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.


$595 for LMA members/Borrell Associates Clients
$645 for media association members
$695 for non members

*There is a $100 fee for cancellations up to September 8, 2017.
After September 8, 2017, refunds are not available for this event.

Hotel options: LMA does not have a block of rooms for this event. Hotel prices are high in the area due to a city-wide convention. Some attendees have found inexpensive rates on sites such as Priceline and Hotwire. Airport hotels are also an affordable option (the blue line is a 45-minute ride to O’Hare). Let us know how we can help! Contact

NOTE: Some speakers are pending final confirmation.

Tuesday, October 3, 2017

8:15 AM: Coffee and light breakfast

8:45 AM – 10:00 AM: Keynote: Digital Agencies – Where the Top Companies Are Placing Their Bets, Panel to include: Peter Cannone (top right), CEO, ThriveHive/GateHouse Media and Mike Orren (bottom left), President, Belo Business Intelligence. Moderated by Gordon Borrell (bottom right), CEO, Borrell Associates and Nancy Lane (top left), 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.

10:00 AM – 10:15 AM: Coffee break with R&D partners

10:15 AM – 10:45 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.”

10:45 AM – 11:30 AM: Utilizing Facebook to Drive Business Impact for SMBs, Presented by Phillip Rather, Head of Local Partnerships

For advertisers, it’s all about results, and Facebook is focused on scalable solutions that drive just that. In this keynote, Head of Local Partnerships Phillip Rather provides a practical look at the products and tools that Facebook is building to enable local media companies to effectively generate ROI.

11:30 AM – 1:00 PM
: Lunch on your own

1:00 PM – 1:45 PM: Case Study: Denver Post Insights Lab, Presented by David Lerchbacher, General Manager, Denver Post Insights Lab

The Denver Post has created an insights and strategy consultancy with expertise spanning two disciplines: data science and consumer insights. The lab focuses on providing insights to their clients via focus groups, online surveys, data & predictive analytics, social listening, ad & message testing, and much more. In this session, David will lay out the opportunity for digital agencies to create insights labs. He’ll share case studies from a wide range of clients including government agencies, schools, manufacturers and more. This represents a terrific opportunity to diversify revenue and focus on higher margin business.

1:45 PM – 2:45 PM: 3 Winning Approaches to Sales Structure, Panel to include: Pat Eastburn (tr), VP Sales Development, WEHCO Media; Ryan Moore (tl), Vice President of Digital Sales, Sinclair Broadcast Group and Jason Holmes (br), Co-Founder & President, Advocate Digital Media. Moderated by Jed Williams (r), 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.

2:45 PM – 3:15 PM: Dessert with R&D Partners

3:15 PM – 3:45 PM: Selling Outside Your Box, Presented by Jason Holmes, Co-Founder & President, 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.

3:45 PM – 4:00 PM: Hottest Opportunities in Digital Marketing – Moderated by Nancy Lane, President, 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.

4:00 PM – 4:15 PM: Refreshment break with R&D partners

4:15 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: Optimizing for Growth and Driving Profitability with Digital Marketing Services, 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 is a challenge. In this session, Google’s Meagan Tanner speaks openly about these challenges and how local media companies can generate more revenue, and profit, when selling digital marketing services.

10:15 AM – 10:45 AM: Driving Traditional Media Sales in Tandem with Digital Marketing Services, Presented by JB Ozuna, VP Digital Media Schurz Communications, Dave Buonfiglio, Vice President Sales, Cordillera 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 Sara Droke, Agency Director, Amplified 408, WPSD-TV; Michelle Liddy, Director of Digital Sales, Heartland Media and Dave Buonfiglio, Vice President Sales, Cordillera.

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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