Agenda

Monday, April 30

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 and Information Open

    Wright Foyer

  • 8:30 a.m. - 12:30 p.m.

    Tactical Workshops: Local SEO & Social Workshop

    Richardson Room- 2nd floor

    This half-day intensive will offer the latest tactical and best practices advice on a range of topics critical to marketers representing multi-location brands or local businesses: SEO, GMB, review management, Facebook O2O ads, offline attribution, voice optimization. Space is limited. Reservations are required.

    • Henry Bianco
      Sr. Manager, Client Success

    • Mike Blumenthal
      CRO & Co-founder

    • Tom Herrmann
      SEO Strategist

    • Lindsay Holesh
      Director of Agency Sales NA

    • David Mihm
      Founder

    • Lorenzo Pireddu
      CRO

    • Alex Porter
      CEO

    • Joe Wadlington
      Marketing Copywriter

  • 1:00 p.m. - 3:00 p.m.

    Tactical Workshops: Co-Op

    Richardson Room- 2nd floor

    How co-op can increase local advertiser budgets (and service provider revenues), and how the friction inherent in many co-op programs can be overcome.

    • Amy Asahl
      SVP

    • Karlyn Bentley
      AVP

    • Erin Bowling
      Sales Analytics Manager

    • Dana Dzimwasha
      Manager, Co-op Operations

    • Luigi Ferguson
      AVP

    • Bernadine Fredriksen
      Regional Digital Manager

    • Marc Radosevic
      National Sales Director

  • 3:30 p.m. - 5:30 p.m.

    Leadership, Competition and Change

    How are four diverse organizations adapting to change in the New Local Marketplace, to better compete and meet the needs of their customers?

    • Sarah Bird
      CEO

    • Jim Continenza
      Chairman and CEO

    • James Ciuffetelli
      Executive General Manager

    • Simon Goodall
      VP, Merchandising

  • 5:30 p.m. - 7:00 p.m..

    Expo Hall Open

    Wright Ballroom & Foyer

  • 5:30 p.m. - 7:00 p.m.

    Evening Reception

    Wright Ballroom & Foyer



    Photo Booth sponsored by

Tuesday, May 1

  • 7:30 a.m. - 5:00 p.m.

    Registration Desk and Information Open

    Wright Foyer

  • 7:30 a.m. - 7:00 p.m.

    Expo Hall Open

    Wright Ballroom & Foyer

  • 7:30 a.m. - 8:30 a.m.

    Breakfast

    Wright Ballroom

    sponsored by

  • 8:30 a.m. - 12:35 p.m.

    General Session

    Wright Ballroom

    sponsored by

  • 8:00 a.m. - 8:30 a.m.

    Google My Business: New Features Preview

    How can third party partners get the most value from GMB? Google will be on hand to explain and announce some key new GMB features.

    • Anita Yuen
      Director, Product Management Lead, Emerging Products

  • 8:30 a.m. - 8:50 a.m.

    The New Local Marketplace

    • Neg Norton
      President

  • 8:50 a.m. - 9:20 a.m.

    CX: What Does It Mean and Why Does It Matter?

    Customer experience is a buzzword, but what does it really mean? How can enterprises of all sizes meet growing consumer demands and retain customers in a world of declining loyalty?

    • Nishat Mehta
      President

  • 9:20 a.m. - 10:20 a.m.

    What's Wrong with ___ and How to Fix It

    Digital media and marketing face numerous challenges today. In these 'mini-Ted talks,' our speakers drill into a range of critical topics, tell us what's wrong and offer provocative solutions.

    • Lisa Bradner
      President & Managing Director, Midwest

    • William Chamberlain
      Head of Demand Generation

    • Walter Geer
      CoFounder

    • Chad Richard
      SVP, Business & Corporate Development

  • 10:20 a.m. - 10:50 a.m.

    Featured Speaker - Raj Sabhlok, President, Zoho

    • Charles Laughlin
      Project Lead

    • Raj Sabhlok
      President

  • 10:50 a.m. - 11:20 a.m.

    Refreshment break

    Wright Ballroom

  • 11:20 a.m. - 11:55 a.m.

    The New Market for SMB Services

    How are new competitors, products and a new generation of entrepreneurs changing the SMB market? This session offers new insights from LSA and a no-holds-barred debate on where the market is going.

    • Ariana Hargrave
      Director of VIP Services

    • Louise Lachmann
      CEO & Co-founder

    • Sandy Lohr
      CEO

    • Josh Melick
      CEO & Founder

    • Neal Polachek
      Principal

  • 11:55 a.m. - 12:25 p.m.

    How Will AI Change Digital Marketing?

    Machine learning and automation could radically change digital marketing. Will it make organizations more profitable or less relevant? What will happen and how soon? How should marketers and media companies prepare?

    • Kelly Thomas Nojaim
      VP, Partner Development

    • Alex Porter
      CEO

    • Phillip Rather
      Head of Local Partnerships

    • Martin Scholz
      SVP Strategic Partnerships

  • 12:25 p.m. - 12:35 p.m.

    Ad to Action Awards Presentation

  • 12:35 p.m. - 1:30 p.m.

    Lunch

    Wright Ballroom

    sponsored by

  • 1:30 p.m. - 2:00 p.m.

    Reviews & Rankings: 2018 and Beyond

    Reviews are a ranking factor; review fraud is on the rise. What are current review best practices and how should local marketers address the different review policies across the web?

    • Mike Blumenthal
      Chief Review Officer & Co-founder

    • Simon Woods
      General Manager

  • 2:00 p.m. - 2:30 p.m.

    The Changing Face of Local SERPs

    There's more ad inventory coming. There are also new content categories and tools. Which ones are most significant and how can local marketers take full advantage?

    • David Mihm
      Founder

    • Andrew Shotland
      CEO

  • 2:30 p.m. - 3:00 p.m.

    Voice Assistants and the Future of Local Discovery

    Smart speakers are stealing time from smartphones. Voice search is changing the way consumers get information. How will these developments impact brands and local businesses and what do you need to do today to ensure discovery tomorrow?

    • Luigi Ferguson
      AVP, Owned Media (SEO)

    • Erin Jaeger
      Director of Product Marketing

    • Jason Nordhaus
      Chief Scientist

  • 3:00 p.m. - 3:45 p.m.

    SMB Retention All Stars

    Four companies outperforming the market in SMB retention offer their insights and concrete advice on what works.

    • Phil Kowalski
      Director of Customer Success

    • Dan Olson
      CEO

    • Anita Perez
      VP of Operations

    • Stacey Sedbrook
      VP Strategic Sales

  • 1:30 p.m. - 3:00 p.m.

     Workshop  The New SMB Competitive Matrix

    Richardson Room- 2nd floor

    A wider array of players is now competing for SMB loyalty and share of wallet. The driving force is the seismic shift to SaaS and The Cloud for booking, sales, accounting, HR and so on.

    New companies are building customer relationships through multiple entry points, then adding services that compete with publishers and marketing providers. The POS platform moves into email; the CRM provider offers scheduling; the office-space company adds SEO.

    This boundary crossing means today's competitive landscape includes companies that were never on your radar — until now. This session will be led by Neal Polachek and Charles Laughlin, who will outline the new Tech Adoption ecosystem and explain why it completely changes your world.

    This session is invitation-only. Request an invitation.

    • Bill Furlong
      Founder

    • Charles Laughlin
      Project Lead

    • Neal Polachek
      Principal

  • 3:45 p.m. - 5:00 p.m.

    Networking & Happy Hour

    Pullman Dining Room

    Sponsored by

  • 5:00 p.m. - 6:30 p.m.

    Evening Reception

    Wright Ballroom and Foyer

    Jazz singer sponsored by

Wednesday, May 2

  • 7:30 a.m. - 2:30 p.m.

    Registration Desk and Information Open

    Wright Foyer

  • 7:30 a.m. - 2:30 p.m.

    Expo Hall Open

    Wright Ballroom & Foyer

  • 7:30 a.m. - 9:00 a.m.

    Breakfast

    Wright Foyer

  • 8:45 a.m. - 12:30 p.m.

    General Session

    Wright Ballroom

  • 8:45 a.m. - 9:10 a.m.

    Waze Local: The Story Behind the Product

    Waze just launched a self-service ad offering for SMBs: Waze Local. The company made it simple to provision and understand -- based on feedback from SMBs. What did Waze learn during product development and how have local advertisers responded to the new platform?

    • Justin Nabozna
      Head of North America Channel Sales

  • 9:10 a.m. - 9:45 a.m.

    Where Is Location Going?

    Location data has evolved from a pin on a map to a multi-faceted tool to identify audiences, for media planning, attribution and competitive insights. Last year GroundTruth introduced a disruptive “cost per visit” ad model. Earlier this year it rolled out a “cost per SKU” model for CPG brands. CMO Eric Hadley and CEO Sunil Kumar will discuss advertiser reaction to these moves, the current state of location and how it’s likely to evolve over the next several years.

    • Eric Hadley
      CMO

    • Sunil Kumar
      CEO

  • 9:45 a.m. - 10:10 a.m.

    Stop, Drop and Roll

    Decentralized communication, political polarization and unpredicted screw-ups at the local level can result in damage to brands. Snafus are inevitable but preparation can minimize the impact.

    • Brooke Gabbert
      President

  • 10:10 a.m. - 10:45 a.m.

    Local Engagement Strategies for Brands

    Localized content is far more engaging than corporate content to consumers. But how can multi-location enterprises manage "local conversations" authentically and at scale? Two case studies show how.

    • Monica Ho
      CMO

  • 10:45 a.m. - 11:00 a.m.

    Refreshment break

    Wright Ballroom

  • 11:00 a.m. - 11:30 a.m.

    Brands: Meeting the Local Challenge

    When people hear “local” they think small business. But multi-location brands are a major part of the “local ecosystem.” What are the challenges they face and how are they adapting to a fragmented market with rising consumer expectations — in what is increasingly an O2O world?

    • Elnora Cunningham
      Head of Social Media Marketing & Listing Management

    • John Curtis
      Senior Manager, Digital Marketing

    • Lindsay Lee
      Digital Field Marketing Manager

  • 11:30 a.m. - 12:00 p.m.

    The Amazon Factor

    The Seattle company has become the new X variable in digital media, marketing and retail. The Alexa team's Alex Rosenberg and Vinod Sirimalle will discuss innovation, virtual assistants and the future of search.

    • Alex Rosenberg
      Business Development

    • Vinod Sirimalle
      Product Management, Alexa

  • 12:00 p.m. - 12:30 p.m.

    The Local Roll-Up: It’s On

    Consolidation is a favorite topic of martech conferences. But with the increasing prominence of local in the enterprise and the rise of mobile-location data, it’s really happening, or accelerating. Yellowpages.com, Placed, Placeable, SweetIQ, SIM Partners, Acquisio and others have recently been bought. What’s driving the acquisitions, who are the buyers, who’s next -- and why?

    • Robert Blatt
      CEO

    • Kerry Baldwin
      VP Advertising Performance

    • Jon Schepke
      General Manager

    • Jon Sofield
      Sr. Manager New Partnership SMB, Channel Sales

  • 12:30 p.m. - 2:30 p.m.

    Lunch and networking

    Wright Ballroom

  • End Of Conference