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    Tuesday, September 13, 2022
    Live Online Certification Workshop (10:00 AM to 12:00 PM PDT)

    Social Media 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 2022 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.
    Friday, September 16, 2022
    Live Online Certification Workshop (9:00 AM to 11:00 AM, Pacific Standard Time PST)

    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, September 20, 2022
    Live Online Certification Workshop (9:00 AM to 11:00 AM Pacific Standard Time (PST))

    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!).
    Thursday, September 22, 2022
    Live Online Certification Workshop (9 AM to 11 AM Pacific Standard Time (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.
    Friday, September 23, 2022
    Live Online Certification Workshop 9 AM to 11 AM 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.
    Friday, September 23, 2022
    Live Online Certification Workshop (12:00 PM to 2:00 PM PDT)

    Use SEO for Digital Marketing--Module 1, Keyword Research

    Key Takeaways

    • Keyword Research: We look at free tools to find thousands of keywords, including your competitors’ keywords. You’ll also see how to find your audience's questions when they search.
    • You’ll see how to test keywords to find the best ones. Then, use free tools to convert your keywords to lower case (to remove duplicates), sort keywords into categories, make permutations of your top keywords to create more keywords and translate your keywords into sixty-six languages.
    • Finally, we look at how Google reviews and selects websites. What are their selection criteria? What do Google’s 8,000 Quality Reviewers look for? What do they want to see? What are their red flags? This gives you ideas for improving your pages. (We’ll give you copies of Google’s manuals.)
    • Each section includes a checklist for your work. We also give you spreadsheets for managing your keywords.
    Tuesday, September 27, 2022
    Live Online Certification Workshop (12:00 PM to 2:00 PM PDT)

    Podcast Strategy and Promotion Masterclass, a 2-part 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.
    Wednesday, September 28, 2022
    Live Online Certification Workshop 9 AM to 11 AM Pacific Standard Time (PST)

    Use Google Ads for Digital Advertising: Module 2: Using Google Ads to Create and Manage Ads

    We cover the four major parts of digital advertising with Google Ads:
    • The keyword match modes, including negative keywords, how they differ, and how to use them.
    • How to easily add tens of thousands of keywords to your account.
    • How keywords, ads, and landing pages work together in Google Ads, with an example of text ads, image ads, and the landing page.
    • You’ll see where your ads appear in the Google search engine, on Google sites such as Gmail, Maps, and so on, plus the several million sites in the Google Ads distribution network.
    • We cover the types of ads in Google Ads, including Responsive Search Ads (RSAs) and Dynamic Search Ads (DSAs), with examples of actual data.
    • How to use dynamic insertion in your ads so your visitors’ keywords are inserted into your ad, and live countdown clocks (such as “Offer ends in 4 days, 6 hours, 22 minutes!”). You can show offers to different audiences. For example, new visitors see a 10% offer, and returning visitors see a 30% offer. You can also insert an image from your landing page into your text ad, such as photos of your products, your company logo, and so on to get more clicks.
    • You can use dynamic insertion for mobile ads, so desktop visitors see one offer while mobile visitors see another offer, such as “Free shipping for mobile orders!”
    • Responsive Display Ads (RDAs) let you create ads that self-adjust to any device’s screen size.
    • We also show a trick so you can fill the entire mobile screen, so your ad is the only thing your visitors see.
    • You can use A/B Split Tests to test ads so you can develop the best ad (with examples and data). You can use A/B split tests without any special tools. A simple method lets you quickly pick out the best ads. You’ll be able to get your team of interns to write better ads than people with ten years of experience.
    • And finally, we’ll show you how to use the app for Google Ads so you can manage ads on your phone when you’re away from the office.
    Wednesday, September 28, 2022
    Live Online Certification Workshop 9 AM to 11 AM Pacific Standard Time (PST)

    YouTube Channel Strategy and Production Masterclass, a 2-part Series: YouTube strategy for building influence and brand positioning, plus how to produce and optimize content; and how to grow your channel and influence

    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.


    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

    Great guidance for targeting audience and making advertising more of a conversation.

    Ellen IsraelsonCMO, Jewish Communal Fund