2006 Past Events

If you missed this great meeting or want to hear it again, a podcasts is available on the More Info page.Members Get More > > >

November 2006
Converting Web Site Browsers to Buyers
Panel:
Matt Ackley, Vice President, Internet Marketing, eBay Inc.
Dean DeBiase, Chairman & CEO, Fathom Online
Jack Jia, CEO, Baynote, Inc.
Moderator: Anne Holland, President, MarketingSherpa, Inc.

It’s a fact—80% of customers who shop online find new products and services through search engines. Question: how can B2B marketers get the attention of that browsing audience? Answer: by gaining an understanding of SEO (search engine optimization) and SEM (search engine marketing)—two proven methods of not only drawing customers to a web site, but converting them from browsers to buyers once they get there.

At the NorCal BMA November Luncheon, a panel of eMarketing thought-leaders from eBay (the largest buyer of online ads in the world), Bruce Clay, Baynote and MarketingSherpa, discussed the range of options available to marketers—and show how to use analytics, SEO, SEM and behavioral targeting to discern buyer intent and adapt the site experience to turn those browsers into buyers. Panelists shared customer anecdotes, showed you what works and what doesn’t and provided some surprising findings that you can integrate into your emarketing strategies.

October 2006
Launching New Businesses within Large Companies:
Getting the 800-lb Gorilla to run like a Cheetah
Speaker: Jeff Henderson, Vice President of sales and marketing, Avago Technologies

This discussion included examples within a technology company of new businesses which have been launched into new markets: including the decision process of which businesses to develop, how new businesses are incubated within a large company, how they are branded, and ultimately successfully add shareholder value. The process and decisions include all marketing functional disciplines. This often requires sub-branding or independent branding, and these choices are discussed.Members Get More > > >

September 2006
Just Innovate! How Microsoft Drives Ad Market Opportunity
Speaker: Steve Patrizi Manager, Northern California Microsoft Digital Advertising Solutions

Among the many efforts Microsoft has excelled at over the years is global marketing. The company has clearly mastered the art of navigating a changing global media ecosystem. How did they do it? Adapting and adopting. Adapting to change—swiftly, and adopting cutting edge technologies that maximized the impact of its ad buys and online presence.

Steve Patrizi, Manager of Microsoft Digital Advertising Solutions in Northern California filled us in on some of the strategies that have pushed Microsoft into a leadership position in global online advertising. Steve shared his ideas on how savvy marketing leaders can take advantage of the emerging media landscape.Members Get More > > >

August 2006
The Next Wave: The Emergence of Online Customer Communities
Speaker: Michel G. Thouati, Ph.D., CEO and Co-Founder

As the Web becomes the primary source of product information, marketers are learning how to create unique online customer experiences to gain a competitive advantage. Online Customer Communities are increasingly viewed as the next wave in engaging customers. Michel Thouati, CEO of Lithium Technologies, discussed the market trends and the reasons why major corporations are implementing online communities to provide customer care and generate brand loyalty. Members Get More > > >

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July 2006
Meet the Analysts: The Role of a Research Analyst in Marketing
Speakers: Tam Dell'Oro, Founder & President Dell'Oro Group; Paul Semenza, Vice President, Display and Consumer Research iSuppli Corporation

The panel for the BMA July monthly luncheon consisted of three analysts, one each from iSuppli, Dell'Oro and MobilTrax, who cover different segments of the technology market-networking and telecommunications, mobile computing and wireless technologies and display research.

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June 2006

June 2006
Are You Getting Maximum response From Direct Marketing Campaigns

An Overview of the DMA 2005 response Rate Study
Speaker: Laurie Beasley, President, Beasley Direct Marketing, Inc.

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May 2006
Doing More With Less: Integrated - Global Marketing in a Flat World
Speaker: Ann Sung Ruckstuhl, VP, Corporate Marketing - Sybase

So the world is flatter, smaller, more interconnected with fewer degrees of separation between people and businesses. What does this mean to the business of marketing? How do multinational marketing organizations adjust their strategies to capitalize on the new business reality and deliver higher ROI, greater awareness, and bigger revenue pipelines--without increasing marketing budget and headcount?

For our May Luncheon presentation, Ann Sung Ruckstuhl, VP of Corporate Marketing for Sybase, will share ways to optimize your marketing staff, processes and technology for success-while having fun-in today's global business environment.

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April 2006
LAURA PATTERSON
 President
 VisionEdge Marketing

It's time for a new product and the company has a potential feature list a mile long. Sales is looking for a dozen or so. Engineering has its "short list." The CEO is asking that several of his ideas be incorporated, please? And of course manufacturing is saying that only 20% of the features can be produced in the given time frame. Using three case studies, this presentation provided insights into enabling market-centric product decisions and outlines steps that will prevent brilliant ideas from becoming bad products:

• From brilliant idea to commercial product
• 12 ingredients for new product/service success & case study examples
• Two tools you can use

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March 2006
Dialogue Marketing: Delivering the Right Message at the Right Time
Speaker: Dr. Kirthi Kalyanam

Turning a traditional marketing strategy into a dialogue-marketing program is not that hard. In his presentation at the BMA Luncheon on March 22, Internet marketing expert and Director of Business Initiatives at the Leavey School of Business at Santa Clara University, Dr. Kirthi Kalyanam helped us to identify the communications you make with customers, then guided us through the process of asking the important questions:

• What events could trigger your communications to make them more timely?
• How can you add a call to action to each message?
• How can you prepare a different treatment or response for each possible answer?
• How can you create a series of increasingly urgent calls to action that will kick in if the first call goes unanswered.

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February 2006
The Art of B2B Media Buying
Speaker: Ginny Cooper, CEO of Cooper+Simmons Media

Ginny Cooper, a 30-year media veteran and CEO of Cooper+Simmons Media, discussed the media mix and outlined how media channels - from network television to search engine marketing - are changing. In this session, she defined the advantages and disadvantages of each medium, focusing on the "what, why and how" to forecast future possibilities.Members Get More > > >


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January 2006
"How To make Your Customers Value What You Do For Them"
Speaker: Michael Weissman, President, FreshPerspectives

At our “January luncheon, B2B marketing expert MICHAEL WEISSMAN discussed the powerful new concept of Value Reinforcement Marketing, the cure for the “paradox of excellence” - getting your customers to pay attention to, and value, what you’re doing for them. Using examples of customer retention strategies from major companies, Michael explained the symptoms and root causes of the "Paradox of Excellence", and how to address them.Members Get More > > >


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