Top-of-the-Funnel: Awareness Strategies & Technologies

As many of you saw in our September 27 event, the technology landscape for marketing continues to dsc_0049evolve at a ever-increasing pace. The successful marketer has to keep track of these changes across the entire customer journey and marketing mix, and look for opportunities to improve execution and feedback loops at each stage. The San Diego AMA and co-host SoCal Marketing Club invite you to take a deeper dive into the technology landscape for top-of-the-funnel marketing activities.

Join us beforehand for a networking cocktail hour, followed by this 60-minute panel discussion from top digital marketers.

  • Get a review of the current tech-scape for awareness and inbound tactics including search engines, tagging, retargeting, programmatic advertising, social network analysis, and other inbound marketing tech
  • Understand how tech continues to evolve and how top brands apply these innovations in branding, awareness and pre-response tactics
  • Enjoy a delightful evening of quality, engaging networking with dynamic digital marketers


  • 6pm: Registration, Networking & Cocktails
  • 7pm: Presentation and Panel Discussion
  • 8pm: Cocktail Reception & Networking


Adam Wagner

Adam Wagner, Raindrop MarketingPartner, Head of Strategy, Raindrop Marketing

Adam is a marketing strategist with experience on national and local brands such as Hewlett Packard, Kaiser Permanente, the Del Mar Thoroughbred Club, the San Diego Symphony and Hoehn Motors. He has an enthusiasm for technology that drives him to develop strategies that connect with today’s modern consumer. Adam is passionate about helping Raindrop’s clients build sustainable and impactful marketing plans that are tailored to their needs. When not working Adam loves mid-20th century sci-fi books, playing guitar and golfing.

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Alan Bush

Director of Strategy, Ignite Visibility

Alan is one of the premier digital marketing experts in the alan-bushfield. With over a decade of experience, Bush has held the Director role at multiple agencies, worked on hundreds of clients (both fortune 500 and start-ups) and regularly co-hosted 2 Internet marketing podcasts, both with international following. In addition, Bush teaches an accredited course on Search Engine Optimization at the University of California San Diego.

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Holly Miller

Holly Miller, SearchMetricsSearchMetrics

Holly Miller delivers SEO insights to some of the world’s largest brands as a member of the Searchmetrics Professional Services team. A true SEO lover, Holly draws her enthusiasm for search from a diverse set of professional experiences in online marketing from communications to creative agency work. Paired with her technical SEO expertise, she’s passionate about sharing her unique professional insight to help marketers improve their customer experience through the use of data.


Donovan Moore

Donovan MooreAccount Director, Goodway Group

Donovan Moore has held positions in sales, management and specialist roles for some of the largest publishers in the world including Yahoo, Microsoft and Twitter. Now at Goodway, the focus is on what will take our advertising industry into what is arguably going to be the next 25 years of change and growth – programmatic technology.

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John Bertino (Moderator)

John BertinoOwner and co-founder, The Agency Guy, Inc

The Agency Guy is an agency search firm and consultancy that works with small to mid-size brands on marketing strategy and vendor selection. TAG represents a portfolio of vetted, best-in-class solutions that empower brands, consultants and agencies alike to execute with confidence on digital, branding and creative marketing initiatives. John also teaches technical SEO and Content Marketing at the University of San Diego while simultaneously juggling his responsibilities as co-founder and chief event organizer of the SoCal Marketing Club and SEM San Diego.

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550 West B Street
Corner of West B & India
Downtown San Diego


California Fruit Wine

The California Fruit Wine Company is an innovative urbafruit-and-wine-usen winery that handcrafts wines and sangrias wholly from delicious fruits other than grapes – because why should grapes have all the fun? Since 2009, this San Diego County-based winery has helped beverage enthusiasts of all types break free from the constraints of grape-based traditions, by fermenting fruits like mango, pomegranate, cranberry and pineapple as a springboard for an ever-expanding selection of all-natural, refreshing fruit wines and sangrias. The company’s all-natural fruit wines can currently be found in select restaurants, bars, hotel resorts and grocery chains in southern California, Arizona and Texas, and – in summer 2016 – the company will the launch its ground-breaking online Wine Club at


Downtown Worksdowntownworks

We’re a curated co-working space, located in downtown San Diego. We’re not specialized in any industry, we welcome any member that will be a great addition to our community, as we want to bring people together to foster better work/life satisfaction. We will host events, and workshops lead by industry experts, to make success attainable to our members. We offer flexible plans to meet our members’ needs, shared office space, and executive suites for those who outgrow the coworking space.



SearchMetrics provides the world’s leading search and searchmetriscontent optimization platform – the Searchmetrics Suite. We provide our customers with a competitive advantage by helping them identify new business opportunities through exposing the content consumers are engaging with on industry and competitor sites.  Improve relevance, boost conversions and reach the right prospects at the right time, with the right message. Only with the Searchmetrics Suite.


Stella Artois

Stella Artois has a rich and proud history as being one stellaof Belgium’s most beloved lagers.  With origins dating back to 1366 Stella Artois was originally created as a holiday gift to the people of Leuven where the brewery is still located today and thus how it got the “Stella” name meaning star in Latin which can be found on every bottle and chalice.  With 600 years of brewing experience and continued brand growth Stella Artois allows you to “Be Legacy.” *Please Enjoy Responsibly


Our first-ever event collaboration with SoCal Marketing Club was an unqualified success! An SRO crowd heard about the latest trends in awareness strategies and technologies from our all-star panel: Alan Bush of Ignite Visibility, Holly Miller of Searchmetrics, Donovan Moore of Goodway Group, Adam Wagner of Raindrop Marketing and moderator John Bertino of The Agency Guy. Among the insights they shared:

Alan: Why guess what your audience wants when you can ask? Convene a workshop to find out what your customers know about you and your product or service, how they use it, why they bought it, how they found out about you. Don’t get carried away with keyword density, but consider ‘orbital’ language, the words around your keywords. Make sure your mobile UX is excellent not just because it’s important to Google, but because it’s the right thing to do for your audience. Want a great free keyword research and content strategy tool? Try

Holly: Try exploring search intent before personas. Is your audience’s search navigational, informational or transactional? Test your landing pages on mobile; if customers are buying or converting via mobile, make it really easy for them to do that. Note that Google’s search algorithm will begin cracking down on ‘interstitials’, full-screen pop-ups that interrupt the flow of content, in the near future. Try delivering your longer-form content midweek, lighter content on Mondays & Fridays.

Donovan: Programmatic inventory is getting constrained, publisher yields are increasing. Native advertising is available programmatically, but it is most effective when it is informational, not transactional. Like anywhere else, providing value is the best way to build awareness in native. Preferring to keep its powerful user data to itself, Facebook has removed its ad inventory from programmatic exchanges. Try Google’s free mobile-friendly website test tool.

Adam: If you’re on a budget, multipurpose your content; anticipate and take advantage of opportunities to repurpose your content across channels. Facebook lookalike ads are a robust segmentation opportunity. Snapchat is not only a great way to reach a younger demographic, the disappearing nature of content on the platform creates a sense of urgency. Approximately 20% of Buzzfeed’s traffic comes via Snapchat. LinkedIn is a great channel for targeting purposes.

John: Likes this analogy from Gary Vaynerchuk: Twitter is the cocktail party of the internet. It’s great for introductions, not the best channel for storytelling. We should be focused on providing value in 90% of our content and selling only 10% of the time.

Many thanks to our lead event sponsor Searchmetrics, to Downtown Works for the fantastic space, to Stella Artois and California Fruit Wine Co. for the tasty adult beverages, and to Lenóce photo for capturing the spirit of the evening. See the resulting photos below!