AMA Chicago Webinars

Past Webinars

March 1, 2017 - Skills-Based Volunteering: The high-impact way to help nonprofits.

Skills-Based Volunteering: The high-impact way to help nonprofits.

Most organizations tackling social problems don’t have access to the marketing, design, technology, management or strategic planning resources they need to succeed. The Taproot Foundation connects these organizations to skilled volunteers through pro bono service. Join us for an informative session overviewing the Taproot Foundation, our pro bono programming, and how marketing professionals can become engaged in pro bono projects, both short and long term, to go beyond traditional employee engagement to leadership development and team-building. Learn how to utilize your skills for social good!

The webinar will help you:

  • Gain insight into the pro bono landscape in Chicago
  • Discover various opportunities to engage in pro bono projects
  • Learn how to maximize your impact on the Chicago community, while simultaneously, increasing your network and adding to your portfolio

Date: March 1st, 2017

Time: 12:00pm CST

Chicago AMA Webinar Taproot 101Presenter:

Alexander George

Twitter: @



Twitter: @


About Taproot Foundation

The Taproot Foundation drives social change by leading, mobilizing, and engaging professionals in pro bono service. We mobilize the growing global pro bono movement by convening meetings of pro bono leaders and sharing research and best practices that inspire others to action. From our offices in New York, San Francisco Bay Area, Chicago, Los Angeles and Washington D.C., we support pro bono across the country, as well as a network of pro bono providers across the globe.

Twitter: @taprootfound


July 27, 2016 - Customer Journey and Buyer Personas

Webinar: Customer Journey and Buyer Personas

Speaker: Ellen Valentine, Customer Experience Leader, IBM Marketing Cloud
Adele Revella, CEO, Buyer Persona Institute

Event Date: July 27, 2016

Event Time: Noon – 1:00 PM * Please note, this webinar will not be recorded


Customer Journey and Buyer Personas have emerged as the essential strategies for today’s modern marketer. During this webinar, Valentine and Revella will discuss the new techniques for customer journey mapping as well as the importance of buyer personas and the key role they play in improving marketing and advertising strategies. Revella will discuss the Five Rings of Insight™ that marketers need to uncover so they can create compelling content and make it easy for buyers to choose the company’s solutions.

About Adele Revella
Adele Revella is CEO of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business (Wiley, 2015). Adele’s unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur. Through the company she founded in 2010, Buyer Persona Institute, Adele has a compelling strategy for marketers who seek the confidence to say: “This is what really matters to our buyers. So here’s the plan.”

About Ellen Valentine
Ellen Valentine (@EllenValentine) has more than 25 years of experience as vice president of marketing/CMO for a number of technology companies. In her role at IBM she’s passionate about helping clients adapt and thrive in marketing’s changing role. She is also leading her division’s Customer Experience strategies.

February 10, 2016 - Use Storytelling To Make Your B2B Content More Compelling


Speaker: Laura Ramos, Vice President, Forrester, Principal Analyst Serving B2B Marketing Professionals

Event Date: February 10, 2016

Event Time: Noon – 1:00 PM *please note, this webinar will NOT be recorded

Most business content fails to engage buyers, and 85% of marketers in our recent study admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. To free business content from the “feature this, function that” humdrum, top marketing execs need to reconnect their teams with four core principles of storytelling and leverage stories to move their message from unremarkable to extraordinary.

During this Webinar, attendees learn how leading B2B marketers are using stories to talk more credibly about useful topics, provoke new ways of thinking, or share perspectives that give their message more credibility. Learn how content authenticity and authority delivered through a great story builds brand trust by delivering value without the implied or expressed expectation of financial returns.

Laura-Ramos-PR 2015Agenda:
• Business Content Has Lost The Human Touch
• Why Stories Reconnect Marketers With Business Buyers
• Four Ways To Make Stories The Centerpiece Of Your Content Marketing Strategy
• Add Stories To Your 2015 Agenda Today

BIO: Laura Ramos, Vice President, Forrester, Principal Analyst Serving B2B Marketing Professionals

Twitter: @LauraRamos

Blog: B2B Marketing Blog

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester’s B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company’s topline growth. Full bio below.

Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.
Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Laura has worked as a marketing practitioner and expert for more than 20 years — primarily in B2B roles at high-technology companies. Before rejoining Forrester in 2013, she was responsible for industry marketing inside the Corporate Marketing function at Xerox, where she enhanced brand visibility and reputation in key industries, beginning with healthcare and financial services. She joined Xerox in 2010 to run industry marketing for the firm’s services business as part of the US field marketing organization, where she and her team drove demand in the managed print services market for education, financial services, government, high-technology/telecom, manufacturing, and retail. Prior to Forrester, Laura held marketing leadership positions at various companies in California’s Silicon Valley, including Verity, Stratify (now part of Iron Mountain), Vitria Technology, Sybase, and Tandem Computers.
Laura has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the ANA, BMA, ITSMA national user conference, and the MarketingProfs’ B2B Forum. She was named to BtoB Magazine’s “Who’s Who” list for four years, most recently in 2010. In 2011 and 2012, BtoB named her to its list of “Top 25 Digital Marketers.” Laura has served as vice president of programs for the Northern California chapter of the BMA. She is active in social media; you can follow her on Twitter at @lauraramos. Laura holds an MBA from the Leavey School of Business at Santa Clara University, where she graduated Beta Gamma Sigma, and a B.S. in mechanical engineering from Stanford University.