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Information providers are increasingly turning to membership business models as a way of ratcheting up their relationships with customers and, therefore, their customer retention rates and lifetime value.

While a true membership relationship can indeed create more intense emotional and longer-term relationships, the membership experience is more profound than simply changing the name of a customer or subscriber to “member.” If we want the benefits of a membership relationship, what are the qualities our relationships with members must have that make them different—more special, valuable and enduring?

While membership generally has a set of objective features that we can—and should—provide to members, membership just as importantly is an emotional experience. Creating that emotional experience—actually a set of experiences—is the key to all successful, profitable membership organizations.

Finally, memberships open up the possibility of creating deeper financial relationships—by increasing the frequency and amount of sales to members and by increasing the profit margins of those sales. Thus, membership relationships can lead to dramatic increases in overall sales and profits.

Join us for this free workshop on Monday, November 12, from 9:00am-12:00pm. 

Workshop Leader:

Jim Sinkinson, Partner, Fired Up! Marketing

Multi-Generational challenges are impacting organizations in a way that has never been felt. Increasing our Multi-Generational Intelligence ™ will help Leaders and Team Members better understand the variety of experiences and lenses impacting discussions and decisions from the Lunch room to the Boardroom. Dr. James Pogue will share strategies and insights to help us all engage across the generations in a way that is sustainable. Be prepared to feel a little uncomfortable and maybe a little vulnerable as we use Multi-Generational Intelligence ™ to increase our ability to Engage, Attract and Retain both employees and customers.

Keynote Speaker:

James Pogue, Ph.D., CEO, James Pogue Enterprises

Through a comprehensive content monetization strategy that relies on a 3rd party solution, publishers stand to resolve revenue, efficiency and product innovation challenges, thereby opening their business to opportunities that provide their client base with reliable lead generation product; all of this can be achieved while simultaneously resolving the growth objectives of the publisher itself. Learn how a leading publisher was able to transform their lead generation offering by leveraging NetLine’s Publisher Lead Generation Platform.  

Presenter:

David Fortino, SVP Audience and Product, NetLine

Informa Engage is the new marketing services business from Informa, a global leader in information services and events. Since its debut in late 2017, Informa Engage has aggressively built a portfolio that includes content marketing, audience extension and performance marketing that serve as a “data furnace” to drive customer insights. But the secret to its success has been giving sales reps the knowledge and the tools to successfully sell high ticket programs.

Presenter:

Scott Harris, Vice President, Sales Enablement, Informa

A subscription based data offering is only the beginning, the comprehensive offer includes multiple functionality tiers, a suite of both educational and support services, additional complementary products and incentives for multi-year contracts. When aggregated, the total revenue from elements beyond the baseline subscription can easily double customer revenue. The presenter will use real life examples to show how to effectively build a comprehensive subscription offer that incorporates all of these elements into one coordinated value proposition. When done right, the right offer will increase the subscription providers: close rates, adoption success, expansion rate and renewal success.

Presenter:

Bill Ault, CEO, IMPLAN Group

How can you most effectively market or sell your subscription, membership, database, reports or other information product? It starts by understanding your customer's information needs and buying process. This hands-on session will give you step-by-step guidance in how to validate your customers' information needs and map their evolving buying journey. Armed with these insights, you'll be able to optimize their experience with your company's products/services for a fuller sales pipeline and higher returns on your marketing and sales efforts

Presenter:

Dan Grech, Founder, BizHack Academy

Business-to-business information companies are scrambling to expand their revenue mix and reduce their vulnerability by being overly dependent on any one revenue stream. But when everyone has an events business, a marketing services business and fledgling paid content and data business, is recurring revenue emerging as the real king of valuations? How can different revenue streams profit each other? Join us as four CEOS discuss their strategies for raising valuations, limiting exposure and what it means to really become a recurring revenue business today.  

Moderator:

Peter Goldstone, CEO, Hanley Wood

Panelists:

Elizabeth Green, CEO , Brief Media

Gemma Postlethwaite, CEO, SourceMedia

David Shanker, CEO, EnsembleIQ

Good user experience (clean presentations, quick load times) is table stakes. The real power of UX is the ability to tap into customer behavior and solve the right problem at the right time. Join us as leading experts in UX talk about emerging trends in UX that will redefine customer experience and revenue opportunities in 2019 and beyond.

Panelists:

Louise Voress, Assistant Director, Digital Enterprise Strategy, American Chemical Society

Hans Wald, Chief Technology Officer, Thomas

Brian Winter, Director, UX Research and Strategy, Squarestack

In February, Google and the Coalition for Better Ads created the "Better Ads Standards" which is tasked with identifying and blocking ad types deemed to be "the most annoying." This created a challenge for B2B publishers because these now blocked formats were popular among advertisers and drove high CPMs. Join us for a look at how publishers are addressing the new ad standards with a variety of new formats that are driving a new level of engagement.

Presenter:

Todd Krizelman, CEO, MediaRadar

The data marketplace is dominated by global public company brands with installed platforms in consumer behavior, the Internet of Things, business transactions, tech services, and more. Google can’t “move the needle” with niche data productization, so this big company dominance leaves the data field wide open for the rest of us. We’ll share data product success stories using nimble strategies such as: “small” data, licensing, outsourcing commodity activities, external data connectors, API successes and failures, custom updating, anomaly detection, data validation improvements, platform pricing, and more.

Presenter:

David Foster, CEO, Business Valuation Resources

What's the secret to success when launching an digital publication as an audience engagement tool? Join us and learn how AAA Northeast did just this while balancing the need to market their products/external advertisers while providing quality information journalism to their members.

Key Takeaways:

  • Launching a digital publication with the express purpose of audience engagement for members and potential members
  • Managing a team of digital/print content editors and producers
  • How we get editors to embrace SEO and how we find digitally engaged employees when hiring
  • Balancing audience engagement with other priorities, within AAA, including promoting membership benefits, travel/insurance/financial services and securing external advertising
  • Writing informative journalism while balancing SEO best practices and business requirements
  • Identifying KPIs and finding the right engagement metrics that server your brand and demonstrate the publication's value

Presenters:

Mike Dempsey, Editor, Digital Publications, AAA Northeast

Andrew Rosen, Managing Director, AAA Northeast

Why is everyone (seemingly independently and simultaneously) creating a “Customer Success” team out of their traditional digital delivery teams? Is it incremental headcount/cost or a zero-sum game? This session will define what the "Customer Success" (and other similar special action teams) are, what they bring to the table, and whether they're yielding substantive results. 

Presenter:

Ronda Hughes, Vice President of Digital Media, EnsembleIQ

Christine Shaw, Managing Director and Senior Vice President, B2B, FUTURE

The next phase of analytics is predictive--understanding what the customer will do next and addressing them based on those predictions. In this session, we will discuss how predictive analytics works, how to start identifying future outcomes based on historical data and how HIMSS Media is using predictive to create engaging experiences, marketing efficiencies and drive revenue growth.

Presenter:

Frank Cutitta, Director of the Center for Content Analytics, HIMSS

This panel will explore why women’s leadership matters more than ever and attendees will have the opportunity to hear perspectives from industry luminaries as well as gain insight on the business case for diversity and inclusion.

Moderator:

Elizabeth Petersen, Project Director, Simplify Compliance

Panelists:

Meg Hargreaves, Managing Director, Content Partnerships, FiscalNote

Lucretia Lyons, President, Business Valuation Resources

Christine Shaw, Managing Director and Senior Vice President, B2B, FUTURE

Native advertising, once the hottest format in digital, has seen its growth slow. Still, the format offers numerous benefits to advertisers and publishers alike. Join Todd Krizelman of MediaRadar as he addresses the current state of native advertising including top trends, traits of successful native publishers and what this format looks like in the new normal. 

Presenter:

Todd Krizelman, CEO, MediaRadar

As publishers build out their marketing services business, many are naming their competencies with “cool” agency-like names, such as Lab, Workshop, Studio, etc. This session goes beyond the window dressing to offer an insider look at what’s really required to create a cutting-edge marketing services business, including the required resources, infrastructure and investment, as well as the reality of customer expectations.   

Presenter:

Jim Elliott, President, James G. Elliott Co., Inc.

Stephanie Holland, Director, Global Advertising Sales & C&EN Marketing, American Chemical Society

Data is on everyone's mind, whether it's using customer insights for developing new products, refining your marketing strategies or better positioning your company for potential sponsors. But what about creating a data product and monetizing it? Is it worth the investment? What can you expect in returns, including valuation? How long of a tail is development and sales? Come to this session and get a step-by-step assessment of whether building a data product should be the next step for your business. 

Presenter:

Prescott Shibles, Senior Vice President of Data, Randall-Reilly

Events continue to grow as a part of many publishers' portfolios. With Account-Based Marketing (ABM), you can increase the impact of your marketing efforts and in turn, reap higher rewards with increased attendance at your events. Join us for this session and learn how Government Executive Media Group built ABM into their event recruitment and the impressive results they achieved.

Presenters:

Allie DeNicuolo, Senior Director of Marketing, Digital & Events, Government Executive Media Group

Constance Sayers, President, Government Executive Media Group

Our products today are in constant evolution. The ability to do built-in testing and analytics-driven analysis of every step of the user journey can determine long-term success. Hear how Farm Journal’s Pro Farmer is developing a new paid content service by drawing lessons from customer behavior and deep data to pilot its way forward.

Interviewee:

Grey Montgomery, President and CEO, Farm Journal's Pro Farmer

Interviewer:

Trevor Kaufman, CEO, Piano

The death of the website was greatly exaggerated. Thanks to responsive design, websites are viable first stops across a wide range of platforms. But the key is creating new website experiences that drive deeper engagement with users, raise visibility and offer organic placements for advertisers, and separate the publisher from the rest of the pack. Get the inside scoop on how two leading edge platforms were created that offer improved user experience through superior cross-platform and native advertising integration, better mobile viewing and seamless integration of content feeds, events promotion and other services.

Presenter:

Jeffrey Litvack, CEO, Adweek

David Longobardi, EVP & Chief Content Officer, SourceMedia

Understanding the customer journey is the grail for many publishers—for Hart Energy, it’s now a reality. Hear how Hart was able to revamp its portfolio to lead to better customer insights, including consolidating its websites to create a more scalable solution and applying data integration and predictive analytics to generate a clear picture of customer priorities—and revenue opportunities for Hart across advertising, paid content and events. 

Presenter:

Mark Chiles, Chief Digital Officer and Senior Vice President of Digital, Hart Energy

Chances are you’re working with your own customer data platform (or you’re about to start). But is your organization still struggling to make it work company-wide? Join us as Natalie Williams, chief operating officer at Brief Media, shares what her team has learned about CDP implementation as well as the quick wins that Brief Media has seen from employing a CDP.

Presenter:

Natalie Williams, Chief Operating Officer, Brief Media

Your website is both a window through which your customers see you, and you see your customers.  This session will discuss how to make your critically important website efficiently and cost-effectively attract and convert prospects and customers.  And, we’ll talk about how to collect, store, analyze and act on your customers’ behavior and transaction data so you can effectively develop and profitably market your products and services.  

Presenters:

Ed Coburn, President, Cabot Wealth Network

Dennis O'Brien, Managing Director, O'Brien Media Group

Private equity has continued to dominate acquisition activity and will continue to provide liquidity and partnership opportunities for business owners. Understanding what private equity firms are looking for as well as options in structuring a successful private equity deal are critical to a successful outcome. Come join a discussion with industry experts from banking, private equity and business operators to better understand both the good and possibly bad of what private equity has to offer.

Discussion points include:

  • Current state of the PE market
  • Life before and after taking on a PE partner
  • What makes a company attractive to a PE partner
  • How to work with PE partners day-to-day
  • Win-win structures that create alignment
  • Advice for a business owner considering a PE deal

Moderator:

Scott Peters, Co-Founder and Managing Partner, Growth Catalyst Partners

Panelists:

Doug Manoni, Founder and CEO , CyberRisk Alliance

Ryan Milligan, Partner, Parker Gale

Kylie Wright Ford, CEO, Reputation Institute

Join us for an exclusive look at audience performance metrics that can help benchmark where you and your organization need to be, as well as a discussion on what else we should be tracking as an industry to optimize performance and deliver ROI for both readers and advertisers. Get directional data on website and newsletter performance as well as making the shift from unknown to known audience.  

Presenter:

James Capo, Chief Revenue Officer, Omeda

Digital marketing increasingly prioritizes attention to specific audience profiles. The value of delivering marketing messages or ads to a web page solely based on the website brand is rapidly declining.  Capturing audience insights within an individual publisher footprint is limiting.  Publishers are creating a more comprehensive view of their users by synchronizing with data cooperatives that append attributes based on the user’s broader digital journey.  This session will address implementations and success stories of monetizing audience data for a variety digital programs including ad targeting and account-based marketing solutions.

Moderator:

Scott Roulet, VP, BPA Media Exchange, BPA Worldwide

Panelists:

Joann Kropp, Vice President, Customer Data Solutions and Market Leader, Informa

Christian Ward, Chief Data Officer, SourceMedia

Too many publishers are falling into the big data trap. The old models followed by general-purpose newsletters or magazines worked when advertisers needed mass audiences to sell their products of mass production. But the marketplace no longer supports the model of a few messages to many people. Now it is about many messages to a small number of the right people. That is the big advantage of specialized publishers and those that are B2B focused–their audiences are targeted and have a defined interest in a specific topic.

Don't try to run with the pack and overemphasize the data game and neglect the content game, because the data game is too big to be won by small publishers, the content game isn’t. Learn from real-life examples of how data-driven advertising models without context are ineffective and how by applying context, you're delivering on what actually counts.

Presenter:

Gerrit Klein, CEO, Ebner Publishing Group

Are you getting all you can from your awards program marketing efforts? Find out how you can increase participation, build your brand and create champions and liftetime fans from this experienced award program marketer. 

Presenter:

Danielle Sikes, Associate Publisher, FOLIO, Access Intelligence

There are more than enough strategies and tactics to chose from, but which ones work? There are more projects in the pipeline than financial and human resources will permit, but which projects will yield the largest return and how can you provide customer satisfaction at a reasonable cost? Please listen in and participate in a discussion between three digital leaders to learn more about actionable strategies and tactics for affordable project selection and transformation success across marketing services, data, audience, technology, customer experience, and more. 

Panelists:

Tom Cintorino, CEO, The Next Chapter Consulting

Krystle Kopacz, CEO, Revmade

Jeffrey Litvack, CEO, Adweek

Looking for a quick fix? These three tools may be your answer. Leading publishers share the tools that have made the most difference for their customer engagement, while simplifying the back-end workflow. 

Presenter:

Donna Jefferson, CEO, Jefferson Communications

Roberta Muller, SVP Product Development, Northstar Travel Group

The most pressing issue for business today is the quest for growth and the talent and leadership that requires. Join us for a special interactive roundtable discussion with one of the leaders in change management to talk about building the business leaders you need to advance your organization. 

Presenter:

Henry Topping, Senior Partner, Korn Ferry

Use this time to meet one-on-one with sponsors; play a game of pick-up beach volleyball; chill out by the pool; or catch up on emails.

Join us for an evening of conversation and networking at Sea Level restaurant – an oceanside restaurant at the Marriott Harbor Beach. Seats are limited and separate checks will be provided. If you would like to attend, please RSVP to orouse@siia.net.

This is not just another transformation story. Thomas (formerly Thomas Publishing) made a radical leap from directory publisher to  "data platform company that runs like a software business focused on user experience." The key to that evolution is a trifecta of real-time audience and market data streams that function like Google analytics on steroids, giving Thomas a powerful internal operating dashboard that enables the company to be agile, insightful and effective. Thomas president and CEO Tony Uphoff will walk us step-by-step through the process of creating a modern operating dashboard that redefines what a business information company can do. 

Keynote Speaker:

Tony Uphoff, President and CEO, Thomas

In 2003, Advertising Specialty Institute saw 80 percent of revenue from print. Today, digital advertising drives 80 percent of ASI’s revenue, with 10 percent coming from trade shows and print. The transition required an aggressive change in mindset and skillset among the sales staff as well as the ability to make new opportunities out of legacy products, such as the creation of a highly profitable online searchable database from its old print directories. President & CEO Tim Andrews shares the specific steps ASI took to get its sales staff to embrace the future.

Presenter:

Tim Andrews, President & CEO, Advertising Specialty Institute

Managing the internal data flow remains one of the biggest challenges for information companies. Too often data sits in siloes across a myriad of systems, inaccessible, inefficient and sometimes, even unusable. In this session we explore how to build a data tech stack that puts technology to work for you, rather than against you.

Presenter:

Rob Keenan, Founder, Keenan Consultants

Business-to-business large volume sales require a specialized and often individualized approach. In enterprise selling, the sales process is much more complex than in an individual subscription-based environment. Learn how Money-Media, a Financial Times company, adopted a proven strategy which includes cross-departmental collaboration, orchestrated communication and step-by-step relationship selling.

Presenter:

Daniel Fink, Managing Director, Money-Media, a Financial Times company

Good UX isn't just nice-to-have: customers expect it and even demand it. Startups such as Skift and STAT have been able to leverage good UX to gain momentum in B2B. Most good UX is simple—basic formats and clean pages that let the content shine. And if you make smart decisions on the back-end, top notch UX isn’t a budget-killer either—affordable UX is a mixture of open source platforms, efficient allocation of resources and smart product management (such as avoiding tech upgrades that satisfy stakeholders over end-users). Join us for a blueprint on how to deliver engaging user experiences that are feasible for almost any budget.

Presenter:

Tom Cintorino, CEO, The Next Chapter Consulting

Krystle Kopacz, CEO, Revmade

As a sales leader in an ever more complex selling environment, how do you motivate and direct sales people to sell what you want them to sell? Do their goals match up to your corporate goals? Is comp an afterthought or does it drive your agenda? Join us for a lively interactive discussion in a non-competitive environment that will directly answer your questions and leave you and your teams with ideas to help make you even more successful. 

Discussant:

Jim Elliott, President, James G. Elliott Co., Inc.

John French, CEO, John French LLC

Artificial intelligence (AI) is here and it is reshaping business. But AI isn't just for tech companies, it can be a force multiplier for smaller and mid-sized information companies by enabling them to take control of content and audience data and create personalized, seamless and meaningful experiences for their readers. 

This session offers multiple, actionable case studies on how information companies are taking advantage of human-in-the-loop machine learning to increase the efficiency of their business by digitizing manual processes. Learn what it costs and what an organization must do internally to become AI-ready. 

Presenter:

Vladimir Petkov, CTO , A Data Pro

If you can increase usage of your content, you're almost guaranteed to also increase renewals. Learn a simple technique that publishers have proven can increase readership and renewals---and which also can be used to dramatically boost trial subscriptions. If you're proud of your content, find out how to get more people---especially subscribers and trials!---to engage with it. Presented by a multiple-award-winning SIPA Hall of Famer.

Presenter:

Jim Sinkinson, Partner, Fired Up! Marketing

Large tech upgrades and website revamps are huge projects with many big strategic questions arising along the way:

  • Who should be involved in key decisions? 
  • How often should updates be given to staff? 
  • How much should be developed in-house vs. outsourced?

Plus, get insight into other critical process/methodology approaches that can have major impacts on morale, productivity and effective implementation. 

Attend this session and discover how Money-Media tackled a complete product and technology overhaul along with five lessons learned along the way.

 

Presenter:

Daniel Fink, Managing Director, Money-Media, a Financial Times company