Personal welcome from Conference Co-Chair, Charles Laughlin. Listen now!
10:00 am – 11:30 am
Special Preconference Workshop: Building a Winning SMB Sales Organization
Part I: Managing Ever-Expanding Digital Portfolio
As local media companies continue to add more digital and social items to their portfolios, how are they successfully blending their traditional and digital media products? And how are their sales forces handling this ever-expanding portfolio? We will explore evolving sales strategies, the impact on recruitment and training, and effective multimedia selling tactics.
Mike Centorani, Cofounder, Sales Transformation Now
Bob Sanders, President and COO, Axiom Sales Force Development
Part II: Balancing High Touch, High Frequency and Sales Productivity
Sales costs have increased with the shift to shorter-term contracts, performance-based advertising programs and the need for more customer service and fulfillment duties. This session will explore how sales strategies are evolving to address the need for greater contact frequency.
Todd Handy , Vice President of New Media Sales, Deseret Digital Media
Paul Plant, principal, Radicle Consulting
11:30 am – 12:45 pm
In the Exhibit Hall. Open to all attendees.
11:30 am – 12:45 pm
BIA/Kelsey Client Lunch (For Clients of BIA/Kelsey's Advisory Services)
BIA/Kelsey analysts and research teams will engage with clients and discuss top trends and their outlooks for 2012-2013.This lunch session will also include a discussion with Karrie Sullivan, director of marketing, mobile and digital for Tribune Company. Location to be announced.
1:00 pm – 1:15 pm
For more than 20 years, BIA/Kelsey has helped drive the agenda for SMB innovation. Our capabilities now include six research programs that help us understand, anticipate and leverage major changes for SMBs and the $136 billion SMB ecosystem. BIA/Kelsey CEO Tom Buono and Managing Director Rick Ducey will draw from the company's coverage areas to kick off our packed three-day program.
Tom Buono, CEO, BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
1:15 pm – 2:00 pm
BIA/Kelsey: Research Insights on SMB Digital Marketing
How are SMBs engaging with social? What about mobile? Are SMBs growing their investment in digital presence? What is the five-year view on revenues and margins for SMB-based local media? BIA/Kelsey analysts share these and other research-based insights on the path ahead for the SMB marketplace.
Matt Booth, Chief Strategy Officer and Program Director, Interactive Local Media, BIA/Kelsey
Charles Laughlin, Senior VP and Program Director, The Kelsey Report, BIA/Kelsey
Steve Marshall, Director of Research and Consulting, BIA/Kelsey
ReachLocal has one of the largest independent SMB sales teams in the world (aside from directory players.) The publicly owned giant sells a variety of digital marketing packages that has extended beyond its roots in search to include social media, hosting and promotions. What are the lessons learned in reaching and engaging SMBs? What's next for SMB sales? President Nathan Hanks has been riding the trends and adjusting the company's vision. He'll share his deep insights into the space.
Intuit, home of Quicken, has branched out to leverage its enormous base of SMBs with a huge marketing platform. At its center is its $423 million purchase this spring of Demandforce and its enterprise-level support for 35,000 SMBs, including top verticals such as salons, auto shops, chiropractors, dentists, and veterinarians. Industry vet Patrick Barry shares the company's insights into SMB digital marketing.
3:00 pm – 3:30 pm
3:30 pm – 4:15 pm
Cut the Hype: Working with Local and Regional Advertisers
Local and regional SMB advertisers such as restaurants, bars, banks, auto dealers, hospitals and tire shops are at the heart of the local SMB digital opportunity. What should they do in digital? What are best practices in working with them? Our panel of top experts has unique insights into where these players are going, what they're spending, and what their focus actually is.
Darnell Holloway, Manager, Local Business Outreach, Yelp
Shawn Riegsecker, Founder and CEO, Centro
Brian Costello, CEO, Maple Farm Media
4:15 pm – 5:00 pm
SMBs Live: Talking With Local Advertisers
During this special session, we'll have a candid talk with innovative local SMBs and franchise companies about their most effective online and mobile marketing practices, their expectations for spending in 2013-14, and what they think SMBs franchises should avoid.
pm – 7:00 pm
Best of Chicago Reception
END OF DAY 1
7:30 am – 8:15 am
Special Breakfast Before the Bell: Media Ad View — The Shift in SMB Advertising Spending
Local needs to be won on a city-by-city basis. During this special presentation, BIA/Kelsey will share special local spending trends from its Media Ad View research.
Mark Fratrik, Chief Economist and VP, Research, BIA/Kelsey
8:30 am – 8:45 am
Recap: The SMB Digital Marketing Insights
BIA/Kelsey analysts will summarize and interpret highlights from Day 1of SMB Digital Marketing and preview the coming day.
Dex One and SuperMedia are creating a merged entity that will have more than 3,100 marketing consultants serving more than 700,000 local businesses. The opportunity for such large deployed sales organizations to become the SMB's "trusted adviser" is enormous, but so are the challenges. Dex EVP-Sales & Marketing Richard J. "Rick" Hanna will provide a special keynote address with insights into the process of transforming a traditional media sales organization into one that is fleet, flexible, technologically sophisticated and effective.
Groupon's emergence and the development of the deals category has been the biggest splash in local online marketing in years. Now, serving millions of consumers and thousands of SMBs around the world, Groupon's focus is on extending its value proposition and creating a true merchant dashboard. Longtime SMB visionary Sanjay Gupta has been brought in to help lead the effort, and will share the Chicago-based company's ambitious agenda and perspective on the space.
10:00 am – 10:30 am
Local SEO and the SMB Value Prop
Search remains a big part of the SMB value proposition, but what features really drive conversion? Which categories are most likely to plug search into their overall marketing efforts? Where do features such as maps and video play?
Andrew Shotland, Principal, Local SEO Guide
Steve Yeich, CEO, Relevant Ads
10:30 am – 11:00 am
11:00 am – 11:15 am
Spotlight Interview: Dean DeBiase, Chairman and CEO, Entertainment.com
Entertainment Publications has been one of the leading promotional vehicles for SMBs throughout its existence. But how do you convert its hundreds of thousands of SMB relationships to the digital era? This is the task for CEO Dean DeBiase, the longtime industry veteran, who will share his insights into SMB promotions success, and how he is leveraging them to stake out new roles for Entertainment.com.
11:15 am – 12:15 pm
SuperForum: Building an SMB Marketing Platform
"Platforms" are in the spotlight for SMB digital services, with features providing synergies for one another and adding additional revenue streams. It isn't about a single feature or app anymore. During this SuperForum, industry leaders will discuss the strategic strengths in the platform approach.
Gordon Henry, VP and GM, SMBs, Deluxe Corp.
Josh McCarter, CEO, GramercyOne
Chris Spanos, GM, Repair.com
Whitney Vogel, Chief of Staff, Engineering, Angie's List
12:15 pm – 1:30 pm
SMBs communicate with their customers in ever-changing, more effective and efficient ways, with channels evolving from print newsletters to email to social shout-outs, alerts and referrals. No one has captured the evolution to the degree of Constant Contact, which now works with more than 500,000 SMBs worldwide to connect with their customers. CEO Gail Goodman, author of the new bestseller, "Engagement Marketing," shares her insights.
2:15 pm – 2:45 pm
Social Media: Focus on Business Models
As the expectations for social media shift from experimental to performance-driven, where's the real ROI for SMBs? In this session, two social media leaders examine trends and best practices for driving business from social media. Pam Springer is pioneering Manta's push into SMB social engagement with a focus on business networking, partnerships, referrals and thought leadership. Meanwhile, Google is counting on its new acquisition, Wildfire, to help create a closed loop social solution with promotions, ads and analytics. Ultimately, social media not only drives business, but re-engineers how SMBs think about business.
Mike Nabasny, Director of Midwest Sales, Wildfire
Pamela Springer, CEO, Manta
2:45 pm – 3:30 pm
Deals 2.0: The SMB Loyalty Applications
SMB marketing isn't just about advertising anymore, and deals companies aren't just about deals, either. More than $237 million has been invested in a new wave of loyalty plays that tie into credit cards and are driving new revenue streams and engagement. We'll hear from several of the companies that could represent a big part of SMB marketing's future.
Marc Caltabiano, Senior VP, Marketing and Products, Cartera Commerce
Logan LaHive, Founder/CEO, Belly
Mark Marinacci, CRO, Edo Interactive
3:30 pm – 4:00 pm
4:00 pm – 4:30 pm
Maximizing Local 'Independent' Sales
What has worked and hasn't worked in local "independent" sales? How can local sales better engage (and upsell) SMBs? Can local sales motivate more deals and more attractive discounts? We'll get valuable insights from Yodle leader Court Cunningham.
Court Cunningham, CEO, Yodle
4:30 pm – 5:15 pm
Performance Marketing for SMBs
Pay for Performance is the Holy Grail in SMB advertising. SMBs only want to pay for leads that their advertising programs deliver. But moving SMBs from inclusion to performance has never been easy. Recent progress in lead quality assessment has been critical in moving performance media closer to the mainstream, as has the movement toward greater accountability. So what challenges remain in selling performance media to SMBs? We'll ask the experts.
Ron Burr, VP, Callfire
John Busby, VP, Marchex Institute
Stephen Gibbons, VP, Marketing, Dex One
Jason Spievak, CEO, RingRevenue, Inc.
5:15 pm – 7:00 pm
The Best of Chicago Networking Reception
8:30 am – 8:45 am
Inside Chicago's SMB Tech Scene
Chicago has emerged as a leading tech hub - and one that is especially focused on serving the marketing needs of SMBs. Crain's Chicago Business' man on the tech beat John Pletz has an insider's view on what's happening with the Windy City's tech scene, from Groupon to Grubhub, and will put it all in perspective.
John Pletz, Senior Reporter, Crain's Chicago Business
8:45 am – 9:30 am
Making Sense of Mobile Advertising for SMBs
Small-business adoption of mobile advertising remains low, but projections for mobile advertising growth are almost universally bullish. How will SMBs make the move to mobile? What is the product set? We've asked leading SMB players to share their early success stories.
Mary Beth Brendza, Founder and CEO, App Express
Dick Larkin, Executive VP, American Marketing & Publishing
Henry Tam Jr., VP, Self-Service Advertising, Millennial Media
9:30 am – 10:15 am
Google and SMBs: The Special Relationship
Google is central to SMB digital marketing, whether it's for search marketing, YouTube or for Google's various vertical services. We'll get critical insights from channel sales leader Ben Wood and YouTube video specialist Valentine Matrat about industry trends, Google's impact and best practices for working with Google. This session is vital to understanding the SMB opportunity.
Valentine Matrat, YouTube and Video Advertising Specialist, SMB, Google
Ben Wood, Head of Channel Sales Partnerships Americas, Google
10:15 am – 10:45 am
As the king of social media, Facebook is positioning itself as the game changer in interactive media. It has already had a tremendous impact. But how does the change impact SMB marketing? And how are Facebook's SMB initaitives shaping up? Facebook's Fred Huang has been at the forefront of SMB marketing change, not only at Facebook, but previously at Google, where he lead SMB Digital marketing China. His insights will be eagerly awaited.
11:15 am – 12:00 pm
Summary Panel: What's Important and Why in SMB Marketing
Where will the next leader for SMB marketing come from? What's the next Groupon? During this summary panel, we'll invite leading thinkers from all walks of the local and SMB experience to present their views on what's next on the horizon, and what they've learned at SMB Digital Marketing. Stick around for a taste of SMB tech innovation, served up Chicago-style.
Jeff Aguero, CEO, Main Street Labs
Dan Hess, CEO, Local Offer Network
Bruce Howard, CEO, User Friendly Media
Doug Kilponen, Entrepreneur, investor
END OF CONFERENCE