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Performance Marketing

Performance marketing is a measurable marketing model organized around outcomes such as conversions, leads or sales.

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Decision model

Performance marketing = paid channels + conversion goals + attribution + optimization

How it works

Performance teams optimize spend, creative and audiences against accountable acquisition metrics.

Key takeaways

  • Use Performance Marketing when the decision depends on paid acquisition economics and measurable channel performance.
  • Pair Performance Marketing with related concepts before changing strategy, budget or execution.

Where it is used

  • Performance Marketing planning
  • Campaign review
  • Team alignment

Used by Marketing teams · Growth teams · Students

Examples

  • A demand team uses Performance Marketing to decide where attention should be created, captured and measured.
  • A campaign manager connects Performance Marketing to landing pages, offers and conversion metrics before judging channel performance.

Common mistakes

  • Using Performance Marketing as jargon without tying it to a decision, owner or measurement signal.
  • Treating Performance Marketing as isolated from adjacent concepts that change how it should be applied.

Questions

What is Performance Marketing?
Performance marketing is a measurable marketing model organized around outcomes such as conversions, leads or sales.
When should marketers use Performance Marketing?
Performance Marketing should be used when it clarifies a marketing decision, owner, workflow or measurement question.
What is a practical example of Performance Marketing?
A demand team uses Performance Marketing to decide where attention should be created, captured and measured.

Sources

NextPaid Media

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