Building Playground-Style Customer Journeys
Marketers know that the traditional linear funnel and looping decision journey do not accurately reflect a true buyer’s journey, but we’ve struggled to find a better model to create content and campaigns.
To create a journey that builds trust and converts buyers, we need to treat the journey like a playground, allowing people to enter and exit as they please, consume content in any order, and use content the ”wrong“ way.
Learn how to:
– Use content content depths create a playground-style journey
– Match CTAs to intent to optimize the experience
– Measure and understand an omni-channel journey
August 20, 2025 | 11:00 a.m. – 1:00 p.m. CT
Learn together! Purchase 3 or more training seats for your team or network and save up to $19 per ticket! Users can be assigned and updated after the purchase.
Who Should Attend?
- Mid-level marketers with at least 5 years of experience
- Marketers with experience or responsibilities in the following areas: demand-gen/lifecycle, campaigns, content/content strategy, product marketing, and brand marketing
Key Takeaways
- Use content depths to understand key narratives
- Understand intent and how to match assets, channels, and CTAs in an audience-centric journey
- Understand leading and lagging indicators to properly measure the buyer’s journey
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
- Pitfalls of the linear funnel and the looping decision journey
- Elements of the Playground (content depths, intent, metrics)
- Content depths (conceptual/strategic/tactical; exercise around generating narrative pillars for each depth)
- Intent (trust/affinity, buy, use, help/remediation, learn; exercise around auditing a couple of key landing pages on the company website to improve the CTAs to match the audience intent)
- Metrics (leading and lagging indicators across different intents, assets, and channels)
- Modular content (decomposition vs. building blocks; exercise to generate recommendations for modular content based on a pillar asset and connecting the journey in different channels across PMM/demand-gen/content)
Ashley Faus
Head of Lifecycle Marketing, AtlassianAshley Faus is a marketer, writer, and speaker by day, and a singer, actor, and fitness fiend by night. She’s the author of “Human-Centered Marketing: How to Connect with Audiences in the Age of AI”.
Her work has been featured in TIME, Forbes, and The Journal of Brand Strategy, and she’s shared insights with audiences at Harvard Business Review, INBOUND, and MarketingProfs. She works for Atlassian, a collaboration software maker on a mission to unleash the potential of every team.
Follow her on LinkedIn @ashleyfaus
What’s Included?
- 2 hours of live instruction starting at 11:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Mid-level marketers with at least 5 years of experience
- Marketers with experience or responsibilities in the following areas: demand-gen/lifecycle, campaigns, content/content strategy, product marketing, and brand marketing
Can’t Attend Live But Want The Information?
We will send a link to the recording and resources within one business day of the event to all registrants! Access will be available for three months.