Class Agendas
-
An Introduction to Marketing Analytics - Virtual
Class AgendasThis interactive workshop teaches marketers how to use analytics to drive smarter decisions and more effective campaigns. Participants learn to define KPIs, select analytical approaches, interpret performance data, and communicate insights through storytelling and visualization. By the end, attendees can confidently connect data to strategy and optimize marketing for greater impact and ROI.
view -
Assignment Briefing
Class AgendasAn assignment brief is the document marketers use to give directions for the projects they want their agencies' and other partners to accomplish. The brief should identify your project needs, objectives, target audiences, budget, and timetable and provide relevant background information. The quality of your brief is the key to getting quality work done. Too often, however, the assignment brief is incomplete or simply not done. The goal of this course is to help those giving assignments gain an appreciation for the importance for why and how to draft complete briefing documents.
view -
Assignment Briefing
Class AgendasAn assignment brief is the document marketers use to give directions for the projects they want their agencies' and other partners to accomplish. The brief should identify your project needs, objectives, target audiences, budget, and timetable and provide relevant background information. The quality of your brief is the key to getting quality work done. Too often, however, the assignment brief is incomplete or simply not done. The goal of this course is to help those giving assignments gain an appreciation for the importance for why and how to draft complete briefing documents. Today, depending on the company, one-to-many hundreds of individual marketers can interact with separate teams at different agencies on dozens of different assignment types. Regardless whether you are briefing your agencies for traditional advertising, digital direct response, social media, events, etc., the agency requires both the critical brand information, which may stay constant from one brief to another, as well as the tactical information specific to the project being managed. The challenge is that the complexity of managing the information your agency ecosystem needs to operate efficiently has outstripped the capability of current processes to effectively deliver that information. The result, the costs stemming from the poor briefing processes is staggering. In fact, research indicates that on average, 30% of an agencies effort is wasted due to poor briefing. While the loss may be considered marginal when compared to the revenue lost by off-brand, off-market, or off-message assignments, it is none the less significant. More importantly, the friction caused by having to frequently send the agency back to "do the assignment over" keeps agencies and clients from becoming strong partners. Therefore, regardless of the revenue that could be gained by faster deliveries, higher quality creative, and more effective campaigns, marketers can pick up a quick 5% to 20% savings by directing agencies' efforts more precisely. Participants in this course will develop a clear understanding of good briefing skills and processes, as well as an understanding of why initiatives like Integrated Marketing, Agency Consolidation, Lead Agency models, and Pay for Performance must start with good briefing if they are to be successful.
view -
B2B Demand Generation, Content Marketing and Subscription Marketing (301) - Virtual
Class AgendasThis virtual half-day workshop helps B2B marketers generate qualified leads through demand generation, content marketing, and subscription strategies. Learn how to attract subscribers, align with Sales, and measure success across key marketing activities. Ideal for teams looking to boost effectiveness, efficiency, and ROI in today’s competitive B2B landscape.
view -
B2B Growth Marketing - Virtual
Class AgendasLearn how to integrate sales and marketing efforts, develop robust growth frameworks, and align strategies with business objectives to drive success.
view -
B2B Growth Marketing - Virtual
Class AgendasLearn how to integrate sales and marketing efforts, develop robust growth frameworks, and align strategies with business objectives to drive success.
view -
B2B Growth Marketing - Virtual
Class AgendasLearn how to integrate sales and marketing efforts, develop robust growth frameworks, and align strategies with business objectives to drive success.
view