Marketing is all about precise targeting and maximum differentiation, whether on-line or off-line, and there is a radical difference between on-line marketing and off-line marketing. The essence of SEO is traffic optimization, not traffic maximization, with only one-time fixed costs and minimum maintenance costs; and the essence of PPC is conversion rate, in other words, click to sales ratio, with relatively higher costs than SEO, yet with higher visibility. How can one justify the pros and cons of SEO and PPC? How can you execute your precise, targeted, one-to-one on-line marketing with a unique, integrated, full-fledged strategy combined with both pull-based and push-based tactics?
Does your company adopt consistent and persistent integrated on-line marketing strategies for brand promotion, including but not limited to brand-leveraging strategies, brand-consolidation strategies, affiliate-marketing strategies, and viral-marketing strategies? How can one classify prospects surfing on-line as searchers, streamliners, delegators, or collaborators? How can you turn those prospects into your clients with a maximum conversion rate? How can you increase your Web traffic as well as improve sales conversion rate by enticing the searchers, reassuring the streamliners, freeing up the delegators, and teaming up with the collaborators?
This panel, consisting of industry marketing and sales veterans, will deliver vision and insights, as well as experience, to differentiate the most popular tactics and to formulate a strategy to achieve your ultimate unique on-line marketing strategy, beyond what the traditional marketing strategy could achieve.
Chief Technology Officer
Hometown Innovation Automation Inc
Editor in Chief, System Design Frontier Journal
Mr. Zhang received his B.S. in electrical engineering from Tsinghua University, China, in 1992, and his M.S. in information and computer science from the University of California at Irvine in 1997. He worked at Beijing IC Design Center as a CAD engineer before he went to Canada and the United States for further study in 1994. At UC Irvine, Mr. Zhang pioneered the work on synthesizing from a subset of C to synthesizable RTL in HDL. Mr. Zhang worked at Avant! Corporation as a software engineer right after he graduated from UC Irvine, between 1998 and 1999, and joined Magma Design Automation as a senior software engineer after leaving Avant! in 2000. In early 2002, Mr. Zhang co-founded Hometown Innovation Automation Inc with a mission to empower innovation automation. Currently, Mr. Zhang serves as its chief technology officer, as well as editor in chief of System Design Frontier, a monthly technical journal with exclusive coverage of both IC design and software engineering. Mr. Zhang has been working on EDA frontier for more than a dozen years.
Brett Cline
Vice President, Customer Operations and Services and Corporate Communications
Forte Design Systems
Mr. Cline joined the Forte team in 1999 and served as vice president of marketing from 2002 until 2005, where he drove the product direction and customer introduction of Forte's Cynthesizer, now the industry's leading behavioral synthesis product. He is currently responsible for Forte's consulting and support services, delivering key account customer success. Before joining Forte, Mr. Cline was director of marketing at Summit Design, where he managed both the verification product line and marketing communications; Mr. Cline joined Summit through their acquisition of Simulation Technologies in 1997. Mr. Cline has also held positions in development, applications, and technical marketing at Cadence Design Systems and General Electric. He holds a B.S. in electrical engineering from Northeastern University in Boston, Massachusetts, and serves as an advisor to several EDA start-ups.
Dean W. Freeman
Principal Analyst
Gartner
Mr. Freeman is a principal analyst for Dataquest's semiconductor equipment, manufacturing, and materials service in the Semiconductors group. Mr. Freeman is responsible for market research and analysis of semiconductor equipment and trends in IC-manufacturing techniques, with specific responsibility for the area of wafer fab process. Mr. Freeman has more than 21 years of experience in the semiconductor industry, having worked with Texas Instruments, Lam Research, FSI International, and Watkins-Johnson Company's Semiconductor Equipment group. His experience includes positions in product and process development, operations, marketing, product management, and business development. Mr. Freeman holds a B.S. in chemistry from Whitworth College and an M.S. in physical chemistry from the University of Nevada.
George Harper
Vice President, Marketing
Bluespec
Mr. Harper has more than 15 years of marketing and engineering experience from the semiconductor, communications, and storage industries. He has overall responsibility for Bluespec's product planning and marketing initiatives. Previously, Mr. Harper was director of marketing at Trebia Networks, where he managed the product planning and marketing initiatives for a storage network processor family. Prior to that, he held senior marketing positions at Conexant Systems (formerly Maker Communications) and Shiva Corporation, and engineering positions at LSI Logic, in both California and Massachusetts, specifically in the areas of chip design and microprocessor sales. Harper has a B.S. and an M.S. in electrical engineering from Stanford University and an M.B.A. from Harvard University.
Shlomo Keisari
Vice President, Sales and Marketing
GiDEL
Mr. Keisari is vice president of worldwide sales and marketing at GiDEL. Mr. Keisari has been very active and dynamic in the high-tech market in Israel since 1978 in various positions. Before joining GiDEL, Mr. Keisari held a position at rep company from 2001 to 2003 as general manager for Toshiba Semiconductors. Prior to Toshiba, Mr. Keisari was vice president for applications and business development in rep company from 1994 to 2001. In this position he developed and managed the technical support of product lines such as Digital Semiconductors, Fujitsu, Raytheon, Conexant, Cirrus Logic, Lattice, and others. Prior to this position, Mr. Keisari held positions at rep company from 1985 to 1994 as vice president and general manager. In this company, Mr. Keisari was responsible for developing and supporting product lines such as Altera, IDT, Brooktree, Zoran, Linear Technologies, Seeq Technologies, Exar, WSI, and others. Prior to this, Mr. Keisari was an electronic engineer and project manager from 1978 to 1984 at Elbit Systems in the avionic division. Mr. Keisari holds a B.S. from the Technion Institute in Haifa, Israel, and a B.A. in management and economics from Tel Aviv University, Tel Aviv, Israel.
Tsipi Landen
Senior Director, Corporate Communications
eASIC
Mrs. Landen is responsible for all aspects of marketing communications including PR, advertising, trade shows, and on-line marketing. Prior to joining eASIC, Mrs. Landen served as vice president of business development and strategic communications at WaferYield Inc. and was part of the executive team who successfully sold the company's assets to PDF Solutions. Before WaferYield, she worked as director of marketing and strategic communications at Global Factory Inc. Previously, Mrs. Landen held several PR and Marcom management positions at Chip Express Corporation, including director of marketing communications and acting director of marketing. Mrs. Landen holds a B.A. in criminology and psychology from Bar Ilan University, Tel Aviv, Israel, and an M.A. in communications from the Hebrew University, Jerusalem, Israel.
Michael Sanie
Vice President, Marketing and Business Development
Calypto Design Systems
Mr. Sanie brings extensive marketing and business development experience to Calypto. Before joining Calypto, he was the group director of strategic industry initiatives at Cadence, overseeing the OpenAccess Initiative, the X Initiative, language standards, as well as the Connections and OpenChoice programs. Prior to Cadence, Mr. Sanie was the director of marketing and business development for IC design at Numerical Technologies, where he had responsibility for the marketing of IC design products and partnerships. Prior to Numerical, he held positions at Cadence, Actel Corporation, and Compass Design Automation, serving in a number of capacities including strategic marketing, product marketing, technical marketing, and applications engineering. Mr. Sanie started his career as a developer of parasitic extraction and physical verification tools at VLSI Technologies and Compass Design Automation. Mr. Sanie holds an M.B.A. from Santa Clara University and an M.S. in electrical engineering and a B.S. in electrical engineering and computer science from Purdue University.
Adam Traidman
President
Giga Scale IC
Mr. Traidman was named president of Giga Scale in October 2004. Since that time, Mr. Traidman has successfully grown the customer base for Giga Scale's InCyte chip-estimation software tool to more than 3,000 users, chiefly via the launch of the ChipEstimate.com Web portal. Prior to joining Giga Scale, Mr. Traidman ran North America West sales at Hier Design, where he quadrupled its customer base and revenues over the course of two quarters. Previously, he served in various management and technical roles at Adaptec, Monterey Design Systems, Texas Instruments, and the NASA Jet Propulsion Laboratory. Mr. Traidman is a graduate of Rensselaer Polytechnic Institute, where he received a B.S. in computer and systems engineering.