Selling Digital Marketing Services

Join us for the industry’s only event dedicated to the business of selling digital marketing services. As this business evolves and matures, find out what is working and what is not at a diverse mix of local media companies.

Early-bird rates through Sept. 8:

$495 for LMA members/Borrell Associates Clients
$545 for media association members
$595 for non members

After Sept. 8 rates:

$545 for LMA members/Borrell Associates Clients
$595 for media association members
$645 for non members


NOTE: Some speakers are pending final confirmation.

Tuesday, October 3, 2017

8:30 AM: Coffee and light breakfast

9:00 AM – 10:15 AM: Keynote: Digital Agencies – Where the Top Companies Are Placing Their Bets, Panel to include: Peter Cannone, CEO, ThriveHive (formerly Propel Marketing); Mike DeLuca, CEO, LocalEdge/Hearst; Jeff Miller, Vice President/General Manager, SmartReach Digital/Entercom Communications; Sharon Rowlands, CEO ReachLocal/Gannett. Moderated by Gordon Borrell, CEO, Borrell Associates and Nancy Lane, President, Local Media Association.

As digital agencies evolve, the business model is becoming more clear for many. In this opening session, CEOs from many of the largest digital agencies owned by media companies, will share where they are making their bets for the next 18-24 months. While they represent large companies, with considerable scale, their insights will be helpful to any media company that is looking to expand their digital marketing services business.

10:15 AM – 10:30 AM: Coffee break with R&D partners

10:30 AM – 11:00 AM: Dissecting Digital Services: Who’s Buying What? Presented by Corey Elliott, Vice President of Research and Analysis, Borrell Associates

How much are local businesses spending on digital services? This session shows the typical budgets for digital services for various types and sizes of businesses and various sizes of businesses. How much do restaurants spend? Dentists? Car Dealers? Hospitals?  You’ll learn how to gauge total budgets for digital services to ensure you’re not underestimating the “ask.”

11:00 AM – 11:45 AM: Partnering with Facebook, Presented by Phillip Rather, Head of Local Partnerships

Phillip Rather is an entrepreneur and technology veteran currently working on scaling Facebook’s media and platform products to companies across the world. He is charged with building out Facebook’s partnership program, which includes training and other resources, for media companies that are looking to sell at scale. We’ll learn about the latest developments as well as opportunities that are available to local media companies.

11:45 AM – 12:45 PM: Lunch on your own

12:45 PM – 1:15 PM: Digital Training and Coaching on Steroids

This high energy session will leave you inspired and ready to change your approach to digital training and coaching.

1:15 PM – 2:15 PM: 3 Winning Approaches to Sales Structure, Panel to include: Conan Gallaty, President of WEHCO; Jason Edmisten, Managing Director, High Road Digital/Adams Publishing Group, and others to be announced. Moderated by Jed Williams, Chief Innovation Officer, Local Media Association

For years, local media searched for the “silver bullet solution” to the perfect digital sales structure. It turns out there can be several viable models. In this session, three leaders in selling digital marketing services will explain why they’ve chosen their specific sales structure, and why it works for them.

2:15 PM – 2:45 PM: Dessert with R&D Partners

2:45 PM – 3:15 PM: Selling Outside Your Box, Presented by Jason Holmes, General Manager, Advocate Digital Media

Digital agencies born from print companies are expected to push print advertising; those from TV and radio try, naturally, to sell broadcast. Being a true “agency,” however, requires recommending competitive media. This session examines how “other” media is being sold and produced, and what type of profits can be expected.

3:15 PM – 3:45 PM: Q&A with R&D Partners – Moderated by Jack Zavoral, Director of Member Development, Local Media Association

The R&D partners that help media companies sell and fulfill digital marketing services see it all. In this fast paced session, they’ll share their thoughts on best practices, hottest opportunity categories and biggest frustration areas.

3:45 PM – 4:00 PM: Refreshment break with R&D partners

4:00 PM – 4:45 PM: Benchmarking Digital Agency Services, Presented by Jed Williams, Chief Innovation Officer, Local Media Association

 The saying goes, “you can’t manage what you can’t measure.” So, what should local media companies selling digital marketing services measure…and how are they measuring up? Williams has done extensive benchmarking in everything from revenue per customer to margins per product and will share the most critical KPIs to track, and how the industry is performing.

5:00 PM – 6:00 PM: Happy Hour at Lizzie McNeils on the Chicago River Walk. Sponsored by Dream Local Digital

Wednesday, October 4, 2017

8:30 AM: Coffee and light breakfast

9:00 AM – 9:45 AM: Keynote – Structuring Your Team for Experimentation, Presented by Meghan Anderson, Vice President of Marketing, HubSpot

How do you keep your focus on today’s bread and butter, and at the same time, experiment with new and emerging opportunities? Perhaps no one does it better than HubSpot. In this session Anderson will share how they structure teams to focus on three horizons: current and near future, a look a little further out and the distant future (entirely new lines of business). Don’t miss this session that was a group favorite on the recent Boston Innovation Mission.

9:45 AM – 10:15 AM: Best Practices for a Successful Google Partnership, Presented by Meagan Tanner, Strategic Partnerships, Google

Google AdWords and related SMB products are staples of any digital marketing service provider. For many advertisers, they are table stakes and “permission to play.” But slim margins and competitive differentiation remain challenging. In this session, leaders from Google’s Strategic Partnerships team speak openly about their efforts to support local media companies, and best practices for generating more dollars, and profit!

10:15 AM – 10:45 AM: Driving Traditional Media Sales in Tandem with Digital Marketing Services, Presented by Lisa Bishop, Chief Digital Officer, Heartland Media; Scott Hopeck, President NY Region and Jeff Tyler, Western Great Lakes Region, iHeart and Jack Zavoral, Director of Member Development for LMA.

For some media companies, driving traditional media sales is a major part of their digital marketing services strategy.  The ability to respond to and offer solutions that fit their client’s needs is driving this trend, but the training and experience required to effectively sell a wide-spectrum of products is challenging. Learn how leading media companies are addressing this challenge.

10:45 AM – 11:00 AM: Coffee Break with R&D Partners

11:00 AM – 11:45 AM: 3 Small Market Case Studies that Will Blow You Away, Presented by Tony Courtwright,  Director of Digital Media, NPG; Dave Buonfiglio, Vice President Sales and Marketing, Cordillera and Ken Puztizzi, Founder of SNJ Today.

Think you can’t be profitable in small markets when it comes to selling digital marketing services? Think again. We’ll cover three successful case studies that are sure to impress!

11:45 PM – 12:00 PM: Wrap Up – An overview of the top highlights to come out of the conference



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The Gleacher Center

Chicago, IL

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