March 25, 2015 — NorCal BMA Evening Program

Being Heard: How B2B Marketers Can Get Above the Noise in the Marketplace


Marketing today is out of control. With all the new marketing techniques arriving on a near daily basis, it’s becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways.

To succeed in today’s noisy, chaotic marketplace, B2B marketers need to find a way to get heard above the clutter and clatter. In this presentation, Linda Popky, author of the new book Marketing Above the noise: Achieve Strategic Advantage with Marketing that Matters, will share strategies to help marketers get the attention of customers and prospects and effectively build business.

Linda Popky
Founder and President of Leverage2Market Associates

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February 25, 2015 — NorCal BMA Evening Program

INFLUENCE & IMPACT: Getting Your Innovative Ideas Noticed!


Marketing professionals have many internal stakeholders, such as Product Management, Engineering and Sales, each involved in moving ideas forward and all vying for resources and executive attention. How can you be sure your key partners recognize the value of and pay attention to your great ideas? Hone your ability to influence! Influencing is a critical skill all marketing professionals need for success, and is the most requested topic we work on with leaders. Those who successfully go from idea-to-innovation understand:

  • What executive presence is needed to sell your idea to peers and upper management
  • How to influence internal colleagues to support and “green light” your idea
  • How to deal with resistance to a great idea

In this discussion, Sue will share real work examples from her work as an executive coach. You’ll leave the session with tips on how best put influencing skills into action to get the resources and buy-in you need to move from idea-to-innovation.

Sue Bethanis
CEO of Mariposa

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January 28, 2015 — NorCal BMA Evening Program

How Stories Can Boost Your Content Marketing Success


In a recent survey, 68% of B2B marketing execs told Forrester Research that content marketing is their top digital marketing priority and 45% of them plan to increase 2015 spending there. Depending on the size of your company, that budget will range from the tens of thousands to millions of dollars. But is that money being spent wisely on creating content that will resonate with your buyers? Join NorCal BMA as we kick off the new year by looking at what it takes to make your B2B content more compelling using something we all know and love: a good story. Our panel features some of the leading thinkers and speakers on the art of telling stories who will share their strategies and practical approaches for transforming B2B content from lackluster to extraordinary. Laura Ramos, VP and Principal Analyst at Forrester Research, and past program chair, will moderate this panel and explore what it takes to set your content marketing apart from the crowd. During our program, panelists will give their views on questions like:

  • What should marketers do differently to make our content more interesting and compelling?
  • How does storytelling change our communication? Why does it work?
  • What are the principles of storytelling every B2B marketer should incorporate into their content marketing?

Laura Ramos
VP and Principal Analyst at Forrester Research
Lori Feld
President of MRM//McCann West
Clay Hausmann
Principal at treatment.

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December 10, 2014 – Holiday Mixer

Holiday Mixer @ Xanh


Join your new and old friends at the Northern California Business Marketing Association for an evening of fun and networking at Xanh, an ultra modern Asian fusion restaurant in Mountain View.

Bring business cards and mingle with your B2B and digital marketing community in Silicon Valley.

* Make new acquantances
* Rekindle old connections and exchange tips
* Find out what your peers have been doing in 2014

Be among the first 20 people to register and get a free drink ticket! Hors d’oeuvres are included in the registration and a cash bar is available.

We look forward to seeing you there. Let the party begin!


November 19, 2014 — NorCal BMA Evening Program

Social Buying: The Importance of Trusted Networks in the B2B Purchase Process


Social media is fast becoming essential to marketing and selling toolkits. But isn’t it a big fear that B2B buyers won’t show up at the party? How are senior executives using social media to support their purchasing process – or are they? What changes do marketers and sales professionals need to make to connect with today’s highest-value decision makers? Join Kathleen Schaub, Vice President, IDC CMO Advisory Service as she shares surprising research and insights on this important topic.

Kathleen Schaub
Vice President, CMO Advisory Service

October 22, 2014 — NorCal BMA Evening Program

What CEOs Expect from their Marketing Leadership

Hear what four CEOs want Marketing to deliver today:

Come learn fresh insights to maximize your marketing career and hear what executives are counting on from you to ensure business growth.

Chief Outsiders
Anil Kaul
Absolut Data

As marketing professionals, we often find ourselves sharing our experiences and expertise with our peers. But what really matters to our businesses or our CEOs?

Come hear four mid-size company CEOs from regional high-growth technology companies share their expectations and what they expect from their marketing executives. What’s most important? When are they thrilled and when are they disappointed? In their eyes, what’s the difference between a marketing wizard and a CMO? You’ll want to find out.

Moderated by Pete Hayes, Principal, Chief Outsiders, LLC

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