Jonathan Gabay

Winter 2025
Live Online
Mod 1: Mar 06
Mod 2: Mar 11
Mod 3: Mar 13
Mod 4: Mar 18
Mod 5: Mar 21

Prerecorded
Online

The presentation covered very up to date information on a quickly evolving field and the presenter was obviously very knowledgeable about the subject.

Madison PearsonDirector of Marketing, Osborn Consulting

Up-to-date information, great presentation, real-world examples. Don’t miss this class!

Jennifer KellyOwner, Ritter’s Printing & Packaging

Very thorough and timely topic, lots of material to digest and learn from.

Andrew SchulmanMarketing Director, Adstra Marketing

Workshop dates and times:

WINTER 2025

Module 1: Shifting from Selling to Telling.
Thursday, March 6, 2025
9:00 a.m. to 11:00 a.m PST

Module 2: Empowering Consumers as Heroes.
Tuesday, March 11, 2025
9:00 a.m. to 11:00 a.m PDT

Module 3: Decoding the Essence of Marketing.
Thursday, March 13, 2025
9:00 a.m. to 11:00 a.m PDT

Module 4: Putting Stories into Action.
Tuesday, March 18, 2025
9:00 a.m. to 11:00 a.m PDT

Module 5: Your Story, Your Showcase.
Friday, March 21, 2025
9:00 a.m. to 11:00 a.m PDT

Winter 2025
Live Online
Mod 1: Mar 06
Mod 2: Mar 11
Mod 3: Mar 13
Mod 4: Mar 18
Mod 5: Mar 21

Content Marketing, Digital Marketing, Organic & Paid Social Media

Prerecorded
Online

December 11, 2023/.

Podcasting Production Masterclass: Hands-on Course on How to Produce a Podcast from Start to Finish

October 22, 2023

Special Winter Pricing: Regularly ~~$1,100~~ is now 50% off—$550. Enroll here (Live online, beginning January 28th).

Winter 2025
Live Online
Mod 1 Jan 28
Mod 2 Feb 4
Mod 3 Feb 13

Spring 2025
Live Online
Mod 1 May 20
Mod 2 May 29
Mod 3 Jun 5

MODULE 1

Learn More

MODULE 2

Learn More

MODULE 3

Learn More

Introduction:

This is a wonderfully complete, hands-on workshop, designed to get you from zero to a finished podcast you have planned, recorded, and edited in three incredibly useful modules. And that’s even if you have no previous experience.

In today’s crowded digital landscape, podcasts can gain the trust of your listenership, increase brand awareness, and amp up engagement in an entertaining, informative, and authentic way. Podcasts enable intimate storytelling and relationship-building that fosters trust. They position your brand as an industry thought leader and provide direct access to prospects.

In this interactive course, award-winning podcast producer Susan Finch will teach you the skills to execute high-impact branded podcasts in-house. Her clear, detailed, step-by-step approach includes planning, production, promotion, and growing your audience. It will dramatically shorten your learning curve, saving you weeks or months of trying to figure it out on your own, so you can launch your podcast that much faster.

The course modules include examples, templates, and hands-on activities. You’ll learn how to use AI tools as timesavers in writing scripts, doing research, and writing promotions. You’ll develop your own podcast strategy document, record sample interviews, and edit an episode. And you’ll get expert feedback at each stage.

In Module 1, you will learn how to develop podcast ideas that support your marketing goals. We will cover assessing your target audience, planning compelling episode topics, and crafting effective show formats. You’ll learn how to assess your competitors’ podcasts so you can differentiate yourselves from them and find potential alliances and partners to ramp up your content and quickly raise your profile. We’ll also recommend podcasting platforms, equipment, and content creation tools.

Module 2 focuses on high-quality podcast production and post-production techniques. You will get practical experience recording interviews, editing episodes, and adding professional in-house-created commercials and calls to action.

Finally, Module 3 covers distributing and promoting your podcast through social media, email marketing, and other best practices for growing your listenership. This includes using your previous episodes, playlists, and topic-focus series.

Key Takeaways:

Develop podcast strategies tailored to your marketing objectives.
Get hands-on experience planning, recording, editing, and distributing podcast episodes, including learning about:
- Process setup.
- Timing for each part of a podcast, from intro to closing and CTA.
- Using music.
- Creating intros and commercials.
- Setting up templates for video and audio editing.
- Creating branding graphics.<
- When to submit to podcast apps.
Receive expert feedback at each stage of the production process.
Learn how generative AI can save you time.
Learn about promoting your podcast, including:
- Creating posts to promote your episode.
- Using email.
- Capturing leads.
- Growing your audience.
- 3 steps to creating industry partnerships.
- Measuring results with Google Analytics 4.
- The role of paid traffic.
Bonus: Host/guest pre-production checklists, publishing prep checklist, templates, and assets you can use immediately to support your podcast creation and launch.

(Can’t attend a live workshop? No problem. These workshops are recorded for enrolled students, and we’ll send the recording, slide presentation, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)<

Module 1, Podcast Strategy and Pre-Production

Special Pricing: 3-module Series of Masterclasses for ~~$1,100~~ is now 50% off—$550.

Description:

In this course, you’ll work on your Podcast strategic plan, and we’ll review and discuss it together. Discover and implement insider strategies for developing a podcast concept that captivates your audience and achieves your marketing goals. Save time and frustration through proven frameworks for identifying your niche, crafting episodes, and planning an effective format. We’ll uncover the secrets to building a show that tells compelling stories and establishes your brand as an industry thought leader.

To make the most progress, we recommend that you come prepared with the following items:

Potential name for your podcast.
A basic description of what the podcast is about.
Knowing the goal of your podcast—egos, leads, authority, etc.
Who is your audience?
How many team members will be involved?
Frequency you can commit to.

Key Takeaways:

Incorporating AI to assist as you plan how you want to use podcasts to support your marketing strategy by building credibility, establishing thought leadership, and connecting with your audience.
Formulate how you will create content that resonates with your audience.
Walk through creating each of the elements of effective podcast episode planning and publishing, including outlines, guest research, episode write-ups, and titles. AI prompts will be heavily used to save time and better intrigue your target audience(s).
Gain experience developing podcast show ideas and mini-series to always have episodes ready to roll—even when a guest is a no-show.

Module 2: Podcast Production and Post-Production

Special Pricing: 3-module Series of Masterclasses for ~~$1,100~~ is now 50% off—$550.

Description:

Level up your podcast production skills through hands-on training in recording high-quality episodes. From microphone techniques to editing workflows, we’ll shortcut the learning curve on creating professional-grade content. We will walk through writing, and recording your introductions, commercials, and outros for your specific show and audience and you will then work on creating this for your own podcast production. We will use AI prompt engineering to kickstart your writing to save time and target your audience. You will gain insider tips on conducting great interviews, improving your audio, and efficiently editing episodes that enchant listeners. We will record short episodes for each of you. Before the final module, you will receive the final edited version, transcript and SRT file that you can use.

Prior to this workshop module:

Bring a working intro and outro script to start as a base.
Ideas of where you will host your show.
The equipment you will be using—or will be buying. Ideally, you’ll have the equipment so we can do sound checks and sample recordings. If not, we will use what you currently have available.
The software you will be using to edit—at least knowing which you are leaning toward. (See list of free software trials we recommend below).
Sample commercial for your company.
A demo “guest”.
A demo topic.
An outline for a 5-minute episode (approximately 140 words are spoken per minute).

We will be using leading tools for podcast production, and we suggest you download free trials of these tools:

Adobe Audition for recording and editing the audio files we will create in class (Download the free trial of Adobe Audition here: https://www.adobe.com/products/audition.html)
Adobe Premiere Pro (Download the free trial of Adobe Premier here: https://www.adobe.com/products/premiere.html) and Camtasia Studio for video editing of an extract from your episodes. (Download the free trial of Camtasia here: https://www.techsmith.com/download/camtasia/)
Riverside.fm (Create a free account here: https://riverside.fm/pricing/switch) and Zoom (Create a free account here: https://zoom.us/pricing) for remote interviews
Adobe Photoshop for graphics—(Download the free trial here: https://www.adobe.com/products/photoshop.html#mini-plans-web-cta-photoshop-card)
Google Slides for graphics and promotional materials.

Key Takeaways:

Learn tips and techniques for high-quality audio recording, including microphone selection, ambient sound, and interview skills.
Understand and create the podcast production workflow, which includes recording, editing, mixing, adding intros/outros, and formatting.
Gain hands-on experience recording podcast interviews and troubleshooting audio segments—each participant will be able to record a short episode.
Learn post-production techniques like editing, compilation, adding sound effects, transitions, etc.

Module 3: Podcast Distribution and Promotion

Special Pricing: 3-module Series of Masterclasses for ~~$1,100~~ now 50% off—$550.

Description:

Reach your ideal listeners and grow your audience through smart distribution and promotion strategies. Get proven techniques for launching with a splash and expanding your podcast through organic discovery, partnerships, and paid advertising. We’ll unpack the secrets to building a community of engaged fans who eagerly await each episode. Unlock growth without getting lost in the weeds. You will create a promotion workflow for your specific podcast and share it with the class for feedback. In class, we will create a ‘boost’ package template as the base for your promotional materials to share with guests and walk through the simplicity of adding an episode to your blog/site through WordPress or HubSpot.

In class, we will:

Utilize your episode transcript and AI to create a sample Boost template for your test show using the guest and topic info you provide.
Use your company’s social media presence as a space to create sample posts to appeal to YOUR target audience.
Get a hand from AI prompt engineering to create a sample blog post using an episode, the transcript, and boost.
Add the episode to a playlist we create on Spotify along with complimentary episodes. We will use AI to search for shows in your space to help us track down ideal strategic partners.
Craft a LinkedIn post that engages the guest, and their company and strikes up a conversation your team can participate in.
Cross-promote the episode to content on the main site—services, events, or products.

Prior to this final workshop module:

Bring the final name, the branded graphic square 1200 x 1200 jpg or png (this can be changed before you launch – it is for demonstration and template purposes).
What the email address will be for your show and the URL.
Who is the hosting company going to be for the podcast—e.g. Podbean, Soundcloud, Libsyn, etc.
Host bio and photo.
Sample episode guest photo, title, bio—if you want to have a “guest”

Key Takeaways:

Understand podcast hosting platforms and how to distribute your podcast effectively.
Learn how to develop a promotion strategy across social media, email marketing, and other channels.
Discover best practices for growing your listenership through SEO, partnerships, guest swaps, and more.
Analyze podcast metrics and learn how to continually improve the show over time.

How to Convince Your Boss Why You Should Take This Workshop:

Competitive advantage: Podcasting allows you to connect with your audience in an intimate and authentic way that builds trust and loyalty. Having high-quality podcast content will help you stand out from competitors.
Positive ROI: Podcasts provide a lasting content marketing asset. The episodes continue generating value long after production. According to Nielsen, podcast episodes deliver a 10-to-1 return on investment.
Highly skilled workforce: Gaining podcasting skills in-house means you can develop branded content without relying on external studios. Your team will be able to execute podcast strategies quickly.
Thought leadership: Consistent, high-quality podcasts position your company as an authority in your industry. Listeners will come to your experts for insights and perspectives.
Direct access to prospects: Podcasting opens new doors to contacts and prospects by enabling natural conversations. Guests on your podcast can become partners and advocates.
Expert-led: The instructor has produced award-winning podcasts heard by millions of listeners. Your team will learn from this real-world experience.

Additional Podcast Statistics:

75% of B2B marketers use podcasting as part of their content strategy (Source: Semrush).
51% of B2B marketers say podcasting delivers the best ROI compared to other content formats (Source: Convince & Convert).
78% of B2B podcast listeners say podcasts are a good source of discovering new suppliers/partners (Source: HubSpot).
The most listened-to podcast genre among B2B audiences is interviews at 39% (Source: HubSpot).
67% of B2B podcast listeners prefer episodes between 21-45 minutes long (Source: HubSpot).
The most common podcast production schedule for B2B brands is 1 episode per week (37%) or 1 episode every 2 weeks (35%) (Source: HubSpot).

The Presentations:

Step-by-step instructions for planning, recording, editing, and distributing podcasts.
Hands-on activities to gain experience at each stage of the process including:
- Strategy in naming your show.
- Evaluating the competition.
- Creating the systems and schedules for all pieces of your podcast.
- Learning how to create outlines and questions for a specific guest.
- Tailoring content to your ideal audience.
- Successfully recording episodes to cut down on editing time and the need for outside editing services.
- Successfully recording your intro, outro, and commercial for your show template.
- Creating the show template.
- Creating the “boost” package for your guests and teams.
- Set up measurements to track your show’s reach, and success using your podcast analytics and Google Analytics.
- Creating your follow-up plan for guests and topics to give previous episodes new life and continue to build your audience, reach, and authority.

Download Material:

As a bonus, at the end of this series, you’ll be able to download checklists for setting up a show, maintaining the tasks for each episode, and promotions afterward.
You’ll get a file of slides that can easily be used to create episode graphics to be used on social media for promoting current and past episodes.
You’ll get a sample of a typical guest package to encourage your guests to add the episode to their own sites and share it with their followers and lists.
You’ll be able to download checklists, and templates for maintaining the tasks for each episode.
We’ll provide you with a list of free resources to submit your podcast to for greater reach, and how to use some of the additional free tools.
We’ll go through transcripts and boost packages to make the most of your content and give you a sample.
You’ll also get a file structure to keep your show on track so there are no missing steps.

Who is the course for?

Marketing managers, digital marketing managers, social media managers, thought leaders, authors, those who regularly speak on stage or would like to do more speaking, professionals who want to be seen as a valuable resource to their prospects, clients, and strategic partners. Marketing professionals who have been handed the task of “doing the podcast” for the company and don’t have any idea where to start.

The Presenter:

Susan Finch

Podcast Training, Production and Marketing Services
Funnel Media Group

Susan Finch sitting by a window

A PR and Marketing professional for over 35 years, Susan Finch gives you control of your marketing plan AND translates geekspeak into plain English. Over the past 12 years, she’s been producing podcasts for various B2B companies including VanillaSoft, Altify, ConnectAndSell, Siemens, Branch49, Chief Outsiders, SimiTree Health, Quest Diagnostics and more. Currently, she produces nine weekly shows and another six that are twice or once a month. Start to finish, she guides her podcast hosts and teams into creating successful shows. She’ll create a customized marketing plan that includes thorough use of your great content using video, voiceover audio, strategic alliances, and client advocacy. Susan offers clients assistance by creating training materials, libraries to allow them to delegate in-house, or take the reins themselves. Susan brings a new perspective to the knowledge you have and may take for granted. Everything she does involves one or more of these elements: Create, Teach, Inspire, Advocate. Her clients know they’ll have to do some work, but they will all admit they are grateful for the knowledge and control they gain. Many still choose to have her do EVERYTHING, but some only come back quarterly for tune-ups and have her review their sites monthly to keep them running smoothly. Her speaking events include training sessions, inspirational talks, workshops and more. https://funnelmediagroupllc.com

Winter 2025
Live Online
Mod 1 Jan 28
Mod 2 Feb 4
Mod 3 Feb 13

Spring 2025
Live Online
Mod 1 May 20
Mod 2 May 29
Mod 3 Jun 5

My organization is turning its attention to podcasting and how to make the best use of this platform for content distribution. I now feel fully informed on podcast production best practice so I can help my organization succeed.

Nancy BurnsProduct Marketing Manager, MMS, NEJM Group

This workshop is very insightful! It brings your ideas to the next level and prepares you for execution.

Nicole HarveyAssociate Account Executive, KGB Texas Communications

DMAnc’s podcast on How to Produce a Podcast, with Susan Finch, was incredibly helpful. We are in the podcast planning stages, and I’m sure Susan’s pointers and checklists will make my job easier.

Cathy PendletonCathy Pendleton Manager of Content Development at Ergon, Inc.

Susan’s presentation really went through the “thought process” of what to do to get started. Excellent webinar for those thinking about starting a podcast campaign.

Jill KruegerMarketing Project Manager at USI Affinity

Workshop dates and times:

WINTER 2025

Module 1: Podcast Strategy and Pre-Production.
Tuesday, January 28, 2025
from 12:00 p.m. to 2:00 p.m. PST.

Module 2: Podcast Production and Post-Production.
Tuesday, February 4, 2025
from 12:00 p.m. to 2:00 p.m PST.

Module 3: Podcast Distribution and Promotion.
Thursday, February 13, 2025
from 12:00 p.m. to 2:00 p.m. PST.

SPRING 2025

Module 1: Podcast Strategy and Pre-Production.
Tuesday, May 20, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

Module 2: Podcast Production and Post-Production.
Thursday, May 29, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

Module 3: Podcast Distribution and Promotion.
Thursday, June 5, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

Winter 2025
Live Online
Mod 1 Jan 28
Mod 2 Feb 4
Mod 3 Feb 13

B2B Marketing, Digital Marketing, Organic & Paid Social Media

Spring 2025
Live Online
Mod 1 May 20
Mod 2 May 29
Mod 3 Jun 5

October 22, 2023/.

LinkedIn for Thought Leaders Masterclass: Building a Personal & Corporate Brand

October 12, 2023

Building a Leadership Presence for Yourself and Others Through LinkedIn and More: A Masterclass.

Special Winter Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll Here (Live Online).

Winter 2025
Live Online
Mod 1: Mar 4
Mod 2: Mar 11

Prerecorded
Online

MODULE 2

Learn More

MODULE 1

Learn More

Introduction:

Improving your positioning as a thought leader on LinkedIn and elsewhere is always a good idea and necessary in a competitive business environment. Increasingly, marketing professionals are being tasked with creating, growing, and managing personal brands and thought leader profiles for others, as well. That includes C-suite executives, clients, and even corporate entities.

There is a good reason for this effort. When done well, personal brands and thought leadership presence on LinkedIn and elsewhere help grow careers, attract investors, and can have a direct positive impact on sales for both B2B and B2C organizations. Happily for the marketers responsible for making this magic happen, LinkedIn has been around long enough to generate plenty of data about what works.

In this two-module course, instructor Kineta Kelsall will explain what that is and how to do it methodically and without stress. Even better, she’ll give you the confidence to create brand presences that soar above others and take you, your executive team, your clients, and your organizations to true thought leadership. We’ll delve into the art of rising above the noise, crafting influential opinion pieces that resonate, and establishing authentic connections with key figures in your client’s or your field.

In Module 1 of this 2-module course, we will uncover the intricacies of sculpting a compelling personal & thought leadership brand. We’ll review the six hallmarks of great thought leadership, explore the art of optimizing social media profiles on LinkedIn and elsewhere to boost discoverability, and discuss how to develop a tone of voice and brand identity.

Module 2 will focus on what kinds of content will create the most impact on your audience. This training session will explore the best practices for format selection and persuasive copywriting. We’ll review a methodical approach to successful content creation, tell you how to mix up your media, use hashtags, engage with others, and measure your results.

Module 1: Social Platforms Optimization & Personal and Thought Leadership Brand Planning

Description:

Module 1 explores the art of creating a robust social media Personal & Thought Leadership Brand. Here, we delve deep into the essential principles of crafting a captivating personal & thought leadership brand that resonates across various social media platforms.

Key Takeaways

Key takeaways:

Recognizing the importance of a personal brand on social media.
Demonstrate how to use LinkedIn and X (Twitter) as platforms for thought leadership.
Describe how to optimize social media profiles for discoverability, including personalized URLs, privacy settings, and profile best practices.
Build a connection strategy to engage with relevant audiences including tips on connecting with industry peers, influencers, journalists, and potential collaborators.
Explain how to maintain and strengthen relationships with existing connections over time.
Design a personal brand that cuts through the noise, including considerations for tone of voice, having a stance on topics that matter to you, and copying best practices.

Module 2: Building Your Personal & Thought Leadership Content Marketing Strategy

Description:

Module 2 shifts the focus to crafting an impactful content strategy tailored to social media audiences to become a Thought Leader.

Key Takeaways

In this class you’ll learn:

Develop goals for a personal brand content marketing strategy on social media.
Select appropriate tools to inform your thought leadership strategy.
Define and construct a content marketing strategy for a personal brand.
Develop both proactive and reactive content marketing strategies to reach and engage target audiences effectively.
Demonstrate understanding of various content formats such as articles, threads, posts, videos, documents, polls, and more.
Formulate, write, and design content—guidance on crafting compelling headlines, engaging captions, and designing eye-catching visuals.
Share content effectively within the social media ecosystem, including using hashtags, tagging relevant connections, and leveraging community Groups.
Develop a content engine to ensure consistency and relevance.
Formulate a measurement strategy to investigate the success of content efforts to make data-driven adjustments.
Compare personal brand strategies with best-in-class thought leaders.

How to Convince Your Boss Why You Should Take this Workshop

Investing in a personal branding course is a strategic move for marketers seeking to elevate thought leadership, whether it’s for themselves, their teams, or their clients. Beyond expanding a professional network and building trust, it’s an investment that can pave the way for long-term business success. By optimizing social profiles, crafting trend-led content strategies, and mastering the art of thought leadership to build trust, you can experience not only accelerated personal growth but it can also be impactful for you, your employer’s or your client’s long-term business goals

The Presentations

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material

Recorded video of the presentation with slides and audio.
PDF of the complete presentation plus any links shared.

Who is the course for?

In-house marketing teams who build employee advocacy programs.
Agency professionals responsible for managing the personal brands of clients.
Marketers aiming to elevate their personal brand.

The Presenter

Kineta Kelsall

Consultant, Social Media Trainer

With over 10 years of experience in integrating the realms of paid, owned, and earned social media, Kineta’s passion lies in understanding the psychology of human interactions. She delves into how people think, feel, and act online, firmly believing that true advertising impact happens when businesses connect with audiences on a profound level.

Throughout her career, she has collaborated with clients from diverse sectors: fintech, healthcare, gaming, technology, pharma, sport, food/beverage, and lifestyle. She has delivered global training and consultancy services for Google and Meta, where she obtained certifications in media buying, media planning, and lead training. Additionally, she actively contributes to the industry through press, TV, radio, and speaking engagements, as well as mentoring and volunteering in the education sector

Winter 2025
Live Online
Mod 1: Mar 4
Mod 2: Mar 11

Prerecorded
Online

Kineta knows social media! She effortlessly presents best practices and strategy tips while not overwhelming her audience.

Mary McGowanContent Marketing Manager, Unisys Corporation

Kineta was incredibly engaging and knew her stuff! I’d suggest this course to anyone looking at how to build and implement a brand with a track in thought leadership!

Kelsea SuarezMarketing Project Manager, Great Southern Bank

Kineta Kelsall provides a pragmatic, deep, and thorough coverage of the definition and value of thought leadership, tools to better identify and understand your audience, and ways to leverage social media to deliver value and reach your goals.

Ellen Grace HensonFractional CPO, Marketing Mechanics

This presentation was very relatable and actionable, and the presenter addressing attendees input and questions made it interactive. It’s a great master class.

Krystal DredgeMarketing Director, AVL Technologies

Workshop dates and times:

WINTER

Module 1: Social Platforms Optimization & Personal and Thought Leadership Brand Planning
Tuesday, March 4, 2025.
9:00 AM to 11:00 AM PST.

Module 2: Building your Personal & Thought Leadership Content Marketing Strategy.
Tuesday, March 11, 2025.
9:00 AM to 11:00 AM PST.

Winter 2025
Live Online
Mod 1: Mar 4
Mod 2: Mar 11

Digital Marketing, Organic & Paid Social Media

Prerecorded
Online

October 12, 2023/.

How to Advertise on Podcasts and Streaming Music to Reach an Untapped Audience

September 16, 2023

Date: Thursday, September 16, 2021
DMAnc.org Live Online Free Webinar
(10:00 am – 10:30 am PDT)

As streaming music and podcasting listening booms, more advertisers than ever want in. Across industries, brands are waking up to these new media’s ability to reach new customers and generate leads. In fact, according to recent studies, 41% of listeners actually trust ads more if they hear them on a podcast and 81% say they’ve taken action after hearing a podcast ad.

Join us to learn how to shift your marketing strategy toward this growing medium, best practices for advertising on streaming, and how you can take advantage of it. Don’t miss this 30-minute webinar!

Webinar Description

In this session, you will learn:

Why you should include streaming music and podcast advertising in your marketing budget, and how you can take advantage of it.
Best practices on ad strategy, placement and measurement.
Case study on how one company shifted budget from Facebook to streaming audio and saw a 30% increase in Gross Revenue.
How digital audio differs from traditional radio in terms of targeting, personalization, and effectiveness.

Speakers:

Ian Murphy

Ian Murphy is the Senior Business Development Manager for AudioGO, a local digital audio advertising platform. He is passionate about helping local businesses succeed and has worked with local businesses throughout his entire life, even helping his parent’s business become successful online. Ian has spent most of his career at Yelp, working with local businesses and technology partners to help businesses reach their goals.

Gary Brazzell

Gary Brazzell graduated from St. Andrews University (Laurinburg, NC) in 1993 with a degree in communications and marketing. Since then, he has worked in marketing for Somerville & Associates (the public relations agency in Los Angeles), In/Max Insurance Agencies, New River Media Group (a radio station group), PTI (an early website company from the late 90s), Foot Levelers (a U.S.-based international healthcare manufacturer specializing in foot orthotics). At Southwest Virginia Home Health Care, Gary served as business administrator. This is what inspired him to start Brazzell Marketing Agency in 2003, a marketing agency specializing in community-based and outpatient healthcare marketing. Today, Brazzell Marketing Agency has grown to a national (and somewhat international) footprint with more than 1,800 clients including clients ranging from five employees to over a 1,000 employees, start-ups, to universities and hospitals.

Special offer from our sponsor AudioGo: Webinar attendees will get $100 off your first campaign to get 5,500+ audio ads. To register for the offer:

Go to http://www.audiogo.com/dmanc.
Create your free account.
In Billing Details, enter the code DMANCGO100.

September 16, 2023/.

TikTok Advertising Masterclass

September 01, 2023

How To Advertise Effectively on the Most-Entertaining App

Special Winter Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll here.

Winter 2025
Live Online
Mod 1: Feb 13
Mod 2: Feb 27

Prerecorded
Online

TikTok is an increasingly popular platform. It’s one billion active users (including 150 million in the U.S.) each spend almost an hour a day on the platform,* seeking entertainment, educational content, and effortless shopping. According to TikTok, 83% of users find the app’s advertisements entertaining. One in four users worldwide have bought or investigated a product after seeing it on the app. 40% of Americans use it as a search engine, and 43% get their news there. More than 60% of Gen Z users are on the app daily, but it’s popular with Millennials, too, and 14% of users are 45 years old or older.

In short, when your customers are on TikTok, you need to be there, too, creating content that aligns with your brand values while also being fun, engaging, and shareable.

In this power-packed two-module masterclass, you’ll get insights into the data-driven solutions that are essential for mastering advertising on TikTok. From creating engaging brand ads to devising data-driven conversion campaigns, this deep-dive training will enable you to navigate TikTok’s Ads Manager with expertise, reach new customers, and optimize your campaigns for effectiveness.

Module 1 will provide you with a thorough understanding of pre-campaign requisites. This includes a comprehensive exploration of TikTok’s dashboard and tools, along with instructions for setting up conversion tracking and ensuring brand safety.

Module 2 will delve into the intricacies of ad campaign planning and strategy. Giving you the necessary tools and hands-on experience to build robust full-funnel ad campaigns.

(Can’t attend the live masterclass? No problem. All workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

*Source: https://seo.ai/blog/how-many-users-on-tiktok

Module 1: Comprehensive Pre-Campaign Understanding

Description:

In the first part of this two-module advertising masterclass, you’ll gain a comprehensive understanding of TikTok’s dashboard and functionalities. This will enable you to confidently navigate the platform, master campaign setup fundamentals, and cover essential considerations for a successful ad campaign.

Key Takeaways

Key takeaways:

Explain the fundamentals of advertising on TikTok and how it differs from other paid social platforms.
Demonstrate how to navigate TikTok Ads Manager, effectively debunking in-platform jargon.
Implement conversion tracking strategies to accurately measure the effectiveness of your ad campaigns—describing the difference between pixels and APIs.
State the best campaign structures that follow TikTok Advertising’s best practices.
Describe TikTok’s brand safety solutions that exist to ensure your business is adhering to policies and best practice guidelines.
Interpret useful data points for planning your ad campaigns using TikTok’s comprehensive audience, key, market and creative insight tools.
Identify how to measure the success of ad campaigns considering key metrics of success, CPM, CPA, CPL CTR, and reporting dashboard essentials.

Module 2: Strategic Ad Campaign Planning

Description:

In the second part of this comprehensive two-module masterclass, you’ll gain the proficiency to strategically plan and construct ad campaigns that deeply resonate with your target audiences. Gain industry skills in campaign optimization, uncovering the pathways to cost-effective success. We’ll also shed light on bidding and budget strategies, all the while focusing on building attention-grabbing creative experiences that cut through the noise of busy feeds.

Key Takeaways

In this class you’ll learn:

Recognize and construct best-in-class targeted paid media strategies for TikTok.
Select campaign objectives that align with overarching business objectives, taking into account audience targeting and creative excellence tailored to each goal.
Select bidding strategies to optimize costs while maintaining consistent volumes.
Implement and forecast appropriate budgets based on marketing goals and TikTok best practice.
Define and construct targeting strategies, while being mindful of core objectives and adhering to best practices for audience scaling and overlap.
Explain how TikTok audience targeting differs from other platforms, Meta and X (Twitter).
Demonstrate how to build best-in-class ads while considering TikTok’s different ad formats and creative best practices including copy and hashtags that ignite action.
Design experimentation strategies, testing various optimization tactics to minimize costs and decrease CPMs and improve CTRs while effectively engaging desired audience segments.
Harness the power of cross-market case studies to measure your business’s performance against notable TikTok success stories.

How to Convince Your Boss Why You Should Take this Workshop

Should your target audience be on TikTok, not being present there could translate to a missed opportunity for nurturing deep connections and infusing your brand among potentially engaged customers.

TikTok’s advertising ecosystem sets itself apart from other social platforms; therefore, your ad strategy and creative should be tailored exclusively for TikTok, not repurposed from other ad campaign formats.

This knowledge will empower you to harness TikTok’s potential to forge immersive relationships with audiences, capitalizing on its distinct targeting capabilities and innovative creative solutions.

The Presentations

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material

Recorded video of the presentation with slides and audio.
PDF of the complete presentation plus any links shared.

Who is the course for?

Social media managers, Online and Digital Marketing Managers, eCommerce Managers, Marketing managers, Creative directors, Agency Account Directors and Media Planners or Buyers.

The Presenter

Kineta Kelsall

Consultant, Social Media Trainer

Winter 2025
Live Online
Mod 1: Feb 13
Mod 2: Feb 27

Prerecorded
Online

The information provided was top notch. In an ever changing world of technology, the information provided was definitely cutting edge

Troy SmithMarketing Manager, Kevin Davis Insurance Services

Very informational & the instructor is great.

Katie RoseBrand & Social Media Marketing Manager, Olympus Property

Workshop dates and times:

WINTER 2025

Module 1: Comprehensive Pre-Campaign Understanding
Thursday, Feb 13, 2025
from 9:00 a.m. to 11:00 a.m. PST.

Module 2: Strategic Ad Campaign Planning.
Thursday, Feb 27, 2025
from 9:00 a.m. to 11:00 a.m. PST.

Winter 2025
Live Online
Mod 1: Feb 13
Mod 2: Feb 27

ENROLL NOW
Live & Pre-recorded
Module 1: Feb 23rd
Module 2: Mar 2nd
Module 3: Mar 8th

Prerecorded
Online

September 1, 2023/.

Social Media Marketing Strategy Masterclass: Turbo Charge Your Social Media in 2023, a 3-module Series (Template)

February 20, 2023

DMAnc.org Online Certification Workshops

Winter Discount: 45% Off
Free Lifetime Workshop Updates

Special Pricing: regularly ~~$900~~ now 45% off—$495. Enroll here.

ENROLL NOW
Live & Pre-recorded
Module 1: Feb 23rd
Module 2: Mar 2nd
Module 3: Mar 8th

Introduction:

As with any marketing endeavor, social media activity needs effective strategic planning for successful tactical execution.

In this 3-module, deep-dive Social Media Marketing Strategy Masterclass, you’ll create a highly effective social media strategy, considering brand, values, purpose and organizational objectives to ensure your marketing activity meets the needs of both audiences and your organization. Each class module will provide planning resources and templates.

Learning outcomes from attending the Social Media Marketing Strategy Masterclass–all three modules:

Develop a robust social media strategy aligning brand, values, business objectives, tracking against business-critical, meaningful metrics.
Understand how to engage with and grow relevant audiences.
Develop an engaging and aligned content strategy, considering key channels.
Learn how to develop an internal content creation system engaging relevant people from across the organization.
Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
Develop meaningful metrics to clearly demonstrate the bottom-line ROI business impact of your social media activity.
Access a range of planning tools, frameworks, and templates to support you with building and executing a successful social media strategy.

(Can’t attend the live workshop? No problem. All workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Workshop dates and times:

Module 1: Social Media Marketing Strategy Masterclass—Strategy and Purpose, Audience & Personal Planning.
Thursday, February 23, 2023, 9:00 AM to 11:00 AM PST.

Module 2: Social Media Marketing Strategy Masterclass—Content Strategy.
Thursday, March 2, 2023, 9:00 AM to 11:00 AM PST.

Module 3: Social Media Marketing Strategy Masterclass—Organic and Paid Social Media Activity.
Wednesday, March 8, 2023, 9:00 AM to 11:00 AM PDT.

ENROLL NOW
Live & Pre-recorded
Module 1: Feb 23rd
Module 2: Mar 2nd
Module 3: Mar 8th

Module 1: Strategy and Purpose, Audience & Personal Planning.

Special Pricing: regularly ~~$900~~ now 45% off—$495. Enroll here.

Description:

Strategy and Purpose—Starting with the end in mind, we’ll consider how your social media activity aligns with bottom line success. Social media channels are your “always on brand” channels, sharing your brand narrative and consistently building positive share of mind. Consider the nuances and appeal of popular social media channels to support channel planning. We’ll bring you up to speed with the latest stats and facts about what the social media landscape looks like, number of uses, demographics, popular platforms, social trends before diving into the elements of a successful social media strategy, considering how social strategy must be agile, and constantly tuned in—and importantly, aligned with business objectives. We’ll consider the wider benefits of how your social media channels support brand building and how markets are truly conversations—and all that means for businesses and practitioners. We’ll look at the challenges that arise when there isn’t a clear strategy—and a few examples of brands that lead with a strategy that connects with the hearts and minds of their audiences. Resources provided: Social Media Strategy Plan/Purpose mapping framework.

Audience & Personal Planning—Knowing your audience is key. Where are they, who are they, what they care about, who they trust, where they go to for information—there’s a lot to learn. In this section we explore what you already know and how you go about plugging the audience knowledge gaps and—considering the different audiences you want to connect with—planning to engage effectively. We look at the importance of “social listening” and how this can support you in learning more about your audiences, looking at examples of how social listening steers content development, product innovation, competitor analysis as well as audience sentiment. And how data and insights can help you learn more about your audiences, too. Resources provided: Audience Scorecard / Audience planning spreadsheet.

Key Takeaways:

Develop a robust social media strategy aligning brand, values, business objectives, tracking against business-critical meaningful metrics.
Drive a deeper understanding that social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty, and trust.
Understand how to engage with and grow relevant audiences.
Latest stats and facts about the current social media landscape.
Elements of a successful social media strategy.
How to align social media strategy with business strategy to drive meaningful ROI.
Understanding the agile nuances of social media strategy—necessity of constantly listening, monitoring, responding.
Awareness of the very real challenges that can happen when there isn’t a clear strategy.
How social media channels are brand channels and why it’s important that your purpose and values cascade through your online presence.
Why understanding your audience is a critical component to success.
Understanding the power of social listening and how it can inform so many insights related to content, innovation, product, and business development, and build partnerships.
Learn about the data and insights readily available from your native social networks to support your audiences with better understanding.
Explore ways you can use other resources and tactics to learn about your audiences.

ENROLL NOW
Live & Pre-recorded
Module 1: Feb 23rd
Module 2: Mar 2nd
Module 3: Mar 8th

Module 2: Content Strategy.

Special Pricing: regularly ~~$900~~ now 45% off—$495. Enroll here.

Description:

Content Strategy—You are what you share—so getting the right message, context and creative to engage audiences while staying true to brand is key. You’ll learn how to create, curate, repurpose, and optimize sources across your organization in a newsroom/reporter system, to build a robust content strategy to serve your social media strategy. You’ll also dive deeper into the different types of content and messaging that is required along the customer journey. Considering the hierarchy of different types of content, and how content isn’t always about creating new, but how you can repurpose, and curate as well as create. We’ll focus in on how you can use others across the organization to support your content development and feed your content reservoir so that your content is manageable and authentic. We’ll also touch on the structure of how social media is managed within the organization—and whether that leaves any content ‘holes’ and if so, how to plug them to make your brand story consistent and cohesive. It’s a content rich module—so we’ll also be touching on the psychology of social sharing and understanding what compels people to engage with and share your content—and a balanced framework for ensuring your content is educational, inspirational, entertaining as well as convincing. Resources provided: Content Planning Spreadsheet / Customer Journey Content Planning Framework.

Key Takeaways:

Develop an engaging and aligned content strategy, considering relevant channels.
How to create, curate and repurpose content to optimize your social media activity.
Understand how you can create a system within your organization to enable key stakeholders within the business to contribute to meaningful content development and creation.
Learn how you can use your content to meet your audience’s needs along different stages of the customer journey.
Explore the social media structure you’re operating with and whether that best serves content development and brand strength.
Learn about the psychology of social sharing—what compels people to engage and share content so that you can optimize your content for success.
How to balance the type of content you share, so that you’re remaining entertaining, inspirational, educational and driving relevant conversion.

ENROLL NOW
Live & Pre-recorded
Module 1: Feb 23rd
Module 2: Mar 2nd
Module 3: Mar 8th

Module 3: Organic and Paid Social Media Activity.

Special Pricing: regularly ~~$900~~ now 45% off—$495. Enroll here.

Description:

Organic and Paid Social Media Activity—When it comes to balancing organic and paid social media, it’s necessary to understand that alongside short-term or ‘always on’ activation campaigns, to ensure people can get to know, like and trust us we need to balance the ongoing ‘always on’ organic brand activity and community management. In this module we’ll be exploring the critical integration and optimization of paid and organic social media activity—and how the two work together to solidify brand presence as well as for successful campaign activation. We’ll touch on social ad trends and some examples of successful ad campaigns. From a metrics and KPIs perspective, we’ll be looking at typical metrics to consider throughout the marketing funnel and we’ll look briefly at the channel mix and the paid and organic nuances across the channels. We will also take a look at social media ROI generally, including paid and organic aspects, considering analytics, tracking and the tangible and intangible aspects of social media. Please note from a paid advertising perspective, this module is part of the ‘Social Media Strategy Masterclass’—and is not a tactical deep dive into ‘how to do social media paid advertising’. Resource provided: 6 Step Framework to KPI setting for Social Media ROI.

Key Takeaways:

Clearly understand the role of organic and paid social media activity and how they work symbiotically to optimize reach and brand presence.
Develop meaningful metrics to clearly demonstrate the bottom-line ROI business impact of your social media activity beyond activated campaigns.
Learn about some of the latest social advertising stats and facts and trends to ensure your campaigns are on track.
Explore how you can track social media activity via analytics and simple campaign tracking.
Understand the organic and paid advertising opportunities across key popular social media channels—so you can identify which to consider and make sense for your strategy.

B2B Marketing, Digital Marketing

How to Convince Your Boss Why You Should Take this Class:

Love it or hate it, over 50% of the world’s population now choose social media platforms to connect and communicate for over a quarter of their working day.
Social media activity isn’t just a ‘marketing’ endeavor, but rather social media channels are brand touchpoints impacting every component of a business; customer service, recruitment, PR, business development, sales, research, partnerships, networks driving influence, loyalty and trust.
As many people now search social media for online brand research as they do search engines.
25% of people (aged 16-64) discover new brands and services via social media.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions.
All DMAnc.org workshops are recorded. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Comprehensive Social Media Strategy Template document to bring all your planning and ideas together.
Organizational / Purpose / Values mapping framework.
Audience scorecard.
PDF of the PowerPoint presentation.
Audience Mapping Spreadsheet.
Social Media Campaign Planning Template.
Content Planning Spreadsheet.
Customer Journey Content Planning Framework.
6 Step Framework to KPI setting for Social Media.

Who is the course for?

This course is for Social Media, Marketing, PR and Content Marketing Managers who are responsible for managing the social media presence for their company. Also, for account managers of Social Media and Digital agencies who manage social media presence for their clients.

The Presenter:

Michelle Carvill

Published Author in Social Media
Digital Agency Founder

Michelle Carvill is an experienced senior marketer, digital agency founder and five times published author in the marketing, digital marketing and social media arena. In Jan 2021, Michelle was cited as one of the Top 10 Social Media Experts by Business Insider. Over the past decade Michelle has worked in professional services, finance, retail, education, healthcare, manufacturing and public sectors. Her clients include start-ups through to larger global organizations, such as WABCO, PWC, BBC Worldwide, Nuffield Health, LinkedIn, ACC, Air Products and Norbord/West Fraser. Her creativity, insights and know-how are based on years of applied experience, learning, testing, measuring and understanding what really works.

For more about Michelle Carvill visit www.michellecarvill.com.

Testimonials

It’s hard to find social media courses relative to B2B marketing. but this course did a great job of going through multiple examples to help understand how things apply to a variety of marketing strategies.

Kim BakerMarketing Manager, Amwins

This workshop helped me define my companies audience and how to best target them through the different social media platforms.

Jordan BeasonProject Manager, Public Affairs Support Services, Inc.

It was interesting and gave some great insights into social media and content marketing. I’m looking forward to the other two modules.

Doug MillerSocial Media Coordinator, Red Paper Plane

February 20, 2023/.

Account-Based Marketing Masterclass

November 30, 2022

Step-by-Step to Achieving High-Performance Account-Based Marketing

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll here (January 31st).

Winter 2025
Live Online
Jan 31

Spring 2025
Live Online
May 8

Prerecorded
Online

Introduction:

B2B organizations have fully embraced Account-Based Marketing (ABM), and for a good reason: it has the potential to transform the marketing to the sales process and deliver prized customers to the pipeline in ways that same-old processes just can’t. In fact, surveys show that 80.5% of companies have a basic version of ABM in place, and another 13% plan to implement it.

And while some B2B sales organizations are seeing great results, for many others, ABM does not live up to its promise. These organizations are falling short of sales pipeline goals, they’re over budget, and they’re not achieving desired ROI. Management gets frustrated, sales teams lose faith, and marketers are under more pressure to deliver qualified leads.

The difference between the organizations that succeed and those that fail is knowledge: how to plan, implement, execute, measure, and iterate ABM so that it works for your organization. And that’s exactly the gap that this course is designed to fill.

In this one-module workshop, we’ll assess ABM processes and discuss what marketers are doing right and wrong. We’ll introduce a metrics-based approach to evaluate ABM tactics and costs in light of payback timelines, giving you information and ammunition for discussions with management. We’ll also discuss lead quality vs. quantity, where to use Generative AI and the most common failure points. We’ll also cover course corrections to boost ABM performance and ROI in programs that are already underway.

Most importantly, you’ll gain a thorough understanding of the foundations of ABM, the steps needed to implement it, and how to adapt it to your organization, even on a tight budget.

(Can’t attend the live workshop? No problem. This workshop is recorded, and we’ll send you the recording, workbook, and supplementary materials within a day of completion after we’ve had time to edit the recording.)

What You’ll Learn in this Workshop:

ABM steps you need to plan and execute a new or revised ABM program.
Reasons why CEOs say ABM underperforms… and what to do to maximize success.
Where and how you can leverage AI to boost performance.
How to align your ABM program with your changing buyer journey.
Refining your Ideal Customer Profile (ICP) and Personas.
Strategies for selecting your ABM target accounts.
Strategies and sources for building out the buying team contact data in target accounts.
New ABM go-to-market strategies for lead-gen, prospect developments, and pipeline-building.
Lead quality vs. quantity in ABM and why it matters.
Fixing low prospect engagement rates to improve funnel conversions.
Messaging, high-value offers, and content.
Leveraging AI/Chat GPT and intent data.
Secrets to Omni-Channel orchestration to boost engagement.
Lead-to-sales funnel conversion metrics—what you can expect.
Dashboard KPIs that matter to the CMO and CEO.
The hot buttons that help you get buy-in from executives in your organization.
Understanding the MarTech stack and choosing options that meet your needs and budget.
Bonus: Checklists to assess your ABM strategies, tactics, and performance; campaign planning checklist, data, and list-building specifications.
Bonus: Worksheets for creating your Ideal Customer Profile (ICP) and a lead requirements calculator.
Bonus: List of ABM do’s and don’ts.

Key Takeaways:

For new ABM programs—Learn what’s needed to get going.
For existing ABM programs—
- Gain new checklists to assess your ABM strategies and tactics.
- Learn insights to protect and improve your ABM program.
Find out what’s working/not working for other companies like yours.
Learn where generative AI can and cannot help.
Find out the Executive “Buy-In” hot buttons.

How to Convince Your Boss Why You Should Take this Class:

Account-based marketing (ABM) in B2B firms supports account-based selling and can fuel corporate growth by maximizing revenues in strategic target accounts. However, many firms are not sure how their program is performing or how they stack up to the industry. That knowledge gap can hurt a company if the C-Suite does not see a good ROI or positive metrics.

Cost Effectiveness: The knowledge you’ll gain from this workshop will reduce the chances of making costly errors.

Up Your Skill Set: This course will give you the skills to confidently and independently assess and make revisions to your ABM program and its impact on the marketing funnel and sales pipeline.

Solve the “Frankenstack” Problem: Based on your company’s ABM stage, learn how to question, simplify, and/or eliminate unneeded MarTech.

The Presentations:

The workshops are hands-on and practical.

The workshops are live, so you can ask your questions.

If the course doesn’t fit in your calendar, don’t worry. All DMAnc.org workshops are recorded.

Step-by-step instructions with lists so you can do this yourself.

Included are lots of illustrations and examples.

Download Material:

ABM use case.
Checklists for:
- ABM Campaign planning.
- Data/list building specifications.
Worksheets for:
- Ideal Customer Profile (ICP).
- Lead requirements calculator.
Lists of Do’s and Don’ts.
Video and slide deck of the workshop are available approximately 24 hours after the course.

Who is the course for?

This workshop is for professionals at the following levels:

ABM program managers.
Demand-generation campaign planners.
Marketing leaders.
Marketing operations.
Sales Operations.
Revenue operations.

Sales management at all levels of funnel responsibility:

SDR managers.
Channel managers.
Sales Enablement.
Leadership executives concerned about future growth in major accounts.

The Presenter:

Tom Judge

President/CEO
Direct Marketing Partners (DMP)
DMP is a global demand generation and sales pipeline development company helping B2B firms diagnose, fix and accelerate their lead-to-sales funnels.

Tom heads up the strategy and consulting unit and has optimized the sales funnels for over 200 firms. He has taught workshops and presented at DMA conferences and other industry events addressing a variety of lead-to-sales funnel challenges. He has been recognized as an industry leader on the subject by the Sales Lead Management Association.

Winter 2025
Live Online
Jan 31

Spring 2025
Live Online
May 8

Prerecorded
Online

This course is great for both beginners and advanced ABM marketers. Tom clearly knows his stuff, is passionate about ABM, and I especially appreciated all of the insights into potential pitfalls and how you can set up your ABM program for success.

Susan RothSr. Director, Marketing, TierPoint, LLC

Helpful information that let us know if our ABM efforts so far were on track! Good advice for working across sales and marketing pipelines to better the business overall.

Aubrey KlostermanMarketing Communications Supervisor, Reynolds and Reynolds

Tom was terrific, left the workshop with the tools and resources to advance my ABM program!

Michelle JohnsonDigital Marketing Manager, Sphere

Loved the practical application information vs most webinars that give you topline methodologies and you’re still left scrambling on what to do next.

Kristen TaggertVP, Channel Marketing, BrunnerWorks

Tom’s ABM presentation was excellent, thorough and to the point. Lots of good pointers and good resources to have to review at a later date. Good job!

Alain BoppartMarketing Management Professional, Uneeda

Workshop dates and times:

WINTER

Account-Based Marketing Masterclass.
Friday, January 31, 2025
12:00 PM – 2:00 PM PST

SPRING

Account-Based Marketing Masterclass.
Thursday, May 8, 2025
12:00 PM – 2:00 PM PDT

Winter 2025
Live Online
Jan 31

Spring 2025
Live Online
May 8

Content Marketing, Digital Marketing, Organic & Paid Social Media

Prerecorded
Online

November 30, 2022/.

Content Marketing Masterclass

November 29, 2022

From Maximizing SEO to Measuring KPIs, Here’s How To Manage Content with Confidence and Success Into 2025

Special Fall 2024 Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll here.

Special Winter 2025 Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll here.

Fall 2024
Live and Prerecorded Online
Mod 1: Recorded
Mod 2: Dec 12

Winter 2025
Live Online
Mod 1: Jan 30
Mod 2: Feb 06

Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Introduction:

More and more brands realize that meeting their customers’ needs is only possible with an exceptional content marketing strategy. And following an outdated strategy can trap you in a quagmire of low traffic, poor engagement, and fewer conversions.

Drive traffic, demand generation, and conversion with skills learned from this content marketing masterclass. You’ll learn to identify and respond to your customers’ unique pain points and create content that fuels growth and is optimized for conversion.

Join this two-module master class, taught by Helena Pearce, Head of Digital Experience & Strategy, Sony, to learn how to create, promote, measure, analyze, and optimize your content. You’ll leave with the tools to build relevant and powerful content that fishhooks your ideal customer and drives tangible results organically. Learn how new tools, such as ChatGPT, can fuel and accelerate your content marketing machine.

Key takeaways:

Establish your content ecosystem and lay your digital footprint.
Create an engaging content calendar and build effective omnichannel promotional plans.
Generate leads and improve conversions by providing unique and valuable information to your target audience that differentiates your business.
Enhance customer engagement and loyalty through relevance and utility.
Build an effective content operations model.
Follow an SEO content framework to improve search engine rankings and drive web traffic.
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.
Unlock the power of Chat GPT to fuel your content creation and marketing efforts.
Learn how to create the perfect prompts for working with Chat GPT and combine them with other powerful AI tools.

(Can’t attend the live workshop? No problem. These workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.)

Module 1, Lay the Foundation for a Standout Content Strategy: Consumer Trends, Audiences, Personas, and Messaging.

Description:

This class will lay the foundation for a standout content marketing strategy. Which brands execute the best strategies today? What challenges do content marketers face? How can we overcome hurdles, and what opportunities are out there? We will explore the answers to these questions and more before learning to determine your brand’s content maturity level. You’ll be equipped with the tools you need to “level up” and understand the different ways you can adapt your strategy to suit the makeup of your business (B2C vs. B2B, SMB vs. LE, etc.).

You’ll learn to find your content niche and create unlimited content ideas that speak to your target audience. You’ll draft a content calendar accrued from “moments that matter,” map content plans to your customer purchase path, and get to know the range of content types and formats at your disposal. We’ll touch on quality assurance, accessibility, and readability and learn to create an effective content operations model.

Key Takeaways:

Adapting your strategy to suit the needs of your brand:
- B2B vs. B2C vs. non-profit.
- SMB vs. Enterprise.
- Global vs. local.
What do the best content marketing strategies have in common?
- Helping your customers.
- Looking through a macro lens.
- Implementing update & retirement processes.
- Adapting and changing as shifting consumer attitudes change.
- Thinking like a media platform and working like a journalist (with examples such as Samsung using Netflix media platform & B2B examples such as Accenture/Think with Google).
- Have a purpose, & pre-defined KPIs.
What makes a successful content operations model?
Understanding your brand and defining a messaging matrix.
Understanding your customers and building persona profiles.
Identifying where your customers are in the funnel and building your channel mix.
Understanding your landscape.
- Competitor analysis (SWOT analysis–identifying the white space).
- Industry trends.
- Consumer trends.
- Marketing trends.
- Technological, social, and environmental trends.
Finding your content niche: identifying your primary topic and sub-topics using keyword research.
Content ideation: how to create ideas that:
- Have a purpose.
- Meet your business objectives.
- Align with your customers’ intent.
- Are aimed at a specific end customer/target audience.
- Answer the queries your customers are searching for.
- Provide value (engage, entertain, educate, etc.).
- Elicit emotion–and which emotion (amusement, empathy, curiosity, etc.).
- Move your customers along the funnel/retain them within your digital ecosystem.
Content types & formats: create the right content for your idea & build a brief.
On writing: techniques and pitfalls; persuasive models.
Drafting a content calendar where cultural moments, trends, and brand moments intersect (including the instructor’s scheduling tool).
Omnichannel content marketing: the Netflix approach.
Publish your content: choose the right time to publish, the right channels, and formats.
Quality assurance, web accessibility, readability, and UX: a checklist.

Module 2, Identifying Golden Opportunities: Advanced Content Strategies Using Site Architecture, SEO, Sprouting, Machine Learning, and ChatGPT.

Special Pricing: Regularly ~~$900~~ is now 50% off—$450. Enroll here.

Description:

In the first module, we covered essential content marketing; now, we’ll look at more advanced content marketing tactics. These practical, actionable strategies will help you identify your golden content opportunities, drive traffic, and leapfrog your competitors. We’ll look at site architecture, content modeling, and global and local SEO practices that suit both brand and consumer.

Next, you’ll learn which KPIs are important for monitoring your content performance. You’ll understand how to set targets in several areas, glean insights from your data, and use your insights to regularly optimize your content efforts. We’ll then explore personalization for the web before taking an in-depth look at the Artificial Intelligence (AI), Machine Learning (ML), ChatGPT, Content Intelligence, and User-Generated Content (UGC) tools available to create future-proof content marketing. Finally, we’ll take a whistle-stop tour into the future of content marketing and investigate how it could be applied in a Web3 world.

Key Takeaways:

Your content ecosystem: creating franchises, not isolated features.
Content sprouting: getting the most out of your content by sprouting formats across channels.
Land & expand strategy: giving your customers more of what they want.
Piggybacking: identify where competitors are taking market share and win back traffic.
The Content Trifecta: building content for the past, present, and future.
More keyword research: using the right terms in the right places.
Identifying the Golden Content Opportunity.
Internal link mapping, tagging, and Information Architecture.
Filtered lists, pillar pages, and topic clusters.
Backlink strategies.
Localization & local SEO.
Analyzing your content data: what can your KPIs tell you about your content performance? What insights can you glean? How can you use these to refine your strategy and optimize your calendar?
Setting targets in 4 key areas:
1. Strategic: supporting wider marketing initiatives such as subscription & sign-in or increasing CLTV.
2. Traffic metrics: impressions, user sessions, return visit ratio, average position.
3. Engagement metrics: number of clicks, click-through rate, average pages per session (page depth), and bounce rate.
4. Conversion metrics: cart adds, conversions/conversion rate, average order value.

Optimizing your CTR & performing content audits to combat content decay.
Personalization for the web (with case studies).
The benefits of UGC including ratings & reviews.
Utilizing AI & machine learning to optimize your content operations (with examples).
Chat GPT and the new content marketing model.

How to use Chat GPT to support your content creation efforts.
Using Chat GPT to automate your content SEO.
Getting the most out of Chat GPT to fuel your content marketing machine.
Writing the best prompts.
Combining Chat GPT with other powerful tools.

The future of content marketing?
- Web3, NFTs, the Metaverse, and XR (Extended Realities including augmented and virtual).
Summary/quick refresh of the course.

How to Convince Your Boss Why You Should Take this Class:

High quality content is the lynchpin that keeps successful digital experiences in motion. Your content marketing needs to be omnichannel, reactive and ever evolving, or else you risk losing your message in the over-crowded sea of digital content. This course will enable you to:

Create a content marketing strategy that drives traffic, increases engagement, and generates higher conversions.
Build a calendar of highly relevant content that speaks to your ideal customer and builds customer loyalty and satisfaction.
Achieve digital transformation with a well-structured digital ecosystem and a solid understanding of the Artificial Intelligence (AI) and Machine Learning (ML) tools available for advanced content marketing.
Understand the content possibilities presented by Web3, NFTs, Extended Realities (XR), and the Metaverse.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in with your calendar, you can take the course as a recorded class.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.
Excel spreadsheet: Calendar Scheduling Tool.
Excel spreadsheet: CTR Optimization Leader Boards.
Quality Assurance Checklist (Word).

Who is the course for?

This course is for Marketing Managers, and Content, Digital and Social Media Marketing Managers who are responsible for managing the digital and social media experience for their company. Also, for account managers of Social Media and Digital agencies who manage the digital and social media experience for their clients.

The Presenter:

Helena Pearce

Head of Digital Experience & Strategy, Sony

Helena has a decade of digital content experience for brands such as Amazon and Samsung. She currently works as Senior Manager, Digital Experience & Strategy at Sony PlayStation.

She has created content strategies for some of the world’s biggest brands, building content teams and marketing operations across B2C, B2B, brand side and agency side. In her free time, Helena can be found sitting on panels, judging the Global Content Awards and European Content Awards, and giving talks about the fascinating challenges of content marketing in an ever-expanding digital world.

Fall 2024
Live and Prerecorded Online
Mod 1: Recorded
Mod 2: Dec 12

Winter 2025
Live Online
Mod 1: Jan 30
Mod 2: Feb 06

Prerecorded
Online

The Content Marketing Masterclass was a compelling overview of content marketing whether you’re a first-time content marketer or a professional with some experience under your belt. It’s always helpful to take a step back and look at content from a macro view including the purpose of each campaign or content offer, how you’re coming up with your content leveraging keywords and brand values and what the goal of the content is and this course delivered on all those fronts.

Jess CummingsContent Marketing Strategist, R&J Strategic Communications

Very informational content workshop. Would recommend for any marketing professional.

James FleetMarketing Coordinator, Signal Financial Federal Credit Union

Very in-depth and helpeful class on content marketing. The examples provided and the lists recommended were useful in a better understanding on content marketing.

Daniel LucateroMarketing Assistant, NAVCO

The course was timely, interesting, and informative. I walked away from it was a ton of ideas I want to implement at my company in the short and long term.

Drew McGregorContent Marketing Manager, Hamilton Company

100% would guarantee this course to anyone in the marketing realm!

Danielle BarbourAdvertising Manager, Cardinal Logistics

Great class – the care to coordinate and deliver a valuable experience is clear.

Kyle ReedMarketing Specialist, Ayers Associates

This workshop has experienced people currently in the field take you through several topics on each webinar that really can help guide you through building your business. Whether it be a product you’re selling or your content you want to share, you can apply it to almost anything. You even get copies of the class so you can go back for reference which I absolutely love.

Emily HurdDriver Development Lead Sourcer, Cardinal Logistics

In-depth, well presented course.

Petronella GarzaMarketing Coordinator, Detex Corporation

Helen offered fantastic tips, tricks, and guidelines for developing a successful content marketing strategy regardless of size of company and resources available. I took away many ideas that I can apply to my campaign and content development today.

Alexi PierceMarketing Operations Specialist, Novus International

I’m part of a larger organization that only recently launched a marketing function and is still in the process of operationalizing marketing successfully. This class was very content rich and useful for detailing the foundational aspects of content marketing with practical processes, templates and resources that we’re excited to apply!

Audrey PastulaSenior Content Marketer at The AES Corporation

This was a pleasing workshop to sit in due to our marketing team starting off with learning the “to do’s” & “not to do’s” without an expert to guide us.

Emily HurdDriver Development Lead Sourcer, Cardinal Logistics

The workshops are always great. As a member of a 4 man team, I learn more about what is useful in these courses than anywhere else.

Cory BartonDriver Development Analyst, Cardinal Logistics

I was pleasantly suprised with the caliber of speaker that DMA NC produced. Typically, you find organizations are bringing in a local thought leader who may have a great message but lack a broad spectrum of experience in of application. This was not the case during the Content Marketing Masterclass series — the speaker was a seasoned vet with multiple large international brands and smaller companies under their belt.

Kyle ReedMarketing Specialist, Ayres Associates

I highly recommend this course for anyone looking for new ways to approach content marketing. A lot of it may seem like common sense, but it isn’t really until someone points it out (like in this course), and that does make you think! Even if you’re a pro at content marketing already, use this as a refresher. It’s very likely you’ll walk away with something new, even if it is just one thing.

Manisha PratapTechnical Writer, ProteinSimple, a Bio-Techne brand

The Content Marketing Masterclass was informative and useful. The tools provided will drastically improve our content strategy and overall marketing performance.

Jessi ReuterSr. Content Marketing Manager, Pension Fund of the Christian Church

Workshop dates and times:

FALL 2024

Module 1: Content Marketing Masterclass—Lay the Foundation for a Standout Content Marketing Strategy: Consumer Trends, Audiences, Personas, and Messaging
Prerecorded online.

Module 2: Content Marketing Masterclass—Identifying Your Golden Content Opportunities through Advanced Content Strategies: Site Architecture, SEO, Sprouting, Machine Learning, and ChatGPT
Thursday, December 12, 2024
from 9:00 a.m. to 11:00 a.m. PST.

WINTER 2025

Module 1: Content Marketing Masterclass—Lay the Foundation for a Standout Content Marketing Strategy: Consumer Trends, Audiences, Personas, and Messaging
Thursday, January 30, 2025
from 9:00 a.m. to 11:00 a.m. PST

Module 2: Content Marketing Masterclass—Identifying Your Golden Content Opportunities through Advanced Content Strategies: Site Architecture, SEO, Sprouting, Machine Learning, and ChatGPT
Thursday, February 06, 2025
from 9:00 a.m. to 11:00 a.m. PST.

Fall 2024
Live/Recorded Online
Mod 1: Recorded
Mod 2: Dec 12

Winter 2025
Live Online
Mod 1: Jan 30
Mod 2: Feb 06

ENROLL NOW
(Pre-Recorded Online)

Prerecorded
Online

November 29, 2022/.

LinkedIn Profile Optimization for Marketers: Use LinkedIn Profile Optimization (LPO) to Rank Higher on LinkedIn. 50% Off Discount for Marketers.

November 08, 2022

DMAnc.org Online Certification Workshops

Winter Discount: 50% Off for Marketers
Free Lifetime Workshop Updates

Special Pricing: regularly ~~$300~~ now 50% off for Marketers—$150 (Pre-recorded Online). Enroll here.

Use LinkedIn Profile Optimization (LPO) to Rank Higher on LinkedIn

Why Take this Course?

Just as Google has an algorithm that selects the best pages, you also have a score at LinkedIn. Your LinkedIn score is part of the ranking for your profile. It also determines how many people will view your posts.

Just as you use SEO to get a webpage to show higher in the Google search engine, you use LinkedIn Profile Optimization (LPO) to improve your profile’s visibility.

You’ll learn how the LinkedIn search algorithm works and how to improve your LinkedIn profile, step by step. How to write posts on LinkedIn, and how to improve your company’s LinkedIn page. Improve your company page’s score by improving your employees’ and executives’ score. The workshop is hands-on with a focus on how to edit and improve your LinkedIn profile. Every item has clear examples you can copy and use for your profile

Workshop date and time:

The course is a one-time two-hour workshop. Take the course either live or recorded.

Pre-recorded Online.

ENROLL NOW
(Pre-Recorded Online)

Key Takeaways:

How to see your hidden LinkedIn score. Check your LinkedIn score before you start LPO. A few weeks later, look up your score again to see the improvement.
You’ll learn how the LinkedIn search algorithm works so your profile will rank higher in searches.
How to improve your LinkedIn profile, step-by-step. You’ll see examples for each section of your profile: the background image, your name, your name in your LinkedIn URL, your profile photo, the about section, experience, education, volunteer experience, skills, recommendations, languages, interests, accomplishments, and more.
How to write posts on LinkedIn and get thousands of views for free.
What type of photos get the most engagement in LinkedIn.
How your activity is measured in LinkedIn.
The algorithm that decides how many people will see your posting.
How to improve your company’s LinkedIn page.
Improve your company page’s score by improving your staff’s score.
How to get more views of your company posts.

ENROLL NOW
(Pre-Recorded Online)

How to Convince Your Boss Why You Should Take this Workshop:

Customers, partners, investors, analysts, and potential job applicants research LinkedIn to evaluate companies and teams. By improving your LinkedIn profile, your staff profiles and company profile, your company can show up ahead of your competitors.

The Presentations:

The workshop is hands-on and practical.
In addition, the workshop is live so you can ask your questions.
Can’t attend the live workshop? No problem! All DMAnc.org workshops are recorded.
If you have questions, you’re welcome to email the instructor.

Download Material:

Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
22-page PDF ebook on how to do LinkedIn profile optimization (LPO) with text, illustrations, and examples.
You can listen to the complete presentation with audio as often as you like.

Who is the course for?

Marketing managers, digital marketing, social media managers, public relations managers, or anyone established in their field and who wants to build connections to others in their field for collaboration, opportunities, co-founders, or investors.
If you’re hiring, you’ll understand LinkedIn better so you can find the best people.

The Presenter:

Andreas Ramos

Vice President, Digital Marketing
Beasley Direct and Online Marketing, Inc.

Andreas Ramos head shot

Andreas Ramos has over 20 years of professional experience in SEO and digital marketing. He was the head of Global SEO at Cisco, where he worked with 44 languages in 85 countries, and the digital agency at Acxiom. He has worked in digital marketing since the mid-90s for small startups and global companies. He is the author of 22+ books on LinkedIn, SEO, and digital marketing. His book on SEO was published in three languages by McGraw-Hill. You’ll learn hands-on about LinkedIn from one of the leading experts in Silicon Valley.

Publications

Google Analytics 4.0: Install, Configure, Use GA4 (July 2021). Google Analytics has been updated from Google Analytics 3.0 (GA3) to Google Analytics 4.0 (GA4). It’s not an upgrade or update. Google Analytics 4.0 is substantially different in how it works and how you use it. Available on Amazon.
Ad Fraud (September 2020). How to change the settings in Google Ads so you don’t lose money. Available at Amazon.
LinkedIn Profile Optimization (November 2019). Just as Google has an algorithm to rank pages and show the best ones at the top, LinkedIn also has an algorithm to rank profiles and show the best ones at the top. This eBook shows you how to improve your LinkedIn profile so you show up. If there’s SEO (search engine optimization) for Google, then there’s LPO (LinkedIn Profile optimization) for LinkedIn. Available at Amazon.
Mastering LinkedIn for Professional Lead Generation (July 2019). This book is for B2B bizdev to use LinkedIn Sales Navigator to find leads and build connections. Sales Navigator is a powerful tool with advanced filters that let you search millions of members to find the right ones for your business. You then use Sales Nav to learn about your leads, watch their activity, contact them, and develop business connections with them. Available at Amazon.
Startup. (January 2017). #1 Amazon Best Seller in two categories. How to build a Silicon Valley startup. Interviews with twenty-six founders, angels, and VCs. Available at Amazon.
Technical editor of Search Engine Marketing, Inc. by Mike Moran and Bill Hunt (IBM Press, 3^rd edition, December 2014), the authoritative book on enterprise SEO for global companies.
The ASO Book (October 2014). App Store Optimization (ASO). Available at Amazon.
#TwitterBook (September, 2014). #1 Amazon Best Seller in three categories. How to use Twitter. ISBN 978-0-9893600-4-3 USA. Available at Amazon.
How to Write a Book! (August 2014). #1 Amazon Best Seller in two categories. How to write books to improve your career. Step-by-step, hands-on process for researching, outlining, drafts, and copyediting to produce ebooks and printed books. Interviews with ten authors and two publishers. Available at Amazon.
SEO eBook (March, 2014). A 53-page ebook on the changes at Google, Baidu, Yandex, and Bing and how this affects the future of SEO. Based on interviews with senior engineers at Baidu, Yandex, and Google.
The Big Book of Content Marketing (May 2013). Strategy and tactics for content marketing with SEO, PPC, and social media. How to set goals and tracking to determine KPIs, including CPL, and CPA. The book is an Amazon Best Seller and reached the #2 position for web marketing books. Praise from Act-On Software, The Experts Bench, Stanford Graduate School of Business, YouSendIt, Citrix, and Polycom. ISBN 978-0-9893600-0-5 USA. Amazon Best Seller. Published in the US and Paris.
Search Engine Marketing. How to use analytics to manage multichannel marketing (SEO, PPC, social networks, email, radio, TV, mobile, and other channels). McGraw-Hill, 2009. At Amazon, Barnes & Noble, and other bookstores. Published in US and Taiwan by McGraw-Hill. The China edition was published by Tsinghua University Press, Beijing, 2010. The Taiwan edition was published by McGraw-Hill Taiwan, 2009. Available at Amazon.
Search Marketing Professional. Created a 3-day course with certification by the Silicon Valley American Marketing Association (SV-AMA). Course covers business strategy, demand generation, digital marketing, e-commerce, search marketing, search engine optimization, and web analytics. The courseware is used at Tsinghua University in Beijing and Rider University in New Jersey.
Insider SEO & PPC. How to use search engines to get qualified leads, prospects, and customers by building and managing SEO and PPC campaigns. Interviews with Google, Microsoft, Clicktracks Web Analytics, and others. Second edition. Jain Publishing, 2006.
Insider’s Guide to SEO. Book on SEO. This was the first edition. After a year, we updated it as a second edition (see the book above). Jain Publishing, 2004.
Hands-On Web Design. This came out in early 1996. By 1998, there were hundreds of books on HTML but this was one of the first books about HTML web development. Jain Publishing. 1996.

Testimonials

Whether you are in Digital Marketing or not, if you are looking to build your LinkedIn network and impact, you need to attend Andreas Ramos’s webinar on LinkedIn Optimization. Although seasoned in social media marketing, this webinar taught me tips I never thought of, and showed me things I didn’t know existed. I am excited to bring these skills and action items back to my organization!

Samantha SullivanDirector of Digital Marketing, Harrity & Harrity

The insights provided during this webinar about LinkedIn strategy will greatly impact our efforts here at Mt. Washington Pediatric Hospital.

Andy WayneDirector of Marketing, Mt. Washington Pediatric Hospital

This workshop was incredibly helpful and filled with information I haven’t heard in other webinars and workshops.

Breanna ChanSocial Media Manager, Bishop-Wisecarver

This workshop helped me and my team hone our LinkedIn accounts to become a more effective networking and sales engine. I recommend anyone who needs assistance preparing their LinkedIn account for use to give this workshop an opportunity to teach you.

Kade HerbertMarketing Content Strategist, CallTower

The workshop was overflowing with helpful information and additional free resources. Definitely worth the time if you are at all interested in improving visibility for yourself or your company.

Kathleen GuerrinaMarketing Manager, Concepts NREC

Workshop was packed with relevant, useable info and handouts.

Carol MercerSales/Marketing, Aspen Systems, Inc.

A highly informational webinar with a lot of useful ways to optimize and polish your LinkedIn account to make you stand out to employers and colleagues.

Chris DeGrayE-Commerce Marketing Specialist, Excel Dryer

November 8, 2022/.

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.

Email Marketing

Email Marketing Masterclass, Module 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

November 07, 2022

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Module 4, Live Online).

Winter 2025
Live Online
Mod 4: Feb 6

Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

Module 4
Prerecorded
Online

Modules 1-4
Prerecorded
Online

This 4-part Email Marketing Masterclass series covers the four essential areas of email marketing management: copy and design, deliverability, data and personalization, and optimizing content and offers through the customer journey. All of the workshops in this series provide strategies, examples, and checklists you can implement immediately in your company, no matter what email-sending platform (ESP) you are using. The series is led by Kate Barrett, the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

You can take these courses à la carte, individually, or as a 4-part Email Marketing Masterclass series bundle for a significant discount.

(Can’t attend a live workshop? No problem. Workshops in this series are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit recordings.)

The nirvana of any good email marketing strategy is to be able to send the right message to the right person at the right time.

By identifying who your customers and prospects are, and by establishing data points that identify where they are with you on their individual journey, you can create a series of automated campaigns to send to your audience and deliver exactly that.

But if you don’t know where to start when it comes to adding to your automated campaign strategy, and if you don’t understand what your customers need as they progress on their journey with you, this workshop will answer those questions. And what you learn will inspire you to maximize your campaign potential.

In this workshop, we’ll talk about the five 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.

Regardless of which email platform (ESP) or vendor you currently use (or may decide to move), this class offers system-agnostic learning of concepts you should consider within your strategy and platform considerations to better personalize and automate your campaigns.

This course is a practical session giving you the techniques and ideas to build out your own customer journeys, identify exactly what your audience needs, and determine when and through which marketing channel this is best delivered. You’ll also get lots of examples of different types of campaigns throughout to inspire your content and creative strategy.

Key Takeaways:

The opportunity automated campaigns can bring for your business:
- Why do automated email campaigns engage your audience better than any other campaign type.
- The importance of planning multi/omni channel campaigns to increase engagement.
The five stages of the customer journey and how you can use these to better understand your subscribers needs at specific times:
- How to map your customers emotional journey—enabling you to develop content, targeting and multi/omni channel experiences.
- Key email campaigns to consider at each stage of the journey to drive engagement; for both B2B and B2C businesses.
- How toadd value for your customers, to help them move to the next stage of their journey.
Planning your automated campaigns for success:
- The starting point of every automation—your data.
- Creating automated campaign branches.
- Your automated campaign hierarchy.
- Setting your campaign rules.
Evaluating your automated campaign KPIs, including core KPIs to focus on, and how to analyze your automated campaign series over time.

How to Convince My Boss Why I Should Take This Course:

According to eConsultancy*, 87% of surveyed senior executives agreed that the events of 2020 and 2021 have rewired customers to be digital-first. But customers don’t just expect rich digital experiences. To make a lasting impression, businesses need to provide personalized content that creates a unified journey across channels. Email marketing is at the forefront of delivering on customer’s expectations of personalized communications that deliver on their expectations, with the right content and offers at the right time. This email series prepares marketers to think through how to turn your email marketing program into a customer-centric, high-performing multi-touch digital experience.

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentations:

The workshop is hands-on and practical.
The workshop is live so that you can ask your questions.
Can’t attend the live workshop? No problem. All DMAnc.org workshops are recorded, and we’ll send you the recording, workbook, and any supplementary materials within a day of completion after we’ve had time to edit the recording.
Step-by-step instructions in numbered lists with the links so you can do this yourself.
Everything is clear with lots of illustrations and examples. You can copy the examples, edit them, and use them in your work.

Download Material:

Video of the presentation with slides and audio.
PDF of the complete presentation.

Who is this Course For?

Anyone who manages the email marketing and marketing automation strategy for their company, including Email Marketing Managers, Demand Generation Managers, eCommerce Managers, Digital Marketing Managers, and Agency Account Managers who manage the email marketing strategy for their clients.

The Presenter:

Kate Barrett

Kate Barrett photo

Kate Barrett is the founder of eFocus Marketing, providing specialist email marketing consultancy, management and training services to companies around the world.

With a proven track record and over 16 years’ experience, Kate’s expertise and passion has helped a large range of companies (including Ann Summers, Ordinance Survey, Nissan, Marks & Spencer, Argos and Ted Baker among many others) develop comprehensive strategies, implement, manage and optimize campaigns, as well as solve complex email marketing issues.

Kate is also an instructor for CIM.co.uk and DMAnc.org, keynote/speaker at events, and author of the bestselling book ‘E-telligence. Email Marketing isn’t dead, the way you’re using it is’ (e-focusmarketing.com/book/)

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

eFocus Marketing Blog: https://e-focusmarketing.com/blog/.
Only Influencers Blog: https://www.onlyinfluencers.com/most-recent-articles/search?query=kate%20barrett.
Spotler & eFocus Marketing Podcast.

Winter 2025
Live Online
Mod 4: Feb 6

Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

Module 4
Prerecorded
Online

Modules 1-4
Prerecorded
Online

After this course I have the confidence to tackle my company’s desire for email marketing head-on and set them up for success.

Amanda RanneySales & Marketing Coordinator, INCERTEC

This course was very helpful with understanding the customer journey from start to finish. I learned how we should always be updating our content and adapt throughout.

Erika WagnerDigital Marketing and Campaigns Specialist, General Electric Credit Union

Kate is an excellent presenter and very thorough. Thank you for all the valuable information.

Samantha JackMarketing Manager, WAC Lighting

Great use of time, gave great insights and explained thoroughly in detail.

Leah TiecheMarketing Communications Specialist, Seaman Corporation

Very helpful and useful information. I would definitely take additional courses in the future.

Ali BerkstresserMarketing Manager, InnerSpace

I highly recommend attending all 4 workshops, even if you have been an email marketer for a while and have experience. The presentation is great and the content is very interesting, Kate even included the new trends and what to keep an eye on for the future. Even though you may think you know many things, you’ll definitely learn new things. Plus it’s great to have a refresher, so you don’t forget your basics and go back to what works.

Marwah AfifiPaula’s Choice Europe B.V.

This was the most useful workshop of all four in the series. It really sums up everything and applies multiple concepts from previous courses. It was the most useful one for me, especially the journey mapping worksheet and example provided!

Randy CasquejoMarine Marketing - CRM Coordinator, Yamaha Motor USA - M.E.S.

Great presentation. Enjoyed finding ways to avoid being put in spam folders and keeping relevant.

Tessa AmsdenSocial Media Marketing Coordinator, Nevco

No fluff. No sales pitch. Just actionable insights from a very knowledgeable presenter!

Mark KoreyMarketing Technologist, SAS Institute, Inc.

Workshop dates and times:

WINTER

Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.
Thursday, January 16, 2025.
9:00 AM to 11:00 AM PST.

Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.
Thursday, January 23, 2025.
9:00 AM to 11:00 AM PST.

Module 3: Improving Email Engagement with Personalization and Automation.
Thursday, January 30, 2025.
9:00 AM to 11:00 AM PST.

Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving Email Results with the Right Content at Each Stage to Drive Engagement.
Thursday, February 6, 2025.
9:00 AM to 11:00 AM PST.

Winter 2025
Live Online
Mod 4: Feb 6

Winter 2025
Live Online
Mod 1: Jan 16
Mod 2: Jan 23
Mod 3: Jan 30
Mod 4: Feb 06

Module 4
Prerecorded
Online