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Webinar: How To Supersize Your Audience
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Webinar: How To Supersize Your Audience

When: Wednesday, May 20, 2015
From 2:00pm until 3:00pm ET
Contact: Brooke Weldon

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Speakers: Mike Grehan, CMO & Managing Director, Acronym
Brian Kleisner, Strategic Consultant, Digital Marketing Communications, Search & Paid Media, Humana

Webinar Description

Marketers are laser focused on connecting with potential customers at critical decision making  moments. The trouble is, you’re always duking it out with your competitors trying to get your message seen and heard before them, to put you firmly where you want to be, right in front of a potential new customer.
But what if you didn’t have to make all of that attention grabbing noise in the last minute marketing melee? What if you had already made an impression on the potential new customer?   And what if that connection had been made long before the competition got into the game?
Welcome to the future of digital marketing. Welcome to intent based marketing, a tripartite strategy based around user intent.  It’s a known fact that, ancient philosophers, as well as modern psychologists, share the concept of a three-part mind, with separate domains for thinking, feeling, and doing. And this also maps to the three phases of intent based marketing. Google’s Digital Marketing Evangelist, Avinash Kaushik, frames it as: See. Think. Do.
See is the “total addressable audience” (potential customers within the entire marketplace). Think is the “actively interested audience”  (potential customers actively researching solutions).  Do is the “decision focused audience”  (potential customers ready to make a purchase decision).
By tapping into the customer psyche with messaging and targeting designed to fulfill the information need at each individual phase, beginning with the total addressable audience, you genuinely can “supersize” your existing target group. It’s a natural, nurturing progression, creating relationships, building trust, and developing new business.
Join Acronym CMO Mike Grehan and Brian Kleisner, Leader - Search & Digital Media with Humana, for an informative webinar on 20th May 2015.
Customer intentions, well expressed and understood, will improve marketing and sales, because both will work with better information, and both will be spared the cost and effort wasted on guesses about what customers might want… Doc Searls, author, The Intention Economy.


Join the Webinar

If you pre-registered to attend the webinar, please enter your email address to the right of the screen titled: Already Registered?

Please note that you will be able to view the presentation on your computer screen, and hear the presentation on your computer speakers. A conference number will be available for a limited number of participants. If you prefer to dial-in to the webinar, the call information will be available after you log onto the webinar.

Meet Our Speakers


Mike Grehan, CMO & Managing Director


Mike is CMO & Managing Director at Acronym where he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns. Prior to joining Acronym Mike was Group Publishing Director at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is the author of numerous books and white papers and is currently in the process of writing his new book “From Search To Social: Marketing To The Connected Consumer” to be published by Wiley. He is current Chairman of SEMPO, the industry’s professional association for search marketers. @mikegrehan

Brian Kleisner, Strategic Consultant, Digital Marketing Communications, Search & Paid Media


Brian Kleisner is a specialist in acquisition and retention marketing with experience in e-mail marketing, search engine optimization and paid search advertising. He joined Humana, one of the nation's leading health insurers, in January, 2013 as leader of Search and Digital Media.

Brian has worked in search engine marketing since 2006, first as an Account Director for a mid-size SEM agency, then a global search role with Intuit in 2007 before leading a 70+ person search team at FindLaw, a Thomson Reuters company. He's worked with organizations ranging from small businesses to Fortune 100, within all major industries, including technology, financial services, consumer products, and retail. He is experienced in performing and directing hands-on SEO and SEM, from keyword research to content and link development, as well as guiding technical implementations with e-commerce platforms.

Brian has lived and worked in New York, Tokyo, Minneapolis and San Jose, California. He currently resides in Chicago.


Winston Burton, Vice President, SEO


Winston joined Acronym in 2014 with over ten years in search marketing. Prior to joining Acronym, Winston was the VP of SEO at Havas Media, one of the world’s top ten global ad agencies. He started the SEO practice for Havas and built the practice to include Clients such as Choice Hotels, Fidelity, Exxon, Volvo and Marc Jacobs to name a few. Winston spearheaded SEO strategy including content marketing, mobile, link building, and all technical areas of SEO. Winston’s career also included the SEO Manager role at Rosetta and time at Zeta Interactive.


Jonathan Cho, Executive Vice President, Agency Development


Jonathan is EVP, Head of Agency Development with a focus on business development, agency partnerships and product offerings. Jonathan is leading the sales process by providing a holistic search strategy and integration between our services, as well as helping to seamlessly onboard new clients.

Prior to Acronym Jonathan was the Managing Director and Head of Search and Social at Mindshare, where he oversaw a staff of about one hundred. For well over a decade Jonathan has honed his Search Marketing skills working at both small and large agencies spanning the IPG, Publicis and WPP holding groups where he led SEM strategy for dozens of industry leading brands such as Samsung, Unilever, Land Rover, Amex, Cisco, and the US Army.

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