Performance Marketing Foundations (101) (Half Day)

How to Plan and Deploy Performance Campaigns that Drive Business Results
(Half-Day Workshop)

Workshop Description
Today's digital marketers are under immense pressure to produce measurable, profitable outcomes in increasingly complex environments. While brand awareness and engagement matter, most organizations are demanding performance – campaigns that acquire, engage, and retain customers across multiple channels.

Performance marketing can be misunderstood, however, as just a measurable tactic or digital media channels. In truth, it's a disciplined ROI-centric approach that draws on customer insight, strategic campaign design, channel integration, and alignment to build initiatives that are accountable from the outset and directly contribute to business objectives.

This half-day workshop equips entry-level marketers with a comprehensive understanding of what performance marketing is and how it functions as a cross-channel optimization discipline. Participants will learn to develop S.M.A.R.T. goals; map the customer journey or touchpoints along the path to making a purchase and becoming a loyal advocate (the marketing funnel); select the right tactics for each funnel stage; and plan fully integrated campaigns against specific Key Performance Indicators (KPIs) tied to business goals, audience targeting approaches, and budget pacing strategies. Through case studies and exercises, attendees will leave with tools they can immediately use to build more accountable and effective campaigns.

This workshop is excerpted from the full-day ANA workshop "Performance Marketing Foundations," which overviews campaign measurement and optimization in addition to campaign planning, budgeting, and funnel-aligned execution.

Who is This Workshop For?
This workshop is ideal for entry-level to mid-level digital marketers, marketing associates, early-career professionals, or interns who are involved in campaign execution, media planning, or digital strategy. It also serves as a strong foundation for those shifting into performance-focused roles within larger marketing teams.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of marketing impact: improving marketing strategy and increasing marketing efficiency.

This workshop helps attendees improve marketing strategy by teaching them:

• What performance marketing is and how it integrates with both brand and direct marketing
• Implications for performance marketing at each stage of the marketing funnel: Awareness, Consideration, Conversion, Loyalty/Advocacy
• How to set S.M.A.R.T. (Specific, Measurable, Attainable, Relevant, and Time-bound) performance goals tied to overall business objectives and priorities – and why this matters
• Alignment between a customer journey map and the marketing funnel to ensure proper marketing activity at each touchpoint to drive a specific outcome

This workshop helps attendees increase marketing efficiency by teaching them:

• How to identify audience segments and design audience personas for better targeting
• How to apply A/B testing and creative iteration techniques to help optimize creative that drives a specific outcome
• How to budget and pace campaigns effectively

Download Full Agenda Here