Day 1 - March 16, 2020
8:00 – 6:00
Registration Desk Open
8:30 – 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.
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.
12:30 – 2:00
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.
2:30 – 3:00
Who’s Winning with Localized Marketing: Inc 500 company, SOCi, will present findings from the 2nd annual Localized Marketing (LM) Benchmark report for Franchises study. Completed in collaboration with the Localogy, the 1st LM Benchmark examined thousands of local pages associated with 163 franchise brands scoring them according to presence, customer care, and local engagement.
3:00 – 3:45
Beyond Leads – The New Local Business Operating System
Thryv CMO 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.
3:45 – 4:00
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.
4:00 – 4:45
Details coming soon!
4:30 – 6:30
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 – 9:20
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.
9:20 – 10:15
Customer Experience: The New Imperative
By 2023, most buyers will choose companies based on customer experience rather than product or price. Delivering quality customer experience isn’t easy, so we will offer three different 20-minute perspectives on how its done for each customer segment in the Localogy ecosystem.
The Brand View: We’ll start off with a major retail brand explaining how it completely re-engineered its business around customer experience.
The B2B View: Arguably the best available tool for measuring CX is the Net Promoter Score. A leading SMB/SaaS company shares its journey in achieving a category-leading NPS.
The Franchise View: 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 leading franchise brands address this challenge.
Removing the Friction
Whether you’re selling to consumers or businesses, finding ways to take the friction out of customer interactions is a journey, not a destination. Building on the previous session, here we’ll examine Amazon’s position as the leader in making transactions ever simpler. 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?
10:45 – 11:00
11:00 – 11:15
Data Reveal: Localized Marketing Benchmark Study
During this data reveal, SOCi and Localogy share findings from the new Localized Marketing study. This leading-edge research has advanced our understanding of best practices in local marketing by identifying the gaps that national and regional brands have in their use of localized marketing.
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?
11:45 – 12:15
12:15 – 1:30
1:30 – 2:50
Breakout Tracks A & B
See Afternoon Tracks
3:20 – 4:05
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. In this session, we’ll hear how one company is tackling this super important topic and what advice they have for others.
4:05 – 4:50
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.
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.
1:50 – 2:10
Winning the Last Mile: The Challenges of Localizing for Brands
In many ways, brands have just as much trouble marketing successfully at the local level as do independent businesses. What are the persistent online-to-offline challenges they face in “the last mile?” And how might they do a better job of leveraging local dealers and affiliates going forward?
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 – 3:20
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 – 3:20
Day 3 - March 18, 2020
8:30 – 8:45
Follow the Money: The Future of Martech
This headline talk will paint a broad picture of the state of local, SMB, SaaS Martech and where the leaders in SMB Martech are pushing more capital so they can be even more innovative in the coming years. This talk will set the tone for a comprehensive coverage of new and innovative Martech that’s here today and on the horizon.
8:45 – 9:15
The New Nucleus: The Emerging Point of Sale Ecosystem
Point of sale (POS) is one of the key business functions that SMBs are moving rapidly into the cloud. It plays a critical role in the SMB operation — collecting the money — which gives POS players a unique opportunity to own a bigger share of the SMB wallet. We’ll debate which players have the best opportunities to become the de facto SMB operating system, and why.
9:45 – 10:00
10:00 – 10:30
Don’t Call Me Traditional: A Transformation Update
Companies with Traditional Media heritage have been through more transformations than Optimus Prime. The fact is, regular re-invention is a requirement for survival in this category. We’ve assembled a global panel of leaders from this industry to find out what the next transformation will entail. And what it means for the companies lining up to partner with them.
10:30 – 11:00
Money Matters: The PE Perspective
With billions in venture and PE capital pouring into SMB SaaS space, the stakes are high. The biggest winners aspire to unicorn status, while others recognize partnerships and strategic exits are their best options. This conversation among lenders and leaders in the money space will help us see where things are headed and what are the next logical moves among the key local SaaS players.
11:00 – 12:00
The State of SMB 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 SMB will prevail.
12:00 – 1:00
Lunch and End of Localogy 20/20
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