Using 20/20 vision to see what today’s $10 trillion-plus local commerce market will look like by 2025.
Day 1 - March 16, 2020
8:00 – 6:00
Registration Desk Open
9:00 – 10:30
Workshop: Advanced Local Marketing Tactics
This workshop for agencies and in-house marketers presents best practices from leading local marketing and SEO practitioners.
Matt Lacuesta, Location 3
Dan Leibson, Local SEO Guide
10:30 – 12:30
Workshop: Co-op Best Practices & Case Studies
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, Valassis
Jim Doxtator, iHeartMedia
Meghan Feeney, Gannett
Kim Waymer McClure, Ad Girl Consulting
12:30 – 2:00
Networking Lunch, Exhibit Hall
2:00 – 2:30
Co-op2Local: Using Brand Dollars to Maximize ROI
Co-op helps thousands of agencies and marketing service providers drive better outcomes for both national brands and local retailers. This session presents case studies and success stories on how you can deploy co-op across your local campaigns to drive new revenue and maximize client returns.
Jason Tabeling, BrandMuscle
2:30 – 3:00
Who’s Winning with Localized Marketing:
Localization is the largest opportunity for multi-location marketers that no one is talking about. During this data session, we will feature results from Localogy’s second annual Localized Marketing Benchmark Report (LMB). Through this report, we analyzed multi-location businesses’ performance in localized search, social, and ratings and reviews. We will run a workshop to share the results of the latest LMB, and to help agencies expand the breadth of services that you offer to your clients, by looking into what platforms SMBs need to activate to create lasting relationships with potential customers.
Richard Lumsden, SOCi
3:00 – 3:45
50 Ways To Succeed in Local – GMB
In 2019 Google tweaked GMB 50 plus substantive ways. With Google Maps garnering a bigger and bigger share of the local search traffic, GMB is now a key entry point for anyone searching locally. Some would argue that Google is now the choke point local search – defining and redefining everything about local search, how it works and who can win. We’ve garnered the best and brightest in both the Brand and SMB arena to share their approach to dealing with what is now the GMB “monster”, how to anticipate and prepare for the next slew of changes, what those changes might look like and better understand what Google’s long term play is in GMB, maps and local.
3:45 – 4:00
Networking Break, Exhibit Hall
4:00 – 4:15
Localogy Data Reveal
During this data reveal we will feature results from the latest wave of Localogy’s Modern Commerce MonitorTM small business survey. MCM Wave V not only addresses why SMBs buy software, but what they expect from technology providers after the sale. It’s a revealing data set for those looking for insights into what products to build for SMBs and how to create lasting relationships with them.
Neal Polachek, Localogy
4:15 – 5:00
Keynote – Staying Relevant in Changing Times
Rishad Tobaccowala will discuss how media consumption is changing and impacting what it means to be a media organization and an agency today. This transformation is being fueled by data and the technology that is harnessing it. In order to thrive in this new word, companies must embrace this data and technology without losing the power of human empathy and creativity.
Rishad is Chief Growth Officer and member of the Management Committee of Publicis Groupe, the world’s third largest communication firm with 80,000 employees. He was named by BusinessWeek as one of the top business leaders for his pioneering innovation and TIME magazine dubbed him one of five “Marketing Innovators”.
Rishad Tobaccowala, Publicis Groupe
5:00 – 6:30
Opening Reception, Exhibit Hall
‘Rockin the Alamo’, The Alamo
Localogy has booked the Alamo for a private party including food, drink and live entertainment.
Day 2 - March 17, 2020
8:30 – 8:45
Localogy 20/20: Opening & Introduction
8:45 – 9:00
SaaS and All that Matters
SaaS companies that were little more than an idea a decade ago are now moving into positions of dominance in the local space. Why? Because they’ve solved legitimate business pain points. We’ll open Localogy 20/20 with our vision for the local/SMB SaaS market, anchored in new Modern Commerce MonitorTM survey data and a fresh five-year local SaaS forecast. We’ll focus on the five big trends that will impact the local space, the millions of SMBs, franchisees, brands, and agencies that comprise the local market ecosystem.
9:00 – 9:30
Fireside Chat: The Product Journey – Back to Basics
Technology companies are under constant pressure. Some to improve unit economics, and thus they focus on retention and LTV. Others to scale quickly, and in response, they drive sales to its limits. Still others to chase the latest flashy product innovation, and as a result, they put the CTO in charge of product. SaaS companies would be better served building products that grow revenue by solving real customer needs before looking to cross-sell and up-sell. This session makes the case for such a customer-first approach to running a successful SaaS company.
Bart Molenda, Freshbooks
Beyond Leads – The New Local Business Operating System
Thryv CSO Gordon Henry has helped his company through a fundamental transformation driven by an existential threat. Selling leads is a race to the bottom, while selling SaaS offers a path to higher margins and recurring revenue. Yet this transition, however strategically sound, is fraught with execution challenges. We’ll talk to Gordon about this journey and where it goes next.
Gordon Henry, Thryv
9:50 – 10:20
The Franchise View of CX
Technology makes it easier for franchise organizations to deliver quality CX across thousands of locations. Yet finding tools that franchisees will use effectively is a fraught process, with negative, even fatal, implications for bad decisions. We’ll hear how a leading franchise brand address this challenge and succeeds in the marketplace.
Chris Delanni, Broadly
Luke Stanton, Neighborly
A Frictionless Future
Whether you’re selling to consumers or businesses, finding ways to take the friction out of customer interactions is a journey, not a destination. How can local businesses apply what large companies are doing to their own businesses? What tools and technologies are available to help local businesses make buying or selling as easy as one click?
Phillip Rather, Facebook
10:45 – 11:00
11:00 – 11:15
Data Reveal: 2020 Benchmark Study
In 2019, SOCi and Localogy released the first-ever Localized Social Marketing (LSM) Benchmark Report. This reveal will feature results and the new benchmarks from the Localogy + SOCi second annual 2020 Localized Marketing Benchmark Report (LMB). SOCi, will showcase the new benchmarks and release the results of the latest LMB. Who are the leaders in localized marketing? And are leaders in localized marketing continuing to grow their sales 3X their competitors’?
Olivia Starr, SOCi
11:15 – 11:45
Ratings, Reviews and Stars
User-generated content exploded onto the local landscape more than a decade ago, largely pioneered by Yelp. We’ll briefly review the short but dramatic shift in local caused by the advent of ratings, reviews, and stars. And we’ll dig into the key issues facing local buyers as they navigate the current environment, where fake reviews are increasingly common and trust is eroding. Will something eventually replace today’s ratings and reviews system? Will stars even matter a year or two from now?
Collin Holmes, Chatmeter
Josh Penrod, Podium
Laura Nelson, Signpost
David Lehman, BirdEye
11:45 – 12:15
12:15 – 1:30
1:30 – 3:10
Breakout Tracks A & B
See Afternoon Tracks
3:30 – 4:15
The Evolving Role of the Chief Data Officer Privacy and CCPA
The world of data is changing daily. With companies collecting volumes of data about customers and consumers and policymakers working to protect them, the age of data without borders is over. Now companies will have to comply with state laws – namely CCPA and potential federal law. That means the Chief Data Officer role becomes a top position in any organization – necessary to interpret the laws, implement data security procedures and navigate an increasingly complex set of requirements.
Michael Signorelli, Venable LLP
Christian Ward, YEXT
4:15 – 5:00
The New Role of Websites
Remarkable as it is in 2020, millions of local businesses are still well behind the tech curve when it comes to having a website that meets the demands of the modern consumer. Whether it’s because they don’t care or don’t know what to do, today’s business owner will have to step up their efforts to address the modern consumer. This may mean adding a chatbot, or live chat, making sure the site is responsive or structuring their company data so that search engines can find the best answers for their prospects and customers. In this session, we’ll hear from a leading provider of modern commerce websites and learn what tomorrow’s best practices will require.
Networking Party – When Irish Eyes are Smiling
Track A –The next decade will offer leading agencies a vast set of opportunities to expand their share of their customer’s wallet. But this won’t happen without considerable evolution on the part of agencies to anticipate and meet the needs of their client’s customers. During this afternoon track, agencies will have a chance to peer into the future, set their sights on the new best practices and engage with others to see how they can align their future fortunes.
1:30 – 1:50
Shifting to the Cloud: The Next Martech Revolution
Localogy has been at the center of the Martech revolution since the beginning, covering paid/organic search, social media, and dozens of other key advances in the martech/local ecosystem. This conversation with two of the top martech thought leaders will identify what’s next in martech and point to winning strategies and tactics that will redefine the digital agency space in the years ahead.
Katelyn Sorensen, Traject
Justin Sanger, OMG National
1:50 – 2:10
AMPing Up Customer Engagement Using Email
What if you could send your customers or prospects an email that would allow them to submit a question, purchase a product, RSVP to an event, answer a survey, or leave a review ⏤ all without leaving their inbox? In this session, you’ll learn about a brand new Google-led technology called AMP for Email that makes this possible, and how you can use it to send dynamic, always-up-to-date, fully interactive emails to your customers and prospects.
Dave Stys, AWeber
2:10 – 2:30
Use Your Voice: The New Normal for Search
“Can you hear me now?” We’re using our voices more and more to run our daily lives. As voice becomes the default local search input, how are businesses making sure their voice is being heard on the answer side of this equation? We’ll establish the state of the art in voice search and identify the biggest short-, mid- and long-term opportunities.
2:30 – 2:50
Multi-Touch Attribution Models
The volume of data and analytics behind attribution can be staggering. Should marketers focus on first click, last click or every click.? Following up on a great session at Place ‘19, we’ll dig even deeper into the world of multi-touch attribution. We’ll focus on online and offline touch points and what it means for local marketers to get the most out multi point attribution models.
2:50 – 3:10
Colliding Clouds: Thunderstorms or Sunshine
Two key Localogy constituencies are on a collision course. In one corner, digital agencies. In the other, IT agencies/managed service providers. As the drive for wallet share continues, these two worlds will inevitably be facing off in client reviews. Our view is that detente will lead all boats to rise. This session examines what peace looks like.
3:10 – 3:30
Track B – The next decade will see a vast increase in the use of software tools and solutions by local businesses. This will fuel the emergence of a new set of businesses with the competitive skills and resources required to compete with the likes of Amazon. During this afternoon track, hear from progressive companies operating in the local/SMB SaaS space about how they’re evolving their products and business models to arm local businesses with the power to compete.
1:30 – 1:50
Modern Money: Can SaaS Make it Rain for Local Businesses
Once business owners get a handle on managing cash flow, their working capital requirements have greater visibility. We’ll hear from two senior leaders — one from a traditional bank and the other representing a “new age” bank — to understand how SaaS, AI, and machine learning are transforming the working capital landscape.
1:50 – 2:10
CRM for CX: How SaaS Upgrades Customer Experience
Today, customer experience can easily be what separates winners from losers in today’s marketplace. At the core of any great CX is a CRM platform that informs, learns and raises the overall experience an SMB can deliver. In this executive session, the leading CRM platforms for SMBs will explain how great CX and CRM are linked at the core.
2:10 – 2:30
Hiring in the New Age: How SaaS Solves a Leading SMB Pain Point
Given the current low unemployment rate, it’s no surprise that so many SMBs struggle to find quality staff. For many, it’s the single biggest challenge they face running a business. This session showcases new hiring and onboarding platforms that alleviate the challenges associated with this most pressing aspect of running a small business.
2:30 – 2:50
Robots for Profits: How AI is Transforming Local Businesses
AI is here, yet most business owners aren’t aware of its presence. How can business owners leverage AI and machine learning for critical but routine tasks to spend more time on revenue-focused activity? How can AI drive tighter customer engagement and boost customer satisfaction? Understanding how to deploy AI and ML can radically improve the economics of local business operations.
2:50 – 3:10
All in One or One for All: Do SMBs Really Want An All-in-One App?
The idea of the all-in-one business app — a solution that captures leads, books appointments, engages customers, pays the staff, and keeps the books — is powerful. Survey data consistently shows local businesses would love to find one app that does everything for them. Yet adoption of these comprehensive suites is spotty. What accounts for this gap, and what will it take to fill it?
3:10 – 3:30
Day 3 - March 18, 2020
Day 2 recap
9:00 – 9:30
Follow the Money I: Will Martech and Fintech Marry?
This headline discussion will tie together the state of local, SaaS, SMB and how the Martech and Fintech players will find ways to knit a cohesive roadmap for upgrading the use of technology to help local businesses deliver better and better customer experiences. With Fintech garnering large sums of venture money and Martech consolidation being driven by private equity, the marriage could end in bliss or perhaps purgatory.
David Galvan, Mastercard
9:30 – 10:00
Follow the Money II: The Private Equity Perspective
Billions in venture and private equity cash is pouring into local/SMB SaaS, raising the stakes ever higher. The big winners achieve unicorn status. Others see partnerships and strategic exits as their best options. This conversation among lenders and leaders in the money space helps us foresee the logical next moves among the most-watched local SaaS players.
Luca Sechi, Endurance International
Chris Legg, Progress Partners
Follow the Money III: Rollups, Rollovers & Roll Tide
So the exit happened. The start-up you built with lots of blood, sweat and tears is now part of a larger organization. You’ve gone from being anxious about making payroll, to wondering how your team will mesh with the other company operators. Now a new journey begins as you seek to find common ground with other business leaders. You start to strategize on how one plus one equals three or four or even five. In this session, we’ll hear from those who are in the midst of roll-ups – what works, where the traps and landmines are located and how orchestrating unique business cultures for harmony is more art than science.
Sarah Jordan, Evercommerce
John Goddard, European Directories
10:30 – 11:00
Follow the Money IV:The State of Local SaaS: Integrate, Consolidate, or Both?
Our final conversation will stitch together all of the signals in the local SaaS market into a coherent narrative. Or at least we will try. Some questions that will exist beyond Localogy 20/20 include, Which comes first, integration or consolidation? When consolidation occurs, does integration lead or follow? At the end of the day, SMBs are looking for simple solutions that solve their most pressing business challenges. Whether via consolidation or integration, those that focus on forming partnerships that lead to greater simplicity and ease of use for the local business owner will prevail.
11:00 – 11:15
11:15 – 11:45
Networking Break and End of Localogy 20/20
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