Past Events 2008
Groundswell: Winning In A World Transformed By Social
Technologies
Companies often approach social computing as technologies to deploy--a
blog here, a podcast there--to achieve a marketing goal. A more
coherent approach starts with defining the target audience and the
relationship you want to build with them.
Whether you use social media for branding, web site optimization or just improved communications, you need to analyze customers' Social Technographics first, and then create a corresponding social strategy.
At the Norcal BMA January Networking Luncheon, join Forrester VP and Principal Analyst, Charlene Li to learn more about how this analytic approach can help you optimize your social media marketing efforts.
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Measuring the Naked Conversation
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Breakthrough: Making Good Marketing Better
You’re already doing it all, so why isn’t your marketing moving the needle more? At the March 26th BMA Monthly Networking Luncheon, learn the most common B2B technology marketing pitfalls, learn the tools and techniques that will help you avoid repeating the same mistakes.
Does your messaging sacrifice clarity for comprehensiveness? Do you use the right parts of your website to engage the right kind of customer? Do you frame problems to make your solutions important or relevant? Do you understand your “attention” competition? Do you act like a market leader even if you aren’t one?
For over 15 years, Martina Lauchengco has either been on the front-line of technology leaders, including Microsoft, Netscape and Opsware (now HP), or advising companies on how to get there. Join us for a presentation that will help you make the good marketing you already do, better.
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Website Optimization: Going Beyond the Click
Bring your questions to the April 23 BMA luncheon where Google's Jon Diorio, will show how to get the most from AdWords. Going beyond the click-counts, Jon provides insight on how to maximize your return on Google advertising, including lesser-known processes, such as post-click conversion, which helps online marketers do more with the clicks they get.
Jon will highlight Google's free Website Optimizer and Analytics packages that can help any business marketer drive more value from existing site traffic.
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Reaching the Mobile Marketplace in 2010
Are you prepared for the next communications revolution? In case you haven’t looked recently, we’re quickly approaching the “tipping point” in the mobile internet space. Even though the growing number of mobile users and uses for mobility presents wide-ranging opportunities, it also poses threats to a wide variety of businesses. Today’s leaders in devices, content, networks, applications and services will need to scramble hard to stay on top.
In this thought-provoking and practical NorCal BMA Luncheon presentation by Crimson Consulting’s Steven Lamont, you’ll learn how to adapt the most relevant tools and approaches to reach and capture the mobile audience.
Executing Your Strategy: How To Break It Down
and Get It Done
Why do businesses consistently fail to execute their competitive strategies? Because leaders don't identify and invest in the full range of projects and programs required to align the organization with its strategy. Moreover, even when strategy makers do break their plans down into doable chunks, they seldom work with project leaders to prioritize strategic investments and assure that needed resources are applied in priority order.
Professor Raymond Levitt, Ph. D., Director of Stanford University's "Collaboratory" for Research on Global Projects and Academic Director of the award-winning Stanford Advanced Project Management executive program presents six imperatives that enable you to do the right strategic projects, and do those projects right.
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Unlocking The Mysteries Of China and Japan
The Asian market can be incredibly lucrative but can also incredibly elusive. It is sometimes difficult to know how to define the potential market and then reach it.
Find out how to successfully tap into the market in China and Japan. From 15+ years of global sales, marketing, product management, and operations experience, Flemming Mahs discusses winning marketing efforts in Asia. Based on a recent case study, he discusses surveying the markets and defining Total Available Market needed to create your strategy and ultimately increase sales revenue to the exact market.
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Marketing Blueprints:Don't Start an Integrated Campaign Without One
Are you nurturing a meaningful and relevant dialog with your prospects and customers, or are you creating a series of unconnected, one-off marketing activities? A press release here, a tradeshow there is not enough to keep the customer engaged. Today’s marketers need more than just a plan. They need a “marketing blueprint” – a framework that literally maps out a company’s engagement dialogue linking activities and offers together.
Marketing strategist and author Mike Gospe of the Kick Start Alliance defines what a marketing campaign really is, and what it is not. You’ll discover the three critical steps that guide the world’s best marketing teams in their marketing initiatives. And you’ll learn how to navigate the company politics that can slow down or kill your campaign before it even begins.
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Measure Up! Corporate Marketing Metrics Demystified
No matter how you slice it, your marketing budget will depend on how well you can measure the results of your marketing activities. Metrics, though essential to marketers, are often mystifying. How do you get started and what do you measure? If you already have measurement in place how do you know where to make improvements
In his presentation, Joseph Barton, Senior Marketing Manager at Seagate Technologies, focuses on how to develop marketing metrics for your organization, taking you step by step through the business processes that should be measured and how to measure them. How do you identify the stake holders and define roles and responsibilities? How do you create you own marketing metrics? How do you define your next steps? You’ll get all the answers at this luncheon presentation.
Whether you’re at a small startup or a large multinational corporation, you’ll leave with the critical methodology needed to take your corporate marketing and your company to the next level.
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B2B e-Mail Marketing:Lessons Learned in 2008
Power up your e-mail marketing to maximize business profits. This luncheon presentation covers the latest tactics learned in 2008 by B2B marketers, to increase response in e-mail marketing. Topics include what offer types are working, what types of personalization work best, how to use telemarketing in conjunction with email to dramatically increase revenue, and how to design your email to have maximum impact in Windows preview pane or with images blocked, and on mobile/PDA phones. It concludes with a discussion on landing pages and how to optimize them to increase your conversion by 50 to a 100%.
What you'll learn: What B2B offers get the best response, how to reach your e-mail non-responders using telemarketing to generate more response and qualified sales opportunities, why and how to optimize your email design to accommodate Windows preview pane and blocked images, how and what kind of personalization increases response, and how to optimize your landing pages
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Drive Your Business Your Way - By The Book
As a marketer in the current stormy business climate, you’re may well be waking up every morning with one big question on your mind: "What can I do today to bring in more business?"
Ever thought of writing a book? Seriously. You know your stuff. You have no problem giving your pitch. You have a perspective and lots to say about what you do and how you do it. There’s a book in there somewhere. Let Mitchell Levy, CEO coach, and author of the upcoming book 42 Rules for Driving Success With Books show you how to bring customers to your door—by the book.
Mitchell shares numerous stories of authors and companies that have significantly increased lead flow and doubled, tripled, and even quadrupled their revenue. He’ll also tell you how produce your book in only two to four months with a total time investment of 60-100 hours. Writing and publishing a book is not just something for other people. You don’t need a track record. Just your expertise and ideas.
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Developing an Integrated Marketing Communication Program
There has been plenty written about the value of advertising, web advertising, direct mail, public relations, trade shows, and blimps. But how do all of these tactics come together? What are the processes and strategies that bring it all together to maximize a company’s investment? Fulfilling that promise is the perspective of “Integrating a Marketing Communications Plan”
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