I make many appearances for private companies, but also appear at some public conferences when time permits. You can check out my previous speaking engagements (the public ones), but don’t miss my upcoming public events:
- Biznology® Webinar with Monique de Maio
You’ve heard that content marketing is the best way to expand your prospect and customer base, but how do you get started to make sure you get the right content in front of the right customers for your product or service in the right place? Maybe you already know that but are seeking a clearer understanding of your key customers; determining the value propositions that would resonate by those key customer types; identifying where to find those prospects and customers and finally, determining what to say to them? Then this webinar is for you.
In this webinar, you’ll find out how to think about your customers and prospects not as one homogeneous group, but as a combination of different types of decision makers, with different buying drivers and objectives. By not treating everyone the same, your messages and value propositions to each of these types of customers will better resonate and results will follow. This is also helpful if you have channel partners, distributors, strategic alliances, etc.
In this free 30-minute Biznology® webinar, we’ll talk about how to build personas to segment your customers, use composites of the vital attributes of your customers to create different messages for each segment of your customers, and how to select the best outlets for these messages and content.
Special presentation sponsored by BarnRaisers, GaggleAMP, MENG (NJ Chapter), onDemandCMO, and Unison
Monique de Maio is one of our bloggers at Biznology, and the Founder of onDemandCMO, a marketing consultancy that provides marketing expertise to companies needing strategic and/or tactical marketing services since 1998. OnDemand helps companies that do not have the skill sets or resources internally with ongoing marketing initiatives or projects, onDemand. Monique is a twenty-five year marketing veteran that has been an acting CMO for agencies and companies for as many years—ranging in size from enterprise to start ups and SMBs in between.
- Rutgers University in Piscataway, NJ
I am teaching the Agile Marketing module of the Mini-MBA™: Strategic Marketing at Rutgers CMD. At the core of every business is the need to obtain, grow, and retain customers. The marketing function has always been concerned with understanding and delivering value to customers. As such, it has had to reinvent itself frequently to keep up with new technologies and changing customer expectations in the face of increased global competition and a flattening world. The Rutgers Mini-MBA™: Strategic Marketing program provides a comprehensive examination of the latest marketing tools, methods and strategies for generating and growing customer value. Delivered in a highly interactive, hands-on setting, participants complete the course with a working knowledge of the material, ready to apply it at their company.
In addition to learning marketing concepts and tools, participants begin developing marketing plans that:
1. Analyze and understand customer segments and the drivers of customer behavior
2. Are based on the competitive landscape and the drivers of the firm’s competitive advantage
3. Identify trends and shifts in the industry and possible strategic partnerships
4. Provide an implementation schedule, with measurable outcomes and a detailed action plan
The program fee includes an Apple iPad, containing the pre-loaded program materials, for each participant. The program is one-week daytime accelerated course.
- Online course at UC Irvine Extension
Rob Peterson and I are teaching an online course to help students understand how to use the Internet and social media to create audience profiles. Through qualitative research methods and monitoring social media demographics, students will learn to identify the social media applications and strategies best-suited to reach specific targets. The course will address the techniques and best practices for identifying and engaging your audience to ensure the effectiveness of resources spent on social media, public relations, branding and marketing efforts.
- Rutgers University in New Brunswick, NJ
I am teaching two modules of the Rutgers CMD Mini-MBA™: Digital Marketing program at Rutgers New Brunswick. The program presents a new business model for digital marketing. All participants receive their own Apple® iPad™ 3, containing the pre-loaded program materials. Through case studies, interactive sessions and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include strategy, social media marketing, search engine marketing, mobile marketing, video marketing, web analytics and measurement, legal and security issues, gamification and multichannel integration. The program runs as a one-week daytime accelerated course.
- 4-Hour Workshop at ClickZ Live NY
I am teaching a half-day workshop on the training day before ClickZ Live New York (formerly called SES New York). Agile marketing can be described as the path to success in digital marketing that is based on experimentation and course correction, rather than tedious strategizing leading up to a "big bang" launch of a risky endeavor. In order to get the most out of your marketing campaign, feedback needs to be analyzed and necessary changes need to be implemented faster to improve the customer experience.
Marketers need to think ahead–however, one of the difficulties of adopting agile marketing is the need to admit that most of what marketers do is actually wrong–it's not the best, it's not optimized, and it's not even good...but it's a start, and you'll eventually find an approach that works if you can get the right feedback.
This workshop will introduce agile marketing, why it is essential to your marketing campaign, and strategies and tactics you can implement into your business plan. Many born-on-the-web successful companies such as Google, eBay, and Amazon all use agile marketing as a way to gain a better insight into what marketing tactics actually work. You might think that they do this now because they have lots of cash to run experiments. But the truth is that they have done this from the beginning—that's why they have so much cash.
In this class you'll learn:
• Why marketing is moving faster than ever. Time was that you could take your time and introduce a new campaign once a year. These days, events drive your marketing—you can't be without a response.
• The basics of agile software development. Any technology-based marketing tactic (such as website development or search engine optimization) requires a different king of IT process. Agile development moves fast and is the basis behind the agile marketing methodology.
• How digital marketing is direct marketing. Whether you sell online or offline, your marketing success is based on response. Learn how to measure the monetary impact of every marketing tactic you try, using it as a feedback loop to judge your marketing effectiveness.
• How to test your way to success. You can speed up your feedback eve more through the use of testing. You can test two alternatives (A/B testing) or many alternatives (multivariate testing) and rapidly narrow down the best approach to many kinds of marketing tactics.
• How to get started and keep going. Some people find agile marketing threatening or even scary. Learn how to approach wary people and help them adapt to this new way of improving marketing results. Also learn how to increase the agility of existing campaigns and make mid-campaign modifications.
- Rutgers University in New Brunswick, NJ
I am teaching the Agile Marketing module of the new Online Mini-MBA™: Entrepreneurship program at Rutgers CMD. While being a successful entrepreneur is highly rewarding, starting and running a business can also be overwhelming, emotionally draining and financially risky. The difference between success and failure often lies in the ability to create a logical plan, mitigate risk, minimize mistakes, and build a strong support system. The Rutgers Mini MBA™: Entrepreneurship focuses on these key elements of business success. Taught by both Rutgers faculty and seasoned entrepreneurs, the coursework combines the theory of traditional MBA programs with the real-world entrepreneurial training needed to lead a business venture to success. The goal is for participants to leave the class ready to take their business to the next level. Each participant is expected to create an actionable business plan or pitch deck as a final project. The program fee includes the new Apple® iPad™, containing the pre-loaded program materials, for each participant. This program runs as a 12-week self-paced online course.
- Online course at UC Irvine Extension
Dr. Ash Pahwa and I collaborate on an on-demand online course covering organic and paid search. I teach three of the sessions and Ash handles the others. The course covers all the bases of Internet marketing using Search Engine Marketing, Inc. as its textbook. Internet-based marketing activities are rapidly supplanting traditional marketing techniques like direct mail, TV, radio, and display advertising. Search engines are the means whereby prospective customers find vendors. Consequently, Search Engine Optimization (SEO) provides a means to maximize web site traffic from those most in need of the vendor's products or services. SEO is much more than a few simple changes made to a web site. It's a multi-faceted strategy and should be an integral part of any marketing plan where a Web site is present.
This course will explain how this exciting marketing technology may be harnessed and optimized. SEO encompasses both technology and strategy. Keyword/phrase selection and Web site content design that search engines reward with increased traffic will be discussed. Through this course, students will learn how to measure the Web site ranking before and after SEO implementation and quantify increases in traffic to the Web site. The three main search engines–Google, Yahoo, and Bing–will be addressed. This course will include how search engines work and strategies to improve Web site ranking. In the end landing page optimization strategies will be discussed.
- Online course at Rutgers University
I am teaching the social media listening module of the Rutgers CMD Virtual Mini-MBA™: Social Media Marketing program. Social media is no longer a buzzword; it is how business is conducted today. As the number of social platforms increases, there is a greater need to establish an internal and external business strategy, policy and culture to keep pace and build a competitive advantage. Given the expansive selection of social platforms—from Facebook, Twitter, YouTube, and LinkedIn to Instagram, Pinterest, Foursquare, and Blogs—firms and individuals are struggling to make sense of it all.
This nine-module certificate program, taught by a team of top industry experts, will connect business objectives with social media strategy, platforms and tactics. Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include constructing a strategy, leveraging listening channels, crises and landmines, content development, measurement and ROI, social media platforms, mobile opportunities, engaging influencers and change management. All participants receive their own Apple iPad, with the pre-loaded program materials, and we’ll use a proprietary mobile application to deliver the course content. This program runs as a 12-week self-paced online course.
- Biznology® Webinar with Ruth P. Stevens
The productivity of a sales force or distributor improves dramatically with a steady supply of qualified leads. So how do you provide your sales team with the leads that will increase their productivity by 200% or more? This fast-paced session introduces the top techniques for B2B lead generation today, from calculating the right number of leads required and setting qualification criteria, to managing lead tracking and reporting.
In this webinar, you’ll find out:
• Your best prospecting media–and the media channels to avoid–for lead generation campaigning today
• The single best offer strategy in B2B marketing today; plus other offers that motivate action
• Lead qualification techniques that make your sales force happy
• How to quadruple your campaign productivity with lead nurturing
• The top two metrics that are essential to measuring the results of your lead generation investments
In this free 30-minute Biznology® webinar, you’ll learn the soup-to-nuts process of generating qualified leads and tracking them to closure. And your sales counterparts will thank you for that!
Special presentation sponsored by BarnRaisers, eMarketing Strategy, GaggleAMP, MENG (NJ Chapter), and Unison
Ruth P. Stevens is one of our bloggers at Biznology, and President of eMarketing Strategy, a consultancy in New York City specializing in B-to-B marketing, particularly sales lead generation. Ruth is the author of two business books: Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing: Plan, Promote, Profit. Crain’s B2B Magazine named Ruth as one of the 100 most influential people in B2B marketing. For more, visit www.ruthstevens.com.
- Online course at UC Irvine Extension
This 7-week course is designed to provide marketers and business people an overview of methods, technologies and strategies for improving the performance of websites and other online properties. Rob Petersen and I will examine how effective site optimization and personalization programs improve the relevance of content and offers for end users that result in increased online conversions and engagement. The course will address common obstacles to optimizing conversion, techniques to avoid them, and will introduce the primary components of an effective site optimization program, including: A/B and multivariate testing, audience segmentation and experience personalization via content targeting and recommendations. You will also gain a foundational understanding of the optimization technologies and methods that yield positive returns for businesses and create relevant experiences for end users.
- Online course from Rutgers University
I am teaching two modules of the Rutgers CMD Mini-MBA™: Virtual Digital Marketing program. The program presents a new business model for digital marketing. All participants receive their own Apple iPad, with the pre-loaded program materials, and we’ll use a proprietary mobile application to deliver the course content.
Through case studies, interactive sessions and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include strategy, social media marketing, search engine marketing, mobile marketing, video marketing, web analytics and measurement, legal and security issues, gamification, and multichannel integration. This program runs as a 12-week self-paced online course.