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 DMAnc.org local Bay Area meetings
  • $50 Discounts on all DMAnc.org 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?

Friday, May 20, 2022
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Meta (Facebook and Instagram) and TikTok Advertising Masterclass, a 2-Part 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.
Wednesday, May 25, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Mobile-first SEO Optimization Workshop


Key Takeaways

  • What are Google’s requirements for Mobile-first?
  • What happens if websites don’t design for Mobile-first?
  • Do you need to do this? How to use your web analytics and other tools to decide.
  • How to reduce the KB size of text on your site.
  • How to reduce the KB size of images on your site with image formats, image compression, offer multiple sizes, and sample lines of code.
  • How to Use Google Analytics’ device segmentation and other Google tools.
Wednesday, May 25, 2022
Live Online Certification Workshop 12:00 PM to 2:00 PM (PDT)

YouTube Channel Strategy and Production Masterclass, A 2-part Series


This 2-part workshops series will teach you what you need to know to formulate a successful strategy for your YouTube content that will, in turn, help you to build your brand’s audience and influence.

Quick summary of key takeaways:

  • The correct mindset and focus necessary for starting your channel with the best chance of success.
  • The different content types at your disposal, and their pros and cons.
  • Strategies and techniques for building your audience on and off YouTube.
  • Video production tips and tricks that help you prepare your videos to maximize audience retention and engagement.
  • The video upload process, from export settings to thumbnails to keyword tags, and more.
  • How to improve video SEO and SERP ranking.
Thursday, May 26, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PST)

Email Marketing Workshop 4: Email Marketing Along the 5 Stages of the Customer Journey--Improving email results with the right content along the customer journey to drive engagement


What You'll Learn

In this workshop, we’ll talk about the 5 stages of the customer journey and how they should influence your email marketing communications. We’ll also look at how you can use your data to identify customers and prospects at each of these stages, how to work out what content to send and when for maximum impact, and how to consider the human side of your messages.

During the class we'll also show you how to map your customers emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.

Wednesday, June 8, 2022
Live Online Certification Workshop (12:00 PM to 2:00 PM PDT)

Google Analytics 4.0 Fundamentals: Install, Set Up, and Configure GA4


What You’ll Learn in this Workshop
  • In the first fundamentals workshop, we’ll see the difference between Google Analytics 3.0 (GA3) and Google Analytics 4.0 (GA4). We go on to the installation of GA4. You’ll see how to use both GA3 and GA4 side by side and how to switch from one to the other. We also cover how to install and use Google Tag Manager (GTM), which is necessary for GA4.
  • You can follow along with your own GA4 account or Google’s publicly accessible GA4 account.
Wednesday, June 8, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Google Ads Fundamentals


What You’ll Learn in this Workshop
  • You’ll learn how to optimize your search engine marketing (SEM) in Google Ads to increase leads, sales, and ROI. You will get actionable tactics and strategies that you can apply to your organization. The workshop is hands-on with walk-throughs of the key tools. You’ll also see lots of examples of what works (and what doesn’t work).
  • Throughout this course, we will use two example companies in B2C and B2B. These examples let you see how to apply the course to your work. You get copies of the video and PowerPoints so you can later review the presentation to make sure you get all of the details. And much more….
  • Wherever possible, Andreas adds tips, notes, and insights to the slides, so you get information and his experience.
Thursday, June 9, 2022
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

ABM for Small & Mid-Size Firms: Going from Basic to High Performing


Key take-aways:
  • For new programs—Learn what’s needed to get going.
  • For existing programs—Gain a new perspective to assess your ABM strategies and tactics in terms of time to produce sales pipe impact.
  • Uncover fresh ideas to refine and improve your ABM program.
  • Find out what’s working/not working for companies similar to yours.
  • Covid lessons.
Friday, June 10, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Google Analytics 3.0 Workshop--Fundamentals


This is part one of the three-part series on Google Analytics, led by Andreas Ramos, author of 18+ books on digital marketing. He was the Head of Global SEO at Cisco, where he worked with 44 languages in 85 countries. He has also founded three digital agencies (one with 170 staff) and was the head of the digital agency at Acxiom, which did digital marketing for Fortune 200 companies. Andreas has trained dozens of interns and staffers and he shares that knowledge with you. In three webinars, you’ll learn Google Analytics from one of the leading experts in Silicon Valley. You can take this course as part of the series or à la carte.
Wednesday, June 15, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PDT)

Google Analytics 4.0 Intermediate: Use the GA4 Reports


What You’ll Learn in this Workshop:
  • In this Intermediate workshop, we cover the basic reports in Google Analytics 4.0. In contrast to GA3, which was based on pages, GA4 is based on user behavior and events, so you get a deeper understanding of your audience and what they are doing.
  • You can use Google’s sample GA4 account or your own GA4 account. We will go through GA4’s standard menus and options.
  • You’ll also learn how to use segmentation in your analytics data. For example, you can separate and compare the traffic by desktop versus mobile users. This is easy to do and has a powerful impact on presenting your data. We also cover the Insights tool, how to share reports, and Google’s tool to write UTMs.

Testimonials

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

Steve NewmanPresident, Founder and CEO at Rock.com

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 & Salesforce.com 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