Digital Marketing Mastery
Stop Hiring and Firing of your Performance Marketing Team.
Learn the Fundamentals of Performance Marketing to manage in-house team or your marketing agency efficiently.
Taught by IIM Kozhikode Alumnus | Ex-Digital Marketing Head
India's Only Course for Learners with:
Hand Holding Support & Placement Guarantee
In my experience, I have witnessed multiple brands known to hire Performance Marketers fast and to fire even faster. This seems reasonable to companies to take quick actions in case of no results. Then there are some big brands build on Performance Marketing yet their existing team of Performance marketers are not happy due to unrealistic expectations and then there are the ex-employees who left because of the culture. This course is intended for Founders who have never used Performance Marketing or for founders who have faced the issue of not finding the right performance marketers and for founders who struggled a lot with Marketing Agencies.
This course covers 8 Modules covering Fundamentals of Performance Marketing, various Important Metrics, Understand Tools, Setting Expectations and Budgets, Solving Conflicts and more.
Course Modules:
Objective: Provide a non-technical overview of performance marketing and its relevance to business goals.
- What is performance marketing?
- Key channels: Search, social, email, and more.
- Performance marketing vs. traditional marketing.
- How it aligns with your startup’s growth objectives.
- Common misconceptions and myths.
Objective: Equip founders with the ability to understand and track key performance metrics.
- Core metrics: CPC, CPA, CTR, ROAS, ROI, and LTV.
- Vanity metrics vs. actionable insights.
- Understanding marketing reports: What to focus on.
- Red flags: Identifying underperforming campaigns.
- Case study: Interpreting campaign data for decision-making.
Objective: Teach founders to communicate effectively with agencies and teams.
- Setting realistic goals and KPIs.
- Writing effective marketing briefs.
- Agency onboarding checklist.
- Understanding the agency’s processes: From strategy to execution.
- Common communication pitfalls and how to avoid them.
Objective: Help founders make informed decisions about marketing budgets.
- How to allocate budgets across channels.
- Balancing short-term and long-term goals.
- Setting a testing budget for new strategies.
- Negotiating agency fees and contracts.
- Cost-benefit analysis of in-house vs. outsourced marketing.
Objective: Introduce simple tools founders can use to monitor performance without being overwhelmed.
- Overview of essential tools: Google Analytics, Meta Ads Manager, SEMrush, etc.
- Free and low-cost tools for small businesses.
- Using dashboards to track KPIs.
- Setting up alerts for campaign performance.
- Hands-on: Building a simple performance tracking sheet.
Objective: Teach founders how to provide actionable feedback and resolve conflicts with marketing teams or agencies.
- Delivering constructive criticism.
- Creating a feedback loop for iterative improvement.
- Resolving disputes: Underperformance, budget overruns, and unmet expectations.
- Using data to justify feedback and decisions.
- Role-playing exercise: Resolving a mock agency dispute.
Objective: Help founders understand when and how to scale performance marketing efforts.
- Identifying winning campaigns and scaling them.
- Multichannel marketing: How channels work together.
- Retargeting and lookalike audiences.
- Preparing for omnichannel marketing.
- Case study: How a startup scaled from $5K to $50K monthly ad spend.
Objective: Consolidate learnings, provide additional resources, and answer participant questions.
- Recap of core concepts from previous classes.
- Common founder mistakes to avoid.
- Creating a 3-month action plan for marketing collaboration.
- Tools and templates recap: Campaign briefs, KPI sheets, etc.
- Live Q&A: Addressing specific challenges faced by participants.
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