Description
Session 1: Fix Your Marketing Funnel During Economic Uncertainty
Great marketing can’t eliminate economic uncertainty, but it can help you find and convert the people who are ready to
buy. This session covers how to assess a marketing funnel, identify leaks, and focus effort where it drives the most
revenue.
– Distinguishing controllable factors from broader economic, social, and technological changes
– Using SWOT and PEST analyses to evaluate business conditions
– Measuring awareness, engagement, inquiries, consults, and bookings
– Improving conversion rates before investing in more traffic or advertising
– Using social media, email, SMS, automation, and low-cost ad tests to strengthen the funnel
Session 2: Fix What’s Broken, Find What Works
Diagnosis without a next step is just data. This session turns marketing numbers into practical business decisions, using
funnels, analytics, and customer behavior to figure out what to change and what to leave alone.
– How to interpret traffic, engagement, inquiries, and conversion data
– Using funnels to track the path from awareness to booking
– Identifying whether marketing problems come from traffic, messaging, or sales
– Improving follow-up with email, SMS, automation, pricing, and useful content
– Building a 30-day marketing experiment based on measurable goals
Session 3: Measure What Matters
Once you know what to fix, you need to know if it worked. Google Analytics can turn marketing data into more inquiries,
sales, and revenue without complicated analysis. This session presents three practical questions to guide measurement and
drive better marketing decisions.
– How to determine whether your website is receiving enough traffic
– How to evaluate traffic quality and visitor engagement
– How to identify whether visitors are viewing key service and inquiry pages
– How to calculate website conversion rates and track inquiries
– How conversion goals can reveal which marketing channels generate the best results
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Bonus: Track What Matters Calculator + Worksheet
The three sessions teach the thinking. This tool is where you actually do it. One part calculator, one part tracker, built
to make sense of your marketing numbers without the overwhelm.
– Built-in color-coding flags which funnel rates are healthy, at risk, or broken
– Connects behavior to intent, so clicks, views, and inquiries mean something specific
– Turns data into action with the 4-Box Reflection Framework: Core Question → Insight → Adjustment → Next Test
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Who this is for
Event professionals and service-based businesses who want a straight answer on where their marketing is actually working,
not another list of tactics to try.
