March 26, 2014 — NorCal BMA Evening Program

Big Data: What Are The Challenges and Opportunities For B2B Marketers?

Vice President, Global Marketing
Manu Kaushik
Director, Marketing
Blue Coat
Franz Aman
Senior Vice President, Strategy and Operations
Laura Ramos
Vice President and Principal Analyst,

Firms as diverse as energy companies, high-tech/telecom, and financial firms recognize that the power of data comes through when they expand their analysis to predict the next step that a buyer may take. How can B2B marketers use analytics to connect marketing activity to business success and use its predictive capabilities to make their firms more customer-obsessed?
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Content Marketing: 10 Ways to Think Like a Publisher

If you want to win at the content game, it’s time you started thinking like a professional

Harpers MagazineThere is a reward for using content marketing. According to Hubspot research, 70% of companies that publish blog posts 2 to 3 times a week acquired customers. Here are 10 actionable steps to implement a robust content marketing program:

1. Know your audience — knowing for whom you’re producing the content. Customers? Prospects? Fans? Industry Peers? Create a persona of your stakeholder(s).

2. Define key themes and messages — Don’t just focus on your product, service, or business — but do some thinking as to what issues relate to your persona’s real world concerns.

3. Establish a frequency framework — Create a schedule and adhere to it. Map out potential stories, features, or other content in advance so when the deadline looms, you’ll have a sense of what’s due.
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February 26, 2014 — NorCal BMA Evening Program

How To Tell Your (Marketing) Story In The Digital Age

Richard Fouts
Vice President

Stories engage. Stories are how we remember. Moreover, the ability to tell a good story is more important than ever, as marketers adopt social networking and video — media that lend themselves especially well to storytelling. But, marketers can use all the right storytelling techniques, but remain ineffective if they lack authenticity. Ironically, the elements that make a story authentic (conflict, struggle and vulnerability) are the very techniques technology marketers are trained to avoid.

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February 7, 2014 — Public Relations Roundtable

Crafting a Headshot

Scott R Kline
Commercial Portrait
Public relations professionals know that clients often don’t like having their photo taken. How can you make yourself and your client successful in this endeavor? Commercial Portrait Photographer Scott R. Kline will outline the elements of preparation in creating an ideal headshot or executive portrait. The session will be filled with many examples of photographs illustrating these techniques. Discussion points will include: make-up, wardrobe, lighting, posing and facial expressions. Scott will also discuss the best way to crop and present photos on websites, social media and other platforms. Since most of Scott’s photos involve location shooting, Scott will also discuss locations, background gathering and determining the right message with the photo. All these elements combine to create a vibrant confident photo that shows the subject in their best light.
Friday – February 7, 2014
9:00am – 10:30am
Bay Cafe @ Palo Alto Golf Course
1875 Embarcadero Road
Palo Alto, CA 94304

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January 30th —
Product Marketing Roundtable

Career Acceleration

barry George
Executive Managing Director
Solid Executive Partners 

How much time did you dedicate to your career in 2013? No, this isn’t about hard work. This is about applying the same effort developing a strategy for your career as you do for the company that employs you. Will 2014 be more of the same or is it time to determine what the Desired Outcome for your career should be. Barry M George will discuss career acceleration methodologies from his perspective as an Executive Coach+Advisor which followed his 30 years leading technology companies.

Thursday – January 30, 2014
12:00pm – 1:30pm
Bay Cafe @ Palo Alto Golf Course
1875 Embarcadero Road
Palo Alto, CA 94304

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