and constantly fighting for relevance. The issue isn’t effort or ideas – it’s the lack of a system that makes their work essential. For decades, the same challenges have persisted: low engagement, leadership buy-in struggles, and initiatives that fail to gain traction. And now, at last, the People Impact Loop™ changes that. So get your listening ears on, and settle in for a podcast that is going to change the way you look at L&D, forever.

You’ve built an amazing learning product - now what? In this episode, Ashley and Hannah break down why marketing isn’t just a bolt-on to learning but a fundamental part of making it successful. They dive into how positioning, messaging, and audience research can transform a learning experience from nice to have to unmissable. Expect insights on emotional triggers, behavioural science, multi-channel campaigns, and why generic messaging just won’t cut it. Plus, plenty of playful banter, pineapple references, and a reminder that “learning” alone isn’t a selling point. SHOW NOTES: The AIDAL Model Behavioural Science in Marketing for Learning®Strategic Marketing for People Functions course

Your favourite duo is back to discuss a contentious topic in L&D: The Technology Trap. Of course, we all know technology is a critical tool in forward thinking L&D teams, but can it solve all of our issues? (Shock horror, Ash and Han don't think so!) In this episode we discuss: So whether you're a tech lover, or hater, or somewhere in between... we're sure this ep will give you loads of food for thought!

In this fantastic ep, Ash and Georgie Cooke dive into the crucial link between employee experience and L&D, covering everything from culture and management to learning opportunities. They explore why audience insights matter, how to personalise learning, and the necessity of aligning L&D with business goals. The conversation also tackles blended learning, accessibility, and the challenges of measuring impact, urging L&D to rethink success beyond just engagement metrics. Links: Georgie Cooke's LinkedInLima Delta's website Ash's LinkedInOur Strategic Marketing Course

In the second episode of our series "From Training to Transformation: Redefining L&D’s Role" Ash and Han delve into the critical role of stakeholders in transforming L&D from a cost centre to a strategic business partner. This ep is jam-packed with practical tips and insights including: Whether you're a seasoned L&D pro or just starting your career, this episode will challenge you to think differently about how L&D can truly serve as a driver of business success. Happy listening! LINKS: Strategic Marketing for L&D ProgrammeAsh's LinkedInHan's LinkedIn

New Series! From Training To Transformation: Redefining L&D’s Role. We're so excited to announce our new multi-episode podcast series on L&D transformation. Our first episode kicks off with Derek Mitchell, Analytics Partner at Novo Nordisk. In this episode Derek discusses the critical role of data in L&D. He emphasises using data to proactively identify training needs, personalise communications, and measure the impact of learning initiatives. He also highlights the importance of moving beyond traditional metrics like course completions to focus on performance, skills growth, and behaviour change. It's a fantastic episode, and definitely sets the scene for this crucial series! Links: Derek's LinkedInAshley's LinkedIn Strategic Marketing for L&D Course

Grab your tissues... because this is the final time you'll hear from Ash & Han in 2024! 😢 But indulge us in an episode of reflections on the crazy year that was 2024. From their personal highlights (did they mention 2 weddings & a baby?!), they also share their highlights from L&D in 2024, and look ahead to a very exciting 2025. See you on the other side, our dear Marketing For Learning friends 🍍

What are the big L&D trends of 2025? Well we don't know... but Han asked Chat GPT, and unsurprisingly she didn't like it's answer. So in this episode Han discusses the 'trends' we see year after year, and what she thinks should be the trend of 2025.

For all you lifelong, lucky listeners we're giving you 10% off our new 'Strategic Marketing for L&D Leaders' course, which kicks off on March 5th, 2025. It's our Masterclass, but it's getting a facelift and a much bigger emphasis on strategic marketing. Lots more information on our website if you want it. If you want a 10% off voucher, just message Ash on LinkedIn and tell her you want to join the #PineappleArmy. We'll do the rest! P.S. Sorry for the weird promo - normal service resumes next week!

For all you lifelong, lucky listeners we're giving you 10% off our new 'Strategic Marketing for L&D Leaders' course, which kicks off on March 5th, 2025. It's our Masterclass, but it's getting a facelift and a much bigger emphasis on strategic marketing. Lots more information on our website if you want it. If you want a 10% off voucher, just message Ash on LinkedIn and tell her you want to join the #PineappleArmy. We'll do the rest! P.S. Sorry for the weird promo - normal service resumes next week!