Agenda

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.
Jonathan Muzio, AdCellerant
Matt Lacuesta, Location 3
Dan Leibson, Local SEO Guide
Mike Tortorice, Infront Webworks

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 of 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.
Andrew Shotland, Local SEO Guide
Kristin Tahirovic, Home Depot
Joel Headley, PatientPop

3:45 – 4:00
Networking Break, Exhibit Hall

4:00 – 4:15
Welcome to Localogy

4:15 – 4:45
Local Businesses and the Buy-It-Yourself Future
As consumers, we are being conditioned to purchase online and on-demand – but what about small business owners operating in the local marketplace? This session will take inspiration from the recently commissioned Localogy report, “Is the Buy-It-Yourself Future Here?”, and explore how buy-it-yourself (BIY) will influence SMBs in the future and how digital service providers can shape their sales, support and overall service offering for a more collaborative and ultimately, more successful digital journey for their small business clients.
Matt Matergia, Mono Solutions

4:45 – 5:15
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 world, 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

5:15 – 6:30
Opening Reception, Exhibit Hall

6:30 – 
‘Rockin the Alamo’, The Alamo 
Sponsored by YEXT
Don’t miss the local party of the year, at the historic Alamo. … with live music by Austin Park.

Day 2 - March 17, 2020

9:00 – 9:20
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 present Localogy’s 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.
Neal Polachek, Localogy

9:20 – 9:50
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 – 10:10
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 addresses this challenge and succeeds in the marketplace.
Chris Delanni, Broadly
Luke Stanton, Neighborly

10:10 – 10:25
Networking Break

10:25 – 10:50
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?
Mimi Braun, Facebook

10:50 – 11:05
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

11:05 – 11:35
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
Laura Nelson, Signpost
David Lehman, BirdEye

11:35 – 12:05
KEYNOTE: Radio, Podcasting and digital…national scale with local impact.
A discussion with Bob Pittman,Chairman and CEO of iHeartMedia, on the convergence of media and the new role of audio in this changing landscape.
Pittman is the co-founder and programmer who led the team that created MTV and has been CEO of MTV Networks, AOL Networks, Six Flags The
me Parks, Quantum Media, Century 21 Real Estate, and Time Warner Enterprises.He was also COO of America Online, Inc. and later of AOL Time Warner.
Bob Pittman, iHeartMedia

12:05 – 1:10
Networking Lunch

1:10-1:30
Shifting to the Cloud and the Next Martech Revolution
Localogy has been at the center of the Martech revolution since the beginning, covering paid search, 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, Gather
Justin Sanger, OMG National

1:30-1:50
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 of multipoint attribution models.
Blake Burrus, Quotient

1:50 – 2:10
AMPing Engagement Through Email
Harness the power of advancements in email marketing technology to drive engagement. Learn how marketers can be more impactful in their inbox interactions and reporting.
Dave Stys, AWeber

2:10 – 2:30
How data is changing our understanding of Local
First software ate the world, now it’s Big Data’s turn and local markets are the final frontier. In this session, we’ll discuss the evolution of data’s role in understanding local market, beginning with basic business-to-consumer analysis and extending to making connections between things like revenue and online reviews. The next phase will include detailed understandings of how consumers and local businesses are interacting in a world where even local connections start online.
Toby Scammell, Womply

2:30 – 2:50
Point of Sale And Where Real Stuff Really Happens
Some would say that Point of Sale or POS is where the rubber meets the road in the local/SMB space. Gaining access to a merchant’s POS and extracting relevant and useful customer intelligence can go a long way toward driving personal and meaningful customer experiences. In this session we’ll hear from a business leader who has had deep experience in the payment world and is now applying that knowledge to finding new ways to drive customer success for local/SMBs and regional businesses.
Mitch Jacobs, Fanbank

2:50 – 3:10
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?
Todd Renard, Vivial

3:10 – 3:30
Leveraging Your Best Capabilities and Seeking Partners Who Fill in the Gaps
As MarTech solution providers and SaaS tool and platform developers seek to gain greater wallet share, finding the right partners will be vital in the coming months and years. A leading provider of white-labeled platforms explains their view of the future, why partnering is so critical and why marketplaces are an essential element of a long-term strategy. We’ll then expand the conversation in a panel discussion with members of the platform ecosystem to explain how the platform – provider relationship must evolve and grow to secure their mutual business objectives.
Itai Sadan, Duda

3:30 – 3:45
Networking Break

3:45 – 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 – 4:45
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.
Eyal Veitzman, WIX

4:45 – 5:15
Smart Devices and the Future of Connected Commerce
Localization, navigation, and commercial transaction are assumed functions in many of today’s smart devices, from the Google Nest Hub to Alexa-enabled smart appliances to Samsung’s new 5G Telematics Control Unit, which enables connectivity between cars, people, and buildings. Just as we saw with the advent of the smartphone, smart devices create specific contexts in the physical world for activities like search and discovery, and sketch out a future — if we accept the privacy tradeoffs — where just about everything we wear, drive, watch, buy, or live in will function as a node in the network.
Damian Rolison, Brandify

5:30 – 8:00
Networking Party – When Irish Eyes are Smiling
Sponsored by SOCi and Fairway Group
Continue to network, overlooking the green dyed San Antonio River, with live entertainment in the background.

Day 3 - March 18, 2020

8:45 -9:00
Day 2 recap

9:00 – 9:20
SMB SaaS and the Service Challenge
The world of SMB SaaS is quickly evolving. It’s also quickly growing. In fact, SMBs are now adopting SaaS solutions to run all aspects of their business at a rate faster than enterprise now. But servicing this industry is challenging. Vendasta has conducted a survey of the challenges faced by marketing agencies and SMB service providers. This session will reveal lessons learned by the fastest growing companies in SaaS.
Jeff Tomlin, Vendasta

9:20 – 9:40
Pitney Bowes, Not Your Parents Stamp Machine
For over 100 years now, Pitney Bowes has been a trusted partner of local and small businesses. Now as the commerce landscape changes, so has PB’s business model which now offers merchants solutions that leverage PB trusted heritage into today’s era of modern commerce. We’ll cover a brief history of PB and focus on understanding how PB is staying relevant and current by delivering local information services. We’ll then dive into a case study to learn how Indeed.com, working with PB, upgraded their location management solution to help improve their employee search and hiring experience with local information.
Jon Spinney, Pitney Bowes

9:40 – 10:00
Networking Break

10:00 – 10:15
Localogy Excellence Awards
Join us as we recognize the organizations and individual leaders shaping the future of localization for the more than 30 million Local and small businesses who depend on them every day.

10:15 – 10:40
Why Martech and Fintech Will 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

10:40 – 11:00
The Private Equity POV and What’s Next
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

11:00 – 11:20
What’s the Roadmap for After the Exit Event?
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.
Aaron Weiche, GatherUp
Sarah Jordan, Evercommerce

11:20 – 11:40
The State of Local SaaS and Whether to Integrate, Consolidate or Exit?
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.
Josh Scherman, SurePath Capital

11:45 – 12:00
Analyst Wrap-up and End of Localogy 20/20

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