The DMA Seattle Chapter Executive Seminar: 

Business-to-Business Break Out Sessions:

10:00am - 10:50pm

1:00pm - 1:50pm

Panel
Erin McCart, Documentum
George Shehata, Documentum

2:00pm - 2:50pm

Business-to-Consumer Break Out Sessions:

If you've felt frustrated by poor search engine marketing ROI, or if you're just learning how to leverage search engine marketing - then this session is for you!  Whether you manage a B2B or a B2C site, you will learn actionable steps that will supercharge your search marketing campaign from this premier panel of search experts.

Top takeaways:

• Smart "organic" and pay-per-click search strategies for Google, Yahoo and MSN

• How to check how many pages your site has in the major engines

• How to start your search marketing action plan

• How you can measure your success with search engine marketing

Speaker Bios

Ernan Roman, President, Ernan Roman Direct Marketing
Ernan Roman is the pioneer who created the Consensual Marketing Opt-In Process and the Integrated Direct Marketing methodology.   He is the co-author of the first book on opt-in marketing:  “Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing” published in June, 2004.  The first printing sold out in six weeks.  He appears regularly on ABC TV to discuss issues facing marketers.  In 2004, B to B Magazine named him to B to B’s 100 Who’s Who.

His previous book was “Integrated Direct Marketing:  The Cutting Edge Strategy for Synchronizing Advertising, Direct Mail, Telemarketing and Field Sales.”  His first book, “Integrated Direct Marketing: Techniques and Strategies for Success” has become an industry text book.

Ernan’s clients include Microsoft, Hewlett-Packard, IBM, United States Postal Service, Computer Associates, Golden Rule Insurance, Starwood Hotels and Applied Biosystems.

Ted Wham, Chief Privacy Offer at Expedia.com
Ted Wham has spent twenty years in the database marketing industry including stints at Viacom, Hewlett-Packard, and Excite@Home.  Today Ted overseas outbound email marketing, registration, and the corporate Privacy Policy for Expedia, Inc., a wholly-owned subsidiary of InterActiveCorp and the world's largest online travel service.  Ted has served as an appointed member of the Federal Trade Commission's "Advisory Committee on Online Access and Security," has been awarded a Bronze award for Database Marketing Excellence by the National Center for Database Marketing, and marketing campaigns developed under his leadership have been described by Jupiter Research as "...not only ahead of the competition, but among the best practices across all online marketing."

Richard Tong, General Partner and Founder, Ignition Partners
Richard currently invests in telecommunications and wireless companies.  Prior to Ignition, Rich spent 12 years at Microsoft where he most recently served as Vice President of Marketing for MS Office and BackOffice. He was responsible for business branding, advertising and pricing for the MS Office and BackOffice family of products, contributing to a $2 billion revenue stream and driving Windows NT and Exchange to become #1 in Microsoft's unit sales. He oversaw the purchase and integration of over 20 different companies and technologies into the Microsoft enterprise software family.

Rich built and led the marketing teams for Windows, NT, Exchange, SQL Server, BackOffice and Internet server, and managed over 250 people. His team's efforts catapulted Windows from a $50 million to $500 million business in two years. He also developed key business partnerships with Lotus, Intel, 3Com, Compaq, Dell and others.

Rich received his MBA and MS degree in Electrical Engineering from Stanford University. He received his B.S., summa cum laude, in Computer Science and Electrical Engineering from Princeton University.

John Zagula, Partner, Ignition Partners
John invests in enterprise data and applications companies, and represents Ignition as director on the board N'Site Solutions and Full Capture Solutions. He also acts as Ignition observer on the boards of Intelligent Results, Hynomics, MobileLime and Market Range.

Prior to Ignition, John spent over 8 years at Microsoft in various senior marketing and strategy positions. As GM of Global Campaigns he was responsible for Microsoft's overall business-to-business communications across all business targets, products and offerings. In previous positions he was responsible for the development of the Microsoft Office brand and marketing the desktop and server applications product lines. He contributed to the original competitive wins of Word and Excel and the re-positioning of desktop applications into Office. This included the launches of every version of Office and all of its component applications and its growth from a $50 MM to a nearly $10 billion business and from 20% to 85% market share. John's other contributions at Microsoft included the company's most successful online marketing campaigns; its first use of internet banners and email; the establishment of a database marketing practice; and an ongoing marketing and business strategy training curriculum.

Before Microsoft, John was a marketing manager at American Express and an associate at International Data Corporation.  He holds a Masters in International Economics and Monetary Theory from the Fletcher School (Harvard/Tufts), BA (magna cum laude) from Marquette University and a Fulbright Scholarship at Universität zu Köln, Germany.

David Daniels, Research Director, Jupiter
As a Research Director with Jupiter Research, David Daniels focuses on the planning, development and management problems that organizations operating online businesses face. Daniels joined Jupiter Research in July 2000 to assist with the launch of the Customer Relationship Management service, which focuses on customer-service initiatives and customer-relationship management applications and strategies in a multi-channel environment.

Daniels has been quoted in major media outlets such as Business Week, The New York Times, Forbes and Business 2.0, as well as in industry publications such as Call Center Magazine, CRM Magazine and Information Week. Daniels has also appeared on CNBC's Wall Street Journal Report, Bloomberg Radio and CNET TV and Radio.

Prior to joining Jupiter Research, Daniels served as president of his own direct marketing and Internet commerce consulting firm, 1 World Design. For clients, including JDR Computer Solutions and retailers Urban Outfitters and Anthropologie, Daniels was responsible for a range of activities from developing operational strategies and business plans to building Web sites and online marketing campaigns. In his capacity as president of 1 World Design, Daniels also took on a variety of acting-executive roles such as that of Chief Operating Officer of MenuHunter.com, a restaurant portal and online food community.

Before starting his own company, Daniels held the position of director of customer service and Sales for a variety of companies including Apple Computer, MicroWarehouse and Genesis Direct, where he developed and operated a 400-seat contact center that represented 30 online and off-line brands including ProTeam.com, American Airline's Voyager Collection and the official catalogs of the NBA, MLB, NHL and NASCAR. Daniels is a member of the HTML Writers Guild and has a lengthy tenure in the direct-to-customer industry, having served as general manager of CDA Computer Sales, which was one of the first PC mail-order firms.

Chris Baggott, Co-Founder and Chief Marketing Officer, ExactTarget
Chris Baggott, a founding partner of ExactTarget, is best described as the "visionary" behind ExactTarget's on-demand outbound email software solutions. Named to BtoB Magazine's 2004 "Who's Who in B-To-B," Chris is a recognized speaker on database and email marketing, with over 25 appearances in the first half of 2004 at national conferences, tradeshows and regional business and marketing organizations. He has also been featured in Inc. Magazine.

Chris works closely with ExactTarget customers to advise them on how to ensure their success by enhancing deliverability, using dynamic content to create more personal and relevant email, optimizing email for better outcomes and being legally compliant with anti-spam laws. As chief marketing officer, Chris is responsible for driving the strategic direction of ExactTarget's market definition and position, new business development and partnerships, and has led the growth of the company to over 2,400 customers in just three years.

Chris' idea for a permission-based email software system stemmed from his experience as the CEO and president of Twyford Group, where he practiced extensive database marketing, yet with no means to utilize his detailed customer knowledge. Before founding the Twyford Group, Chris was marketing manager for RR Donnelley's catalog business and also spent five years with Abbott Labs as the leading sales executive and sales manager for their Diagnostics Division. Chris is a graduate of Evergreen College, Olympia, Wash.

Sherry Chiger, Editorial Director, CATALOG AGE
Chiger joined CATALOG AGE as features editor in 1995; during her time with the magazine, it has won numerous publishing prizes, including multiple gold awards from the American Society of Business Press Editors. Previously Chiger was managing editor of "American Salon" magazine, for which she produced the award-winning annual "Business Survival Guide," and "Business and Incentives Strategies" magazine. She has also worked at or written for a number of consumer publications, including "Vogue," "Mademoiselle," and "YM," and has written two children's books for Scholastic.
 
Mike Zodrow, Director of Marketing Services for Harry and David
Mike manages all aspects of the catalog marketing campaigns including new customer acquisition and customer retention. He works closely with the retail, internet, and wholesale divisions of Harry and David. He has more than 15 years experience in direct marketing. He is a former winner of the DMA Excellence in Database Marketing Award. He is a frequent speaker at both national and local DMA conferences on topics such as multi-channel marketing, segmentation, new customer acquisition, and customer relationship management.

Bill Babcock, Founder & CEO, Babcock & Jenkins
Bill Babcock, Founder & CEO Babcock & Jenkins, has more than 25 years' experience in high tech marketing.  Through his agency's innovative relationship marketing programs and technologies (called Connected Strategy); Babcock & Jenkins systematically and comprehensively addresses each step of the sales cycle for maximum return on marketing investments.  The company boasts an impressive client roster that includes Microsoft, Agilent, Hewlett-Packard, Sharp, In Focus, Epicor, Adobe, and Siemens.  Additionally, Babcock & Jenkins is the largest Direct Marketing Firm in Oregon. 

Prior to founding Babcock & Jenkins, Bill Babcock was the Director of Marketing for Intersolv (now Merant), spokesman for Portland General Electric, Nuclear Reactor Operator for the Navy and at the Trojan Nuclear Power Plant, and enjoyed a brief career as a professional motorcycle racer.  In recent years, Bill Babcock has been a feature speaker at several industry conferences and seminars, bringing his energy and experience to those in the high tech and marketing fields.

Lauren Goldstein, Director of Account Strategy, Babcock & Jenkins
As Director of Account Strategy, Lauren serves as a strategic planning resource for all Babcock & Jenkins clients and is primarily responsible for understanding their business objectives and goals. She has over 10 years of direct marketing experience working on both the client side and agency side. She has worked with clients such as Microsoft, Claritin, HP, Ciena, RealNetworks, PacifiCorp, BlueCross BlueShield and LSI Logic.

Lauren’s work was instrumental in earning an Echo Award for driving acquisition costs down and ROI up for the Microsoft® Visio® product. She also developed the agency’s first TriggerTouch program for Adobe where results yielded a 225% increase in response!

At the core of Lauren’s talent as a strategist is her experience in partnering with clients to define long-term relationship marketing strategies. Lauren oversees research and background work to ensure the entire account and creative teams at Babcock & Jenkins understand our clients’ challenges and goals; what’s working and what’s not; identifies target audiences and analyzes demographics, psychographics and other influences.

Heidi Lorenzen, Senior Director, Corporate Marketing, Polycom, Inc.
Polycom is the world’s leading provider of unified collaborative communications solutions. Heidi joined Polycom in 1999 as the first Director, Asia Pacific Marketing based out of Polycom’s Asia Pacific Headquarters in Singapore. During her 4-1/2 year tenure in this role, Heidi built a measurably successful marketing department and function for the region. Heidi was repatriated to Polycom’s corporate headquarters based in Pleasanton, CA in 2003 as Director, Americas Marketing – responsible for both field and channel marketing in North America and CALA.  In 2004, Heidi was named to her current worldwide role. Previously, Heidi spent nearly 7 years in the Strategic Marketing group of Business Week magazine in her home town of New York City.  Early in her career, Heidi lived and worked in Taipei, Taiwan for a leading local publishing and PR firm.  She has also held roles in management consulting. Fluent in Mandarin Chinese, Heidi holds a BA summa cum laude in East Asian Studies from Middlebury College and an MBA in international strategy from The Stern School of Business (NYU), which included a semester at the Chinese University of Hong Kong. 


Terry Miller, President, CRM Group
Terry brings to CRM Group more than 20 years of experience in sales, marketing and operations for high-technology companies. In each position, among his primary responsibilities were the development and implementation of customer acquisition, retention, and service strategies. He has spoken about customer relationship management at many industry events and has also written articles on the subject.

Prior to founding CRM Group, Terry was executive vice president and founding member of Mercata.com where he was responsible for all aspects of site content and design, marketing, merchandising, operations and customer service for this top-rated e-commerce company. During that time his team developed and implemented customer-acquisition and customer-contact strategies that customers consistently ranked among the highest in the industry. In addition, he drove improvements in marketing that reduced the cost for acquiring customers by 90% and implemented site enhancements and sales promotions that increased revenue by more than 150% per customer visit.

Before his work at Mercata, Terry was vice president of sales for Asymetrix Corporation/SuperCede, Inc. There he directed worldwide sales and marketing activities for SuperCede, a start-up Java software and solutions company and managed the direct sales business units for Asymetrix, a pre-public software company. At SuperCede he opened sales offices, created a telesales department, established and developed distribution relationships in the United States, Europe and Japan. While there he used targeted direct mail and e-mail marketing programs to drive a 500% increase in the user base over the course of one year.

Prior to that, he was vice president of sales for Softbank Services Group (now ClientLogic), a leading outsource provider of telemarketing, order processing, fulfillment and technical support services to high-technology companies. Among his clients were Disney, Intel, Intuit, Microsoft, Oracle, Sega and Symantec. Before that he was vice president of Gupta Direct for Gupta Corporation, where he created and managed a new business unit for this developer of SQL database products and development tools. He grew Gupta Direct into a $10 million a year direct marketing business selling new products, upgrades and support services. He has also held executive management positions responsible for direct marketing, fulfillment and customer service at Broderbund Software and Triton Products Company.

Terry earned a B.A. in journalism at the University of Minnesota and resides in Redmond, Washington.

Don Linnertz, Group Manager Customer Service and Vendor Operations, Adobe Systems Incorporated
Don manages the Adobe Customer Service team which supports the daily activities of Adobe’s outsource vendor, a team of 300 customer service agents and technical support representatives.  In addition, he is responsible for oversight and strategic planning related to all vendor operations for service and support.  In his 7 years with Adobe, Don has been a customer service agent, project manager, customer service manager and for the past two years has been group manager in charge of vendor operations.  Don is responsible for developing and managing an optimized operation model with a full competitive services portfolio.  He has successfully overseen two vendor migrations, the rollout of a new customer relationship management tool, major policy and process revisions and the development of a sales team at Adobe’s outsource partner.  Customer loyalty, revenue generation, and cost reduction initiatives continue to be strategic areas of focus in the coming year.  Don has a BA from Seattle Pacific University and a MA from Seattle University and lives in Seattle, Washington.

Chris Pirillo, President & CEO, LockerGnome.com
Chris Pirillo is a geek among geeks: technologist, television host, magazine columnist, blogger, author, and entrepreneur. In short, he's a technology renaissance man for the 21st century. Chris is the founder and publisher of LockerGnome.com, a technology website and content publishing company with over 1,000,000 subscribers worldwide. Formerly the host of an internationally-broadcast live daily show on personal computing, he is one of the Internet's best known and respected speakers on technology topics ranging from desktop software to e-business. Every month, his columns can be read in Computer Power User and PC Today Magazine. He recently authored 'Online! The Book' with John C. Dvorak. Chris's annual tech convention (Gnomedex) continues to draw record crowds, and he's recently launched The Chris Pirillo Show online audio broadcast for tech enthusiasts from around the world.

Erin McCart, Senior Marketing Campaign Manager, EMC
Erin’s primary responsibility is to develop and manage demand creation and lead generation campaigns with an emphasis on direct and Internet marketing programs for EMC software products and solutions.  He has 10 years of marketing and management experience in the software industry.  Prior to joining EMC, Erin led marketing for Interwoven's B2B Business Unit.  His primary responsibilities included defining external messages, accelerating sales adoption of new products and generating sales leads.  Erin has also held various product marketing and management, partner marketing, and consulting positions at SAP, Sony New Technologies and Ernst & Young.  Erin holds an MBA in International Management from the Monterey Institute of International Studies and a BA from DePaul University.

George Shehata, Senior Manager of eMarketing, EMC
George is responsible for the marketing infrastructure that enables online marketing, lead management, and marketing analysis across EMC's software division. Since joining EMC in 2001, he has led the development of systems and processes that provide scalable eMarketing programs and measure the effectiveness of marketing initiatives. Prior to joining EMC, George worked as a consultant for Towers Perrin, where he used advanced analytical techniques to help clients reduce healthcare costs and liabilities. George earned a BS in Statistics from the University of California, Santa Barbara.

Search Engine Optimization Panel

Moderator - Stuart Jenner, Principal of Marketek Consulting Group
Marketek is a web marketing consulting company focused on search engine marketing and web site planning. Marketek has served companies such as Altrec, Awaiting Table Italian Cooking School, WRQ, Online Shoes.com and a number of other ecommerce, technology and consumer related clients.  Before founding Marketing in 1997, Stuart worked at Microsoft in a variety of product management and product planning roles. In his last position, he served as a product planner for Visual InterDev, one of the pioneering tools to help build major database-driven web sites.  Stuart is a graduate of the University of Washington and earned his MBA at the Wharton School of the University of Pennsylvania.

Gary McAvoy, President, GetToTheTop
With over twenty years’ experience in building and guiding successful organizations—from startups to large corporations—Gary assists and advises businesses with Web marketing and search engine optimization strategies. Prior to founding GetToTheTop.com in 1998, he spent fourteen years in senior executive positions with high-technology companies in Washington and California.  Gary served for six years on the Board of Directors of the Washington Software Alliance as member and Vice-Chairman, receiving the Governor's Award for distinctive leadership in Washington state’s software industry in 1998. Gary conceived and edited Cracking the New E-conomy: Business Tools for the Entrepreneur published in January 2000 by the Washington Software Alliance; and he is currently co-authoring a book with Dr. Jane Goodall, for whom he also serves as Technology Advisor and Seattle Base Camp Chairman for the Jane Goodall Institute.

Jon Lisbin, President, Point It!
Jon Lisbin is a true Internet pioneer, having spent the past six years driving business goals and advertising efforts for online companies. He plunged into electronic marketing at the inception of the World Wide Web and has built a track record of innovative marketing programs and successful lead generation initiatives.  Most recently, Jon was the VP of Marketing for NetReflector, a Seattle-based online research ASP that provides feedback solutions for ESPN, Disney, Microsoft and other fortune 1000 companies. Previously, he drove online acquisition solutions for FreeShop.com (now Aptimus), ShopNow and WKP.

Some of Jon's successful endeavors include building one of the first online affiliate programs (prior to Amazon.com), growing FreeShop's affiliate program to over 80,000 members, managing multi-million dollar online ad budgets that generated millions of new customers, and producing a 3:1 advertising ROI at NetReflector.

Jon has worked in large and small environments for retail and software companies. With a background in both B2B and B2C business models, he has gained invaluable experience in all facets of online marketing. As founder of Point It, Jon has decided to leverage that experience and build a business that serves clients by delivering cost-effective and targeted online advertising.

Heather Lloyd Martin, President, SuccessWorks Search Marketing Solutions, Inc.
Heather is considered the pioneer of search engine optimization writing. She is the co-chair for the Association for Interactive Marketing's (AIM) Search Engine Marketing Council, and was on the 2004 Program Advisory Committee (PAC) for the Direct Marketing Association's net.marketing conference, and also on the PAC for the 2004 and 2005 Annual Catalog Conferences. She is the author of the 2004 book, "Successful Search Engine Copywriting."  Lloyd-Martin specializes in search marketing consulting and training, helping clients gain prime search engine branding and improved site conversions. Her educational focus helps companies create in-house search marketing teams, resulting in increased site ROI as well as seamless integration between corporate marketing and technical departments.

Heather organizes and moderates search marketing workshops for select Primedia and Direct Marketing Association conferences, including net.marketing, the Annual Catalog Conference, and the DMA Annual Conference and Exhibition. She is a featured speaker at worldwide Jupiter Media Search Engine Strategies conferences, as well as other top industry conferences such as @d:tech, and Seybold.  A popular columnist, her articles have appeared in publications such as Inc.com, ClickZ, Catalog Success and Entrepreneurs' Business Start-Ups.

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