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, June 18, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Use Social Media for Marketing | 2021 Best Practices


What You’ll Learn
  • We start with an overview of the key difference between search engines and social media. By understanding this, you can craft postings that appeal to your audience. We’ll go over a checklist so you can score your social media work. You can also use this to review your competitors to see if there are any ideas that you can borrow. You’ll see how to build your visibility, brand, and community.
  • We’ll also look at common features of all social media: profiles, postings, photos, #hashtags, account management tools, and analytics, with notes about each platform.
  • The rest of the workshop will look at the major platforms, one by one. We’ll look at Facebook, Instagram, Pinterest, Youtube, Twitter, and LinkedIn. This includes how to use the marketing and tracking tools in each one.
  • The workshop includes presentations, examples, and downloads.
  • There will be lots of opportunity for your questions. If we don’t get through all of the questions during the workshop, the speaker will follow up to answer your questions after the workshop.
Wednesday, June 23, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Google Analytics 4.0 Advanced: Create Your Own Reports


What You’ll Learn in this Workshop
  • In this third Advanced workshop, you learn how to create your own reports. In contrast to GA3, which has dozens of ready-to-use reports, GA4 offers only a few basic reports and then leaves it up to you to create the reports that you really want. Analysis Hub, the report creation tool, has dozens of options to create unique, personal reports that fit what your organization needs.
  • This is the core idea of GA4. Google realized every organization is different, so GA4 gives you a set of tools to select and present your data. Instead of consuming GA3’s ready-made data, you become a data analyst.
  • We’ll close by seeing how to use GA4 for digital marketing with SEO, digital ads, social media, email tracking, YouTube video, and apps.
Friday, June 25, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

LinkedIn Profile Optimization for Marketers: How to Be Found on LinkedIn for Career, Contracts, and More


What You’ll Learn in the Workshop
  • How to edit each section in your LinkedIn profile. You’ll see examples for each section. We’ll cover the background image; your name; your name in your URL; your profile photo; caption; about; experience; education; volunteer experience; skills and endorsements; recommendations; accomplishments; languages; interests; and additional sections.
  • Postings. Why write postings. How to write postings. How to get thousands of views for your postings.
  • How to search for jobs, how to see salary information.
  • How to be recommended as a contractor at LinkedIn.
Wednesday, July 14, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

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.
Friday, July 16, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

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.
Friday, July 23, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Google Ads Intermediate


What You’ll Learn
  • How keywords, ads, and landing pages work together in Google Ads
  • How to use A/B Split Tests to test ads so you can develop the best ad
  • The various kinds of ads, plus additional settings that automatically make ads for you
  • Types of display advertising and how to work with those
  • How to understand the data when testing Google Ads
  • The five types of match modes in Google Ads
Friday, July 30, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Google Ads Advanced


What You’ll Learn

The advanced session dives into the Google Ads engine.

  • How the Google Ads bidding algorithm works (with examples)
  • How Google Ads uses Quality Score to set your cost-per-click
  • How to improve your Google Ads Quality Score
  • How to set bids, manage bids, and manage your budget
  • How to optimize the bids to get the most clicks at the lowest-possible cost-per-click
  • How you can bid $0.25 and rank higher than a competitor who bids $5

We’ll also look at a tool that lets you manage several accounts.

We’ll also look at another tool that lets you manage up to 300,000 keywords.

Wednesday, September 8, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

Mobile-first SEO Optimization Workshop


Topics Covered

  • What is mobile-first? Why websites must prepare for Google’s mid-June, 2021 core mobile-first update. What happens if they don’t?
  • The difference between responsive design and mobile-first design.
  • Examples of good and bad mobile-first design: placement of buttons, tracking tags, and content.
  • Should you re-build your website for mobile-first?
  • How to look at your analytics, ranking, and competitors.
  • How mobile-first website design will affect not only SEO but also paid ads, social media, and payment systems.
  • Live Q&A.
Friday, September 10, 2021
Live Online Certification Workshop (10:00 AM to 12:00 PM PST)

How to Get the Most out of Twitter: Advanced Features and Strategies


Led by Andreas Ramos, the author of #TwitterBook (#1 Amazon Best Seller), you’ll see how to get the most out of Twitter. You’ll get up-to-date on Twitter’s advanced features. Companies can use Twitter for visibility and to connect directly with their audience and customers. You can use Twitter build your career credibility and find clients. We’ll cover both corporate and personal accounts.

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