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.

Scroll down for more membership information.

  • 1 PERSON
  • 2 PEOPLE
  • 3 PEOPLE
  • 4 PEOPLE
  • 5 PEOPLE
  • 6 PEOPLE
  • 7 PEOPLE
  • 8 PEOPLE
  • 9 PEOPLE
  • 10 PEOPLE
  • COST
  • $200
  • $325
  • $430
  • $535
  • $625
  • $715
  • $805
  • $895
  • $985
  • $1075
  • 1 PERSON
  • 2 PEOPLE
  • 3 PEOPLE
  • 4 PEOPLE
  • 5 PEOPLE
  • 6 PEOPLE
  • 7 PEOPLE
  • 8 PEOPLE
  • 9 PEOPLE
  • 10 PEOPLE
  • COST
  • $325
  • $550
  • $735
  • $920
  • $1075
  • $1230
  • $1385
  • $1540
  • $1695
  • $1850

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

Want to learn about Corporate Sponsorship?

Wednesday, December 7, 2022
Live Online Certification Workshop 12:00 PM to 2:00 PM Pacific Standard Time (PST)

Use Google Analytics 4.0 for Digital Marketing: 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, December 8, 2022
Live Online Certification Workshop (9 AM to 11 AM PST)

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, December 8, 2022
Live Online Certification Workshop (12:00 PM to 2:30 PM PST)

Scientifically Proven Ways to Improve your Digital Marketing Spend

Key Takeaways:
  • The Just Do’s of Behavioral Marketing—proven principles every savvy marketer needs to know about how people really make decisions online and how to leverage it in your digital marketing efforts to get immediate results.
  • Step-by-Step Guide on how to optimize your websites, landing pages, social media ads and pricing model with the science of how people are really making decisions about your products and services.
  • How to Properly Design Experiments with Behavioral Science in email and on Facebook and LinkedIn in order to see which principles work best in different situations.
Friday, December 9, 2022
Live Online Certification Workshop (9:00 AM to 11:00 AM PST)

Use Google Ads for Digital Advertising: Module 3: The Google Ads Bidding System and Quality Score

Key Takeaways:
  • Google’s auction system and how the bidding algorithm works (with examples).
  • Google Ads Quality Score determines your final bid and ranking. You’ll see how to improve your Quality Score so you can use a lower budget and lower bids, yet your ads will show more often, rank higher, and cost less per click than your competitors (you can bid $0.25 and rank higher than a competitor who bids $5.)
  • How to set bids, manage bids, and manage your budget.
  • How to use portfolio theory for your ads.
  • How to calculate KPI’s (Key Performance Indicators). We’ll send you a KPI eBook.
  • An example of a large account with 200,000 keywords where cost-per-click (CPC) fell from $0.76 to $0.07, clicks jumped up from 52 clicks per day to 17,650 clicks per day, and the click-through-rate (CTR) went from 0.12% to over 8%.
  • We’ll look at a tool that lets you manage several Google Ads accounts. Another Google tool that lets you manage hundreds of thousands of keywords. These tools are available only by request from Google. We’ll show you how to get them.
  • A series of slides cover how to manage global ad campaigns by time zone, continents, and languages.
  • Finally, if you’re a non-profit, how to use Google Foundation Grants as a test bed for your Google Ads campaigns.
Wednesday, December 14, 2022
Live Online Certification Workshop (12:00 PM to 2:00 PM Pacific Standard Time (PST))

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.
Thursday, December 15, 2022
Live Online Certification Workshop (12:00 PM to 2:00 PM PST)

Podcast Strategy and Promotion Masterclass, a 2-module Series of Workshops

Quick summary of key takeaways:
  • After this course, you will have learned how to determine the logic and goals of your show.
  • You will also be able to choose the right hosting venue for your podcast and whether to include a video version.
  • We will cover the list of prep steps so you start successfully.
  • You will have a guide to creating your format including the intro and outro copy that will be evergreen.
  • We will review how you are sharing out your show with your followers and lists.


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