Kate Barrett

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

Introduction:

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

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

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

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

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

Workshop dates and times:

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

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

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

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

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

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

Description:

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

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

Key Takeaways:

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

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

Module 2: Content Strategy.

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

Description:

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

Key Takeaways:

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

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

Module 3: Organic and Paid Social Media Activity.

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

Description:

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

Key Takeaways:

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

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

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

The Presentations:

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

Download Material:

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

Who is the course for?

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

The Presenter:

Michelle Carvill

Published Author in Social Media
Digital Agency Founder

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

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

Testimonials

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

Kim BakerMarketing Manager, Amwins

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

Jordan BeasonProject Manager, Public Affairs Support Services, Inc.

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

Doug MillerSocial Media Coordinator, Red Paper Plane

February 20, 2023/.

Account-Based Marketing (ABM) + AI Masterclass

November 30, 2022

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

Special Fall Pricing: Regularly ~~$600~~ is now 50% off—$300. Enroll here (Prerecorded).

Prerecorded
Online

Introduction:

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

While some B2B sales organizations are seeing great results, many others find that ABM does not live up to its promise. These organizations are falling short of sales pipeline goals, are over budget, and are not achieving the desired ROI. Senior management is frustrated, sales teams are losing faith, and marketers are under more pressure to deliver qualified leads and pipeline.

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

In this one-module workshop, we’ll assess ABM processes and discuss what marketers are doing right and wrong. We’ll introduce a metrics-based approach to evaluate ABM tactics and costs in light of payback timelines, giving you information and ammunition for discussions with management. Curious about new AI tools in ABM? We’ll highlight some areas where AI can accelerate or optimize your ABM. We’ll also discuss lead quality vs. quantity and the most common failure points to avoid. We’ll share proven course corrections to boost ABM performance and ROI for programs already underway.

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

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording.
PowerPoint slides with live links to more resources.
Checklists and additional handouts.

All materials are emailed to registered attendees within 24 hours after the live session.

What You’ll Learn in this Workshop:

ABM steps you need to plan and execute for a new or revised ABM program.
9 top reasons CEOs say ABM underperforms… and what to do.
Leveraging both Generative AI and Agentic AI to boost performance.
How to align your ABM program with your changing buyer journey.
Refining your Ideal Customer Profile (ICP) and Personas with AI.
Strategies for selecting your ABM target accounts and how AI can help.
Strategies and sources to build buying team contact data in target accounts.
New ABM go-to-market strategies for ABM lead-gen, prospect development, and pipeline conversions.
Lead quality vs. quantity in ABM and why it matters.
Fix low prospect engagement rates to improve funnel conversions.
Messaging strategies, high-value offers, and content.
Leveraging 1^st and 3^rd party intent data.
Secrets to Omni-Channel campaign orchestration to boost engagement.
Lead-to-sales funnel conversion metrics—what you can expect.
Dashboard KPIs that matter to the CMO and CEO.
The hot buttons that help you get buy-in from your executive team.
Checklists to assess ABM strategies, tactics, and performance; a campaign planning checklist, and data/list-build specifications.
Worksheets for creating your Ideal Customer Profile (ICP).
A lead requirements calculator.
Bonus: List of ABM do’s and don’ts.

Key Takeaways:

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

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

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

Cost Effectiveness: The knowledge you’ll gain from this workshop will reduce the chances of making costly errors.
Up Your Skill Set: This course will give you the skills to confidently and independently assess and revise your ABM program and its impact on the marketing funnel and sales pipeline.
Solve the “Frankenstack” Problem: Based on your company’s ABM stage, learn how to question, simplify, and/or eliminate unneeded MarTech.
Identify where AI can be leveraged.

The Presentations:

The workshops are hands-on and practical.
The workshops are live, so you can ask your questions.
If the course doesn’t fit your calendar, don’t worry, all DMAnc.org workshops are recorded.
Step-by-step instructions with lists so you can do this yourself.
Included are lots of graphic illustrations and examples.

Download Material:

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

Who is the course for?

This workshop is for professionals at the following levels:

ABM program managers.
Demand-generation campaign planners.
Marketing leaders.
Marketing operations.
Sales Operations.
Revenue operations.
SDR managers.
Channel managers.
Sales Enablement.
Leadership executives with concerns about future growth in major accounts.

The Presenter:

Tom Judge

President/CEO
Direct Marketing Partners (DMP)

DMP is a global demand generation and AI sales pipeline development company helping B2B firms diagnose, fix and accelerate their lead-to-sales funnels.

Tom has optimized the sales funnels for over 200 firms. He has taught workshops and presented at DMA conferences and other industry events addressing a variety of lead-to-sales funnel challenges. He’s recognized as an ABM industry leader by the Sales Lead Management Association.

Prerecorded
Online

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

Susan RothSr. Director, Marketing, TierPoint, LLC

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

Aubrey KlostermanMarketing Communications Supervisor, Reynolds and Reynolds

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

Michelle JohnsonDigital Marketing Manager, Sphere

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

Kristen TaggertVP, Channel Marketing, BrunnerWorks

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

Alain BoppartMarketing Management Professional, Uneeda

Content Marketing, Digital Marketing, Organic & Paid Social Media

Prerecorded
Online

November 30, 2022/.

Content Marketing Masterclass

November 29, 2022

From Maximizing SEO to Measuring KPIs, Here’s How To Manage Content with Confidence and Success Through 2026

Special Fall 2025 Pricing: Regularly ~~$1000~~ is now 50% off—$500. Enroll here (Prerecorded online).

Prerecorded
Online

MODULE 1

Learn More

MODULE 2

Learn More

Introduction:

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

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

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

Key Takeaways:

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

Can’t Attend Live? No Problem!

Even if you miss the live workshop, you’ll still get everything:

Full workshop video recording
PowerPoint slides
Additional handouts

All materials are emailed to registered attendees within 24 hours after the live session ends.

Prerecorded
Online

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

Description:

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

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

Key Takeaways:

Prerecorded
Online

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

Description:

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

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

Key Takeaways:

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

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

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

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

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

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

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

The Presentations:

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

Download Material:

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

Who is the course for?

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

The Presenter:

Helena Pearce

Head of Digital Experience & Strategy, Sony

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

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

Prerecorded
Online

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

Jess CummingsContent Marketing Strategist, R&J Strategic Communications

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

James FleetMarketing Coordinator, Signal Financial Federal Credit Union

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

Daniel LucateroMarketing Assistant, NAVCO

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

Drew McGregorContent Marketing Manager, Hamilton Company

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

Danielle BarbourAdvertising Manager, Cardinal Logistics

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

Kyle ReedMarketing Specialist, Ayers Associates

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

Emily HurdDriver Development Lead Sourcer, Cardinal Logistics

In-depth, well presented course.

Petronella GarzaMarketing Coordinator, Detex Corporation

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

Alexi PierceMarketing Operations Specialist, Novus International

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

Audrey PastulaSenior Content Marketer at The AES Corporation

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

Emily HurdDriver Development Lead Sourcer, Cardinal Logistics

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

Cory BartonDriver Development Analyst, Cardinal Logistics

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

Kyle ReedMarketing Specialist, Ayres Associates

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

Manisha PratapTechnical Writer, ProteinSimple, a Bio-Techne brand

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

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

ENROLL NOW
(Pre-Recorded Online)

Prerecorded
Online

November 29, 2022/.

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

November 08, 2022

DMAnc.org Online Certification Workshops

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

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

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

Why Take this Course?

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

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

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

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

Workshop date and time:

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

Pre-recorded Online.

ENROLL NOW
(Pre-Recorded Online)

Key Takeaways:

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

ENROLL NOW
(Pre-Recorded Online)

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

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

The Presentations:

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

Download Material:

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

Who is the course for?

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

The Presenter:

Andreas Ramos

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

Andreas Ramos head shot

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

Publications

Testimonials

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

Samantha SullivanDirector of Digital Marketing, Harrity & Harrity

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

Andy WayneDirector of Marketing, Mt. Washington Pediatric Hospital

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

Breanna ChanSocial Media Manager, Bishop-Wisecarver

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

Kade HerbertMarketing Content Strategist, CallTower

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

Kathleen GuerrinaMarketing Manager, Concepts NREC

Workshop was packed with relevant, useable info and handouts.

Carol MercerSales/Marketing, Aspen Systems, Inc.

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

Chris DeGrayE-Commerce Marketing Specialist, Excel Dryer

November 8, 2022/.

In this workshop, we’ll talk about the 5 stages of the customer journey and how they should influence your email marketing communications. We’ll also look at how you can use your data to identify customers and prospects at each of these stages, how to work out what content to send and when for maximum impact, and how to consider the human side of your messages.

During the class we'll also show you how to map your customers emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.

'>

Email Marketing Masterclass, Module 4: Email Marketing Along the 5 Stages of the Customer Journey – Improving Email Results with the Right Content Along the Customer Journey to Drive Engagement

November 07, 2022

Module 4
Prerecorded
Online

Modules 1-4
Prerecorded
Online

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

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

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

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

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

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

In this workshop, we’ll talk about the five stages of the customer journey and how they should influence your email marketing communications. We’ll also look at how you can use your data to identify customers and prospects at each of these stages, how to work out what content to send and when for maximum impact, and how to consider the human side of your messages.

During the class we’ll also show you how to map your customers’ emotional journey and use that knowledge to create more impactful, engaging emails that get results; for both B2B and B2C businesses.

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

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

Key Takeaways:

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

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

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

*Digital Trends 2022 Experience Index Adobe and eConsultancy

The Presentations:

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

Download Material:

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

Who is this Course For?

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

The Presenter:

Kate Barrett

Kate Barrett photo

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

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

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

Website: e-focusmarketing.com.

LinkedIn: linkedin.com/in/katebarrettonline.

Publications:

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

Module 4
Prerecorded
Online

Modules 1-4
Prerecorded
Online

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

Amanda RanneySales & Marketing Coordinator, INCERTEC

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

Erika WagnerDigital Marketing and Campaigns Specialist, General Electric Credit Union

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

Samantha JackMarketing Manager, WAC Lighting

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

Leah TiecheMarketing Communications Specialist, Seaman Corporation

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

Ali BerkstresserMarketing Manager, InnerSpace

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

Marwah AfifiPaula’s Choice Europe B.V.

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

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

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

Tessa AmsdenSocial Media Marketing Coordinator, Nevco

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

Mark KoreyMarketing Technologist, SAS Institute, Inc.

Module 4
Prerecorded
Online

ENROLL NOW
Module 3
(Pre-recorded Online)

Modules 1-4
Prerecorded
Online

November 7, 2022/.

Use SEO for Digital Marketing Masterclass–Module 3, Off-page SEO, Google Updates, Reporting SEO

October 31, 2022

DMAnc.org Online Certification Workshops

Spring Discount: 25% Off
Free Lifetime Workshop Updates

Special Pricing, Module 3 Only: regularly ~~$300~~ now 25% off—$225. Enroll here (Pre-recorded).

Special Series Pricing: All four SEO workshop modules $1,200 now 45% off—$660. Enroll here.

ENROLL NOW
SEO Four-Module Series
(Live and Pre-recorded Online)

Why Take this Course?

This is Module 3 of a four-workshop series that shows you what to do to get your pages to appear higher on Google and other search engines to get more visitors, leads, and sales. The four-part series covers:

Keyword research: How to find the best keywords and spoken queries.
On-page SEO: How to get better site indexing and improve what your visitors see on the page.
Technical SEO: How to find and fix technical issues that affect your site ranking.
Off-page SEO: Additional steps to improve your page’s ranking in Google.
Page Optimization for Speed: Google gives preference to pages that open quickly.

In this session, we look at off-page SEO. This covers changes that you can make outside of your website to improve your visibility, including link building, social media, placing links in news sites, registering in link directories, adding your page to Google My Business, Wikipedia, and more. By making these changes, you’ll get more visitors to your web pages.

We also look at what to put in SEO reports, how to see data for visitors, pages, ranking, keywords, how to justify the cost of SEO work, a list of the most common topics and metrics in SEO, how to set up an SEO helpdesk for your organization, and a list of SEO tools. We add a list of resources to keep up with SEO and digital marketing.

(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.)

Each module is two hours and the 4-module series is a total of eight hours. Take the courses either live or recorded.

Module 3, workshop date and time:

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

ENROLL NOW
Module 3
(Pre-recorded Online)

ENROLL NOW
SEO Four-Module Series
(Live and Pre-recorded Online)

Key Takeaways:

In this class you’ll learn:

Off-page SEO covers the changes that you can make outside of your website that affect your ranking.
How to build quality inbound links.
How to check if there are links from your site to bad sites.
How to block bad (toxic) incoming links.
How to place your press releases on 100+ media sites, magazines, and newspapers.
If your organization has dozens (or hundreds) of locations, there’s a way to list all of them on Google.
How to get your organization in the Knowledge Box at the top of Google.
How to use web analytics to get data and create reports for SEO.
How to justify the cost of SEO work.
List of resources for information and help in SEO.

ENROLL NOW
Module 3
(Pre-recorded Online)

ENROLL NOW
SEO Four-Module Series
(Live and Pre-recorded Online)

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

You use SEO to ensure your web pages show up when people use search engines. You can also use ideas in SEO for digital advertising (Google Ads and ads on Facebook, LinkedIn, and so on), social media posts, content marketing, and video to reach your audience. This brings more visits, leads, and sales.

Internal teams know the organization’s goals, products, and services better than agencies or consultants and can communicate better than them. This course will help your internal team to:

Manage SEO: You’ll understand how to set up and run your SEO projects. If you manage staff, interns, agencies, or contractors, you’ll be able to tell them what to do and get results that matter.
Use the Before/After Reports: This SEO course includes reports for you to fill out before and after the SEO work. This lets you measure your results.
Cost-effective: This course will help you to carry out SEO faster and at a lower cost.

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that 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 send an email to the instructor.

Download Material:

Recorded video of PowerPoint presentations with audio.
Complete PDF of the PowerPoint presentation.
Step-by-step instructions in numbered lists with the links and checklists.
Supplementary materials, including spreadsheets for managing keywords, sorting keywords, and translating keywords, and eBooks.
Google’s internal training manual for their page quality review team.
LPO ebook by Andreas Ramos.

Who is the course for?

Marketing managers, digital marketing managers, search marketing managers, web masters, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits.

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 SEO since the mid-90s. 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 SEO from one of the leading experts in Silicon Valley.

Testimonials

This course provided plenty of tools and resources you can use in your work right away.

Marlana MartinelliSr. Editor, SEO, Dun & Bradstreet

I love taking courses with DMAnc.org. Every class gives valuable info I can implement immediately. This has improved not only our company site, but our team strategy as well.

Amanda PruynDigital Specialist, Progressive Medical

Feel free to fix grammar… Without having dived into the months of work required to get SEO started in earnest, I feel like the course so far has laid out a realistic and comprehensive roadmap. So I am confident I will be successful in my efforts without having to search my way to SEO.

Christopher BrunnerDirector - Marketing, Diamond Hill

As a beginner in SEO this is great information with steps of what to do. I like that I have copies of the slides so I can work at my own pace as I work through this.

Crystal SchwartzDirector of Marketing, Pine Village

The workshop contains so much actionable information and great tools, too. I appreciate that the workshop is recorded and accessible for months after as there’s so much information presented that being able to re-watch the workshop will be helpful.

Krystal DredgeMarketing Director, AvL Technologies

This is an excellence course. If you want to improve your SEO Skills. Take this course!

Pierre JenningsGraphic Designer, NCCPA

This is a great resource to improve on your marketing skills or to add additional arsenal to your marketing knowledge.

Bharat JoshiMarketing Executive, RLMedia

Third in this series on SEO was icing on the cake. Andreas makes difficult looking and sounding SEO topics easy to understand and implement. One of the best series I’ve taken on SEO yet.

Katie GuyMarketing Event/Campaign Specialist, Ultimus Fund Solutions

The DMAnc.org continues to provide helpful, in-depth training that is applicable, relevant, and expert driven.

Alicia GaravagliaHead of Marketing

AI for Digital Marketing, Digital Marketing, Search Marketing & Data Analytics

October 31, 2022/.

Google Ads: Master RSA, pMax, AI Max and AI Automation

October 25, 2022

Everything You Need to Lead in the Age of AI-powered Advertising.

Special Fall Pricing: Regularly ~~$1,200~~ is now 50% off—$600. Enroll Here.

Prerecorded
Online

Learn More

Learn More

Learn More

Learn More

Overview

Google remains the world’s leading traffic source, with over 105 billion monthly visits. To stand out, marketers must master Google Ads’ latest tools and techniques to precisely reach their target audiences and convert them efficiently.

This comprehensive, hands-on masterclass empowers you to run smarter, more effective ad campaigns by leveraging advanced bidding strategies, AI-powered automation, and the latest ad formats, including RSA (Responsive Search Ads), AI Max, and pMax (Performance Max).

Whether you’re managing campaigns directly or leading a team, this course equips you to confidently navigate constant platform updates, drive measurable results, and make data-backed decisions that grow your business.

Key takeaways

Master RSA, AI Max, and pMax campaign strategies to maximize reach and conversions.
Learn to use AI for rapid keyword research, ad creation, and campaign optimization.
Optimize bidding and budgeting to outperform higher-bid competitors with less spend.
Implement advanced techniques like dynamic insertion, split testing, and audience targeting for better engagement.
Build high-performing ads tailored to user behavior, context, and location.
Confidently manage multi-channel ad strategies across Google Search, YouTube, Display Network, and beyond.
Gain insider insights from real-world case studies and Google internal documentation.

Can’t attend live? No problem!

You’ll receive:

Full video recordings of all sessions.
Downloadable PowerPoint slides.
Additional handouts, checklists, and step-by-step guides.
All materials are delivered within 24 hours after each session.

Prerecorded
Online

Module 1: Google Ads and Keywords.

Lay the foundation for success by mastering account structure, keyword research, and campaign setup. Learn to leverage AI tools to quickly define your audience, discover top-performing keywords, and write ad copy that resonates.

Key Takeaways:

How Google’s business model and policies shape your ad strategies.
Using AI to research, categorize, and prioritize keywords by competition, seasonality, and intent.
Understanding Google’s bid process and insights from recent antitrust litigation.
Structuring your Google Ads account for maximum flexibility and control.
Balancing SEO, organic search, and paid advertising in your marketing mix.
Writing ads using AI tools to save time and improve relevance.
Reading and interpreting Google’s data reports and trend recommendations.
Bonus: Receive Andreas Ramos’ book, Prompt Crafting for Digital Marketing.

Prerecorded
Online

Module 2: Creating and Managing RSA, AI Max, and pMax Ads, Plus New AI Tricks

Dive into advanced ad formats and creative strategies that boost engagement and conversions.

Key Takeaways:

The differences between RSA and pMax ads and when to use each.
Mastering match modes and negative keywords to fine-tune your targeting.
Dynamic insertion techniques for personalized messaging (e.g., countdown timers, location-based offers).
Using AI to automate RSA ad creation for scalable, customized campaigns.
Developing and adding high-impact assets like callouts, images, and forms.
Strategies for using display ads to expand reach on YouTube, partner sites, and the Display Network.
A/B split testing to identify top-performing ads without extra software quickly.
Setting up and optimizing pMax campaigns, including targeting URLs, themes, and conversion improvements.
Understanding and avoiding common pitfalls with pMax.
We also look at the new AI Max for RSA ads: what AI Max does, how to use it, and how to check the results.

Prerecorded
Online

Module 3: Bids and Budgets.

Unlock the secrets behind Google’s bidding algorithm to stretch your budget further and outperform higher-paying competitors.

Key Takeaways:

How Google’s auction and Quality Score system determines your ad rank and costs.
Tactics to improve Quality Score and lower cost-per-click while increasing visibility.
Smart bidding strategies aligned to your KPIs and conversion goals.
Using portfolio bidding and smart budgeting for efficient resource allocation.
Setting up and managing conversion events to optimize ROI.
Leveraging Google’s Master Client Center (MCC) and Ads Editor for multi-account management.
Avoiding ad fraud and maximizing transparency.
Managing global campaigns across time zones, languages, and regions.
Using UTM tags with GA4 to track performance precisely.
Bonus resources: KPI eBook, bid management checklists, keyword spreadsheets, and more.

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

Gain insider knowledge on Google Ads’ evolving tools and algorithms to keep your organization competitive.
Learn practical, hands-on strategies that drive immediate improvements in campaign ROI.
Reduce costs by improving Quality Scores and bidding smarter instead of spending more.
Automate and scale ad creation using AI, freeing up valuable time and resources.
Deliver executive-level reports that showcase real impact and support future budget increases.
Strengthen your ability to guide and train internal teams or agencies effectively.
Become the go-to expert in your organization for advanced Google Ads and AI marketing.

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 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 and directors who oversee digital ad strategy and ROI.
Search engine marketers and campaign managers looking to stay ahead with AI and advanced ad formats.
Creative directors, agency account directors, and media planners who present results to clients and executives.
E-commerce and demand generation leaders who rely on paid ads for scalable growth.
B2B and B2C marketers, government, and nonprofit teams who need actionable, measurable advertising strategies.
Anyone moving from traditional keyword-based campaigns to AI-optimized advertising.

The Presenter:

Andreas Ramos

Andreas Ramos head shot

Andreas Ramos teaches courses at the DMAnc.org in digital marketing with AI, SEO, digital advertising, Google Analytics 4.0, and LinkedIn profile optimization.

Adjunct Professor teaching university-level AI-powered digital marketing at Omnes Education, CSTU.edu, and the DMAnc.org.
Author of 22+ books on digital marketing, including five Amazon Best Sellers. Books published by McGraw-Hill, Tsinghua University Press, and others in five languages.
Digital marketing since 1995. Former director of the digital agency at Acxiom, where he led digital marketing projects for global banks, airlines, hotels, and more. Director of Global SEO at Cisco, where he worked in 44 languages in 84 countries. He was CMO of a Silicon Valley startup and is currently an advisor to two AI startups. His current clients include Stanford and Harvard. He has worked with Cigna, ATT, Chase, Citibank Brazil, Bain, SUN, Brio Technology, Oracle, SGI, NTT, and smaller companies.
Keynote speaker at conferences in NYC, Chicago, San Francisco, San Jose, Beijing, Shanghai, Copenhagen, Vienna, Karachi, Stanford, and other cities.
Member of the association for people who work in SEO at Silicon Valley Fortune 500s. Noted Most Valuable Contributor (2014).
In Palo Alto since 1992.
Master’s degree from Universität Heidelberg, Germany.
Website is https://andreas.com (online since 1994).
Social media: LinkedIn https://linkedin.com/in/andreasramos/ and X (formerly Twitter) https://twitter.com/Andreas_Ramos.

Prerecorded
Online

“DMANC’s course on Google Ads is phenomenal. The host (Andreas Ramos) gives students such a vast wealth of information and knowledge on Google Ads, that it’s surely guaranteed to help them improve their own campaigns.”

Trey PaschMarketing Specialist, Walker Tape Co.

I liked the detailed examples along with links and recent data point. Some slides were updated right before the class to address news in the market.

Anna PlehnEcommerce Marketing Manager, ViewSonic

Great resource for beginners or experienced marketers wanting to broaden their skill set.

Jesse EllisDigital Marketing | E-commerce | Social Media, Jacksons Food Stores

A knowledge packed two hours instructed by an expert – well worth my time to attend! The content and handouts will become a valuable resource as we navigate and build out our digital strategy for the rest of 2022 and 2023.

Jori LundgrenDigital Marketing Specialist, Ripco Credit Union

This is an in-depth rundown of everything one would need to get started on the Google Ads space. With three separate sessions of increasing complexity, these seminars prove to contain great value for those new to Google Ads as well as experienced veterans alike.

Xander ShomanDomestic Marketing Coordinator, Hunter Industries

The workshop was informative, concise, and engaging. I am glad I was able to take note of these key-takeaways and truly learn something today!

Madison ZaccardelliMarketing Coordinator, Paper Source

This course is great – it’s extremely helpful with step by step processes!

Colleen KrierDigital Marketing Coordinator, Johnson Level & Tool

The workshop provided valuable information, especially for the novice. The presenter was approachable and encouraged we ask questions.

Dana BrandorffDirector of Marketing & Communication, University of Colorado

Loved the in-depth approach to the background of Google Ads and the optimization tips.

Ryan SnowDigital Marketing Manager, Listen Technologies

Prerecorded
Online

October 25, 2022/.

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

Module 3
Prerecorded
Online

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.

Module 3
Prerecorded
Online

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.

Module 3
Prerecorded
Online

ENROLL NOW
(Pre-Recorded Online)
Google Ads
Module 2

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.

ENROLL NOW
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.

ENROLL NOW
(Pre-Recorded Online)
Google Ads
Module 2

ENROLL NOW
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:

ENROLL NOW
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.

Content Marketing, Digital Marketing, Email Marketing

October 18, 2022/.

Email Marketing Masterclass (2026)

October 09, 2022

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

Special Winter Pricing: Regularly, ~~$1,400~~ is now 50% off—$700. Enroll here (prerecorded online).

Modules 1-4
Prerecorded
Online

Learn More

Learn More

Learn More

Learn More

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.

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!).

Modules 1-4
Prerecorded
Online

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

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.

Modules 1-4
Prerecorded
Online

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

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.

Modules 1-4
Prerecorded
Online

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.

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.

Modules 1-4
Prerecorded
Online

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.

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 2026

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

Module 2: Improving Email Deliverability to Get Your Emails in the Inbox.
Prerecorded online.

Module 3: Improving Email Engagement with Personalization and Automation.
Prerecorded online.

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