Online Workshops Archive

February 8, 2022/.

B2B Marketing Strategy Development–How to Build a Better Marketing Machine, Follow on One-on-One Marketing Strategy Development Session–Two 2-Hour Sessions (Module 2, Optional)

February 07, 2022

Date: One-on-One Two 2-hour Sessions Individually Scheduled
DMAnc.org Live Online Certification Workshop

Special Discount
Free Lifetime Workshop Updates

Regularly ~~$625~~, Now $475

Course Description:

For those that have completed the B2B Marketing Strategy Development Workshop, this is as a one-on-one follow up with the instructor, structured as two 2-hour video conference consultation sessions.

The focus will be to review an individual company’s templates completed from the first B2B Marketing Strategy Development workshop and then give feedback with the purpose of flushing out further the development of the marketing strategy. The participant will need to choose one product/business line to focus on. As a prerequisite to doing these one-on-one sessions, the participant will have completed as many of the templates listed below as possible and practical before scheduling the meetings with the instructor. The instructor and the participant will review the completed templates together, and the instructor will challenge/ask more questions to make sure the answers truly addressed the questions. This will give the advantage of an outside peer review vetting the process before socializing documents within your company.

A majority of the following templates should be completed prior to scheduling the one-on-one meetings with the instructor. Then they will be reviewed, discussed and evaluated in the live discussions.

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

Some participants may choose not to complete some of the templates above due to marketplace variances, and we understand. We expect the participant to complete as many as possible and practical for their business and industry situation. The one-on-one sessions must be scheduled within two months of having taken their B2B Marketing Strategy Development workshop.

Who will benefit from this one-on-one session

Participants from Module 1 who completed a majority of the templates listed above and who want an expert outside opinion and perspective on them before circulating them in the company or proceeding with the strategy into the marketplace. These will be business and marketing leaders who will be creating, contributing and supporting the development and execution of a marketing strategy and plan that will be a key input into the organization’s overall strategic business growth plan.

Instructor: Michael Hornby

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

February 7, 2022/.

Social Media Measurement Bootcamp

February 01, 2022

DMAnc.org Online Certification Workshops

Winter Discount: 25% Off
Free Lifetime Workshop Updates

Workshop cancelled. Full refunds will be issued.

Introduction:

Join this social media measurement bootcamp to understand what and how you can measure the results of your social media activity and improve your future performance. This class will help you move beyond looking at meaningless vanity metrics and understand measurements that matter to your business.

You will learn what data and insights are available natively within the core social media platforms and how to present the information to your internal stakeholders.

We will be taking a deep dive into Facebook, Instagram, Twitter, LinkedIn, and TikTok plus Google Analytics to identify the impact of using social media to drive traffic to your website.

(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.)

Key Takeaways:

Understand the importance of setting SMART objectives for social media.
Understand the social media measurements that matter to you and your business.
Learn how to ensure you are reaching the right people – find information about your followers and when they are online (your best time to post).
Learn how to identify your best performing content (so your future content performs even better).
Learn how to use the ‘start, stop, continue’ approach to make decisions about your future social media activity.

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

By taking this course you will:

Feel more confident about looking at social media data.
Be better able to present the results of your social media activity within the business.
Know what is working for your business, and what isn’t.
Be able to take action straight away.
Feel inspired to achieve greater results from social media.

The Presentations:

The workshop is a mix of presentation and practical exercise, you will also see some live demonstrations of analytical tools.
The workshop is 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 email the instructor.

Download Material:

Recorded video of the presentation with slides and audio.
Social Media Reporting Template (Excel).

Who is the course for?

Marketers who want to stretch every ad dollar.
Social Media Marketing managers, digital marketing managers, creative directors, agency account directors and media planners.

The Presenter:

Luan Wise

Fellow of the Chartered Institute of Marketing (FCIM)

Luan Wise is a fellow of the Chartered Institute of Marketing (FCIM). She has over 20 years’ experience working in agency, client-side and consultancy roles, with clients large and small, both B2B and B2C. A specialist in social media, Luan is a course instructor for LinkedIn’s own online learning platform, an accredited trainer for Meta and author of the award-winning book, Relax! It’s Only Social Media.

Testimonials

February 1, 2022/.

Scientifically Proven Ways to Improve your Digital Marketing Spend

December 08, 2021

DMAnc.org Online Certification Workshops

Special Winter Discount: 25% Off
Free Lifetime Workshop Updates

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

Introduction:

Digital Marketing is no longer a check mark for marketers, it’s the main entrée. So, you have to get smart about how to optimize your digital marketing efforts. And marketers are facing a lot of uncertainty on how to effectively reach their audience online. The good news is Behavioral Science can provide a roadmap on how to optimize your websites, social media ads, emails and pricing model with the understanding of how humans really make decisions—and how you can harness this knowledge to turbo-charge your digital marketing efforts. This course will teach you the basics of Behavioral Science and show you how companies like Facebook, Uber and Walmart are using it to drive consumer behavior.

(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:

Scientifically Proven Ways to Improve your Digital Marketing Spend.
Pre-recorded.

Description:

Behavioral Science can provide a roadmap on how to optimize your messaging, websites, landing pages, social media ads and pricing model with the science of how humans make decisions—and how you can harness this knowledge to make your marketing dollars go further. In this DMAnc.org two-hour Live Online workshop we will cover the basics of Behavioral Marketing and show you how companies like Facebook, Uber and Walmart are using it to drive consumer behavior.

Key Takeaways:

The Just Do’s of Behavioral Marketing—proven principles every savvy marketer needs to know about how people really make decisions online and how to leverage it in your digital marketing efforts to get immediate results.
Step-by-Step Guide on how to optimize your websites, landing pages, social media ads and pricing model with the science of how people are really making decisions about your products and services.
How to Properly Design Experiments with Behavioral Science in email and on Facebook and LinkedIn to see which principles work best in different situations.

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

Scale Your Company with Science: You’ll walk away with the top 10-15 Behavioral Science principles that every savvy marketer needs to influence consumers and drive growth.
Identify Common Conversion Killers: We’ll audit several landing pages together and show you how to identify common conversion killers. You’ll then get a step-by-step blueprint on how to design your website using Behavioral Science Best Practices.
Maximize Your Pricing Model: We’ll cover insider tips on how to design your pricing model to nudge people towards the option you want. See examples for consumer brands as well as B2B services. Bonus: Learn how Steve Jobs used the same concepts to price the iPad.

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.
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.

Who is the course for?

B2B & B2C Marketing Executives and their teams.
Marketing Managers, Digital Marketing, and eCommerce Managers, Growth/Demand Gen Experts and Individual Marketing Consultants.
Marketing professionals who are looking to understand corporate buyers’ and consumers’ hidden decision-making processes so they can create more effective marketing outcomes and be a valuable resource to their employers, prospects, clients and strategic partners.

The Presenter:

Shirin Oreizy

Founder & CEO, Next Step

Shirin Oreizy headshot

Shirin Oreizy is the Founder and CEO of Next Step, an award-winning Behavioral Marketing Agency with offices in San Francisco, CA, and Boston, MA. At Next Step, we leverage the latest research in Behavioral Science (the study of how humans really make decisions) to design better outcomes for businesses in their marketing and growth initiatives. Our client base is diverse and includes LG, AAA, Github, The United Nations and Stanford University to name a few. Shirin has a degree in Engineering & Computer Science from UC Berkeley and holds accreditations from Duke University and UC Berkeley on Behavioral Science and Positive psychology. Her work applying Behavioral Science in marketing & growth is regularly featured on Forbes, INC. & the Huffington Post. She’s on the board of Entrepreneurs’ Organization (EO) San Francisco, and a guest lecturer at Stanford & NYU.

Testimonials

Today’s webinar was in line with today’s digital landscape. I really felt like I gained confidence in administering topics and key concepts into my own marketing campaigns.

Ashley SatterfieldSales & Marketing Coordinator, Metro Plastics Technologies, LLC

This was a great workshop that will tell you everything you need to know about behavioral science in marketing!

Alexia SnyderMarketing Desktop Publisher, Blum, Inc.

This presentation articulated a lot of the issues I’m facing as a B2B marketer in the technology field. I knew that I wanted our messaging to be different, but couldn’t put into words exactly where our stumbling locks were. I now have the concepts needed to improve our content approach, and hopefully resonate more with customers.

Liz ClarkeTechnical Marketing Manager, Nitta Gelatin NA, Inc.

Great presentation, given in easy to understand. Able to put in practice right away..!

Michael BraselRegional Marketing Manager, Messer Financial

Great presentation. Definitely got me thinking of some new ideas that I can integrate into current and future campaigns.

Michelle NoldMarketing Manager at (ISC)²

December 8, 2021/.

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.

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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 29, 2021

Date: Tuesday, November 29, 2022
DMAnc.org Live Online Certification Workshop
(9:00 am – 11:00 am PDT)

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Regularly $300, Now $200

(Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.)

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 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 understanding what your customers need as they progress on their journey with you, this workshop will inspire you to maximize your campaign potential.

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.

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, 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.

What you’ll learn:

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 5 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 be helpful and add value to 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:
- Core KPIs to focus on.
- Analyzing your automated campaign series over time.
Materials Provided:
- Video of the presentation with slides and audio.
- PDF of the complete presentation.
The Presentation:
- 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 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.
Instructor: Kate Barrett

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

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 3 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.

November 29, 2021/.

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.

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Email Marketing Masterclass, Module 3: Improving email engagement with personalization and automation

November 15, 2021

Date: Tuesday, November 15, 2022
DMAnc.org Live Online Certification Workshop
(9:00 am – 11:00 am PDT)

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Regularly ~~$300~~, Now $200

(Special Series Pricing: All four Email Marketing workshops $1,200 now 35% off—$780. Enroll here.)

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 to send emails at times relevant to your subscribers (based on their behavior for example) or personalize your content to ensure the suggestions for products, content or services you’re making, 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, 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.

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

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, 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 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.
  - How to be helpful and add value to your customers to help them move on to each stage and enhance loyalty.
  - How to plan your automated campaigns for success.
  - The 3 key automated campaigns every company should have in place from the start.

Materials Provided:

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

The Presentation:

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 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.

Instructor: Kate Barrett

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

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

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

I highly recommend attending all 3 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.

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.

November 15, 2021/.

Google Data Studio for Marketers | Turn Your Data Into Insights

November 03, 2021

Pre-recorded (Next live workshop coming in early 2023)
DMAnc.org Live Online Certification Workshop

Summer Discount: 25% Off
Free Lifetime Workshop Updates

Regularly ~~$300~~, Now $225

Description:

Are you looking for a way to effectively measure the impact your various marketing efforts are having on your web traffic? Or, perhaps, to gauge how your paid search spend is affecting your bottom line? With all this valuable data contained in different reports and tools, it can sometimes be hard to see your marketing KPIs in one place.

Data Studio, Google’s no cost Business Intelligence tool, enables you to bring all of your data together into one place (marketing, social, paid search, sales etc). Then to analyze and visualize it in automated, interactive dashboards. Allowing you to get a clear picture of all your marketing activities.

This class will introduce you to key concepts that will help you harness the power of your data sources, wherever they may be. And, by the end, you will have the confidence to build the dashboards you need to start turning data into dollars.

Key takeaways:

During the class you will learn how to:

Prepare and connect to different data sources (both online and on-premise).
Build data queries and manipulate their results.
Create interactive data visualizations that professionally present your data.
Create new custom fields using formulas to dig deeper into your data.
Build automated, interactive dashboards and reports that communicate your data effectively.

Who the class is for:

This class is for anyone, especially marketing management, who has ever wanted to go beyond Excel and find a simpler and more intuitive way of managing, analyzing and presenting data.

If your job involves working with data from multiple sources (especially in the Google ecosystem) and you’d like to be able to bring them all together in one place, Data Studio is the perfect tool for you.

You don’t need to have any experience of working with data analysis tools, even Excel, to gain huge value from this class. You will learn everything you need to be up-and-running in next to no time.

(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.)

Instructor: Adam Finer

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

The Google Data Studio webinar was excellent! Adam clearly communicated the step by step process to creating reports using all of the available widgets, as well as the importance of understanding your data sources and defining goals prior to developing the reports. I was surprised at all of the dimensions available and am looking forward to getting started!

Susan BernardMarketing Director, Maze Health

I found the webinar very informative and like having the ability to ask questions live with the presenter.

Ken BarrMarketing Manager, We Florida Financial

Enjoyed this workshop. Instructor presentation was helpful and I look forward to applying some of the learnings to my current reports.

Whitney HartAssistant Director, Marketing Strategy Services at American Academy of Pas

ENROLL NOW
Pre-Recorded Online
Google Analytics 3.0
3-Module Series

November 3, 2021/.

Use Google Universal Analytics (Google Analytics 3.0) for Digital Marketing: A Three-Module Workshop

October 28, 2021

DMAnc.org Online Certification Workshops

Spring Discount: 45% Off Three-Part Series
Free Lifetime Workshop Updates

Individual workshops $300 each, now 25% off—$225 each.

Special Series Pricing: All three Google Analytics 3.0 workshops $900 now 45% off—$495. Enroll here.

Pre-recorded workshops included with each Live class.

Introduction:

Why Take this Course

Web analytics is a necessity in digital marketing. Web analytics gives you data so you can make decisions in your digital marketing campaigns (SEO, SEM/PPC, social media, email, and so on) to increase your results. This three-part workshop series shows you how to install and use Google Analytics 3.0.

Note: Google Analytics 3.0 versus Google Analytics 4.0

Google released a new version of analytics in October 2020, called Google Analytics 4.0. Although they called it an update, it’s a new form of analytics.

Google Analytics 3.0 (or or GA 3.0) tracks web pages (clicks, visitors, and so on).
Google Analytics 4.0 (GA 4.0), in contrast, tracks audiences and events across all devices and platforms, including websites, apps, and so on. As a result, GA4.0 is a fundamental change in understanding web data.
This course focuses on Google Universal Analytics 3.0 (GA3.0). We also offer a course on GA 4.0, which you can read about here.

Google announced Google Analytics 3.0 will begin to shut down in July 2023. However, Google has often announced deadlines (for example, HTTPS, dynamic pages, mobile-first, and so on) and then extended them for several more years. Over 30 million websites use Google Analytics 3.0, and it’s doubtful they will switch in time. Furthermore, Google Analytics 4.0 is incomplete at the moment. Google continues to add, move, rename, or delete items. As a result, Google Analytics 4.0 may not be complete by July 2023. We expect GA3.0 may continue to 2025 or 2026.

Our recommendation:

Thirty million sites use GA3.0, which includes webmasters, web developers, staff, agencies, and consultants. It will take several years for them to switch to GA4.0.
Use both GA3.0 and GA4.0 because they do different things.
Learn both GA3.0 and GA4.0 so you can work with people who use one or the other.

(Can’t attend a 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: Google Analytics 3.0—Installation and Configuration.
Pre-recorded.

Module 2: Google Analytics 3.0—Know Your Visitors and How They Found Your Site.
Pre-recorded.

Module 3: Google Analytics 3.0—Know Your Site Visitor’s Behavior and the Conversion Actions They’re Taking.
Pre-recorded.

Module 1: Google Analytics 3.0—Installation and Configuration.

Special Pricing, Module 1 Only (Pre-recorded): regularly ~~$300~~ now $225. Enroll here.

Special Series Pricing: All three Google Analytics 3.0 modules $900 now 45% off—$495. Enroll here.

ENROLL NOW
Pre-Recorded Online
Google Analytics 3.0
3-Module Series

Description:

Web analytics is a necessity in digital marketing. You use web analytics to get data so you can make decisions in your digital marketing campaigns (SEO, ads in search and social, social media posts, email, and so on) to increase leads, sales, and ROI.

In this first workshop, we install and configure Google Analytics 3.0. We start with the tracking tags. We then look at how to set up and customize views, dashboards, automated reports, and alerts. Finally, we look at how to use filters to clean your data.

You can follow along with your Google Analytics 3.0 account or the publicly-accessible Google Analytics 3.0 account.

Key Takeaways:

Install and configure Google Analytics (Google Analytics 3.0).
Brief comparison of Google Analytics (Google Analytics 3.0) and Google Analytics 4.0.
How to get access to a working public version of a Google Analytics account.
How to find the tracking tag and how to install it on your website with WordPress, Wix, by hand, or with Google Tag Manager.
How to check if the tracking tag is on every page of your site.
How to set up and use views.
How to set up and use dashboards.
Use the calendar to compare time periods, such as this quarter versus the same quarter a year ago.
How to set up and use automated reports.
How to export reports.
How to set up and use custom alerts to know if your site has crashed or there is a traffic spike.
You get twelve filters and settings to remove junk data or get clean data. We’ll show you how to install these filters step-by-step, with full details so you can add them to your Google Analytics account.

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Pre-Recorded Online
Google Analytics 3.0
3-Module Series

Module 2: Know Who Your Site Visitors Are and How They Found Your Site.

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

Special Series Pricing: All three Google Analytics 3.0 modules ~~$900~~ now 45% off—$495. Enroll here.

ENROLL NOW
Module 2
(Pre-Recorded Online)

ENROLL NOW
Pre-Recorded Online
Google Analytics 3.0
3-Module Series

Description:

In this second workshop, we go through the first three major report sections of Google Analytics 3.0: Real-time, Audience, and Acquisition, menu by menu, so you can see how to find information.

We will cover the first three major sections of Google Analytics 3.0:

Real-Time Report: Who is on your site right now?
Audience: Who is visiting your website?
Acquisition: How did those visitors find your website?

By knowing who your visitors are, you can make changes to your website to attract the audience you want. This also lets you know where to focus your marketing effort. For example, if your audience is arriving via search engines, then you can do more with search engines. Or, you can put your efforts there if they are coming via social media.

This helps in discussions over where to allocate staff and budget. Should the website be translated to French? Is there a market in Canada? Should your website be designed more for desktop users or only for mobile users? All of this, and many more questions, can be settled with analytics. Analytics gives you insights into your audience.

You’ll also see how to add segmentation in your analytics data. For example, you can separate and compare the traffic by desktop versus mobile users. This is easy to do and has a powerful impact in presenting your data.

Key Takeaways:

How to use segmentation to refine the view of your data. You can create your own data segments and then compare data, for example by device (desktop, mobile, and tablets), location (US, Canada, Australia), and so on. You can also compare traffic sources such as direct, organic, search, paid, and referral. Your presentations will be better.
We look at real-time reports and how to understand the data.
We then look at the Audience Report. Who is visiting your website? We can see their age, gender, and the language and device they use.
We can also see the topics they’re interested in and what they are buying on the web.
You can also see their location by continent, country, state, or city. This lets you decide where to show your ads (or turn them off).
Knowing your audience allows you to design articles and images that appeal to them. You can also make decisions about pages, translations, markets, and so on. You can use this to choose better ads, content, and images for your digital marketing.
A powerful feature is benchmarking, which shows how your digital marketing compares against your competitors. You can see if you should increase efforts in a channel.
We look at the Acquisition Report in the second half of this workshop. This shows you how you acquired your visitors. For example, did they come via search engines, paid search, email, or social media (Facebook, Instagram, LinkedIn, Twitter, and 62 additional social media sites)? By knowing this, you can focus on what works and shut down what doesn’t work.
The Acquisitions Report also shows you the keywords that triggered your ads, the keywords that triggered your pages in search results, and how your pages rank in Google.
You’ll also see how to use UTM tags to mark your social posts and ads to get reliable data.
We close this session with slides about the difference between free and paid versions of Google Analytics, including how to know if you’re close to the limit for a free account.

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Module 2
(Pre-Recorded Online)

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Pre-Recorded Online
Google Analytics 3.0
3-Module Series

Module 3: Know Your Site Visitor’s Behavior and the Conversion Actions They’re Taking.

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

Special Series Pricing: All three Google Analytics 3.0 modules ~~$900~~ now 45% off—$495. Enroll here.

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Module 3
(Pre-Recorded Online)

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Pre-Recorded Online
Google Analytics 3.0
3-Module Series

Description:

In the third Google Analytics 3.0 workshop, we cover the last two major reports: Behavior and Conversions:

The Behavior report shows you what your visitors are doing on your website. What are the entrance pages to your site? What pages do they look at? What pages do they ignore? This is all practical information to make changes to your website. You quickly see if the change was good or bad so you can make further changes. You’ll see how to select the pages to improve. By improving the bounce rate for a page, you’ll have more visitors, leads, and sales. In addition, the better the bounce rate, the higher the page will show up in Google.
The Conversion report also gives you practical information. If a page in your conversion path is leaking too many users, you can fix that page to get the users to go to the next step in the conversion path. This increases conversions without additional marketing. You’ll also see how to set up conversion tracking and visualize the data with a conversion funnel. This is very useful with clients and decision-makers.
Additional items about Google Analytics 3.0: Heat maps, access permissions, multiple websites in one analytics account, Google Data Studio, analytics on your mobile, and insights.
Finally, we’ll give you a list of the six best reports in Google Analytics 3.0.

Key Takeaways:

ENROLL NOW
Module 3
(Pre-Recorded Online)

ENROLL NOW
Pre-Recorded Online
Google Analytics 3.0
3-Module Series

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

With objective data, you can manage staff, agencies, or contractors. Your teams can create and manage digital marketing that reaches your business goals.

Google Analytics shows you what works or doesn’t work. Use data (not guesswork, tradition, or opinions) to make marketing decisions.

The Presentations:

The Google Analytics 3.0 workshops are hands-on and practical.
You’ll see many examples, tips, notes, and insights so you’ll understand how to use Google Analytics 3.0.
The workshops are live online, so you can ask your questions.
Can’t attend live online workshops? No problem! All DMAnc.org workshops are recorded. If you have questions, you’re welcome to email the instructor.
Screenshots with step-by-step instructions in numbered lists with links.
You can copy the examples, edit them, and use them in your work.
Each section has handy checklists that you can use for your work.

Download Material:

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

By understanding Google Analytics 3.0, you can do the work yourself or manage your team, agency, or consultants. For example, marketing managers, digital marketing managers, marketing analysts, social media managers, creative directors, agency account directors, and media planners in B2C and B2B companies, government, and non-profits can use Google Analytics to understand their digital marketing data.

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

Although I am not an Admin, this course has given me the tools to have a better conversation with my admin about the analytics that I need to be more successful in my role. For instance, providing a Dashboard vs Raw data.

Sylvia CooperGlobal Security Innovation Alliance Marketing Programs Manager at McAfee

I’ve built 30+ websites and I was amazed how much I’ve trusted developer partners to complete. Now, after just the course, I know what to check for and how to do the fix or request the fix. Thank you!

Teri LeVineDirector of Marketing at Fairway America

Very in-depth info that gives the user a chance to dive into Google Analytics with confidence.

Kaley DeWeeseMarketing Coordinator, Image Source

This workshop has a good variety of information. Several features were covered along with a downloadable PDF of the presentation and recording to reference back to. I recommend this workshop if you are looking to dive into Google Analytics.

Alison HoughtonContent Marketing Specialist, Air Academy Federal Credit Union

October 28, 2021/.

Affiliate Marketing Course: How to Add Pay-for-Performance Affiliate Marketing to Your Mix

October 26, 2021

DMAnc.org Online Certification Workshops

Spring Discount: 25% Off
Free Lifetime Workshop Updates

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

Why Take this Course?

Affiliate marketing is a fantastic way to increase sales on a cost-per-sale or lead basis.

Many companies enjoy a hefty 10-30% of sales and a 12:1 return on ad spend ratio. Of the 96% of brands with affiliate programs, 54% earn an incredible 30% of sales through affiliate partners. Amazingly, 80% of companies have programs.

You don’t have to be a Fortune 100 company to enjoy the benefits of affiliate marketing. Even small to mid-sized companies can be successful at it and enjoy the phenomenal return on ad spend.

This workshop helps you learn affiliate marketing methods that stretch marketing budgets, increase both sales and profits and develop a valuable, recession-proof skill set that easily transfers across industries. Topics covered include:

Busted misconceptions and myths.
Common pitfalls and typical reasons programs fail.
Soup-to-nuts affiliate program set up process with screen shots.
Choices in channel options.
Case studies of successful programs.
Trends to watch and follow.

(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:

How to Add Pay-for-Performance Affiliate Marketing to Your Mix.
Pre-recorded.

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

Description:

This course helps you get over the initial hump to grasp the basics and reprimes the pump for those disappointed by previous efforts. At the conclusion, students will know what it takes to get started and succeed.

Be inspired by methods used in case studies of successful affiliate programs.
Learn benefits and drawbacks of software, third-party networks, and self-hosted programs.
See step-by-step program creation examples on which to model agreements, sign-up pages, FAQs and more.
Find out what creative assets to collect and create.
Understand why affiliate programs fail and what it takes to succeed.
View what to expect and how to interpret an affiliate program dashboard.
Consider why you should become an affiliate.
Get tips by industry experts for finding and recruiting affiliate partners.

Key Takeaways:

Why you should add affiliate marketing to your marketing strategy:

Defining affiliate marketing:
1. What it is.
2. What it is not.
Clarifying terms to know:
1. Affiliate program.
2. Advertiser/Merchant.
3. Affiliate/Publisher.
4. Affiliate network.
  1. ShareASale.
  2. CJ Affiliate.
Affiliate software.
EPC—Effective Cost per Click.
Common mistakes:
1. Managing expectations.
2. Planning as part of the marketing mix.
3. Setting and forgetting.
4. Payout and incentives.
5. Time to recruit, activate and optimize.
6. Maximizing internal teams for opportunities.
Competitor analysis of choices, offers and activities.
Various methods available to advertisers:
1. Display ads and text links.
2. PPC.
3. Email.
4. Content (Bloggers, Podcasters, Influencers).
5. Coupon and discounts.
6. Cashback & loyalty.
7. Technology.
How to set up a program:
1. Choosing software and/or affiliate networks.
2. Dashboard.
3. Reporting.
4. Program description.
5. Parameters and terms.
6. Products:
  1. Descriptions.
  2. Images (such as logos).
  3. Ads.
  4. Payout.
7. Payment (credit card).
8. Specifications for basic starter ad groups (Checklist).
Running a program:
1. Planning offers to affiliates, such as coupons, discounts and payout tiers.
2. Recruiting affiliates.
3. Approval: manual vs. automatic.
4. Nurturing affiliates.
5. Payments: timely.
Join as an affiliate:
1. View competitor programs and leaderboards.
2. As additional income stream: synergistic products & services.
Create referral and loyalty program to incentivize customers, affiliate partners.
Outsource to an affiliate manager or agency.

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

Affiliate programs can be 100% revenue sharing, add 10%+ to sales and generate a 12:1 return on ad dollars (paid after sales and even returns). Affiliate programs kick up order value by 88% and increase conversions too.
Those new to affiliate marketing will learn types of affiliates, the latest in formats, options available, how to set up and run a program.
Current assets can be used, and current team members have the necessary skills. Once set up, an affiliate program requires easy routines to recruit, manage affiliates and campaigns.
Those with affiliate programs learn from detailed case studies of success, current trends in partners, recruitment, formats, and sophisticated payouts strategies.
Affiliate marketing today resists the taint from two decades ago. The industry patrols bad actors and attracts top media outlets today. Today’s protocols of the latest technology and alert affiliate network professionals remove concerns about fraud.

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 workshops? No problem! All DMAnc.org workshops are recorded. If you have questions, you’re welcome to email the instructor.
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 PPT presentation.
Checklists: steps and assets to get started.
Report on how to persuade executives to start an affiliate marketing program.
Competitive analysis spreadsheet.

Bonus:

FREE PDF of the book, Rockin’ ROI: How to Bootstrap Ecommerce with Performance-based Marketing.
Spreadsheet templates that complement Rockin’ ROI.
“How to Get the Attention of Unresponsive Prospective Affiliates” (compilation of advice from affiliate industry experts).
“How to Get Your Target’s Attention” (advice to attract partners, affiliates, vendors and business prospects by the instructor).

Who is the course for?

Marketing Managers, Digital Marketing Managers, eCommerce Managers, or any Marketer who wants to stretch every ad dollar.
Beginners unfamiliar with affiliate marketing benefits and how to implement it.
Marketers who have tried affiliate marketing before and were discouraged by a previous attempt.
Marketers who think “affiliate” still has a bad reputation.
Marketers who think affiliate marketing is just about influencers.
Team members who need to convince managers to try affiliate marketing.
Marketers who want to advance their affiliate marketing program to the next level.

The Presenter:

Jan Carroza

Founder
Center for Direct Marketing

Author of Rockin’ ROI: How to Bootstrap Ecommerce with Performance-based Marketing (available on Amazon), Jan Carroza guides marketers to develop strategies and methods to efficiently meet campaign goals. An early adopter, she enjoys discovering new channels and methods, sharing new opportunities and ways to optimize efforts. Her multi-sided career spans agency, advertiser, audience research, media, mobile and privacy software experience.

While her background in multichannel campaign management began in traditional advertising (print, radio and TV), performance-based marketing inspires her in-house mentality to achieve the maximum return-on-investment. The ability to track response daily attracted her to infomercials in the mid-80s. She managed direct response TV campaigns until 1999 when she turned to provide digital response services, such as display, email and affiliate marketing.

As a trainer of customers, colleagues and coworkers in direct response, mobile and privacy SaaS solutions, Jan realizes the importance of education to earn trust and spark interest. Previous clients include: M&M Mars, Volvo, Time-Life, Soloflex, Blue Cross, Braun, Sears, Peninsula Hotels, Kemper Financial Services and American Express.

As an adjunct professor at Pepperdine University’s Malibu campus, Carroza taught Media Planning to upperclassmen with majors in PR, advertising and communications.

She has spoken to groups at retail, privacy and media conventions. Carroza earned her B.A. in Radio/TV at SIU/Edwardsville.

Testimonials

This workshop opened my eyes to the wonderful world of affiliate marketing!

Jennifer HeffernanDigital Marketing Manager at Danforth Pewter

Today’s workshop was helpful. It gave me new ideas on how to manage my company’s affiliate marketing program going forward.

Alexandra CampbellSocial Media Manager, StewMac

Good information and very informative!

McCall CampbellDirector of Sales, Hugger Mugger Yoga Products

This workshop provided great insight on how the big company’s structure their affiliate programs and how you can use those strategies to get started with your own.

Alexandra WrightMarketing Specialist at Design Imports

October 26, 2021/.

Affiliate Marketing Course: How to Add Pay-for-Performance Affiliate Marketing to Your Mix

October 26, 2021

Date: Wednesday, October 26, 2022
DMAnc.org Live Online Certification Workshop
(10:00 am – 12:00 pm PDT)

Summer Discount: 33% Off
Free Lifetime Workshop Updates

Regularly $300, Now $200

This workshop helps you tap into methods that stretch marketing budgets, increase both sales and profits and develop a valuable, recession-proof skill set that easily transfers across industries.

Affiliate marketing is a fantastic way to increase sales on a cost per sale or lead basis. Many companies enjoy a hefty 10-30% of sales and a 12:1 return on ad spend ratio. This course helps you get over the initial hump to grasp the basics and reprimes the pump for those disappointed by previous efforts. At the conclusion, students will know what it takes to get started and succeed.

Learn why Amazon, Norton, Aflac, Target, ADP, Clarks Botanicals, Blue Apron, Chewy.com, Life Extension, just a few of thousands of name brands, enjoy multi-channel direct response success as well as affiliate partners, such as The Today Show, Business Insider, Buzzfeed, Conde Nast, Ziff Davis and Valpak. But you don’t have to be a Fortune 100 company to enjoy the benefits of affiliate marketing. Even small to mid-sized companies can be successful at it and enjoy the phenomenal return on ad spend.

Instructor Jan Carroza, former adjunct professor at Pepperdine University, 40+ year marketing veteran and author of the book, Rockin’ ROI: How to Bootstrap Ecommerce with Performance-based Marketing, available on Amazon, walks SMEs through the process to set up a program, make good choices and reap the benefits of planning and nurturing.

What to expect in this course:

Busted misconceptions and myths.
Common pitfalls and typical reasons programs fail.
Soup-to-nuts affiliate program set up process with screen shots.
Choices in channel options.
Case studies of successful programs.
Trends to watch and follow.

Why you should add affiliate marketing to your marketing strategy:

Defining affiliate marketing
1. What it is
2. What it is not
Clarifying terms to know
1. Affiliate program
2. Advertiser/Merchant
3. Affiliate/Publisher
4. Affiliate network
  1. ShareASale
  2. CJ Affiliate
Affiliate software
EPC—Effective Cost per Click
Common mistakes
1. Managing expectations
2. Planning as part of the marketing mix
3. Setting and forgetting
4. Payout and incentives
5. Time to recruit, activate and optimize
6. Maximizing internal teams for opportunities
Competitor analysis of choices, offers and activities
Various methods available to advertisers
1. Display ads and textlinks
2. PPC
3. Email
4. Content (Bloggers, Podcasters, Influencers)
5. Coupon and discounts
6. Cashback & loyalty
7. Technology
How to set up a program
1. Choosing software and/or affiliate networks
2. Dashboard
3. Reporting
4. Program description
5. Parameters and terms
6. Products
  1. Descriptions
  2. Images (such as logos)
  3. Ads
  4. Payout
7. Payment (credit card)
8. Specifications for basic starter ad groups (Checklist)
Running a program
1. Planning offers to affiliates, such as coupons, discounts and payout tiers
2. Recruiting affiliates
3. Approval: manual vs. automatic
4. Nurturing affiliates
5. Payments: timely
Join as an affiliate
1. View competitor programs and leaderboards
2. As additional income stream: Printful (swag)
3. As additional income stream: synergistic products & services
Create referral and loyalty program to incentivize customers, affiliate partners
Outsource to an affiliate manager or agency

Materials Provided: Handouts

Video of the presentation with slides and audio.
PDF of the complete presentation.
Checklists: steps and assets to get started.
Report to persuade executives to start an affiliate marketing program.
Competitive analysis spreadsheet.

Bonus:

FREE PDF of the book Rockin’ ROI: How to Bootstrap Ecommerce with Performance-based Marketing.
Spreadsheet templates complement to Rockin’ ROI.
2021 Holiday Hashtag Calendar.

Who this course helps:

Marketers who want to stretch every ad dollar.
Beginners unfamiliar with affiliate marketing benefits and how to implement it.
Marketers who have tried affiliate marketing before and were discouraged by a previous attempt.
Marketers who think “affiliate” still has a bad reputation.
Marketers who think affiliate marketing is just about influencers.
Team members who need to convince managers to try affiliate marketing.
Marketers who want to advance their affiliate marketing program to the next level.

(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.)

Instructor: Jan Carroza

Special offer from our sponsor MountainTop Data: Workshop attendees will receive $1,000 in free B2B data credits for attending.

Testimonials

This workshop opened my eyes to the wonderful world of affiliate marketing!

Jennifer HeffernanDigital Marketing Manager at Danforth Pewter

Today’s workshop was helpful. It gave me new ideas on how to manage my company’s affiliate marketing program going forward.

Alexandra CampbellSocial Media Manager, StewMac

Good information and very informative!

McCall CampbellDirector of Sales, Hugger Mugger Yoga Products

This workshop provided great insight on how the big company’s structure their affiliate programs and how you can use those strategies to get started with your own.

Alexandra WrightMarketing Specialist at Design Imports

ENROLL NOW
Module 1 (Live Online)
Oct 25th

October 26, 2021/.

B2B Marketing Strategy Development–How to Build a Better Marketing Machine (Module 1)

October 25, 2021

Special Fall Pricing: Regularly ~~$300~~ is now 25% off—$225. Enroll here.

ENROLL NOW

Fall 2024
Live Online
Sep 23

ENROLL NOW

Prerecorded
Online

Introduction:

If you are not eating your competitor’s lunch, they are probably eating yours. You either need to be hunting or you will be hunted. By putting an impactful and effective Marketing Strategy in place that supports your business strategy, you will drive your business’s top line growth and improve your market position as a leader with your target market.

Module 1 of this 2-part workshop series is focused around building a foundation of an effective B2B Marketing Strategy to do just that. Module 2 is for those that have completed the Module 1, and who want to do one-on-one follow up sessions with the instructor for the purpose of flushing out further the development of their company’s marketing strategy.

Quick Key Take-Aways:

Leveraging your SWOT results into your Product Strategy.
Creating a Marcoms Strategy that will incorporate two focuses on a) new opportunity lead generation; b) sales cycle support and engagement.
Leveraging your SWOT results into your Strategic Alliance Strategy.
Creating an effective Industry Trade Press Strategy.
Insights on how to mine Key Market T.
Creating an effective Sales Enablement Strategy.
25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more.

(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.)

B2B Marketing Strategy Development, Module 1, Workshop Date and Time:

Module 1: Covers how to build a better marketing machine.
Tuesday, October 25, 2022, 9:00 am to 11:00 am (PDT).

ENROLL NOW
Live Online
Module 1: Oct 25th
Module 2: By Appointment

ENROLL NOW
Module 1: Pre-recorded.
Module 2: by Appointment

Description:

The output of this course is to give you the insights to build a better marketing machine that will support your sales cycle by improving the probability of a win, which will in the end, support your business growth.

More than 25 worksheets and templates will be provided as part of the workshop material so the participant can use them to build their marketing strategy.

Note there is a follow up One-on-One session available to help review your marketing strategy development using the tools and templates from this course. See Module 2 for a description.

Key Takeaways:

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

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

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

Leveraging your SWOT results into your Product Strategy.
Creating a Marcoms Strategy that will incorporate two focuses on a) new opportunity lead generation; b) sales cycle support and engagement.
Leveraging your SWOT results into your Strategic Alliance Strategy.
Creating an effective Industry Trade Press Strategy.
Insights on how to mine Key Market .
Creating an effective Sales Enablement Strategy.
25+ templates and spreadsheets will be provided for SWOT, competitive, target market analysis and much more

ENROLL NOW
Module 1 (Live Online)
Oct 25th

ENROLL NOW
Live Online
Module 1: Oct 25th
Module 2: By Appointment

ENROLL NOW
Module 1: Pre-recorded.
Module 2: by Appointment

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

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

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

The Presentations:

The workshops are hands-on and practical.
The workshops are live so that you can ask your questions. If the course doesn’t fit in your calendar, you can take the course as a recorded class.
25+ templates and spreadsheets for SWOT, competitive, target market analysis and much more.

Download Material:

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

Who is the course for?

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

The Presenter:

MICHAEL HORNBY

Chief Marketing Officer
Orion Marketing Group

Mike Hornby headshot

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

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

Mitzi BreauxTargeted Marketing Manager, Vitalant

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

Clifton WebbDirector, Media & Marketing, QRI

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

Dara MottahedProduct Marketing Manager, Gastops