A guide to building high-performing marketing funnels that turn attention into action - and action into revenue.
Today's marketing landscape feels fragmented, because a lot of the marketing funnel is no longer trackable or measurable. There's leaks at every stage - from poor targeting at the top, to weak conversion mechanics at the bottom. This workshop is designed to help marketing leaders rethink and rebuild their funnel strategies from the ground up. You’ll learn how to align messaging, channels and tactics to your customer journey, uncover what’s really holding back conversion performance, and implement frameworks that drive scalable growth. This session bridges strategic clarity with practical action, giving you the tools to not only optimise conversion but elevate your entire marketing function.
Topics Covered:
- Funnel Design Strategy: How to map out a full-funnel approach that aligns with real-world customer journeys.
- Audience Targeting & Segmentation: Using data and insights to target the right people, with the right message, at the right time.
- Research, Research, Research: The role UX research plays in optimising not just your website, but every facet of your marketing
- Conversion Rate Optimisation (CRO) Fundamentals: Applying proven CRO principles to plug funnel leaks, including quick-win areas you can optimise today.
- Having Hard Conversations: How to (finally) get your CEO and CFO to understand the value of your marketing strategy - and go all-in on it.
Key Takeaways:
- You’ll walk away with a framework to design marketing funnels that reflect how your customers actually think, behave and buy.
- You’ll learn how to use your customer's behavioural data to dramatically increase relevance and resonance across your campaigns.
- You’ll understand what makes users convert (and what makes them bounce), and take home ideas you can apply to your site, landing pages, ads and emails.
- You’ll know which metrics matter most at each funnel stage, how to navigate attribution challenges, and how to communicate marketing’s impact in the boardroom.
- Stop making decisions that are "defensible" to CEOs, founders and boards, and start making decisions that are intentional for performance.
About the presenter
Michael Laps
Founder of Laps Ventures
Michael has spent the last 15 years working with leaders, executives and leadership teams to drive rapid growth for their companies.
An award-winning marketer, at 25 Michael founded what became one of Australia’s premier independent digital agencies. By the time he exited in mid-2022, Yoghurt had a team of 35 and was working with household names like ANZ Bank, H&R Block, P&O Cruises, R.M. Williams, Converse, the NRL and many more.
Since then, Michael has founded his own consultancy. His specialty is delivering rapid growth by creating effective strategies, building world-class teams, and implementing critical processes.
In his spare time, Michael is a board member and advisor, a guest lecturer at Australia's top universities, and a trainer at Australia’s peak marketing body, the Australian Marketing Institute.