SIPA Sales and Marketing Leadership Summit


Wednesday, December 2

11:30 a.m. - 12:00 p.m.

Peer Roundtable: Virtual Platforms: Deliver Results Through the Experience

In this session you’ll join small breakout groups to share insights and experiences about virtual platforms you’ve researched and/or used.

Share with your peers about what you’ve experienced, ask tough questions and get real answers. Any tips on engaging attendees, experienced or created any? Do tell! Discuss exhibitor or sponsorship opportunities successful or not. How about price points, sponsorship levels or pricing thresholds? Last but most important platform providers; pricing, capabilities, customer service, quality of service, wish lists.

Facilitator:

Janice Oliva, President, ISE Magazine and ISE EXPO

12:15 p.m. - 12:45 p.m.

The New Sponsor Value-Add: Creative Networking Alternatives for Virtual Events

Join three publishers, from diverse industries as they share how they have created value add and true ROI for sponsors. See working, successful examples including: in-field demo days, digital product demonstrations, video product demonstrations, as well as webinars, and drip enewsletter campaigns to draw in prospects.

Moderator:

Charity Huff, CEO, January Spring

Panelists:

John A. Bennett, Director, Digital Media, Lessiter Media, Inc.

Donna Jefferson, CEO, Chesapeake Family Life

Tim O'Malley, CEO, Ateema Media & Marketing

12:45 p.m. - 1:15 p.m.

Marketing Pivot: How Are Publishers Responding to the COVID-19 Pandemic Now?

Hopefully your company survived the many changes that the COVID pandemic has caused. Possibly your company even thrived in terms of revenue and new customers. So how are publishers are pivoting in this new environment? What marketing ideas can help you turn this pandemic into opportunity? We’ll hear from publishers about key marketing ideas to help us figure out what’s next.

Moderator:

Charity Huff, CEO, January Spring

Panelists:

Stacey Bailey, Vice President, Chartwell, Inc.

Jeson Jackson, Marketing & Customer Experience Manager, Education Week


Thursday, December 3

11:30 a.m. - 12:00 p.m.

Where to Spend Your Direct Response Marketing Dollars Wisely in 2021

Mixed up about your media mix? Seeking direction on your direct response spend? In these unprecedented times, the only constant is change – and you owe it to your company AND your career to keep a step ahead. Join our panel of experts to discover what’s working – and what’s NOT – in the world of direct marketing.

Moderator:

Adam Goldstein, Publisher, Business Management Daily

Panelists:

Helen Coetzee, Founder and CEO, MPG

Catlin Sweeney, Group Marketing Director, Money-Media

12:15 p.m. - 12:45 p.m.

Pricing Meets Opportunity: Case Studies in Success

Pricing is critical to meeting customer and revenue goals – and the current economic climate offers ample opportunity to rethink combos, free content and premiums, discounts as well as price increases in some cases. What pricing is working for other publishers right now? We’ll present case studies of pricing covering products to conferences and show you how you can implement these at your company.

Moderator:

Leslie Laredo, President, Laredo Group and Academy of Digital Media

Panelists:

David Burns, VP and Publisher, Magna Publications

Ed Coburn, CEO, Cabot Wealth Network

12:45 p.m. - 2:15 p.m.

The Ultimate Copywriting Bootcamp: Emails and Landing Pages

Immutable principles for skyrocketing opens, conversions and sales

Are you getting the results from your marketing that you want and deserve? Or are you falling short? This intense, 90-minute workshop will put you through the paces—providing you big-picture principles for motivating customers, as well as field-tested best practices for increasing email open rates, improving conversion rates and moving people to buy.  You’ll learn to apply these principles to write more powerful subject lines, emails and landing pages—copy that ignites interest, compels engagement and provokes purchases. You’ll come away with checklists guaranteed to boost your open, conversion and sales results. Speaker Jim Sinkinson is an award-winning editor, event organizer and marketing copywriter. He’ll not only give you immutable rules, he’ll also share with you his most important secret: How to make sure your people follow these best practices every day.

Presenter:

Jim Sinkinson, Partner, Fired Up! Marketing


Friday, December 4

11:30 a.m. - 12:00 p.m.

New Revenue Models: How Specialized Publishers Are Capitalizing on Changing Markets and New Opportunities

Media and events are struggling, but that hasn't stopped leading content companies from investing in new products and new revenue streams. In fact many of these publishers are reporting growth and signficantly improved profits as a result of business model changes. This panel will report on their new survey of niche information publishers to offer "20 growth ideas in 20 minutes" that have led to stronger businesses and better margins this year.

Co-Presenter:

Cynthia Carter, President, Market Intelligence & Insights, WCG

David Foster, CEO, Business Valuation Resources

Meg Hargreaves, Chief Operating Officer, Industry Dive

12:15 p.m. - 12:45 p.m.

Sales Leadership for Content Companies: Surpassing Your Sales Goals

How have the Chief Revenue Officers at niche business publishers adjusted their sales models to beat 2020 subscription, site license, renewal, and bespoke sales goals during the economic turmoil? Join this panel to learn what you can do to adjust product mix, CRM and lead gen systems, pricing, account assignments and other factors to increase sales targets, revenue per customer, and other key metrics now.

Moderator:

Brian Cuthbert, Group Vice President, Diversified Communications

Panelists:

Maurice Bakley, Chief Revenue Officer, Education Week

Angela Kornegor, Executive Director, MedLearn Media, Inc.

12:45 p.m. - 1:15 p.m.

Lead Gen Technology: Keeping the Engines Fueled

How do you identify your next best customer? Or your next 50? There's no shortage of available marketing automation solutions aiming to make your sales and marketing teams operate smarter, more efficiently and drive more revenue. Hear examples from B2B companies of successful campaigns created and the technology they used to do it.

Moderator:

Amanda McMaster, Managing Director, SIPA, SIIA

Panelists:

Matt Bailey, Lead Trainer & Founder, SiteLogic

Lauren St. Clair, Group Marketing Director, Diversified Communications