Direct Marketing Association of Northern California

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Jan 21 ‒ Burlingame

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Luncheon & Speaker

  Demand Generation Workshop

  Advanced Demand Generation Workshop

DMAnc Info

For more information
call or email
Laurie Beasley, President,
408-782-0046 x21

Upcoming Events      

Jan 21

Luncheon Meeting (11:30am - 2:00pm)
Copywriting and Marketing for Hi-Tech Lead Generation Campaigns

Marketing high-ticket, high-tech products and services requires a special set of skills, both in copywriting and execution. Most likely there will be a long sales cycle, multiple decision makers, and a good amount of education required. Otis Maxwell, veteran copywriter and author of “Copywriting that Gets Results”, will describe how he navigates this process, in order to deliver qualified leads to the sales force.

Stay after lunch for two intensive workshops on:
Speaker:    Otis Maxwell ‒ Creative Director, Beasley Direct Marketing

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Jan 21

Certification Workshop (2:15pm - 4:15pm)
Demand Generation and Lead Conversion Fundamentals

The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and winning over modern B2B buyers requires organizations to revolutionize their marketing approach. To compound the problem, Sales teams demand higher quality “sales-ready” leads to hit their numbers. This course takes a fresh approach to demand generation, by helping you set goals with the Sales department, manage the touch points for lead qualification and optimize your communication channels for maximum success.

   Laurie Beasley ‒ President, Beasley Direct Marketing

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Jan 21

Certification Workshop (4:30pm - 6:30pm)
Advanced Demand Generation and Lead Conversion

In this session, we’ll look at how to make a comprehensive demand generation go-to-market plan; how the buying committee is changing marketing, and how to segment your lists and messages to market to ever more decision makers. We’ll discuss the different marketing channels and how to optimize each one. We’ll discuss what marketing automation can do to help the process, and more importantly, how to make it fit in with your strategic goals. We’ll discuss how to handle the anonymous buyer, and talk about the analytics and reporting needed to track your efficiency. Dozens of case studies will be included in the course to support key points.

   Laurie Beasley ‒ President, Beasley Direct Marketing

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Past Events      

Nov 19, 2014

Luncheon Meeting:   What B2B Tactics ACTUALLY Worked in 2014 &
                                How to Optimize for 2015

Speakers:   Ian Michiels, Principal & CEO, Gleanster
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Oct 15, 2014

Luncheon Meeting:   How to Optimize Marketing Automation
                                A case study by Bio-Rad

Speakers:   Renaud Bizet, Marketing Operations Director - Global Marketing, Bio-Rad
                   Alison Willett, Global Demand Generation Marketing Manager, Bio-Rad
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Sept 17, 2014

Luncheon Meeting:   How Wells Fargo Creates Innovative Social Media Strategies
Speaker:     Kimarie Matthews, VP Social, Wells Fargo

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Aug 20, 2014

Special Extended Luncheon:   SiriusDecisions Seminars: Demand Generation Modeling and A Framework Approach to Lead Modeling
Speaker:     Kerry Cunningham, Research Director, SiriusDecisions

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Jun 18, 2014

Luncheon Meeting:   SEO Beyond Keywords, Meta-Tags, and Links
Speaker:     Andreas Ramos, manager for Global SEO at Cisco

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May 21, 2014

Special Extended Luncheon:   B2B Marketing Day
    Filling the top of the funnel; marketing automation gotchas; and
    workshops on demand generation and lead conversion

    Denise Greenberg, Owner & Founder, TargetRight Marketing
    Debra da Costa, President, Direct Marketing Partners
    Tom Judge, Vice President, Direct Marketing Partners
    Laurie Beasley, Co-founder & President, Beasley Direct Marketing
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Apr 23, 2014

Luncheon:   Big data for marketing isn’t just for big companies any more:
                  Case study by Xactly

Speakers:    Amanda Kahlow, CEO and Founder of 6Sense
                    Scott Broomfield, CMO of Xactly
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Mar 19, 2014

Luncheon:   Social ROI:   How to Transform Myth In to Reality
Moderators:   Carter Hostelley, Gretchen Hoffman, and Kerri Carlson
Panelists:       Dennis Shiao, Molly McCarty, and Alex Flagg
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Feb 13, 2014

Luncheon:   Creative Slamdown:   How world-class creatives successfully
                   sell the most challenging products!

Moderator:   Carol Worthington-Levy ‒ Creative Director at; Worthington-Levy Creative
Creative Directors: Melinda Risolo, Lisa Charlebois, Kathleen Lemmon, Mark Orr
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Jan 15, 2014

Luncheon:   Why It Takes 7 - 13+ Touches to Develop a Qualified Sales Lead
                  Today: A Case study from Anritsu Company

Speakers:   Laurie Beasley ‒ President of Beasley Direct Marketing, Inc
                   Tom Judge ‒ VP of Strategy at Direct Marketing Partners
                   Katherine Van Diepen ‒ Director of Marketing Communications, Anritsu Co.
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Nov 20, 2013

Luncheon: 10 Steps to Building a Lead Generation Machine: NetBase Case Study
Speakers:   Gretchen Hoffman ‒ VP, Global Lead Generation & Field Marketing at NetBase, Social Intelligence Solutions
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Oct 23, 2013

Luncheon Persona Marketing: How to understand and segment your customers and members
Speakers:   Maureen Keefe ‒ Marketing Director, Fine Arts Museums of San Francisco
                   Kevin Hillstrom ‒ CEO of MineThatData and author of five books on analytics,
                   including Hillstroms Hashtag Analytics
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Sept 18, 2013

Luncheon Content Marketing: The New Form of Marketing without Big Budgets
Speakers:   Andreas Ramos ‒ author of The Big Book of Content Marketing and Search Engine Marketing
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Aug 21, 2013

Luncheon The Social Buying Cycle: Understanding Your Customer and How to Measure Success
Speakers:   Aaron Kahlow ‒ CEO ‒ Online Marketing Institute
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Jun 19, 2013

Luncheon How to Grow & Scale a Global Demand Generation & Consumer Marketing Organization ‒ Case studies by NetSuite & Yelp
Speakers:   Robert Israch ‒ VP Marketing, Global Marketing Programs ‒ NetSuite
                   Dylan Swift ‒ Head of National Marketing ‒ Yelp
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May 15, 2013

Luncheon Demand Generation Challenges & Solutions:
Case studies by Cisco Systems and Jive Software

Speakers:   Joseph Puthussery ‒ VP Marketing, Global Demand Center ‒ Cisco Systems
                   John Rizzo ‒ Chief Marketing Officer ‒ Jive Software
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Apr 17, 2013

Luncheon Why you need to radically re-design your email campaigns
for mobile devices, and how to do it.

Speakers:   Lindsay Mueller ‒ Digital Cross Platform Marketing Mgr ‒ Rewards Network
                   Brenna Scurlock ‒ Senior Email Developer ‒ Rewards Network
                   Chris Studabaker ‒ Regional Manager ‒ ExactTarget
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Mar 21, 2013

Luncheon Recent trends in search, social and global marketing in healthcare and web services industries.
Speakers:   Kristy LoRusso ‒ VP Direct Marketing ‒ Kaiser Permanente
                   Meagen Eisenberg ‒ VP Demand Generation ‒ DocuSign
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Feb 20, 2013

Luncheon Trends in Social Media with Clara Shih and Fireman’s Fund Insurance
Speakers:   Clara Shih ‒ author, The Facebook Era, CEO of Hearsay Social and
                                        Board of Director at Starbucks Corporation
                   Juliene Conway ‒ CMO, Firemanís Fund Insurance, an Allianz Group Company
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Jan 16, 2013

Luncheon  Digital Marketing Thought Leadership Series
                 Social Media Best Practices, Customer Acquisition and Retention
                 Case studies: LinkedIn, Academy of Sciences, Amazon Web Services
Speakers:   Connie Chan Wang, Social Media Manager, LinkedIn
                   Melissa Felder, CMO, California Academy of Sciences
                   Ariel Kelman, Head of WW Marketing, Amazon Web Services
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Nov 28, 2012

Luncheon  Social Conversations that Deliver Customer Value,
                 Customer Acquisition, & Strategic Partnerships.

Speakers:  Kimarie Matthews, VP, Social Web, Wells Fargo
                  Pritham Krishnann, Director, Customer Acquisition & Business Dev.,
                            Charles Schwab
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Oct 25, 2012

Luncheon Digital Marketing Thought Leadership Series
                 Webinar Demand Generation Best Practices:
                 A Case Study on how Intel-GE Care Innovations does them successfully.
Speakers:  Maggie Colby, Director of Marketing at Intel-GE Care Innovations™
                  Mike Agron, Executive Webinar Producer, Co‒Founder of WebAttract, author of
                  WebinarReady™ - A Step-by-Step Guide to Hosting Successful Webinars
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Sept 20, 2012

Luncheon Digital Marketing Thought Leadership Series
                 Word of Mouth Marketing, Brand Advocacy and
                 Building B2B Databases: Case studies from Box and Netsuite
Speakers:  Rob Fuggetta ‒ Author, Founder & CEO of Zuberance
                  Jennifer Borelli ‒ Sr. Manager, Database Marketing, Netsuite
                  Jen Grant ‒ VP Marketing, BOX
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Aug 22, 2012

Luncheon Digital Marketing Thought Leadership Series
                 Managing Multi-Channel Marketing in a Rapidly Changing World:
                 Case Studies from VMware, TravelSmith, and
                  the author of Multi-Channel Forensics
Speakers:  Kathi Kaplan ‒VP Marketing Americas ‒ VMware
                  Kim Hansen ‒ VP Marketing ‒ TravelSmith Outfitters
                  Kevin Hillstrom ‒ Author Multi-Channel Forensics
                                           ‒ former VP DB Marketing ‒ Nordstrom
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Jul 18, 2012

Luncheon Digital Marketing Thought Leadership Series
                 Social Media & Mobile Marketing Case Studies ‒ Adobe,, Edelman
Speakers:  Maria Poveromo ‒ Director Social Media ‒ Adobe Systems
                  Beth Murphy ‒ CMO ‒
                  Michael Brito ‒ SVP Social Business Planning ‒ Edelman
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Jun 20, 2012

Luncheon Digital Marketing Thought Leadership Series
                Case Studies from HP + Xerox + 24 HR Fitness + E-Storm
Speakers:  Paul Vallez ‒ HP ‒ GM Global Search & Global eCommerce
                  Melinda Stoker ‒ Xerox ‒ Sr Director Global Integrated Marketing
                  Franck Ardourel ‒ 24 Hour Fitness ‒ Sr Online Marketing Director
                  William Gaultier ‒ CEO ‒ E-Storm
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May 23, 2012

Luncheon XBOX + KINECT Digital Marketing + Future of Advertising Research
Speakers: Mike Parsons ‒ Managing Director ‒ twofifteenmccann
                  Jordan Berg ‒ Co-Founder ‒ Questus
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Apr 18, 2012
                Innovative Change - Challenges and Solutions
Speakers: Erica May ‒ Strategic Partner Development ‒ Facebook
                  Todd Wilms ‒ Sr Director ‒ Community and Social Media Marketing ‒ SAP
                  Shawnn Smark ‒ Global eBusiness & CRM ‒ BIO-RAD Laboratories
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Mar 21, 2012
Luncheon: Three Case Studies on Using Marketing Intelligence to
                Improve Results
Featuring: Groupon, Autodesk, and DraftFCB
Speakers: Eric Rasmussen ‒ Groupon ‒ Vice President ‒ Market Research
                  Jack Androvich ‒ Autodesk ‒ Sr Director, Global Sales & Marketing Operations
                  Jason Luis ‒ Draftfcb ‒ Director, Customer Intelligence
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