Direct Marketing Association of Northern California

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Aug 20 ‒ Burlingame

Pre-Lunch & Luncheon

  Social Media Advertising Workshop

  Content Distribution Workshop

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


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Wed, Aug 20 ‒ Lunch, Seminars, Workshops

SiriusDecisions Seminars:
Demand Generation Modeling and
A Framework Approach to Lead Modeling

Plus 2 Workshops:
Social Media Advertising and
Content Distribution Marketing

    Kerry Cunningham, Research Director, SiriusDecisions

Join us for our upcoming special event featuring two SiriusDecisions seminars taught by Kerry Cunningham, Research Director, SiriusDecisions. Stay after lunch for two intensive workshops on Social Media Advertising and Content Distribution Marketing.

Special offer: If you join the DMAnc today, you will be able to attend this luncheon session at no charge, plus enjoy a $50 discount on workshops.

Pre-Lunch Session:
10:15 ‒ 11:45 AM   Demand Generation Modeling

Within the last decade, B-to-B marketing has become more metrics-driven. The marketing organization must now demonstrate its impact on company performance, measure the effectiveness of its demand creation activities, and quantify its contribution to the sales pipeline. Yet when it comes to crafting marketing’s demand creation plan and modeling demand generation, most organizations fail to demonstrate the same rigor.

This leads to misalignment between marketing’s lead generation plan and sales’ revenue projections and an inability to validate the feasibility of the demand creation plan. It also makes marketing incapable of course-correcting before revenue shortfalls occur.

During this presentation, Kerry Cunningham will explore best practices in demand generation modeling, including the following:
  • Outline the major flaws in how marketing organizations model their demand creation plans
  • Describe how to reverse the demand creation waterfall to determine the number of inquiries needed to support pipeline and revenue objectives
  • Discuss how to use waterfall stage velocity in conjunction with waterfall conversation rates to model the points where marketing⁏s demand creation activities will impact sales
  • Describe how companies must take into account hiring plans and resource capacity when creating a demand generation plan and for what reasons
  • Introduce and demonstrate tools to help marketers perform these analysis and modeling techniques
Join Today Offer


Burlingame ‒ Wed. Aug 20

New Location:
  Hilton San Francisco Airport Bayfront
  600 Airport Blvd
  Burlingame, CA 94010
  (650) 340-8500
  The DMAnc reserves the right to change location
  and will notify all registrants if a change occurs.

9:45-10:15 Registration & Networking
10:15-11:45 Pre-Luncheon Session
12:00-2:00 Luncheon Session
2:15-4:15 Social Media Advertising
4:30-6:30 Content Distribution Mktg

Cost:  Join Today
1 year membership   $125
Bonus: Attend This Month’s Lunch Free When You Join the DMAnc

Cost: Luncheon & Speaker
DMAnc Member:
Register for Pre-Lunch & Luncheon

Cost:  Each Certification Workshop
DMAnc Member:
Register - Social Media Advertising
Register - Content Distribution Mtkg

Membership Status
If you do not have a current membership, the non-member rate will be charged.

Cancellation Policy
Email us at; you will receive a refund up until 48 hours prior to the event. No-shows will be billed.



Luncheon Session:
12:00 ‒ 2:00 PM   Lead Nurturing: A Framework Approach

Every day, thousands of people around the world change their relationship status on Facebook from “in a relationship” to “it’s complicated.” Sadly, this usually marks the beginning of the end for the relationship, as complexity isn’t good for romance.

Meanwhile, b-to-b marketers everywhere are working hard to build, maintain or rekindle relationships with prospective buyers through lead nurturing; as with romantic relationships, when it comes to lead nurturing, too much complexity can be fatal. In this discussion, we present the SiriusDecisions Lead Nurturing Framework and explain how b-to-b marketers should apply to keep their relationships with prospective buyers focused and healthy.

Post-Luncheon Workshops

Following the luncheon we will be offering two fabulous workshops in partnership with the Online Marketing Institute. You can take the workshops ala carte, or as part of a certificate in online marketing. They are practical and tactical, with step-by-step instruction and integrated case studies.

2:15 ‒ 4:15 PM,   Social Media Advertising Best Practices:  
How to create and run ads on Facebook, Youtube, LinkedIn and Google+

Instructor:    John Thyfault, VP, Search Engine & Social Media Marketing, Beasley Direct Marketing

As social media sites grow and mature, many marketers are adding targeted advertising on social sites to their media mix. Advertising on social media sites has the advantage of getting your message in front of the right people based on their activities and characteristics. Done properly it can deliver strong ROI, and help you to develop a more in-depth understanding of your customers. Procter & Gamble recently stated they were increasing their social media ad budget to 35% of their total spend.

But many social media users are conditioned to ignore ads on the page, having grown up with them over the last 10 years. Understanding how to overcome this is a key to your long term success with social media advertising. This workshop will walk you through the major social media sites, their offerings and the best practices to optimize your message to the site and the social media user. These best practices will look at both desktop and mobile advertising opportunities.

4:30 ‒ 6:30 PM,   Content Distribution Marketing:
How to create content worth sharing, distribute it, and make it searchable

Instructor:    John Thyfault, VP, Search Engine & Social Media Marketing, Beasley Direct Marketing

Research and knowledge gathering has changed significantly over the last five years. The web is now the first, last and only source for information on most topics for the majority of your customers. By capturing your potential audience’s attention early, your company can be positioned as the first choice during any buying cycle. Understanding how to get your expertise and knowledge to customers through strong, engaging content has become one of the key tools in any marketerís kit.

For additional information on our workshops and the Online Marketing Certification program, click here.

Register for the August Pre-Lunch and Luncheon Seminars Today

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Register for the August Workshops Today

    DMAnc Member ($175)
    DMAnc Non-Member ($225)

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