The Direct Marketing Association of Northern California was formed to educate, inform and provide networking opportunities for direct and online marketing professionals in the San Francisco Bay Area

The organization has evolved to offering best-in-class live online education to marketing professionals worldwide through our workshops and digital marketing certification program. Workshop topics include search engine optimization (SEO), Google analytics, Google advertising, email marketing, podcasting, account based marketing, social media, behavioral marketing, optimizing virtual events, and more. More than 1,000 professionals take advantage of over 35 workshops dates and times offered per year.

We hold periodic local events, year-round live online workshops, free webinars and provide opportunity for the best in learning and job networking in the Northern California marketing community and beyond.

Benefits for joining the DMA of Northern California* include:

  • $20 Discounts on all local Bay Area meetings
  • $50 Discounts on all workshops

Membership is as low as $200 per person, per year. Multiple membership discounts are available for 1 or 2 year plans.

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To check on your membership status or renew, please go to your Member Login.

Want to learn about Corporate Sponsorship?

Wednesday, March 29, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

AI for Digital Marketing Masterclass

What You’ll Learn in the Workshop
  • Introduction to ChatGPT and other AI tools for digital marketing.
  • How to integrate ChatGPT and other AI tools into digital marketing strategies.
  • Comparison of various AI tools, including ChatGPT, ChatGPT Pro, Microsoft and Google AI, and additional tools.
  • How to use these tools to write or improve your writing (including translations) for articles, blog posts, social media posts, PowerPoint slides, and outlines for articles and books.
  • Using these tools to edit or improve website content, product descriptions, product summaries, translations, and more.
  • Using AI tools’ ability to come up with unique creative ideas, and suggestions for brainstorming.
  • How to create unique photos, images, and videos for your product shots, websites, and more.
Tuesday, April 4, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM PST)

Social Media Marketing Fundamentals: Establishing a Successful Presence in a Media Saturated Market

Key takeaways: In this class you’ll learn:
  • Overview of the social media landscape in 2023 and benefits of using social media marketing.
  • A look at Facebook, Instagram, Twitter, TikTok and LinkedIn, comparisons of each platform and how to decide which platforms are best for your business.
  • Fundamentals of an effective social media strategy.
  • Creating content that resonates and appeals to your audience, including real life examples and what type of content performs best on each platform.
  • Finding relevant and top performing hashtags in your industry.
  • How to successfully grow your following using organic tactics.
  • How to develop digital media without a graphic designer or video editor.
  • How to calculate the best times and days to post for maximum reach and engagement.
  • Social listening and sentiment analysis.
  • Best practices for recycling evergreen content.
  • Free and paid tools and apps that help with managing multiple social media accounts.
  • Creating a useful content calendar and an editorial calendar to streamline the social media management process.
  • Monthly statistics and reporting that matters.
  • How social media integrates with other facets of digital marketing.
  • Eight planning checklists, workbooks, and templates to help get and keep organized.
Wednesday, April 5, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Content Marketing Masterclass, a 2-Module Series: Drive traffic and conversions organically through innovative content marketing

Key takeaways:
  • Establish your content ecosystem and lay your digital footprint.
  • Create an engaging content calendar and build effective, omnichannel promotional plans.
  • Build an effective content operations model.
  • Create a robust SEO content strategy.
  • Learn to analyze and optimize your content.
  • Understand advanced content marketing techniques and the powerful Artificial Intelligence (AI) and Machine Learning (ML) tools at your disposal.
Wednesday, April 19, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM Pacific Date Time (PDT))

Meta (Facebook and Instagram) and TikTok Advertising Masterclass, a 2-module Series

Key Takeaways
  • Setup a proper full funnel prospecting, remarketing, and retention campaign structure.
  • Learn the various targeting options from custom audiences and social engagers, to lookalikes and trending interests.
  • Funnel Strategy—How to properly setup your ad account—Upper, Middle, Lower, Retention.
  • Reporting—So many metrics, let’s focus on the metrics that move the needle!
  • How to properly test new ads and how to derive actionable insights from the various creative metrics.
  • Why user testimonial ads are outperforming all other creative formats and how to stand out using this format.
  • Creative strategy, testing and measurement techniques needed for success.
  • Creative testing process best practices.
  • Ad creative do’s and don’ts.
  • And much more.
  • Live Q&A.
Friday, April 21, 2023
Live Online Certification Workshop (12:00 PM to 2:00 PM Pacific Date Time (PDT))

Use Google Analytics 4.0 for Digital Marketing Masterclass: A Three-Module Workshop Series

The Google Analytics 4.0 course is a three-part workshop. Each part is two hours for a total of six hours. You can take the courses individually or sign up for all three for a signifcant discount. Take the course either live or recorded.
Thursday, April 27, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

LinkedIn Advertising Masterclass, a 2-Module Series

Quick key take-aways:
  • LinkedIn Campaign Manager overview.
  • LinkedIn ad auction need-to-knows and top tips.
  • LinkedIn campaign structure best practice with campaign demo.
  • How to create winning LinkedIn Ads.
  • LinkedIn ad formats & ad types.
  • Creative top tips.
  • How to setup your campaigns effectively.
Thursday, April 27, 2023
Live Online Certification Workshop 12:00 PM to 2:00 PM Pacific Date Time (PDT)

Digital and Advertising Copywriting Masterclass, a 3-module Series

In this three-part copywriting Masterclass, you’ll be introduced to the essential principles of copywriting for digital and advertising channels and explore the role that good copy plays in influencing behaviors and driving purchases. If you’re looking for inspiration for your email, ads, website, social posts and video scripts, you’ll come away with a greater feeling of confidence and a desire to experiment. You’ll also benefit from useful tips in writing longer web copy.
Friday, May 5, 2023
Live Online Certification Workshop (12:00 PM to 2:00 PM, PDT)

Use Google Ads for Digital Advertising, Module 1: Google Ads and Keywords

Key Takeaways:
  • We’ll cover how a Google Ads account is structured, its limits, and how to get around those limits.
  • You’ll see eight ways to find the keywords (and your competitors’ keywords) that your target audience uses.
  • We’ll show you several simple spreadsheet tips to change keywords into lower cases or translate your keywords into sixty-six languages (or more). Another tool creates permutations of your top keywords.
  • We’ll see how to test keywords to find the best ones.
  • Are the keyword projections for traffic and bids real or fake data? What can you use from that data?
  • How to sort keywords into categories for the phases of your buying cycle or purchase funnel.
  • Finally, we’ll do a walk-through of a Google Ads account.
Tuesday, May 2, 2023
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Email Marketing Masterclass, Module 1: Improving your campaign results with better copy, design, and strategy

Key Takeaways:
  • The importance of email within the multichannel strategy.
  • Understanding the objective hierarchy to guide your strategy & setting SMART objectives.
  • Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement.
  • How to determine the right day of the week/time of day to send your emails and how often to communicate with them.
  • Creating a thorough pre-send testing Quality Assurance (QA) process to minimize mistakes.
  • Know your metrics—analyzing your results for trends, issues and potential future opportunities.
  • Testing as a strategic issue; 5 steps to create tests that actually get results you can use (across channels!).


This was great, answered 99% of my Google questions in an efficient 2 hour format.

Steve NewmanPresident, Founder and CEO at

Very relevant and timely, presented in easy to understand fashion.

Steve McConnellVP Marketing at Vanguard Cleaning Systems, Inc.

Slides were very detailed and informative.

Rolando RodriguezMarketing Manager - Fremont Bank

Lots of excellent data. Great actionable information tools and guidelines.

Robert CallaghanEnterprise and Cloud Solutions Marketing - Sandisk

Great technical info – very usable! Thanks!

Rachel ArtzVine Connections, now at Global Business Marketing (Facebook)

This workshop was perfect for me – just the right amount of information at the right level. I will take it back to the company and find out how we analyze and make some suggestions where necessary.

Lynn OrlandoSenior Manager, Marketing - Western Digital Corporation

Discussed strategy and practical tips.

Diana LaPointVP/Marketing Manager - First Northern Bank

Smart use of language that lined up with the presentation.

Thomas KeadyMarketing Associate at RSM US LLP

Great preso!

Maeve NaughtonPartner (VAR, ISV) Marketing - Intacct

This workshop is a great idea and great job pulling together.

Gina VarelaSenior Global Campaign Manager, Enterprise Marketing - Veritas Technologies LLC

Comprehensive coverage of available tools. Examples and best practices of different tactics.

Thea CopelandDirector of Marketing at Buckles-Smith Electric

Love all the case studies shared from the panelists.

Nancy OzawaSenior Vice President, Marketing at PCBB (Pacific Coast Bankers’ Bank)

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraMPH - Senior Manager, Strategic Development at Practice Fusion

Insightful & timely actionable information I can take to the bank – great use case examples and fresh perspective on ABM.

Rocco SantoroGrowth Architect, Business Catalys, Ecosystem Developer, Advisor - GISTICS Incorporated

Provided a great start to the presentation that was though out and beneficial.

Thomas KeadyMarketing Associate at RSM US LLP

The content and information of the presentation was awesome and the instructor clearly and effectively communicated the teaching, It would be great if the actual presentations slides had less words and were a bit more designed and polished to help visually assist the concepts and learnings.

Heather SuburuSr. Marketing & Communications Manager - Contiki Holidays

DMA always provides great speakers on timely topics.

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

John clearly knows his area of expertise. A very broad topic with many layers is hard to convey in a brief timeframe, and he was quite effective in doing so.

Ken BerryPresident - Pro Horizons

Excellent subject matter and panel. Keep them coming.

Patty ColemanSenior Graphic Designer, ReMark Group

Excellent overview , this made my time worthwhile today!

Diane RamesLaw Office Administrator, Gwilliam Ivary Chiosso Cavalli & Brewer

Important updates and discussion on critical B2B lead generating efforts.

Ernest KhirallahVice President Marketing & Corporate Communications, Cooperative of American Physicians, Inc.

A great collection of information that I [will] begin to implement immediately into my direct marketing strategies.

Elizabeth InpynFounder, INPYN Nutrition & Consulting

Well prepared presentations w/real world examples and speakers.

Steve BorgDirect Marketing Specialist, BorgDirect Marketing

I found the material relevant, timely & current. This is info that you can’t get anywhere else. Audience participation makes the day.

Karla HaleyMarketo & Consultant

Great presentation informing about a marketing strategy tactic that I wasn’t very familiar with. Will be considering in our mix for the future.

Judy FriedmanVice President, Strategic Client Communications and Engagement Consultant, WellsTrade Online Brokerage

Yes! Every time I attend a DMA luncheon, I walk away pleased w/the investment of my time. It is always worthwhile for me to carve out the time.

Carrie BeamOwner and Principal, Carrie Beam Consulting

Very valuable info that can apply across verticles.

Kate CoghlanMarketing Professional and Health & Wellness Enthusiast, Transiris Corporation

Really liked the forum – panel discussion. Great, knowledgable speakers, work well together.

Kathy SchmidtStrategic Initiatives, SAP SuccessFactors

Just a bunch of great insights & tips.

Whit MagorBusiness Solutions Representative, KP LLC

Really liked the various backgrounds of the speakers & different perspectives they brought!

Kim JohnsonEVP, Managing Director, HERO Marketing & Advertising

Very well run, comfortable setting to ask questions in & I appreciate the different perspectives of the panelists.

Lindsey O’BrienAccount Manager, Gunderson Direct, Inc.

Incredible presentation! Engaging and insightful until the very end!

Adelaide HillAssociate Product Marketing Manager at Infoblox

What a wonderful way to spend an afternoon – eating a delicious lunch and learning about valuable marketing topics.

Chris OtchyCopy Writer, Content Strategist and Internet Marketing Professional, Willis Towers Watson’s OneExchange

Marketing changes so quickly with new technologies & approaches. DMA helps me keep up!

Dana TehraniSenior Marketing and Communications Leader, Stanford Federal Credit Union

Detailed, in-depth information across social platforms that you can’t find elsewhere.

Jeannine VaughanMarketing Leadership, Vaughan & Company

The depth of information was quite good and I particularly found helpful the focus on applicable marketing use cases.

Jeff HorningAccount Executive at Business Wire

Real-world true-life tales from the frontline of B2B marketing.

Rajesh KrishnanB2B Marketer Building Engines for Growth, Synack, Inc.

My favorite presentation. You kept it REAL. Honesty is why I came here. I didn’t want a vendor pitch. I came here for subject matter expertise.

Felipe CaldeiraSenior Manager, Strategic Development, Practice Fusion

A lot of info, mostly new to me but very educational. Will look for ways to implement what we learned into practice.

Kyoko RamirezMarketing, Hitachi High Technologies America

Very informative & entertaining. Learned a lot in two hours.

Karen OlsonVice President of Marketing, CalChamber

Excellent presentation about a very interesting business topic.

Michelle WaltersDigital Marketing Strategist & Customer Success Manager, Marvel Marketers

DMAnc continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing

This workshop gave a great overview of the insight that Google Analytics can provide. Though I have been using Google Analytics for years this course still provided new ways of thinking and reporting that I will be applying when analyzing my company’s website.

Barret GuildDigital Marketing Specialist