Performance Marketing Foundations (101) - Virtual

Seats are limited and confirmation of attendance will be required in advance of the session.

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.

Target Audience
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.

Download the full benefits here

• Setting the Stage (5min)
• Performance Marketing in Context (15min)
• Where to Begin: Setting "SMART" Goals (30min)
• The Marketing Funnel and Campaign Strategy (30min)
• Audience Segmentation and Persona Development (30min)
• Break (5min)
• Campaign Design, Planning, and Execution (55min)
• Closing (10min)