From Finance to Performance Marketing: The ROI Playbook

Welcome to the CanadianSME Small Business Podcast, hosted by Maheen Bari. In this episode, we explore how brands can merge influencer content, performance marketing, and financial discipline to drive measurable, profitable growth in the digital marketplace.We’re joined by Alishan Dhanani, Director of Performance Marketing at inBeat Agency, where he scaled his department to over four million dollars in ARR and manages multimillion-dollar budgets for global brands. With a background in Big 4 finance and deep expertise in performance creative, Alishan shares how small businesses can build smarter, ROI-driven marketing engines.Key Highlights:Influencer as Performance: How UGC creators drive results and what SMEs should look for in brand-aligned content. Smart KPIs: How CLTV and ROAS create sustainable long-term growth across the funnel. Performance Creative: The visuals and messages that consistently generate strong B2C and B2B conversions. Finance Meets Marketing: How Alishan’s analytical background shapes profitable campaign decisions. Scaling SMB Growth: His vision for helping Canadian SMEs accelerate growth through smarter strategy and execution.Special Thanks to Our Partners:RBC: https://www.rbcroyalbank.com/dms/business/accounts/beyond-banking/index.htmlUPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWAGoogle: https://www.google.ca/A1 Global College: https://a1globalcollege.ca/ADP Canada: https://www.adp.ca/en.aspxFor more expert insights, visit www.canadiansme.ca and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age!Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation.