WhiteHat Security has been in the business of securing web applications for 15 years. It had a well-established traditional demand generation model and mix of marketing program to reach lead goals.
Looking for ways to target and reach more of those ideal customers, what steps did it take to expand on that to incorporate account-based marketing into their practices?
NorCal BMA is proud to offer a brand new scholarship opportunity for students in the fields of advertising, marketing and communications, especially those interested in the field of B2B marketing.
With a generous endowment from the late George C. McNutt (1905-1992), the first President of NorCal BMA, we are able to offer this scholarship that will benefit up to two Bay Area students in 2017. Read more
In the global economy of the 21st century, products have become commodities. Global companies can match the features and prices of almost any product in any industry. What then can companies do to differentiate their offering and add customer value?
Linda Sharp, CEO of Religence recommends Read more
Marketing spend on technology is growing faster than any other department and predicted to soon surpass even the IT department's spend. There's no profession where technology is having a more profound impact on performance than Marketing. What worked 5 years isn't working today. And what's working today, won't work tomorrow.
Technology has become as much of a marketing differentiator as your product and message. Whether it's CRM, content management, marketing automation, ABM, app dev, or analytics - if you're not leading when it comes to technology, you're going to get left behind.
Come join us for an exciting discussion where Kaushik Patel of ThoughtSpot will dive into some of the latest marketing technologies on the market and offer advice on how to get the most out of them.
Today’s data-driven marketing solutions promise increased efficiency and fewer wasted media dollars. Learn how tech marketers are identifying and engaging their audiences through digital media, how they make sense of the increasingly crowded ad-tech vendor landscape, and how they vet and gauge the effectiveness of these solutions.
Topics to include:
Behavioral data
ABM
Programmatic
Customer Journey
Measurement
And other topics
This is part of our roundtable series with a happy hour setting. Registration covers one drink ticket and appetizers.
There is ample time to network both before and after the presentation and discussion.
Conveniently located in the historic Mountain View Caltrain station with ample free parking nearby.
We've had sell-out crowds for the past seven roundtable events, and expect the same this time. Don't miss out, make sure you secure your seat!
Save the date, November 14, and register to attend the roundtable before you're left with no space!
Data-driven media strategies &
How to make sense of the noise
by James Miller,
Louise Crawford, &
Kristine Go
Monday, November 14, 2016 from 6:00 PM to 8:00 PM (PST)
Savvy Cellar Wine Bar & Wine Shop,
750 W Evelyn Ave, Mountain View, CA
James Miller is Senior Vice President of Business Development at DWA.
James has been working with B2B and B2C technology marketers for 20 years. At DWA, he consults his clients on inbound and outbound marketing and marketing technology to help marketing leaders navigate and excel in today's fast moving, hyper competitive environment.
James holds a BA in Philosophy from the College of William and Mary.
Louise Crawford is Senior Director of Demand Generation at Silver Peak.
With over twenty years of industry experience, Louise overseas new customer acquisition including digital marketing, events, campaigns and communications. She is also responsible for operations and global field marketing.
Prior to Silver Peak she ran channel marketing for the Dell Software Group, driving campaigns and programs as well the integration of multiple acquisition channels exceeding $1.2B of revenue. Louise joined Dell from the SonicWALL acquisition where she ran worldwide marketing for six years.
Kristine Go is a Marketing Manager at NetApp managing Paid Media and Search.
At NetApp, Kristine is chartered to drive demand by leveraging data intelligence and strategic publisher relationships globally.
Previous to NetApp, Kristine started her career agency side at MediaSmith, one of the top B2B Media agencies in San Francisco. There she worked to service a number of clients ranging from consumer to tech B2B. From assistant media planner to supervisor, Kristine advanced her skills and eventually made the transition to client side where she resides currently.
Ordering Your Tickets is
Quick & Easy
James Miller, Louise Crawford, & Kristine Go on
Data-driven media strategy &
How to make sense of the noise
November 14, 2016, 6:00-8:00 PM
Savvy Cellar Wine Bar & Wine Shop
750 W Evelyn Avenue, Mountain View, CA
One day in 2012, Jamie Mendez, Director of Channel Marketing at IBM PartnerWorld, decided that her problems with partner engagement needed a modern solution. She approached IBM's longtime agency-partner, the TDA group, to craft this solution.
What was the problem?
IBM needed a way to have various executives across multiple business units, with diverse voices of their own, engage its channel partners with a unified, consistent style of presentations. The resulting concert should blend the disparate voices into singing to the same tune, namely the consistent style and voice.
Sounds familiar?
This problem is not unique to IBM. Many other organizations, large and small, face this challenge. Perhaps yours does too.
What ensued from the 2012 brainstorming is the launch of a blog in 2013 and accolades and awards in each of the following years, 2014-2016, for this solution.
Reader engagement is plentiful. Praises for the design ("The new design is terrific. Very clean, easy to read...Kudos to the PartnerWorld team!" -Libby Beemer; "...modern, slick & readable. Excellent!" -Anthony Mathenge), content ("Nicely articulated! " -Swati Moran; "Thank you for sharing the link to the IBM Digital Marketplace. That’s a very helpful online resource." -David H. Deans), and the overall program ("Great Program - Can drive fast growth for our Channel Partners." -Marc Beachler) are abundant.
Come and hear how IBM PartnerWorld created a unified strategy with the help of TDA Group, to showcase an array of executive voices, engage the channel and fuel social networks – while also winning awards along the way that speak to B2B editorial and design excellence.
Jamie Mendez of IBM and Nicole Sommerfeld of TDA double team as featured speakers for this roundtable where they will talk about their joint project and lead the ensuing discussion.
In this session Jamie and Nicole will cover:
Some lessons learned from content streams other than IBM PartnerWorld may sneak into the discussions as well!
The best part is that you can shape the session with your own incisive comments and questions.
This is part of our roundtable series with a happy hour setting. Registration covers one drink ticket and appetizers.
There is ample time to network both before and after the presentation and discussion.
Conveniently located in the historic Mountain View Caltrain station with ample free parking nearby.
We've had sell-out crowds for the past six roundtable events, and expect the same this time. Don't miss out, make sure you secure your seat!
Save the date, October 17, and register to attend the roundtable before you're left with no space!
Struggling with Content Chaos?
by Jamie Mendez & Nicole Sommerfeld
Monday, October 17, 2016 from 6:00 PM to 8:00 PM (PST)
Savvy Cellar Wine Bar & Wine Shop,
750 W Evelyn Ave, Mountain View, CA
Jamie Mendez has global responsibility for IBM’s PartnerWorld and channel program infrastructure initiatives.
PartnerWorld is the program management system framework for guiding IBM Business Partner relationships including the membership program, web portal, communications, education and events.
In her role, Jamie is responsible for supporting the PartnerWorld community of more than 160,000 Business Partners around the world who contribute nearly $15B in IBM revenue.
Nicole Sommerfeld oversees the account development and marketing team at TDA. She leads the effort to build upon and expand TDA client relationships and programs, while helping TDA’s clients adopt best practices and optimize marketing programs.
Prior to joining TDA, Nicole held marketing, product management, and corporate development roles with leading Internet and telecommunications companies.
Ordering Your Tickets is
Quick & Easy
Jamie Mendez & Nicole Sommerfeld on
Struggling with Content Chaos?
October 17, 2016, 6:00-8:00 PM
Savvy Cellar Wine Bar & Wine Shop
750 W Evelyn Avenue, Mountain View, CA
In the past 3 years alone over 25% of the marketing jobs that existed back in 2013 have gone away and been replaced by completely new roles and this trend is expected to continue for the next 3 years. These are unprecedented times with industries and businesses being disrupted by Read more
We are delighted to announce that we have partnered with ClickZ and Search Engine Watch for their inaugural digital transformation and disruption event, Shift. 
This event is scheduled for August 30 at the Park Central Hotel in San Francisco.
"I am really excited that we entered into this partnership with ClickZ," beams Nancy Taffera-Santos, Director of Sponsorship at NorCal BMA. She adds, "This will be a great opportunity for all our members to attend this event at a specially discounted rate and listen, first-hand, to movers and shakers of the industry." Read more
B-to-B audiences increasingly depend on Web experiences to support their purchasing research and post-sale customer experiences. Unfortunately, too many b-to-b organizations are failing to deliver content or context that satisfies audience expectations and drives business impact.
Come, join us for this presentation on how to transform your b-to-b Website into a modern, audience-centric, content-fueled home base for your company’s digital presence. Read more
The number of marketing tools and technologies is exploding, and it is both good news and bad news for marketers. Those who can harness the technology can leverage it as a source of competitive advantage. Marketers without a clear strategy and plan run the risk of sub-optimizing their investments and their teams. But where to start? Read more
