Agenda - LSA19

Monday, February 25

Note: Monday is the official conference kick-off - all attendees required to wear name badges to all events.

  • 8:00 a.m. - 6:00 p.m.

    Registration Desk Open

    Dana Ballroom Pre-function

  • 8:30 a.m. – 12:30 p.m.

    Workshop: Advanced Local Marketing Tactics

    Lantern Rooms 1 & 2

    This half-day workshop for agencies and in-house marketers presents best practices from leading local marketing and SEO practitioners.

    • Benu Aggarwal
      President & Founder

    • Joy Hawkins

    • Cori Graft
      SEO Team Lead

    • Matt Lacuesta
      Director of Earned and Owned

    • Dan Leibson
      Vice President of Search

    • Darren Shaw
      Founder & President

  • 1:30 p.m. – 3:00 p.m.

    Workshop: Co-op Best Practices & Case Studies

    Lantern Room 3

    How are successful companies utilizing co-op funds to boost ad spending? This session will offer concrete case studies and process advice about how to tap into co-op funding to generate more spending and satisfaction from local advertisers.

    • Jill Addy Wright
      Mgr, Co-op Service Bureau

    • Suzanne M. Bailey
      Manager, Co-op

    • Roy Biondi

    • Doug McCoy
      Sales Operations Manager

    • Scott Newton
      Sales Director Co>Op Advertising Services

  • 1:30 p.m. – 3:00 p.m.

    Workshop: What Europe Can Teach U.S. Companies about Location and Data Privacy

    Lantern Rooms 1 & 2

    How has GDPR changed digital marketing and data in Europe? What can the European example teach US companies about location data and privacy? This session will offer an update on what’s happened since GDPR took effect. It will also present practical advice on how companies should be preparing now for the inevitability of stricter privacy rules in the US.

    • Gil Larsen
      VP, Americas

    • Kimberli Lewis

    • Courtney Stuart
      Managing Director, North America

    • James J. Ward
      Managing Partner

    • Gabriela Zanfir-Fortuna
      Policy Counsel

  • 3:30 p.m. - 5:30 p.m.

    Eric Scriven & Michael Weinhouse: Building a Successful Sales Organization

    The majority of sales teams fail to hit their revenue targets. Logical Position will discuss what a successful sales organization looks like today and how the company created a culture that makes it one of the most successful Google Partners in the market.

    • Eric Scriven
      VP of Sales & Marketing

    • Michael Weinhouse
      Founder & Co-CEO

    Wendi Sturgis: Creating a Purpose-Driven Culture

    Yext’s Wendi Sturgis will explain how to build and scale a customer-centric ‘culture of purpose’ that maximizes employee satisfaction, enables a better customer experience and improves results.

    • Wendi Sturgis
      CEO, Yext Europe and Chief Client Officer

    Chip Conley: Surfing Disruption

    The founder of Joie de Vivre Hotels and a strategic advisor to Airbnb, Chip Conley is the bestselling author of five books. He will share insights about leadership, culture and how to thrive in an era of disruption.

    • Chip Conley
      Founder, Joie de Vivre Hotels, Advisor, Airbnb

  • 5:30 p.m. - 7:00 p.m..

    Expo Hall Open

    Dana Ballroom

  • 5:30 p.m. - 7:00 p.m.

    Evening Reception

    Dana Ballroom

    Sponsored by

Tuesday, February 26

  • 7:30 a.m. - 5:00 p.m.

    Registration Desk Open

    Dana Ballroom Pre-function

  • 7:30 a.m. - 5:00 p.m.

    Expo Hall Open

    Dana Ballroom

  • 7:30 a.m. - 8:30 a.m.


    Dana Ballroom

    Sponsored by

  • 8:30 a.m. - 12:45 p.m.

    General Session

    Dana Ballroom

    Sponsored by

  • 8:30 a.m. - 8:45 a.m.

    LSA19: Welcome & Introduction

    LSA’s new president Bill Dinan will discuss the state of the organization and its future direction.

  • 8:45 a.m. - 9:25 a.m.

    You Are Here: Perspectives

    Perspectives on the current state of the market from Facebook and Investis Digital.

    • Whitney Hart
      SVP, Strategy

    • Phillip Rather
      Head of Local

  • 9:25 a.m. - 9:55 a.m.

    Google My Business: ‘Appvolution’

    Google My Business is evolving as a platform. One key example is the new GMB app, which seeks to enable SMBs to better engage with customers. Google’s Curtis Galloway will discuss the relaunch of the Google My Business app, what’s changed and what problems Google is trying to solve for local business owners.

    • Curtis Galloway
      Software Engineering Manager

  • 9:55 a.m. - 10:25 a.m.

    Alignable & the State of Small Business

    LSA’s Greg Sterling will interview Alignable’s Venkat Krishnamurthy on the state of small business. Krishnamurthy, a serial entrepreneur, is relatively new to the local market and brings a fresh perspective. He’ll discuss why Alignable exists and why trust is the core of its mission.

    • Venkat Krishnamurthy
      Co-founder & President

    • Greg Sterling
      VP, Strategy & Insights

  • 10:25 a.m. - 10:55 a.m.

    Refreshment Break

  • 10:55 a.m. - 11:35 a.m.

    The New Reality of Customer Acquisition

    Acquiring small business customers has never been more challenging in a noisy and competitive market. What separates successful agencies and media sellers from those not doing as well? And how must marketers and media sellers change their tactics to reach and succeed with the next generation of local business owners?

    • Sandy Lohr

    • Dan Olson

  • 11:35 a.m. - 12:15 p.m.

    The Science of Customer Retention

    Customer churn is a chronic problem for companies selling media, software and services to SMBs. This session will present aggregated data and insights from more than 200,000 SMB customer accounts. What characteristics, patterns and success recommendations exist within the data? In addition, how can partnerships that offer complementary services and support drive success and better retention for both SMB and enterprise accounts?

    • Brendan King
      Co-Founder & CEO

    • Lex Ten Veen
      EVP Partnerships

  • 12:15 p.m. - 12:45 p.m.

    The Disruptors

    Some of them are well known (Amazon, Uber, Netflix), others don’t get quite the same attention. Think: Canopy Growth, Xero, Slack, T-Mobile and Square. In this one-on-one discussion, serial entrepreneur Ben Smith and Neal Polachek will dissect several disruption case studies. They’ll also explain why some of these lesser-known brands will have a material impact on the digital commerce ecosystem for years to come.

    • Neal Polachek

    • Ben T Smith IV
      Senior Partner, Media and Technology

  • 12:45 p.m. - 1:30 p.m.


    Dana Ballroom

    Sponsored by

  • 1:30 p.m. - 3:30 p.m.

    Tactics & Best Practices

    Customer Acquisition & Sales

    BIY, DIY, DIFM: Which Model Makes Sense and for Whom?

    Dana Ballroom

    Will small businesses buy software without a sales rep? Will they handle onboarding through a DIY platform? And will self-service SMBs get value from the software on an ongoing basis? The answer depends on the product, price and buyer. We will share original research and insights to help you understand how to address key customer segments and their corresponding propensities to DIY, DIWM or DIFM.

    • Jillian Als
      Head of Marketing & Communication

    • Perry Evans

    • Neal Polachek

    • Todd Renard
      VP Product Management

    Using ‘DMAL’ to Increase SMB Sales Growth with Better CAC and LTV

    Dana Ballroom

    Marketers selling to SMBs have unique barriers in demonstrating value. They include limited adoption, new and changing terminology, attribution issues and previous unsatisfactory experiences. This is problematic because the perception of value drives sales and retention. When a potential customer cannot see value in a product or service, they are unlikely to buy or be quick to churn. Learn how digital marketing adoption level (DMAL) and product matching can equip sales teams better drive revenue while maintaining CAC and improving lifetime value.

    • Chris Black

    The Power of Connected SMB Customer Data

    Dana Ballroom

    Customer acquisition costs and churn are a problem for small businesses too. To succeed and grow they'll need to do more with their existing data rather than always focus on new customers. This session will discuss how SMBs can do a better job of using data and bring enterprise-like sophistication to targeting and messaging for better customer engagement and retention.

    • Jay Bean

    Demystifying the All-in-One Solution

    Dana Ballroom

    LSA research demonstrates clear SMB demand for all-one-software solutions. These digital versions of the Swiss Army Knife combine marketing automation, CRM, online booking, payments and other operations apps into a single solution. The challenge is that its “everything-to-everyone” nature makes it hard to sell. This session will address misconceptions about all-in-one solutions and showcase successful selling tactics.

    • Eran Feldman

    • Charles Laughlin
      Project Lead, Tech Adoption Index, LSA

    • Francisco Sánchez Fernández

    Winning the Customer Journey

    Engineering the Experience: Taking Control of the Customer Journey

    Lantern Rooms 1 & 2

    Dispatch Health’s Nick Neels will explain how to use quantitative and qualitative data to develop an “experience map,” and systems to manage and continually improve the customer experience — "to pull away from the competition"

    • Nick Neels
      Digital Marketing Director

    Leveraging Organic Content for Awareness, Engagement and Customer Loyalty

    Lantern Rooms 1 & 2

    More than paid, organic content helps brands connect with and engage consumers in a conversation, which can be adapted and leveraged throughout the consumer journey. This session will cover what content types work best to generate awareness, how to create content for each stage in the buyer journey, and how to continue the post-purchase conversation to foster loyalty.

    • Sean Flavin
      Content Marketing Manager

    Getting the Most out of the GMB API

    Lantern Rooms 1 & 2

    Last year, Google launched three major updates to the Google My Business API. New features include the ability to manage business descriptions, retrieve UGC photos and videos, set open dates, trigger verification, create Posts and much more. Brandify's Damian Rollison will walk us through the most important features and offer tips for getting the most out of this powerful tool for managing multiple SMB, chain, or franchise locations.

    • Damian Rollison
      VP Product

    Google My Business: Critical Features & Future Direction

    This session will discuss recently added features of Google My Business (and the app) and what marketers need to know to get the most out of GMB. It will also offer insights into where the product is likely going in the next 12-24 months.

    Lantern Rooms 1 & 2

    • Lance Bachmann
      President & CEO

    • Tehsin Daya
      VP, Business Development, NA

    • Joy Hawkins

    • Andrew Shotland
      CEO & Founder

  • 3:30 p.m. - 5:00 p.m.

    Networking & Happy Hour

    Dana Ballroom Pre-function

    Sponsored by

  • 5:00 p.m. - 5:15 p.m.

    Ad to Action Awards Presentation

    Vue Lawn

  • 5:15 p.m. - 6:45 p.m.

    Evening Reception “Mad Men and Englishmen”

    Vue Lawn

    Join us outside, on the lawn of the beautiful resort, for our 60’s themed “Mad Men and Englishmen” party. Don’t forget to wear your John Lennon style sunglasses (in the registration bag compliments of DAC Group), and join us for some 60’s style food and drink. There will be a Manhattan bar (compliments of Facebook) and a great Beatles Tribute Band, Toppermost (thanks to Facebook, Fairway Group and DSG). Dancing is optional!

    Cocktails and band sponsored by

    Musical equipment sponsored by

Wednesday, February 27

  • 7:30 a.m. - 2:30 p.m.

    Registration Desk and Information Open

  • 7:30 a.m. - 2:30 p.m.

    Expo Hall Open

    Dana Ballroom

  • 7:30 a.m. - 8:45 a.m.


    Dana Ballroom

  • 8:45 a.m. - 1:00 p.m.

    General Session

    Dana Ballroom

  • 8:45 a.m. - 9:15 a.m.

    Speed to Insight: How AI Will Change Your Organization

    The future of market research lies with leaders who are focused on automating and democratizing insights, augmenting human decision-making with AI and ML based prescriptive actions and ultimately, automated decision-execution engines and platforms. This session will explain what that means how AI will drive change in organizations and business processes across the board.

    • Jennifer Pelino
      SVP Omni Channel Media

  • 9:15 a.m. - 9:45 a.m.

    The Future of Advertising Will Be Automated

    Brand familiarity and interesting creative are the two major reasons people engage with digital ads, according to a recent study. How will those elements be impacted by AI and automation? Will automated campaigns actually perform? Will human marketers be marginalized by machines or made more effective? And what does ad automation mean for hiring, staffing and technology investments in the next 3 to 5 years?

    • Veronica Buitron

    • Sana Khan
      AI Lead, NY Region

    • Kushagra Shrivastava
      Managing Director

  • 9:45 a.m. - 10:30 a.m.

    The Location Factor: How Multi-Location Brands Win in Social

    It’s critical for brands to localize social media marketing and reputation management. This session offers a compelling case study and validation from Ace. You’ll learn about the specific organizational challenges and benefits in executing a social media and reputation program across franchise locations and how the brand both maintained control but also enabled franchisees to participate at the local level. You’ll also hear both positive and negative lessons learned, as well as pitfalls to be avoided.

    • Gary Drummond
      Local Marketing Manager

    • Monica Ho
      Chief Marketing Officer

  • 10:30 a.m. - 11:00 a.m.

    Refreshment Break

  • 11:00 a.m. - 11:45 a.m.

    Brand2Local Case Studies: The Home Depot, Goldfish Swim School

    National enterprises and franchises face a different set of challenges in marketing to local consumers. How are they driving customers to hundreds or thousands of locations; how are they using multiple channels and tracking ROI? The Home Depot will discuss how mobile and location data have changed the consumer journey, how location data can be used to amplify other media and how mobile can become a better revenue generating channel. Goldfish Swim School and Scorpion will explain how a focus on the basics (including their website) dramatically improved visibility and conversions across franchise locations.

    • Jamie Adams
      Chief Revenue Officer

    • Ryan Allen
      Marketing Tech Manager

    • Erin Everhart
      Senior Manager, Media & Business Strategy

  • 11:45 a.m. - 12:15 p.m.

    Winter Is Coming: Data, Privacy & the Future of Location

    Location data is extremely valuable and versatile. However, its use increasingly under scrutiny in the press and Congress. Momentum is building for federal privacy legislation, while California’s privacy act will take effect in 2020. Our panel will debate whether we’re going to be living under an opt-out or opt-in consent framework and that that will mean … for everyone in the room.

    • Taylor Calhoun
      Chief Privacy Officer

    • Duncan McCall
      CEO & Co-Founder

    • Mandana Mellano
      VP of Marketing

    • Christian Ward
      Chief Data Officer

  • 12:15 p.m. - 12:45 p.m.

    ‘Alexa, Where Do We Go from Here?’

    Amazon Alexa and Google Home have sparked a device revolution, approaching 100 million smart speakers in US homes. Despite massive adoption, they have not (yet) lived up to the hype as a marketing or search channel. Alexa’s Vinod Sirimalle will discuss the current state of virtual assistants and how Alexa is being used in different contexts (at home, in-car), with exclusive behavioral data. He will also talk about the road ahead for virtual assistants.

    • Vinod Sirimalle
      Product Management, Alexa

  • 12:45 p.m. - 1:00 p.m.


  • 1:00 p.m. - 2:30 p.m.

    Lunch and networking

    Dana Ballroom

  • End Of Conference