Advertise on podcast: Marketing For Learning®

Look, I'm not going to lie, this is a bit of an experiment. This song gets in my head more than I care to admit, so I thought I'd share it with you. Sorry? But also, you're welcome.

The Canva Confession: the most expensive lesson in corporate AI Canva gave all 5,000 of its employees a full week off — cleared calendars, best tools, guided workshops, a hackathon, 26,000 hours of hands-on AI. Then its Chief Customer Officer wrote a confession in Fortune: "The bottleneck wasn't the technology. It was us." If it happened to Canva — AI-native, generously resourced, staffed with people who wanted the tools — it's already happening to you. Only your budget was tighter and nobody cleared a week off anyone's calendar. In this episode Ashley unpacks why record AI spend is delivering almost no return, the difference between access, adoption and embedding, and the five reasons every stalled AI rollout fails — every one of them a marketing problem, not a technology one. Plus what 82% engagement actually takes, and the discipline Canva walked right up to and never named. The data (all sources): Download the AI Adoption Playbook and stop paying for tech no one uses. It includes the same methodology behind our award-winning Capgemini work.Rob Giglio's confession, Fortune Enterprise GenAI spend hit ~$37bn in 2025, Menlo Ventures Near-universal adoption, and only ~a quarter measuring return — McKinsey, The State of AI95% of AI deployments delivered no measurable impact (MIT), Fortune42% of companies abandoned most AI initiatives in 2025, S&P Global 80%+ of workers use AI at work, 78% bring their own, CIO — Willingness to support change fell from 74% to 38%, HBR (Gartner)How we drove 82% engagement at Capgemini Key topics: AI adoption challengesBehaviour change vs. technology deploymentMarketing and communication in change managementThe importance of internal champions and communityMeasuring true success in AI initiatives

When the vacuum cleaner was invented, slightly dusty floors became socially unacceptable overnight. According to Mark Eggers, co-founder of micro learning platform Yarno, AI is doing exactly the same thing to your output expectations, and he's not wrong. In this episode, I'm joined by Mark and Tom Bailey, Head of Learning at OFX and L&D Professional of the Year 2025, broadcasting from Australia at a deeply unreasonable hour. We cover the attention economy, what it's actually doing to your employees, and why "proud to announce" is not a communications strategy. We get into: Why the average knowledge worker toggles between apps 1,200 times a day, and what that means for learning designThe quiz-first model, spaced repetition, and why "cheating" in micro learning is actually the whole pointAIDA — and why L&D routinely skips from Awareness straight to Action and then wonders why no one shows upThe internal marketing moves that drove 91% completion on genuinely dry commercial contentWhy a great campaign and a mediocre product will always kill each other Tom's take: marketing and sales skills are non-negotiable for modern L&D practitioners. Mark's take: someone in your C-suite needs to be on camera. My take: both of them are right, and most L&D teams are doing neither. A sharp, honest conversation about attention, engagement, and why the learning industry needs to stop navel-gazing and start competing for the eyeballs it's losing.

The conversation delves into the death of a campaign and the marketing strategy behind it. It introduces the fictional business Axion and its learning program Apex, highlighting the tragic death of Apex due to neglect. The importance of personalization in marketing is emphasized, drawing parallels with Netflix's approach to personalization. The conversation delves into the critical elements of successful campaigns, emphasizing the importance of design, copywriting, and strategy. It highlights the need for integrated and consistent marketing efforts that span a period of time to capture attention, build trust, and drive action. Takeaways The five things that make learning campaigns die prematurely Marketing Strategy Design is as important as your learning productsCampaigns need to span a period of time

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 Guide Ashley's LinkedIn Hannah'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: The 8 levers of effective EdTech transformation The “leavers” - ie, things we desperately need to bin Why being data-informed trumps being data-obsessed What marketing, memory, and a badly-behaved agent called Sven have in common And why context, not content, is what really matters 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 Transformation Serena's YouTube Channel The 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: Why understanding your audience is the first, and most important, step How alignment and experience design unlock real relevance And why marketing and measurement aren’t “nice-to-haves”, they’re how you create and prove value 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: Learn more about the People Impact Loop® Take the 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: Why traditional learning metrics fall short How to connect learning with performance and behaviour change What it takes to embed measurement into the entire learning process, not just the end 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  Check out HowNow Fancy reading Nelson’s book, Learning at Speed? Grab 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: Why real campaigns don’t end at launch How to apply multi-channel, audience-first thinking to internal comms What L&D can steal from politics, brand marketing and behavioural science 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 guide  Learn more about our L&D campaign-in-a-box  Download 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: Why more content ≠ more impact How to design frictionless, user-led learning journeys And what L&D can learn from UX, product, and service design 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 LinkedIn  IDT 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: Why “employees” and “learners” aren’t real personas How to ask the right people the right questions (and avoid confirmation bias) What to do with audience research once you’ve got it — and how to avoid building blind 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 personas Learner persona template Follow 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: What it really means to identify root problems — and why content alone doesn’t drive change How to build trust with stakeholders (so you can disagree and still stay in the room) Why asking better questions leads to better learning — and better outcomes 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 LinkedIn  Learning 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: Why “aligning to business goals” isn’t optional (and how to actually do it) Why your learners are subscribers — and should be treated like it How long-term thinking beats one-off learning blasts, every time 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® diagnostic Learn 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.