In this class we’ll explore all the different types of data you already have available to you, what’s missing and how you can add it in the future. We'll also look at the legal implications of gathering data, how you can start to break this up to create targeted segments to send your campaigns to, trigger automated campaign series and add relevant content to your emails, as well as how your campaigns and automated campaigns sit in the customer lifecycle and how you can better serve them throughout to increase your results.

Email Marketing Masterclass, Module 3: Improving Email Engagement with Personalization and Automation

October 24, 2022

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Module 3, Live Online).

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Winter 2025
Live Online
Mod 3: Jan 30

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

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Module 3
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Modules 1-4
Prerecorded
Online

A good email marketing strategy is made up of many different types of email for both B2B and B2C businesses. The more targeted and personalized those campaigns are, the better the results you’ll see.

But in order to achieve this, you have to understand—and fall in love with—your data, the foundation of all high-performing email strategies.

Once you understand what data you have available in your business and what you’d love to have in the future (as well as how to get it!), you can start to understand all the opportunities it opens up. You can schedule emails at times that are relevant to your subscribers (based on their behavior, for example). You can personalize your content suggest products, content or services that are right for that individual subscriber, at the right time.

In this class, we’ll explore all the different types of data you already have available to you. We’ll help you see what’s missing and show you how you can add it in the future. We’ll also look at:

The top-level legal considerations of gathering data for marketing
How you can start to break up lists to create targeted segments for your campaigns
How to trigger automated campaign series
How to add relevant content to your emails
How your manual and automated campaigns sit in the customer lifecycle.
How you can use email to better serve customers throughout their lifecycle to increase your results.

Regardless of which email platform (ESP) or vendor you currently use (or may decide to move to), this class offers system-agnostic training. The concepts you learn will help guide your strategy and help you to make platform decisions that will better personalize and automate your campaigns.

Key Takeaways:

What you’ll learn:

Using your data to enhance your messages and meet your goals:
- Fall in love with your data: understand your data hierarchy and the possibilities it offers to help increase your results.
- Analyzing your current situation to identify what data you have, and where, and how it’s used, (potential) issues, gaps and opportunities.
- How to collect more of the data you need and want from multiple sources.
- Connecting your data together.
Considerations when dealing with your data:
- Privacy & marketing compliance USA: CAN SPAM, California Consumer Privacy Act (CCPA).
- Privacy & marketing compliance: GDPR & ePrivacy.
Connecting your content to your subscribers to encourage conversion: Segmentation, Targeting and Positioning your offerings (STP):
- Utilize your data together: RFM (eRFM)/lead scoring.
- How to identify customer needs: developing customer personas.
- Evaluate the overall attractiveness of each segment you want to create to determine which are worthwhile targeting.
- Creating a value proposition to present your offerings to your subscribers.
- Choosing your marketing mix—the 4 Ps.
Sending one-to-one rather than one-to-many: Personalizing your messages to speak directly to each subscriber:
- Using dynamic fields to bring your content into each subscriber’s real-life situation (marketing moments).
- Adding dynamic content to adjust sections of copy, images, offers or CTA buttons depending on who is receiving your email:
- Live Using live dynamic content that adjusts each time your subscriber opens the email.
- The 5 stages of the customer lifecycle and how you can use this to better understand your subscribers’ needs.
- The three key automated campaigns every company should have in place from the start.

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.

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Winter 2025
Live Online
Mod 3: Jan 30

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

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Module 3
Prerecorded
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Modules 1-4
Prerecorded
Online

The email marketing workshop with Kate was super informative. It helped create a strategy to take back to my team to enhance our existing email marketing campaigns.

Barin von ForeggerDigital Campaign Manager, Trustmark Bank

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

Mark KoreyMarketing Technologist, SAS Institute, Inc.

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

Tessa AmsdenSocial Media Marketing Coordinator, Nevco

All sessions so far have been very helpful. Can’t wait for the next one!

Randy Casquejo

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.

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.

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Winter 2025
Live Online
Mod 3: Jan 30

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

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Module 3
Prerecorded
Online

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Modules 1-4
Prerecorded
Online

October 24, 2022/.

Google Ads Masterclass 2024: RSA, pMAX, AI and More

October 19, 2022

DMAnc.org Online Certification Workshops

Spring Discount: 25% Off
Free Lifetime Workshop Updates

Special Pricing, Module 2 Only: regularly ~~$300~~ now 25% off—$225. Enroll here (Pre-recorded).

Special Series Pricing: All three Google Ads workshops $900 now 45% off—$495. Enroll here.

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(Pre-Recorded Online)
Google Ads
Module 2

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Live and Pre-Recorded Online
Google Ads
3-Part Series

Why Take this Course?

This is Module 2 of a three-workshop series that covers how to place and manage Google Ads. Use digital advertising to reach your target audience in search engines to get leads and sales. A search in Google shows the user’s intent: they are looking for the product or service. When you place your ad at the top of Google, your ad appears in front of those people who are actively searching.

In this workshop, you’ll see how to add keywords to your account, use the match modes (including negative keywords), and remove duplicate keywords.

We also cover how keywords, ads, and landing pages work together in Google Ads. This is illustrated with examples of ads and landing pages.

We look at the types of ads, including the new Responsive Search Ads (RSA) and Dynamic Search Ads (DSA), and how they work. You’ll learn cool tricks with dynamic insertion that let you set up countdown clocks (“Offer ends in 4 days, 6 hours, 22 minutes!”), or the city (“Available in Dallas”) in your ads. Other code lets you give special offers to mobile users or returning visitors. You get the code and examples that you can copy, paste, and edit to make your ads.

Finally, we look at A/B Split Testing. You’ll see how to do this without any special software. You’ll also see how to tell which ad is statistically better. And much more…

(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.)

Workshop date and time:

Pre-recorded. Next live workshop coming in Fall 2023!

Key Takeaways:

In this class, you’ll learn:

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

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(Pre-Recorded Online)
Google Ads
Module 2

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Live and Pre-Recorded Online
Google Ads
3-Part Series

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

You use digital ads to place your ads at the top of search engines. You can use ideas from Google Ads in ads for Microsoft Bing, Facebook, LinkedIn, and so on. Use ads to reach your audience to get more visits, leads, and sales.

Your internal teams know your goals, products, and services and can create and manage better advertising.

Manage Digital Advertising: You’ll understand how to set up and run your advertising projects. If you manage staff, interns, agencies, or contractors, you’ll be able to tell them what to do and get results that matter.
Cost-effective: This course will help you to carry out digital ad campaigns faster, at a lower cost, and with better results.

The Presentations:

The workshops are hands-on and practical.
In addition, the workshops are live so you can ask your questions.
Can’t attend the live workshops? 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 complete presentation.
Spreadsheet to collect and manage thousands of keywords.
Spreadsheet tool to convert your keywords to lower case.
Free software to make permutations of your keywords.
Spreadsheet tool to translate your keywords into 66 languages.
The KPI eBook by Andreas Ramos explains KPIs, including CPL (Cost-per-Lead), CPA (Cost-per-Action), BEP (the breakeven point), and more.

Who is the course for?

Marketing managers, digital marketing managers, search engine marketers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits who manage digital advertising (paid search).

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 SEO and digital marketing. His book on SEO was published in three languages by McGraw-Hill. You’ll learn hands-on Google Ads from one of the leading experts in Silicon Valley.

Testimonials

This workshop was very intriguing for even a beginner! I was able to get a deeper understanding of how Google Ads work in your favor or not in your favor. I appreciated the explanation of different types of ads that Google provides along with unifying the keywords to our website headlines.

Brandi MessinaSr. Marketing Communications Specialist, SeaSpine

Andreas helps explain Google Ads using real-world examples. His years of research really give a well-rounded approach to the audience.

Christen SakamotoMarketing Manager, Atlas Insurance Agency

Excellent workshop! Very informative and in an easy-to-understand format. I would definitely recommend it if you are working in the Google AdWords space!

Tina-Marie MonterrozaDigital Marketing Manager, Topcon Positioning Systems

Andreas’ experience is so valuable and he is willing to share it all. Andreas format is concise and right to the point. No wasted time.

Paul HalbrookDirector of Marketing, The Roof Depot, Inc.

October 19, 2022/.

TikTok Social Media Strategy Masterclass: Bite Sized Branding

October 18, 2022

DMAnc.org Online Certification Workshops

Summer Discount: 25% Off
Free Lifetime Workshop Updates

As TikTok’s seemingly infinite market reach continues to grow, so does the thirst for more and more content—so much so that social teams often struggle to keep up with demand. Although you would think a bigger budget would help, it doesn’t always guarantee results.

TikTok changed the perspective away from the highly polished and curated content towards ‘reality’. Why is it that a post will often perform better if filmed over lunch in the kitchen, rather than in a well-lit professional studio? Furthermore, if this snappy short-form media lends itself to the feel of ‘personality’, an environment easier for influencers to thrive, where is the room for a brand? In this two-part masterclass, we will take a look at the need to imitate that personal feeling while also delivering real-world value to the viewer that is worth subscribing to.

This course is brought to you by Joshua Morris, a content strategist and influencer who amassed a following of over 2 million with a great bulk of that growth happening while working on brands. He will take you through fundamental questions such as video length and how many posts per week, to bigger concepts like when should your brand be front and center and when should it lurk in the background. Sometimes there is an art to hiding advertising in believable organic content but equally, if the video is engaging, a viewer will choose to watch an obvious Ad if it feels open, sincere, and asks for very little.

If your TikTok already has 100k subscribers or if it’s still a door you’re afraid to open wide, lets inject some excitement into your social marketing strategy and prepare your business to stand strong in this new somewhat playful world.

(Can’t attend the live masterclass? No problem. These masterclasses 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 date and time:

The course is a one-time two-hour workshop.

Pre-recorded.

Next Live workshop coming in Fall 2023.

Key Takeaways:

Know your market…. Why do people press ‘follow’ and how must our content morph to satisfy that?
We will dissect the current style and climate of the TikTok model and its key differences to other short and long form social media.
The need to step slightly outside of a corporate box without damaging your brand reputation.
Consider what successful brands currently do to stand out and gain followers and importantly what they don’t do! It is not an environment for ‘terms and conditions’ it’s a place for ‘sales and missions.
Learn how to optimize organic content creation from your current team.
When does your content need to be planned and storyboarded? Does it need hooks, narratives, and CTA’s…. or should it be fresh and in the moment?
Creativity is often an issue. This ‘game’ (for want of a better word) requires steady commitment and attention and it can be hard to think of what an audience might be interested in. Learn ways to keep things fresh and how to use your current following to generate ideas.
Distinguish between the different types of posts you can add to your content calendar to bring variety while continually experimenting.
How to get more views on your posts. It’s important to understand the system: your brands page is not about many views spread across your posts but instead relies heavily on waves of virality that ebb and flow.
Is there a science to Virality…. This is every brand’s dream right, a big viral video? Well yes of course the exposure can be worth years of marketing budgets in one post. If this is done wrong however, you can attract followers to your brand who are there to see something completely different. This can affect your account both positively and negatively.
Editing techniques that can be applied to any editing platform.
We will explore how the world can sometimes be eager to generate free content for you if you only grant them access. In this sense we can not only jump on the chance when it happens organically but encourage it.
Surprise surprise…. Influencers can live up to their name. Learn how to access what scale, size and type of audiences you need by using someone already in possession of your market. Sometimes this is well worth paying vast amounts of money for—however, often it can be done simply with more effort and free product to lesser sized influencers.
Is your content strategy predominantly for exposure or are you looking for sales from social media? Let’s look at the advantages and disadvantages of both on TikTok.
eCommerce on the ‘TikTok shop’.
Looking forward: how can we keep up with this shifting environment—must we change with it?
The opportunity to ask the obvious and the advanced questions you want the answers to from a working professional constantly battling ‘the algorithm’.

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Pre-recorded

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

Cost effectiveness—Generating in-house organic content instead of often costly outsourcing. Identifying which content is best to be used as a ‘paid promotion’ to achieve a targeted goal.
Creativity—We can’t just post the same things that don’t work over and over again. Learn a varied range of styles and latch on to what works, and how to try again with what doesn’t.
Level Up Your Confidence—Given the often-playful nature of this style of content it’s very easy to doubt yourself. Even the failures are full of lessons, what are they?
Potential for sales—We will be looking at the potential for e-commerce directly on TikTok and Instagram.
Huge exposure—Up your chances of a truly viral branded video that can transform your business.
The TikTok Ticking Clock—The app isn’t going anywhere, the longer you wait to build a sizeable audience the harder it will be as the market saturates and restricts organic growth.

The Presentation:

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.
Included are lots of and examples of inventive, relevant, and successful branded content.

Download Material:

Recorded video of the presentation with slides and audio.
PowerPoint download of the complete presentation.

Who is the course for?

Social media managers.
Digital Marketing managers.
Creative directors.
Newcomers to TikTok.
Anyone who struggles to create consistent ‘organic content’.

The Presenter:

Joshua Morris

Brand Social Media Strategist
REDPILL London

Joshua Morris is a brand social media strategist specializing in short form content most notably on TikTok. He came into social media first working for the promotional marketing team at ‘The Book of Mormon’ musical, however due to the devastating effects of the pandemic on London’s famous West End theatre scene he went out on his own and rapidly grew his own social media status as the world downloaded TikTok on mass. Having already worked on occasion with the social media team at Rubik’s he joined permanently to mirror his success on their branded page which within only a year had flourished to over 200 thousand subscribers, and which has since doubled. You can find him on TikTok as Joshua³ (@joshua_cubed)

As an influencer Joshua thrives by selling content and screen time to his 2 Million+ followers which puts him in close contact with new brands on a regular basis. Content strategy and production includes brands such as: ACER, Red Bull, Microids, Smyths and SpinMaster games, but having worked directly for TikTok on two separate campaigns, gives Joshua that extra insight into a famously vague company.

A first-class BA in acting from a UK drama school set the stage to teach at the renowned ‘British Film Institute’ for which he has taught several courses predominantly on social media. Points raised at his most recent lectures at the Universities of East London and Durham have materialized in a sudden boost in content production, as like many colleges, they recognize a way to connect with their target market.

Testimonials

The information was incredibly informative, engaging and actionable. I was attending this training as we embark on deeper engagement in short form video/digital and it provided so much food for thought paired with completely useful information to use if/when we start using TikTok.

Kate DoranDirector of Marketing and Communications, Stand for Children Colorado

Extremely informative and helpful for our small social team to learn more about TikTok marketing.

Lana WestGlobal Social Media Manager, Schleich, Inc.

The TikTok workshop was great. Coming from a strategist who mastered Instagram, it was great to learn what works on another platform! This took a deep dive into the details of what you need to incorporate to be successful on TikTok!

Brianna TaylorSocial Media Strategist, Cruise Planners

There was a lot of information, and it covered valuable tips and guidance to build the right content and strategy. Very important and helpful to get a recording of the class to go back and rewatch it.

Martina VuottoSocial Media Manager, Kashian Bros.

October 18, 2022/.

Content Marketing, Digital Marketing, Email Marketing

Email Marketing Masterclass (2025)

October 09, 2022

This Highly Popular Series Is a Must-Have Course for Everyone Who Does Email Marketing

Special Winter Pricing: Regularly, ~~$1,300~~ is now 50% off—$650. Enroll here.

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

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Modules 1-4
Prerecorded
Online

Learn More

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This -four-module 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 best-selling author and email expert Kate Barrett.

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

The four-module bundle discount is normally 35% off. But for winter, all of our courses are 50% off. That means that if you register for all four modules, you’ll save an astonishing 67.5% off of what each of these popular modules would cost separately.

Email Marketing Masterclass, Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.

Special Pricing, Module 1 Only: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Live Online).

Special Series Pricing: All four Email Marketing Masterclass workshop modules $1,300 are now 50% off—$650. Enroll Here (Live Online).

Email marketing is the foundation of any good multi-channel marketing strategy.

But if you’re finding that your current campaigns are stagnating, results are declining, or you just need a fresh approach to optimizing what you’re currently doing, this class will give you all the core principles you need to maximize your current email marketing strategy. In a world of crowded email inboxes and mobile viewers, you’ll have the tools you need to acquire and retain customers more effectively than ever before.

We’ll talk about best practices for both B2B and B2C businesses for email copy, design, and implementation. We’ll cover designing emails for engagement (and different devices) and writing winning subject lines and email copy. You’ll learn when and how often to send emails, gain a useful new understanding of your campaign metrics, and successfully conduct testing that gets results.

Key Takeaways:

Optimizing your email design and structure: Key design considerations to ensure your emails maximize your audience engagement:
- Creating open-worthy subject lines.
- The anatomy of an email—key sections that every email should have, and that all need to be optimized, regardless of design.
- Optimizing for mobile and responsive design to enhance engagement across multiple devices.
- Optimizing the email for preview pane and blocked images to ensure your message always gets across and is actionable.
- Design techniques to draw the eye to your Call-to-Action (CTA).
- Optimizing your CTA color, placement, and wording to maximize clicks.
- Advanced email design: Interactive email to bring your message to life and help subscribers engage there and then:
  - Video in email—key do’s and don’ts.
  - GIFs—the right and wrong way to use them.
  - What are AMP and Creative HTML and how can you use them to better deliver your content to subscribers and generate engagement?
- Techniques to create copy that converts and connects with your subscribers.
Testing as a strategic issue; five steps to creating tests that get results you can use (across channels!).
Testing as a strategic issue; 5 steps to create tests that get results you can use (across channels!).

Email Marketing Masterclass, Module 2: Improving Email Deliverability to get Your Emails in the Inbox.

Special Pricing, Module 2 Only: regularly ~~$500~~ now 50% off—$250. Enroll Here (Live Online).

Special Series Pricing: All four Email Marketing Masterclass workshop modules $1,300 are now 50% off—$650. Enroll Here (Live Online).

Planning, creating an email, and pressing the send button is just the start of the journey to the subscriber. What happens next, and how you can help give your emails the best chance of reaching your prospect’s inbox, require consideration across multiple areas of your implementation and strategy.

If you’re seeing diminishing results at a specific email provider or overall or simply want to know how to maintain high delivery, this class is for you.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content, and how engagement impacts your top-line results. We’ll also dive into specific strategies to monitor your campaigns on an ongoing basis and fix problems as they arise, including optimizing your email blasts for Hotmail and Gmail specifically.

This module is weighted towards B2C deliverability challenges. However, many of the elements are very similar in B2B, and the knowledge gained can be used across both markets.

Key Takeaways:

Deliverability vs. inbox placement—what’s the difference?
Understanding your sender reputation, including Domain vs. IP reputation, and getting your sending infrastructure right (DKIM, SPF, TSL, DMARC, BIMI, etc.).
List Hygiene:
- Spam traps: what tools give you insight into spam traps and how you can get rid of them.
- Hard bounces, soft bounces, and blocks: what’s the difference, how to analyze them and how to handle them.
- Sending Permanence.
- Spam content.
- Positive engagement, negative engagement, and complaint rates.
- The impact of your data collection processes on your delivery.
- The difference between B2B and B2C delivery.
- Gmail / Hotmail (Outlook) specifics:
  - What’s the Inbox? Tabs available and how to navigate them.
  - Gmail promotions tab:
- How to identify you have deliverability/Inbox placement issues.
- Pro-active and re-active strategies to enhance your results:
  - Proactive: What statistics to monitor and what to look out for.
  - Reactive: Engagement pull-back strategy, and what to do for B2B email management.

Email Marketing Masterclass, Module 3: Improving Email Engagement with Personalization and Automation.

Special Pricing, Module 3 Only: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Live Online).

Special Series Pricing: All four Email Marketing Masterclass workshop modules $1,300 are now 50% off—$650. Enroll Here (Live Online).

A good email marketing strategy is made up of many different types of email for both B2B and B2C businesses—the more targeted and personalized those campaigns are, the better the results you’ll see.

But, in order to achieve this, you have to understand—and fall in love with—your data, the foundation of all high-performing email strategies.

Once you understand what data you have available in your business and what you’d love to have in the future (as well as how to get it!), you can start to understand all the opportunities it opens up. You can schedule emails at times that are relevant to your subscribers (based on their behavior, for example). You can personalize your content to suggest products, content or services that are right for that individual subscriber, at the right time.

In this class, we’ll explore all the different types of data you already have available to you. We’ll help you see what’s missing and show you how you can add it in the future. We’ll also look at:

The top-level legal considerations of gathering data for marketing
How you can start to break up lists to create targeted segments for your campaigns
How to trigger automated campaign series
How to add relevant content to your emails
How your manual and automated campaigns sit in the customer lifecycle.
How you can use email to better serve customers throughout their lifecycle to increase your results.

Regardless of which email platform (ESP) or vendor you currently use (or may decide to move to), this class offers system-agnostic training. The concepts you learn will help guide your strategy and help you to make platform decisions that will better personalize and automate your campaigns.

Key Takeaways:

Using your data to enhance your messages and meet your goals:
- Fall in love with your data: understand your data hierarchy and the possibilities it offers to help increase your results.
- Analyzing your current situation to identify what data you have, and where, and how it’s used, (potential) issues, gaps and opportunities.
- How to collect more of the data you need and want from multiple sources.
- Connecting your data together.
Considerations when dealing with your data:
- Privacy & marketing compliance USA: CAN SPAM, California Consumer Privacy Act (CCPA).
- Privacy & marketing compliance: GDPR & ePrivacy.
Connecting your content to your subscribers to encourage conversion: Segmentation, Targeting and Positioning your offerings (STP):
- Utilize your data together: RFM (eRFM)/lead scoring.
- How to identify customer needs: developing customer personas.
- Evaluate the overall attractiveness of each segment you want to create to determine which are worthwhile targeting.
- Creating a value proposition to present your offerings to your subscribers.
- Choosing your marketing mix—the 4 Ps.
Sending one-to-one rather than one-to-many: Personalizing your messages to speak directly to each subscriber:
- Using dynamic fields to bring your content into each subscriber’s real-life situation (marketing moments).
- Adding dynamic content to adjust sections of copy, images, offers or CTA buttons depending on who is receiving your email:
  - Using live dynamic content that adjusts each time your subscriber opens the email.
- The 5 stages of the customer lifecycle and how you can use this to better understand your subscribers needs:
  - The 3 key automated campaigns every company should have in place from the start.

Email Marketing Masterclass, Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving Email Results with the Right Content at Each Stage to Drive Engagement.

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

Special Series Pricing: All four Email Marketing Masterclass workshop modules $1,300 are now 50% off—$650. Enroll Here (Live Online).

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 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 to add 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 Your Boss Why You Should Take this Class:

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 masterclass 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 the 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.

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

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Modules 1-4
Prerecorded
Online

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

Very informative class, got into the strategy behind getting your emails through!

Samantha JackMarketing Manager, WAC Lighting

Very pleased with today’s workshop! Received a lot of useful information and resources that will help me in my job. Can’t wait for the next one!

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

Great course for taking email strategy and tactics to the next level.

Rouba NajjarSenior Product Manager, GenScript, Inc.

Fantastic presentation and loads of practical tips! I was engaged the whole time.

Darlene HarlockDirector of Demand Generation, Kaseya

A great presentation that covered all the important details about the whole process of email marketing while giving great examples.

Amanda HiggsVisual Designer, Intuit

Kate did a great job going through each topic in great detail, and I left the presentation with some clear action items on how to improve my email results.

Michael MarzeottiMarketing Automation Specialist, Advisor Investments

Great presentation, packed with helpful information that can be implemented for quick results! Will definitely recommend it to anyone looking to improve their email marketing with just a short few hours to spare.

Selineh PitrossAdvertising and Promotions Specialist, Premier America Credit Union

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.

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

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Modules 1-4
Prerecorded
Online

October 9, 2022/.

Digital Marketing, Organic & Paid Social Media

TikTok Organic Social Media Strategy Masterclass

October 05, 2022

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

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Winter 2025
Live Online
Mod 1: Jan 27
Mod 1: Feb 03

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Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Introduction:

As TikTok’s seemingly infinite market reach continues to grow, so does the thirst for more and more content—so much so that social teams often struggle to keep up with demand. Although you would think a bigger budget would help, it doesn’t always guarantee results.

TikTok changed the perspective away from the highly polished and curated content towards ‘reality’. Why is it that a post will often perform better if filmed over lunch in the kitchen, rather than in a well-lit professional studio? Furthermore, if this snappy short-form media lends itself to the feel of ‘personality’, an environment easier for influencers to thrive, where is the room for a brand? In this two-part masterclass, we will look at the need to imitate that personal feeling while also delivering real-world value to the viewer that is worth subscribing to.

This course is brought to you by Joshua Morris, a content strategist and influencer who amassed a following of over 2 million followers with a great bulk of that growth happening while working on brands. He will take you through fundamental questions, such as video length and how many posts per week, to bigger concepts, like when your brand should be front and center and when it should lurk in the background. Sometimes, there is an art to hiding advertising in believable organic content, but equally, if the video is engaging, a viewer will choose to watch an obvious Ad if it feels open, sincere, and asks for very little.

If your TikTok already has 100k subscribers or if it’s still a door you’re afraid to open wide, let’s inject some excitement into your social marketing strategy and prepare your business to stand strong in this somewhat playful world.

Module 1: Building a Brand Presence and Content Style that Resonates on TikTok.

Description:

Yesterday if you weren’t the top search on Google you probably weren’t even a company – today your brand needs a blue tick and a well-presented page to earn consumers’ attention and trust. We will look at carefully sculpting the legitimacy of your profile page (the important place where viewers make that final decision whether to follow or not) and take a peek at how big brands adapt specifically for this market. In this medium we cannot simply use a photo or clips from an old advert, instead, it is essential to learn how to organically and consistently post. First, we understand what value our audience appreciates and then we can dissect the styles of content that will fill that need.

Key Takeaways

Key takeaways:

Understanding the TikTok revolution, what did it change, how does it work, and who uses it?
Is there a B2B market? How can short form be useful in generating leads?
Crafting your branded profile to entice the followers. We will look at what successful brands currently do to stand out and gain followers and importantly what they do differently for TikTok.
Distinguish between the different types of posts you can add to your content calendar to bring variety while continually experimenting.
Learn how to optimize organic content creation from your current team, what posts should be planned in advance, and which can be reactive.
Hooks, storyboarding, CTA’s etc.—the structure of a post.
Creativity is often an issue. This ‘game’ (for want of a better word) requires steady commitment and attention and it can be hard to think of what an audience might be interested in. Learn ways to keep things fresh and how to use your current following to generate ideas.
How to get more views on your posts! It’s important to understand the system: your brand’s page is not about many views spread across your posts but instead relies heavily on waves of virality that ebb and flow.
Editing techniques that can be applied to any editing platform.
Going live and using stories—what does that mean and what’s the point?
Look into posting consistently—how many is enough?
The invention of the doppelgängers ‘Reels’ and ‘Shorts’ gives us an opportunity to be resourceful with our content production. Learn the key differences—how about one content strategy, with multiple tweaked outputs?

Module 2: TikTok Technical Strategy and Generating Sales and Leads.

Description:

Here we will step slightly away from content creation leaning towards strategy. We will consider the importance of understanding our own analytics and how they can help us produce better and better content and fundamentally what is and isn’t worth repeating.

Although organic content is at the core of your short-form strategy—can TikTok offer more than just exposure? Although sales will inevitably come from a viral post of a product or service, pushing a different approach might be better suited. In this module, we will take a look into the huge potential of paid ads on TikTok and especially that of influencers and their targeted audience.

Key Takeaways

Key Takeaways:

What does the algorithm want from us? And how to not allow it to dictate what we deliver.
Does your brand need a face on screen?
Is there a science to Virality…. This is every brand’s dream right, a big viral video. Well yes of course the exposure can be worth years of marketing budgets in one post. If this is done wrong, however, you can attract followers to your brand who are there to see something completely different. This can affect your account both positively and negatively.
Surprise surprise…. Influencers can live up to their name. Learn how to access what scale, size, and type of audiences you need by using someone already in possession of your market. Sometimes this is well worth paying vast amounts of money for—however, often it can be done simply with more effort and free products to lesser-sized influencers.
Is your content strategy predominantly for exposure or are you looking for sales from social media? Learn how trade fits into the TikTok model.
The differences between ads you can run on TikTok and which type will achieve your specific goal.
eCommerce and the future of the ‘TikTok shop’.
Looking forward: how can we keep up with this shifting environment—must we change with it?
The opportunity to ask the obvious and the advanced questions you want the answers to from a working professional constantly battling ‘the algorithm’.

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

Cost effectiveness—Generating in-house organic content instead of often costly outsourcing. Identifying which content is best to be used as a ‘paid promotion’ to achieve a targeted goal.
Creativity—We can’t just post the same things that don’t work repeatedly. Learn a varied range of styles and latch on to what works, and how to test to get new winners.
Level Up Your Confidence—Given the often-playful nature of this style of content it’s very easy to doubt yourself. Even the failures are full of lessons; what are they?
Potential for sales—We will be looking at the potential for e-commerce directly on TikTok.
Huge exposure—Up your chances of a truly viral branded video that can transform your business.
The TikTok Ticking Clock—The app isn’t going anywhere, the longer you wait to build a sizeable audience the harder it will be as the market saturates and restricts organic growth.

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.
Included are lots of examples of inventive, relevant, and successful branded content.

Download Material:

Recorded video of the presentations with slides and audio.
PDF download of the complete presentations.

Who is the course for?

Social Media Managers.
Digital Marketing Managers.
Creative Directors.
Newcomers to TikTok.
Anyone who struggles to create consistent ‘organic content’.

The Presenter:

Joshua Morris

Joshua Morris is an instructor for the TikTok masterclass for the Direct Marketing Association of Northern California. Joshua is a brand-focused social media strategist specializing in short-form content, most notably on TikTok and Instagram. His classes focus on organically generating content in-house.

Awarded a first-class BA in acting from a renowned UK-accredited drama school. Transferable skills learned during this time have made viewers feel comfortable watching Joshua’s ads on screen.
Joshua has taught several courses on social media at the globally respected British Film Institute. He has also lectured staff and students on social media at the Universities of East London and the University of Durham.
Joshua is currently a content creator for Rubik’s (since 2020) to mirror his success on their branded page, which, within a year, had flourished to over 200 thousand subscribers, which has since doubled.
As an influencer, Joshua thrives by selling content and screen time to his 2.5 million followers, regularly putting him in close contact with new brands.
Content strategy and production include brands such as ACER, RedBull, Microids, Google, META, and Cineworld.
Working directly for TikTok on two separate campaigns, (#LearnOnTikTok, TikTok shop Lives UK) gives Joshua extra insight into a famously vague company.
TikTok – https://www.tiktok.com/@joshua_cubed?_t=8hMQUWQxWYT&_r=1
Instagram- https://instagram.com/joshua_cubed?igshid=M2RkZGJiMzhjOQ%3D%3D&utm_source=qr

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Winter 2025
Live Online
Mod 1: Jan 27
Mod 1: Feb 03

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Prerecorded
Online

The information was incredibly informative, engaging and actionable. I was attending this training as we embark on deeper engagement in short form video/digital and it provided so much food for thought paired with completely useful information to use if/when we start using TikTok.

Kate DoranDirector of Marketing and Communications, Stand for Children Colorado

Extremely informative and helpful for our small social team to learn more about TikTok marketing.

Lana WestGlobal Social Media Manager, Schleich, Inc.

The TikTok workshop was great. Coming from a strategist who mastered Instagram, it was great to learn what works on another platform! This took a deep dive into the details of what you need to incorporate to be successful on TikTok!

Brianna TaylorSocial Media Strategist, Cruise Planners

There was a lot of information, and it covered valuable tips and guidance to build the right content and strategy. Very important and helpful to get a recording of the class to go back and rewatch it.

Martina VuottoSocial Media Manager, Kashian Bros.

Workshop dates and times:

WINTER 2025

Module 1: Understanding Your Audience and then Creating the Right Content.
Monday January 27, 2025.
12:00PM – 2:00PM PST

Module 2: Honing Your Strategy with Influencers and Analytics.
Monday February 3, 2025.
12:00PM – 2:00PM PST

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Winter 2025
Live Online
Mod 1: Jan 27
Mod 2: Feb 03

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Prerecorded
Online

October 5, 2022/.

Digital Marketing, Organic & Paid Social Media

Social Media Marketing: A Deep Dive Masterclass

October 05, 2022

Take Your Social Media Game Beyond Tactics to the Next Level

Special Winter Pricing: Regularly ~~$1,100~~ is now 50% off—$550. Enroll here.

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Winter 2025
Live Online
Mod 1: Mar 11
Mod 2: Mar 18
Mod 3: Mar 26

Prerecorded
Online

Learn More

Learn More

Learn More

Introduction:

In this three-module masterclass, social media expert and author Michelle Carvill will show you how to create the perfect social media strategy for your objectives and brand — and how adding this foundational layer under the tactics you already know will elevate your social media marketing game to new levels of achievement.

In this deep-dive Masterclass, you’ll create a highly effective social media strategy that incorporates your brand, values, purpose, and organizational objectives. We’ll explore how a well-planned, well-rounded social media strategy positively impacts multiple areas of your business, from recruitment and business development to lead generation and sales. You’ll learn how to refine your audience definition, select media and tactics that will deliver results according to your goals, and develop a content strategy and measurement plan that is sustainable for your organization.

Perhaps most importantly, your new strategy will organize your social media marketing activity in a way that gives you more business insights, delivers better on your KPIs, and gives you confidence in your decisions and a stress-relieving plan to follow.

Key Takeaways

Develop a robust social media strategy that aligns brand, values, and business objectives.
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 that engages relevant people from across the organization and maximizes your resources.
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 demonstrate the bottom-line ROI value creation and 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.
Bonus: Planning resources, templates, and case studies.

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

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, insights and even AI 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.
Whistle stop of the 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.

Module 2: Content Strategy.

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.
Useful tools and resources you can lean into to support your content creation and development.

Module 3: Organic and Paid Social Media Activity.

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.

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 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.

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Winter 2025
Live Online
Mod 1: Mar 11
Mod 2: Mar 18
Mod 3: Mar 26

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Prerecorded
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This class gave me a better understanding of paid and organic social media. I was pleased to also receive a bunch of takeaways and strategies that I will implement immediately into our marketing plan.

Danielle TampierDirector of Marketing, J.G. Petrucci Company

This workshop helped reinforce my belief on what our company needs to focus on.

Corina ArmstrongSocial Media Coordinator, Common Sail Investment Group

The Social Media Strategy Masterclass Part 2 was very informative regarding what type of content to focus on for each stage of your audience’s journey in the marketing funnel. It also provided useful tips for ensuring efficiencies, such as organizing marketing in your organization effectively and also repurposing content when possible.

Cierra NicholsonDigital Marketing Specialiast, Trust Point

This was chock-full of useful information that I can take back to my team and put into action.

Jeannine CoulombeSales and Marketing Content Manager, NTC

Michelle did a great job in covering all the basics of starting social media campaigns, from how you can get to know your audience, to how you can target them specifically with strategic messaging in place and how you can align these campaigns with performance and goals in mind.

Debbie SmithMarketing Manager, Heilind Electronics

Today’s presentation was very engaging with visuals and examples to help understand the content. Providing content before the presentation that could be viewed before, during, and after the presentation was extremely beneficial to help implement the knowledge.

Cierra NicholsonDigital Marketing Specialiast, Trust Point

This was a great introduction to Social Media Marketing! Extremely helpful for our purposes. Looking forward to the next sessions.

Grace FocaMarketing Coordinator, Meyer and Associates

This course is very helpful for new or expanding businesses looking to utilize social media platforms to enhance their business. It’s definitely worth the time to learn some new strategies and brush up on current ideas.

Eileen CopleyDigital Marketing Specialist, Everhard Products

This is my second workshop attended and it did not disappoint. Looking forward to the next module. The information I learned today will definitely help me with my social media strategy moving forward for 2023.

Danielle TampierDirector of Marketing, J.G. Petrucci Company

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

Michelle is very knowledgeable and measuring social media ROI was very informative.

Jeannine CoulombeSales and Marketing Content Manager, The National Theatre for Children

Workshop dates and times:

Winter

Module 1: Strategy and Purpose, Audience & Personal Planning.
Tuesday, March 11, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

Module 2: Content Strategy.
Tuesday, March 18, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

Module 3: Organic and Paid Social Media Activity.
Wednesday, March 26, 2025.
From 09:00 a.m. to 11:00 a.m. PDT.

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Mod 1: Mar 11
Mod 2: Mar 18
Mod 3: Mar 26

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October 5, 2022/.

Sustainable Marketing—The future of business and business for the future?
Greenwashing 101.
Sustainable marketing in action.

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Digital Marketing, Sustainable Marketing

Sustainable Marketing Masterclass

September 29, 2022

Earn A Certificate of Sustainable Marketing in Just Three Modules.

Special Winter Pricing: Regularly ~~$1,100~~ is now 50% off—$550. Enroll here .

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Winter 2025
Live Online
Mod 1: Feb 24
Mod 2: Feb 27
Mod 3: Feb 28

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Introduction:

From a marketer’s perspective, sustainability has three important facets:

There is doing right, by becoming a leader in educating your organization about the expectations, responsibilities, and opportunities for achieving sustainability, by practicing sustainability in your marketing programs, and by supporting sales and other departments in their sustainability efforts.
Sustainability is demonstrated by achieving metrics and ESG (Environmental, Social, Governance) scores that attract investors, partners, and employees.
Finally, there is communicating your sustainability commitment in a way that enhances your brand, attracts loyal customers, builds trust, and expresses authenticity. In a world of greenwashing, this may be the most challenging task—but it’s also very rewarding when you get it right.

In this three-module course, taught by Gemma Butler, co-founder of Can Marketing Save the Planet Ltd., you will learn about all three facets and how to use them in your organization, begin a sustainability program, or enhance and accelerate one you already have.

Moreover, completing this three-module course—just six hours of training–will earn you a Certificate of Sustainable Marketing, the first offered anywhere in the U.S.

Marketing has a significant role to play in sustainability and ESG. Using their skills and powers for good, and ensuring transparency and authenticity is critical. How we communicate sustainability and ESG is critical to its progress and success. Marketers must ensure they are educated and aware in order to protect their brand’s reputation, build trust and feel confident that the claims they are making are considered, substantiated, and demonstrate commitment to the triple bottom line.

Key Takeaways:

Understand the state of sustainability endeavors and expectations in 2024 and 2025.
Learn about the changing landscape of sustainability, including consumer, legal, and regulatory perspectives.
Find out who’s leading sustainability efforts, and what they’re doing (the answers may surprise you).
Discover the many opportunities to begin, or increase, your sustainability efforts. You don’t have to start at 100.
Learn about “circularity” —what it is and why it matters.
Learn how marketing fits into the sustainability picture.
Find out the steps you need to get started.
Learn about “greenwashing”, why marketing professionals often take the heat from it, how to avoid it, and what to do instead.
Learn how to use evolutionary storytelling to communicate effectively and authentically.
Learn how to identify messaging opportunities, and how to use them in a compelling way.
See examples and case studies: who’s doing it right, who’s doing it wrong.
Bonus: Self-audit you can use to validate your green claims and instill trust.

Module 1: Sustainable Marketing–The future of business and business for the future?

Module 1 of this 3-part masterclass is an introduction to the sustainability model and operating environment. You’ll understand how things are changing, including regulations, mandatory reporting, legal challenges, consumer behaviors and expectations, and stakeholder wants and needs. You’ll learn about the UN Sustainable Development Goals (SDGs) and how you can choose among them to incorporate sustainability into your business.

You’ll also explore what sustainability means for organizations:

Challenges.
Opportunities.
The B-Corp movement.

And what this means for marketers:

Becoming part of the solution.
Building the business case.
Communicating sustainability and ESG.

Module 2: Greenwashing 101.

Module 2 focuses on the rise of “greenwashing” (using marketing and PR to convey environmental responsibility where none exists) and “greenhushing” (a refusal to disclose a company’s ESG information). You’ll learn how they hurt organizations authentically incorporating sustainability and how to combat them in your messaging. You’ll explore what they are, how to spot them, see examples, and learn why everyone needs to be responsible.

How we talk about sustainability and ESG (Environmental, Social, Governance) and what kinds of green claims we make can be the difference between speeding up progress and slowing it down. After all, negative attention is never good for brand reputation.

Regulations and guidelines continue to tighten globally in response to greenwashing and greenhushing. While the responsibility sits with the organization, marketing professionals often take the lead on sustainability communications—and take the hit when it goes wrong. Education, awareness, and effective storytelling are the keys to success.

Module 3: Sustainable marketing in action.

Module 3 of this masterclass series dives into sustainable marketing action. We’ll explore what it looks like and how to do it. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all aspects of marketing through a responsible lens. You’ll look at:

How to communicate sustainability and ESG for both B2C and B2B audiences.
How to use words, language, and storytelling to effectively communicate sustainability to your audiences.
Understanding effective marketing tactics and the impact of marketing activities themselves.

This class is packed with case studies, examples, and ideas.

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

Business is very different today than it was 10 years ago. As awareness continues to grow around climate change, sustainability and ESG remain dominant conversations both in B2B and B2C. Business is under increasing pressure from investors, regulators, employees, and society to take the lead, make bold commitments, and establish new sustainable markets that give back to people, planet, and profit.

The landscape and operating environment is changing, and stakeholder demands are increasing:

Consumers believe organizations should:
- Operate in a way that improves their lives (86%)
- Demonstrate they are following through on promises to people, the planet and society (82%)
- Encourage consumers to support social or environmental issues (65%)
(Source PORTER NOVELLI PURPOSE PRIORITIES REPORT 2023)
Investors interest continue to grow:
- Individual investors (77%) globally say they are interested in investing in organizations that aim to achieve market-rate financial returns while also considering positive social and/or environmental impact.
- (57%) say their interest in sustainable investments has increased in the last two years, while 54% say they anticipate boosting allocations to sustainable investments next year.
- 80% of global investors consider a company’s reporting on its carbon footprint and commitment to reducing greenhouse gas emissions.
(Source Morgan Stanley Institute for Sustainable Investing, January 2024)
Employees want to work for organizations who align to their values:
- 55% of Gen Zs and 54% of millennials research a brand’s environmental impact and policies before accepting a job.
- 17 % of Gen Zs and 16% of millennials say they have already changed jobs or sector due to climate concerns
- 69% of Gen Zs and 73% of millennials actively trying to minimize their environmental impact – this has a major impact on their lifestyle choices.
(Source Deloitte 2023 GenZ / Millennial Survey)

Regulation, policy, and reporting are evolving. Sustainability reporting for large organizations will be mandatory, and greenwashing is no longer being ignored.

Equip yourself to be a force for good, unlocking innovative solutions, new ways of thinking, and better ways of communicating that go beyond your company’s products and services.

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 are in numbered lists with links so you can do this yourself.
Included are lots of illustrations and examples.

Download Material:

Video of the presentation with slides and audio.
Recommended podcast episodes from Can Marketing Save the Planet.
Access to the Sustainable Marketer Action Plan.
Access to Sustainable Marketing models—traditional models, hacked through a sustainable lens.
Access to the Can Man Marketing Save the Planet Learning Zone and 100 points challenge.
Become a supporter of the Sustainable Marketer Manifesto.
List of questions to ask and actions to consider.

Who is the course for?

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

The Presenter:

Gemma Butler

Gemma Butler teaches courses at the Direct Marketing Association of Northern California in a three-module series that leads to a Certificate in Sustainable Marketing. The courses focus on the challenges but, more importantly, the opportunities for marketers to be part of the solution in building sustainable markets and shaping new behaviors. Sustainable marketing isn’t about totally reinventing marketing but rather about rethinking all the guises of marketing through a responsible lens.

Currently, I am the co-founder of Can Marketing Save the Planet Ltd, a company on a mission to support responsible marketing by educating and supporting approximately 10.6M marketers on the planet. Gemma also teaches for the Chartered Institute of Marketing and Cambridge Judge Business School, the executive business school of the University of Cambridge.
2 x published author with Bloomsbury, ‘Sustainable Marketing—How to Drive Profits with Purpose’ and soon to be released (Jan 2024), ‘Can Marketing Save the Planet? 101 Practical Ways to Use Sustainable Marketing as a Force for Good.’
Creator and co-host of the podcast series, Can Marketing Save the Planet? A podcast series that interviews a wide range of guests (including Philip Kotler and Seth Godin) about all things sustainable, with the objective of raising awareness and highlighting the significant role marketing plays in driving a more sustainable future.
Written/contributed to multiple publications—Raconteur’s Special Report, The Drum, Sustainability Magazine.
Certified Carbon Literate by the Carbon Literacy Project.
Awarded ‘‘Outstanding Contribution to Marketing’ in 2022 for driving sustainable marketing transformation by Women in Marketing Awards.
Starting her career in product marketing at Xerox and value proposition development and product marketing at Sony, Gemma went on to become the Marketing Director at the Chartered Institute of Marketing – representing and informing the marketing profession, driving the importance of professional development and educating and inspiring the next generation of marketers.
Keynote speaker and panelist at multiple events, webinars, and conferences for both universities and businesses.
BA Hons Degree in English Literature and Linguistics—University Portsmouth.
Website: https://www.canmarketingsavetheplanet.com/.
Social Media: https://www.linkedin.com/in/butlergemma/.

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Mod 1: Feb 24
Mod 2: Feb 27
Mod 3: Feb 28

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This workshop was very insightful on the strategic role marketing plays in Sustainability for the organization.

Amy BieleckiDirector of Marketing, NEST

This workshop offered helpful information and education for any marketer looking to share authentic sustainability stories! It was a great reminder of how much influence marketing can have for the good.

Kay KapteynManager, Content and Communications, Van Drunen Farms

This class is exactly what I need to help launch a Sustainable Marketing strategy and future company policy.

Sara WingDirector of Community Marketing, Cabot Creamery

Living in a world where sustainability isn’t just a buzz word, but a part of our world, we need to know why it’s important to be sustainable. This course is incredibly helpful for learning how to lives sustainable lives and market sustainable products and services. Gemma’s content is intriguing and informative.

Theresa MeyersDirector, Sales & Marketing, Pearhead

The Sustainability in Marketing workshop is a necessary class for any marketer looking to continue to grow in the every evolving world of sustainable packaging.

Erica HartmannMarketing Director, PTI

Workshop dates and times:

WINTER 2025

Module 1: Sustainable Marketing: The future of business and business for the future?
Monday Feb 24, 2025. 09:00 AM – 11:00 AM PST

Module 2: Greenwashing 101.
Thursday Feb 27, 2025. 09:00 AM – 11:00 AM PST

Module 3: Sustainable Marketing in Action.
Friday Feb 28, 2025. 09:00 AM – 11:00 AM PST

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Winter 2025
Live Online
Mod 1: Feb 24
Mod 2: Feb 27
Mod 3: Feb 24

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September 29, 2022/.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas; for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content and how engagement impacts deeper than just your top-line results. We’ll also dive into specific strategies to monitor your situation on an ongoing basis, fix problems as they arise and optimizing your sends for Hotmail and Gmail specifically.

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Email Marketing

Email Marketing Masterclass, Module 2: Improving Email Deliverability to Get Your Emails in the Inbox

September 27, 2022

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll Here (Module 2, Live Online).

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Winter 2025
Live Online
Mod 2: Jan 23

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

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Module 2
Prerecorded
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Modules 1-4
Prerecorded
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This is part 2 of a 4-part Email Marketing Masterclass series covering 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, who provides 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. 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 recordings.)

In this workshop on email deliverability we’ll be covering the following content:

Planning, creating an email, and pressing the send button is just the start of the journey to the subscriber. What happens next, and how you can help give your emails the best chance of reaching your prospect’s inbox. require consideration across multiple areas of your implementation and strategy.

If you’re seeing diminishing results at a specific email provider or overall or simply want to know how to maintain high delivery, this class is for you.

In this workshop, you’ll learn the difference between deliverability and inbox placement and how you can influence success in both areas for both B2B and B2C senders. We’ll discuss your sending infrastructure, list hygiene practices, spam content, and how engagement impacts your top-line results. We’ll also dive into specific strategies to monitor your campaigns on an ongoing basis and fix problems as they arise, including optimizing your email blasts for Hotmail and Gmail specifically.

This module is weighted towards B2C deliverability challenges. However, many of the elements are very similar in B2B, and the knowledge gained can be used across both markets.

Key Takeaways:

Deliverability vs. inbox placement—what’s the difference?
Understanding your sender reputation, including Domain vs. IP reputation, and getting your sending infrastructure right (DKIM, SPF, TSL, DMARC, BIMI, etc.).
List Hygiene:
- Spam traps; what tools give you insight into spam traps and how you can get rid of them.
- Hard bounces, soft bounces, and blocks: what’s the difference, how to analyze them and how to handle them
- Sending Permanence.
- Spam content.
- Positive engagement, negative engagement, and complaint rates.
- The impact of your data collection processes on your delivery
- The difference between B2B and B2C delivery.
- Gmail/Hotmail (Outlook) specifics.
  - What’s the Inbox? Available tabs and how to navigate them.
  - Gmail promotions tab, including Annotations (how to show your offer in the Inbox.
- How to identify whether you have deliverability/Inbox placement issues.
- Pro-active and re-active strategies to enhance your results:
  - Proactive: What statistics to monitor and what to look out for.
  - Reactive: Engagement pull-back strategy, and what to do for B2B email management.

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.

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Winter 2025
Live Online
Mod 2: Jan 23

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

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Module 2
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Modules 1-4
Prerecorded
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This workshop was helpful in that she tried to make the technical aspects of email deliverability understandable for the audience. And she pointed out how many of the issues with email deliverability are more content related.

Juliana DoanCreative Director, AMG National Trust

Very informative class, got into the strategy behind getting your emails through!

Samantha JackMarketing Manager, WAC Lighting

The knowledge I gained far exceeded the cost of the workshop. I walked away with a clearer understanding of applying concepts and practices I already know in an effective way around email automation, digital personalization, and omnichannel strategy.

Joseph KellyContent Lead, TE Connectivity

Although this session was more technical in nature, the presenter delivered the information so that it was easy to follow and understand.

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

I thought this workshop was really interesting and relative to what I was hoping to learn more about. I appreciate that it covered all aspects of data, how to gather, analyze and use it properly to make the most of it. Plus it covered how personalization is the way to go from now on. Very well done!

Marwah AfifiPaula’s Choice Europe B.V.

Comprehensive and thorough!

Rouba NajjarSenior Product Manager, GenScript, 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.

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Winter 2025
Live Online
Mod 2: Jan 23

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

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Module 2
Prerecorded
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Modules 1-4
Prerecorded
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September 27, 2022/.

Digital Marketing, Organic & Paid Social Media

Social Media Marketing 2025 Bootcamp

September 21, 2022

Two-hour Social Media Refresher Course for Marketing Pros.

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll here (January 14).

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Winter 2025
Live Online
Jan 14

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Spring 2025
Live Online
Apr 17

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Why Take this Course?

Social media keeps pace with an ever-changing world. It’s overwhelming at the best of times for marketing professionals who work around the clock on platforms. So, what can marketers do to thrive in an accelerating social media landscape?

In this 2-hour bootcamp, social media strategist Beverley Theresa will break down the situation, give you strategies and tactics aligned with your business goals, and get you the firm footing you need to crush 2025—without any more sleepless nights.

Attendees will learn how to revamp their social media strategy, create content with intention (and bust through algorithms), and build a more substantial social media presence. Get inspired by actual life campaigns, pivot your content, streamline your social media management process, and grow!

(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.)

Key Takeaways:

Revisit and refresh your social media strategy to incorporate the latest trends and features.
How to meet new audiences where they’re spending their time.
Demystify new social media algorithms.
Stories, reels, and video content.
Increase reach and engagement across social media.
Social selling features and trends.
Analyze conversations and trends around your business and industry.
Implement social media monitoring to connect with audiences.
Improve and streamline your social media management process.
Learn about new tools and apps to assist (image creation, video editing, and AI tools).
Nine Bonuses: Templates for a 2024 Content Calendar, Editorial Calendar, Blog Calendar, and Weekly Management Planner. Plus: Social Media Management Checklist, Social Media Image & Post Guidelines Template, Content Creation Blueprint, and 30 Social Media Tips Cheat Sheet.
.

Need more content inspiration? Take a look at our Content Marketing Marketing Masterclass.

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

For businesses wondering when to start making greater investments in social media, the time is now. The sooner you start embracing social media as a critical business function, the farther the strong social current will take you. Companies that fail to do so risk being left behind.

Not convinced? Consider these stats that prove just how important social media marketing is for businesses of every shape and size.

55% of consumers learn about new brands on social.
43% of consumers increased their social media use to discover new products in the last year.
78% of consumers are willing to buy from a company after having a positive experience with them on social.
80% of business executives think it’s very important or essential to invest additional resources in social media marketing.

This course helps advance your employee’s ability to manage your reputation and serve your customers on social media. As the statistics prove, this will have a positive impact on your ROI.

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! This DMAnc.org workshop is recorded and we’ll send you the recording within one day of the live class.
If you have further questions, you’re welcome to email the instructor after the class.

Download Material:

Video of the presentation with slides and audio.
PDF of the PowerPoint slides.
2024 Content Calendar, Editorial Calendar, and Blog Calendar.
Social Media Management Checklist.
Social Media Image & Post Guidelines Template.
Content Creation Blueprint.
Social Media Engagement Strategies.
30 Social Media Tips Cheat Sheet.
Social Media Management Weekly Planner.

Who is the course for?

This class is ideal for businesses who have an existing social media presence and are looking for new strategies to improve their social media strategies for the coming years. Ideal participants would be social media managers, marketing managers, public relations managers, digital marketing managers, e-commerce managers, and agency account directors.

The Presenter:

Beverley Theresa

Beverley Theresa is a social media strategist, consultant, and owner of Throwdown Social Media. She is an instructor for the Direct Marketing Association of Northern California, teaching two very popular courses: Social Media Marketing Fundamentals and Social Media Marketing Bootcamp. Her classes focus on organic social media marketing for businesses and brands looking to increase their social media presence to drive customers, leads, and awareness.

Over a decade of digital marketing experience focusing on social media strategies and tactics.
Specializes in social media consulting and training for service-based businesses.
Contributing author in Search Engine Journal How to Dominate Social Media: A Complete Strategy Guide.
Past featured speaker at conferences such as Social Media Camp, SocialWest, SocialEast, and SocialPacific.
Past clients include: the United Nations Association, Cushman & Wakefield, Terry Fox Foundation, and more.
Website: https://hellobeverley.com.
LinkedIn: https://www.linkedin.com/in/hellobeverley/.

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Winter 2025
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Jan 14

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Spring 2025
Live Online
Apr 17

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I thought the presentation was very informative and useful. We hope to kickstart our social media marketing with tips we learned in this class.

Pamela ReasDirector of Marketing, Our Country Homes

A very helpful overview of key social media topics and techniques!

Renee MichaelsonDirector of Global Marketing, NAI

Very insightful presentation that will surely help us kickstart not only the brainstorming process for content, but how to best utilize this content on each social media platform.

Allison LandryMarketing Manager and Social Media Strategist, The Christopher Companies

Great presentation with extremely useful social media information and ideas for our business to use for the future!

Aron ArceneauxMarketing Director, Howell Furniture

If you are involved with your company’s social media in any capacity, take this course. There is something you’ll learn to help!

Cory BartonDriver Development Analyst, Cardinal Logistics

Workshop dates and times:

WINTER

Social Media Marketing Bootcamp, 1-module Course
Tuesday, January 14, 2025
from 12:00 p.m. to 2:00 p.m. PST.

SPRING

Social Media Marketing Bootcamp, 1-module Course
Thursday, April 17, 2025
from 12:00 p.m. to 2:00 p.m. PDT.

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Winter 2025
Live Online
Jan 14

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Spring 2025
Live Online
Apr 17

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September 21, 2022/.

B2B Marketing, Digital Marketing, Organic & Paid Social Media

LinkedIn Advertising Masterclass

September 21, 2022

A Complete Guide to Making LinkedIn an Advertising Powerhouse

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

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28

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Spring 2025
Live Online
Mod 1: Apr 08
Mod 2: Apr 29

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MODULE 1

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MODULE 2

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Introduction:

For B2B marketers, there should be no better social medium for advertising than LinkedIn. It’s where your target audience lives, breathes, and communicates. It’s where audiences share information about themselves, their industries, and their professional needs and wants. But those new to LinkedIn advertising don’t know where to start, or how to make the most of the platform. And many marketers report being disappointed that their LinkedIn campaigns don’t get the results they hoped to achieve.

Most of the time, the problem is not the medium, but gaps in knowledge about how to make it work properly. When it comes to LinkedIn ads:

You need to know how to set them up.
You need to know how the creative assets work, and what kinds of paid content works best for your goals.
Finally, once your ads are set up properly, you need to know how to make them convert.

Many LinkedIn training courses address the first item, but not the second and third critical pieces of the puzzle. In this LinkedIn Advertising Masterclass, you will gain the knowledge and skills in all three areas to advertise effectively on the number-one social media platform for B2B marketing.

In this two-module masterclass, Instructor Luan Wise shows you how LinkedIn fits into the B2B sales funnel, and how to structure your LinkedIn content to balance your short-term and long-term goals. You’ll gain valuable insights, gain new working knowledge, and develop the confidence to help you run successful LinkedIn Advertising campaigns within LinkedIn Campaign Manager.

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get tips for creating image ads, thought leadership ads, sponsored posts, content, and video. And lastly how to think through the marketing funnel. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

Key Takeaways:

The role LinkedIn advertising plays in the marketing funnel.
The fundamentals of LinkedIn advertising.
Setting up your LinkedIn advertising account.
Navigating the LinkedIn Campaign Manager platform.
Defining your LinkedIn advertising objectives.
The importance of knowing your target audience.
LinkedIn ad formats & ad types.
Advertising design and copywriting tips.
Useful AI tools to support ad creation.
The importance of A/B testing.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

(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: LinkedIn Advertising Fundamentals.

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

Description:

Module 1 of the course will refresh you on the fundamentals of online advertising, help you set up and optimize a LinkedIn Ads account, and get familiar with the LinkedIn Campaign Manager advertising platform. You will learn how to identify your advertising objectives, define your target audience, and use LinkedIn’s advanced audience targeting options.

Key Takeaways:

In this class, you will learn:

The role LinkedIn advertising plays in the marketing funnel.
The fundamentals of LinkedIn advertising.
Setting up your LinkedIn Advertising account, including Insight Tag and Conversion Tracking.
Navigating the LinkedIn Campaign Manager platform.
Defining your LinkedIn advertising objectives.
The importance of knowing your target audience.
Using LinkedIn’s ad targeting.

You will see a demo of the Campaign Manager platform, have the opportunity to create a persona for your target audience, and identify how you can best reach them via LinkedIn advertising.

Module 2: Managing Successful LinkedIn Advertising Campaigns.

Description:

Module 2 will teach you about the best LinkedIn ad formats to use, creative top tips and best practices, and how to build, monitor, and optimize your campaigns for the best results. You’ll learn about budgeting, bidding, A/B testing, and measuring results. You’ll also get a wealth of examples and tips for image ads, thought leadership ads, sponsored posts, content, and videos. And lastly a discussion on the conversion funnel.

Key Takeaways:

In this class, you will learn:

Advertising design and copywriting tips.
The importance of A/B testing to compare different ad variations.
Useful tools, including AI, to support ad creation.
Budget considerations.
LinkedIn’s reporting and analytics capabilities.

Together, we will explore best practice examples of all ad types, from single images to videos. You’ll have the opportunity to participate in the discussion and ask questions throughout each session.

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

LinkedIn is the top social media platform for B2B—The B2B buyer is researching and consuming content online now, more than ever. Today’s buyers might be anywhere from two-thirds to 90% of the way through their research journey before they reach out to a salesperson (Forrester)—That means we need to be reaching them with content to engage and influence them wherever they are in the decision-making process.

The power of paid social—Social media advertising helps get your message out to more of your target audience. LinkedIn provides opportunities for image ads, video ads, message ads, conversation ads, and *new* thought leadership ads.

Save costs—Reduce wasted ad spend by learning how to run campaigns effectively. Get the results your business needs.

Practical insights—Learn with an industry-recognized practitioner. This course is more than theory, it’s packed full of examples and best-practice advice. You can ask every question you need to!

The Presentations:

The workshop is a mix of presentation and practical exercises.
The workshop is live so that you can ask your questions.
Can’t attend the live workshops? No problem! These DMAnc.org workshops will be recorded and the recording will be sent within 24 hours of the live online class.
If you have questions after the class, you’re welcome to email the instructor.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

Who is the course for?

Marketing managers, digital marketing managers, demand generation managers, creative directors, agency account directors and media planners.

The Presenter:

Luan Wise

Luan Wise teaches the Linked Advertising and Event Marketing Masterclasses at the Direct Marketing Association of Northern California.

Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing with over 20 years of experience in agency, client-side, and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development, and more. She has supported household names like Hilton, Royal Mail, the University of Cambridge, and many small, high-growth businesses. She is a course instructor for LinkedIn Learning, an accredited lead trainer for Meta, and a coach for Google’s Digital Garage initiative.

Luan is a visiting fellow at the University of South Wales (UK) and regularly delivers guest lectures at university business schools. She also speaks at leading industry conferences, such as the Global Marketing Summit.

Luan is author of the award-winning book ‘Relax! It’s Only Social Media’, and has recently published ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals,’ featuring research conducted in collaboration with Warwick Business School, University of Warwick (UK).

For further information about Luan, visit www.luanwise.co.uk or social media profiles: linkedin.com/in/luanwise | twitter.com/luanwise | instagram.com/luanwise | facebook.com/luanwise | tiktok.com/@luanwise

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28

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Spring 2025
Live Online
Mod 1: Apr 08
Mod 2: Apr 29

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Prerecorded
Online

The LinkedIn Advertising Masterclass delivered the exact type of workshop experience I had hoped for. The presenter was very detailed and thorough at every step of the way. This was the type of information and expertise you will not be able to receive from free videos on YouTube or elsewhere.

Joe GreekTargeted Marketing Specialist, Averitt Express

I love the in-depth content they provided. It wasn’t just a how-to but also an explanation of how it works, why, and what strategies you can implement yourself!

Kylie ToneyDigital Graphics Specialist, KTGY

This course was incredibly helpful! I am just getting started in LinkedIn Ad campaigns and this answered questions that I didn’t even know I had!

Emily GarySocial Media Marketing Specialist, Genesis Technical Staffing

Overall, I thoroughly enjoyed this module and would recommend it to anyone in marketing that is looking to expand their company’s types of advertising and is looking for a more efficient way to target their audience.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, MI

The course was excellent, offering a good mix of best practices and real-world examples.

Erin MoloneySr. Marketing Manager, Tension Packaging and Automation

I was very pleased with the workshop today. I learned a lot, there was so much helpful information and I am excited to put the knowledge I gained today into my next ad campaign. Great instructor and great presentation all around!

Danielle TampierDirector of Marketing, J.G. Petrucci Company

The LinkedIn Advertising course is an exhaustive look at all things LinkedIn ads–from the campaign manager tools themselves to creative and optimization. The instructor is up-to-the minute with current features and trends.

Shauna BittleDigital Content Specialist, ImageSource, Inc.

Sarah is a wonderfully informed expert on LinkedIn ads who presents a wealth of knowledge in a short period of time. I would highly recommend the LinkedIn Ads course.

Karin FiskMarketing Analyst, Hamilton Company

I highly recommend attending DMA NC trainings, they provide in-depth lessons and tips from experienced trainers that are sure to improve your skills.

Kane GuMarketing Assistant, Nan McKay and Associates

Thank you for clearly and concisely breaking down each step of the LinkedIn Advertising process so that I can create ads with the highest ROI for the business I work for. I would recommend this course for all levels of experience, thank you!

Raelynn SchmitDigital Marketing Coordinator, BigIron

The LinkedIn Advertising Masterclass was just what I was looking for to improve my campaign knowledge. Our instructor, Sarah, did an amazing job at tailoring the class to all levels – beginners, intermediates and advanced LinkedIn users. I came away from the course feeling more confident than ever and ready to tackle creating campaigns!”

Sharon CappucciMarketing Director, OPIS, A Dow Jones Company

This was very helpful – particularly the part about setting up the insight tag and creating the different conversion tracking.

Aimee GallardoDigital Marketing Specialist, Fritz-Pak Corporation

This workshop allows marketers to fully utilize and understand LinkedIn campaigns and tips in order to reach their intended audiences.

Emma FuggerMarketing Coordinator, Mid-America Real Estate, Michigan

The workshop was informative without being over my head. It kept up a good pace, so I never got bored, and I appreciate the recording after the workshop so I can revisit certain parts on my own time.

Ashley RoseSocial Media Manager, Newcastle Limited

This workshop was illuminating! It gave me a new understanding of how to leverage LinkedIn Ads and website tracking (tags) to broaden our current scope by leveraging features of campaign manager.

Karin FiskMarketing Analyst, Hamilton Company

Workshop dates and times:

WINTER 2025

Module 1: LinkedIn Advertising Fundamentals.
Tuesday, January 14, 2025
9:00AM – 11:00AM PST

Module 2: Managing Successful LinkedIn Advertising Campaigns.
Tuesday, January 28, 2025
9:00AM – 11:00AM PST

SPRING 2025

Module 1: LinkedIn Advertising Fundamentals.
Tuesday, April 8, 2025
9:00AM – 11:00AM PDT

Module 2: Managing Successful LinkedIn Advertising Campaigns.
Tuesday, April 29, 2025
9:00AM – 11:00AM PDT

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Winter 2025
Live Online
Mod 1: Jan 14
Mod 2: Jan 28

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Spring 2025
Live Online
Mod 1: April 08
Mod 2: April 29

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Prerecorded
Online

September 21, 2022/.

B2B Marketing, Digital Marketing

B2B Go-to-Market Strategy Masterclass

September 20, 2022

Using Strategy to Take Charge and Succeed.

Special Winter Pricing: Regularly ~~$500~~ is now 50% off—$250. Enroll here (December 9th).

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Winter 2024
Live Online
Dec 09

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Winter 2025
Live Online
Mar 19

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Spring 2025
Live Online
May 14

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Prerecorded
Online

Introduction:

Strategy gets a bad rap. Stakeholders often want to jump straight to tactics—shall we try a webinar? Social video? Event?—because it’s easier to understand “doing things” rather than strategic plans.

It’s true that it can be exciting to throw yourself off a cliff, blindfolded, into a sea of tactics without any idea of what will happen. But smart marketers know that a go-to-market (GTM) strategy can be much more thrilling and satisfying and can help you be much more successful in all your marketing efforts. When you’re being proactive instead of reactive, when you consider the long-term and not just what you want to do tomorrow, you experience a lot less stress and feel much more in control. That’s being strategic.

GTM Strategy is especially critical when you’re responsible for lead generation, other sales cycle support, or just branding overall. Developing an impactful marketing plan must be rooted in a strategy that provides insights into target markets and the positioning of the organization’s offerings. Getting that right can make all the many moving parts of a sales funnel effort work better together. It may even help you get more enthusiastic buy-in from reps who may have been slow to advance opportunities in the sales cycle that were generated by previous marketing efforts. And that feels terrific.

Instructor Michael Hornby has more than 30 years of experience creating successful GTM strategies for companies ranging from startups to billion-dollar sales organizations. In this workshop, he will take you through all the steps needed to ensure that your GTM strategy drives and connects all your value propositions, messaging, digital assets, sales tools, and content to maximize your impact on the sales cycle. That means a higher probability of more leads and better conversions, which will increase the probability of closing. In the end, you get more revenue for your organization and more success for your sales team.

You’ll learn how to:

Leverage your SWOT results into your product strategy and into your strategic alliance strategy.
Create a marcoms strategy incorporating new-opportunity lead-generation and sales cycle support and engagement.
Create an effective industry trade press strategy.
Gain insights on how to mine key market trends.
Create an effective sales enablement strategy.
Develop the next steps in transitioning your marketing strategy modules to a tactical marketing plan.
Gain insights into incorporating AI into your strategy development workflow (including a list of marketing AI tools and links).
Bonus: This course includes more than 25 worksheets and templates for SWOT, competitive analysis, target market analysis, and much more. You can put them to work immediately in building your marketing strategy.

(Can’t attend the live workshop? No problem. This workshop is 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.)

Key Takeaways:

From this workshop you will understand the key fundamental elements you need to construct an effective Marketing Strategy. The key takeaways will include:

Understanding and executing a target market analysis.
Identifying your brand gap and how to close it.
Leveraging your core competencies with your target market pain.
Building your thought leadership position.
Learning a more detailed SWOT analysis and how to relate it to your positioning.
Creating a more impactful message.

Then we will focus on creating an effective Marketing Strategy with the additional key takeaways:

Leveraging your SWOT results into your Product Strategy.
Creating a Marcoms Strategy that will incorporate two focuses a) new opportunity lead generation; b) sales cycle support and engagement.
Leveraging your SWOT results into your Strategic Alliance Strategy.
Insights into why AI should be leveraged by all marketing departments and what it can do to help increase the effectiveness of the marketing team’s impact on supporting business growth.
Creating an effective Industry Trade Press Strategy.
Insights on how to mine Key Market Trends.
Creating an effective Sales Enablement Strategy.
25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more

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

This workshop will create or evaluate your marketing strategy so you can Enhance your Marketing Machine so it will deliver:

More leads.
Higher quality leads.
Better support sales by improving the probability of winning in your sales cycle opportunities.
Powerful messaging that is better aligned with your target market needs.
Ensure synergy with your business strategy.
Better connection to your marketing tactics.
Overall increase in your Marketing ROI.

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.
25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.

Download Material:

Recorded video of the presentation with slides and audio.
PDF of the complete presentation.

The following templates are provided in the course presentation which you will be able to use for your own marketing strategy planning.

Business purpose worksheet.
Target market analysis worksheet.
Brand gap worksheet.
Core competency worksheet.
Thought leadership worksheet.
Competitive analysis capabilities worksheet.
SWOT worksheet.
Strengths worksheet.
Weaknesses worksheet.
Opportunities worksheet.
Threats worksheet.
Impact messaging worksheet.
Connecting pain to value worksheet.
Thought leadership campaign worksheet.
Product strategy UVP worksheet.
Product strategy Weaknesses worksheet.
Product strategy Opportunities worksheet.
Product strategy Threats worksheet.
Product strategy Market Trends worksheet.
Marcoms strategy Lead-Gen worksheet.
Marcoms strategy ABM worksheet.
Strategic alliances strategy worksheet.
Industry press strategy worksheet.
Macro Market trends worksheet.
Micro Market trends worksheet.
Sales enablement worksheet.
Executive outreach prep questions check list: 1, 2, 3, 4, 5.
Marcoms strategy Executive outreach worksheet.

Who is the course for?

Business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.

The Presenter:

MICHAEL HORNBY

Chief Marketing Officer
Orion Marketing Group

Mike Hornby headshot

For over 30 years, Michael has been part of senior management teams with organizations that have ranged in size from start-ups to multi-billion dollar B2B technology focused companies in Telecoms, Medical Instrumentation, Industrial, Security, Location Intelligence and Defense. His main focus has always been on facilitating and leading market strategy for business top-line growth and building teams that have met and exceeded their sales & marketing targets. In his last position as Director of Market Strategy and Marketing, Mike was responsible for working with 13 business units over 15 locations across the globe, facilitating the development of their market and product strategies. He led marketing strategy workshops with each of those business units. Other areas of focus have been marketing communications, product marketing, product management, engineering management, direct sales and channel management along with business development. Mike has been a guest speaker at Algonquin College and Ottawa University sharing with business students insights into marketing strategy and planning. He also was a member of the Ottawa TecExec Association where he was a regular speaker and part of the organization committee. Mike worked with Invest Ottawa and advised young entrepreneurs with their start-up initiatives. He graduated with a Bachelor of Commerce degree Honors at Carleton University, Ottawa, Canada.

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Winter 2024
Live Online
Dec 09

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Winter 2025
Live Online
Mar 19

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Spring 2025
Live Online
May 14

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Prerecorded
Online

This was a great workshop if you’re rapidly scaling a young company or if you’re feeling stuck in a rut with your existing marketing strategy. I would definitely recommend it to anyone developing B2B marketing strategies.

Jennifer McAlpineProduct Marketing Manager, Benchmark Electronics

Great thought provoking presentation that expanded on the basics. I was able to apply the content to my current challenges and took several notes for implementation on my team.

Mitzi BreauxTargeted Marketing Manager, Vitalant

Another great course by DMAnc. Mike gives us a glimpse of a CMO in a large company and a roadmap to an effective marketing strategy (including the templates to get there).

Clifton WebbDirector, Media & Marketing, QRI

Comprehensively delivered presentation with working, real-life examples. A palpable Marketing experience.

Dara MottahedProduct Marketing Manager, Gastops

Workshop dates and times:

Winter 2024

B2B Go-to-Market Strategy Masterclass, 1-module Course,
Monday, Dec 09, 2024
from 12:00 p.m. to 2:00 p.m. PST.

Winter 2025

B2B Go-to-Market Strategy Masterclass, 1-module Course,
Wednesday, March 19, 2025
from 9:00 a.m. to 11:00 a.m. PDT.

Spring 2025

B2B Go-to-Market Strategy Masterclass, 1-module Course,
Wednesday, May 14, 2025
from 9:00 a.m. to 11:00 a.m. PDT.

ENROLL NOW

Winter 2024
Live Online
Dec 09

ENROLL NOW

Winter 2025
Live Online
Mar 19

ENROLL NOW

Spring 2025
Live Online
May 14

BUY NOW!

Prerecorded
Online

September 20, 2022/.

Run Your Ad Campaigns More Effectively with Google’s Latest Tools

Module 1: Google Ads and Keywords.

Module 2: Creating and Managing RSA and pMax Ads, Plus New AI Tricks to Work Faster & Easier.

Module 3: Bids and Budgets.

Andreas Ramos

Workshop dates and times:

WINTER 2024

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What you’ll learn:

Kate Barrett

Workshop dates and times:

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Why Take this Course?

Andreas Ramos

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Email Marketing Masterclass, Module 1: Improving Email Marketing Results with Better Copy, Design, and Strategy.

Email Marketing Masterclass, Module 2: Improving Email Deliverability to get Your Emails in the Inbox.

Email Marketing Masterclass, Module 3: Improving Email Engagement with Personalization and Automation.

Email Marketing Masterclass, Module 4: Emailing Along the 5 Stages of the Customer Journey—Improving Email Results with the Right Content at Each Stage to Drive Engagement.

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Module 2: TikTok Technical Strategy and Generating Sales and Leads.

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Key Takeaways

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

Module 2: Content Strategy.

Module 3: Organic and Paid Social Media Activity.

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Earn A Certificate of Sustainable Marketing in Just Three Modules.

Module 1: Sustainable Marketing–The future of business and business for the future?

Module 2: Greenwashing 101.

Module 3: Sustainable marketing in action.

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A Complete Guide to Making LinkedIn an Advertising Powerhouse

Introduction:

Module 1: LinkedIn Advertising Fundamentals.

Module 2: Managing Successful LinkedIn Advertising Campaigns.

Luan Wise

Workshop dates and times:

WINTER 2025

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Using Strategy to Take Charge and Succeed.

Introduction:

MICHAEL HORNBY

Workshop dates and times:

Winter 2024

Winter 2025

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