A safe space for marketeers to learn develop and grow. In a peer-to-peer network of in-house marketers.

After that we discovered the best practices for every level of the funnel, from AI-driven audience targeting and personalised marketing messages to conversion rate optimisation and retargeting strategies.  

Additionally, we also dived into the latest developments in SEO, such as (as mentioned) interactions with Reddit are now hugely important to ranking, ever since Google partnered with them. 

We finished on how you could be penalised for using AI generated content by Google ranking you much lower than brands that are writing with a professional content writer.  

Next, we touched on brand playbooks, and explored how they are practical guides that offer specific instructions and examples for implementing your brand guidelines. They cover topics such as tone of voice, grammar rules, and digital execution, ensuring consistent application in day-to-day operations. 

Our hope is that the marketeers who attended got to discover real-world examples of exceptional brand guidelines and playbooks that inspired their own efforts. We hope they got to understand the clear distinctions between brand guidelines and playbooks and why both are essential for brand success. 

During this highly interactive event, we looked at how to treat your website as an ongoing investment, not a one-time project, and the importance of establishing processes, budgets, and time investment for regular updates and optimisations. We also looked at the need to leverage data-driven insights and website performance metrics to identify areas for improvement.

In our March workshop, we discussed the latest in dashboard technology, and how to correctly set up a dashboard that will create simple, clear and relevant data, (not just the vanity metrics!) 

Additionally, we also discovered how to build a compelling narrative from your dashboard data that can be repurposed as a blog, a newsletter or even a podcast, ensuring your next report achieves even better results. 

We also unpacked the latest in AI-powered dashboard technology, Microsoft PowerBI and automation, as well as how to set up reports to make data clear and simplified.  

We looked at different ways to set marketing budgets and how to link targets to spend, as well as how to determine your budget in the first place. The best way we’ve found to do so is by using set formulas.

For example, here is our formula on available budget:

• MQL Target – Predicted Organic MQL x CPL Target = Available Budget.
• Covering these subjects saw us dive into the following sub-topics, such as:
• How to budget during seasonal dips.
• Breaking down the myths and challenges of budgeting:
• How to Create Formulas that Achieve Outstanding Results
• How to Maximize Your Budget to Smash Your Targets

Some of the tools we covered were: 

Midjourney:  a creative platform that allows users to generate unique worlds, characters, and images using short text descriptions. 

HeyGen: an online video creator that helps you turn your text, audio, or video content into engaging and professional-looking videos. 

Adobe FireFly: a generative machine learning model included as part of Adobe Creative Cloud, used to generate images, text effects, and other creative content with simple text prompts and generative AI.  

We then discussed how to implement tools such as these in advertising, SEO, organic social, as well as your sales your funnel. 

Our final focus was on the laws regarding AI, when you need to disclose your AI generated content and when you don’t. 

We dived into how to map, track and measure marketing activities to increase conversions.  

We covered all things marketing leads and discussed how we should never underestimate the importance of mapping, tracking, and measuring performance marketing to drive quality leads for sales. 

We also explored cutting-edge strategies to optimise quality leads, including tracking your ROI and how to find actionable insights to continuously smash your conversions.