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2016 Member Forum - Speakers
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Speakers


Sana Ansari, General Manager, 3Q Accelerate Name: Sana Ansari
Company: 3Q Digital
Job Title: General Manager, 3Q Accelerate
Website: http://3qdigital.com/3q/accelerate/
Linkedin: www.linkedin.com/in/sanaansari3Q
Blog: http://3qdigital.com/category/3q-accelerate/
Twitter Handle: @3Qaccelerate

How do you keep executives happy when it comes to Search Marketing?
I strive to not only drive growth of the client’s digital marketing program but to ensure the efforts we are placing and the money our client is investing in actually equates to success for the client’s business. We push to establish the right KPIs and track end of funnel metrics that deliver revenue to the company’s business.

If you could wave a magic wand, what might appear to enhance Search Marketing?

Cross device attribution. There is no real solution to this at the moment, just tools that give you some insight but not the full picture. If we could properly track cross device performance, we could make more informed decisions on our investments and truly optimize interactions throughout the entire funnel.

What's one fact about you that would surprise attendees?

I got a Bachelor’s degree in Electrical Engineering. Although, engineering may not seem like a highly relevant major for digital marketing, if I were to do it over – I would still major in EE. It has given me the problem solving, troubleshooting, and quantitative thought process needed to make the right decisions and investments for any digital marketing campaign to be successful.

Joseph Beccalori, CEO, Interact Marketing Name: Joe Beccalori
Company: Interact Marketing
Job Title: CEO
Website: http://www.interactmarketing.com
Linkedin: https://www.linkedin.com/in/joebeccalori
Blog: http://www.interactmarketing.com/blog/
Twitter Handle: @interactmktg

How do you keep executives happy when it comes to Search Marketing?
Regular communication, High level dashboards

What do you feel is your greatest day-to-day challenge?
Working on the agency at least as much as I work in the agency.

What do you feel is your greatest day-to-day opportunity?
We are in one of the biggest, fastest growing industries ever.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Social influence and personal preferences in results.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Voice and video.

If you could start over in Search Marketing, what are three things you would do differently?
Start two years earlier, stay two months further ahead, work two less hours a day.

If you could wave a magic wand, what might appear to enhance Search Marketing?
Tools for collectively weeding out junk content based on trusted leader's manual influence.

What Search Marketing tools do you find most useful and why?
Keyword research tools are still the most important for everyday value.

What do you hate and/or love about the Search Marketing Industry?
Always changing. Always changing.

What's one fact about you that would surprise attendees?
My first modem was 300 baud.

Chris Boggs, Founder, Web Traffic Advisors Name: Chris Boggs
Company: Web Traffic Advisors
Job Title: Founder
Website: http://www.webtrafficadvisors.com
Linkedin: https://www.linkedin.com/in/chrisboggs
Twitter Handle: @boggles

How do you keep executives happy when it comes to Search Marketing?
Setting expectations properly is the key to a successful executive client relationship. Clear and attainable goals for performance improvement should be created, and regular touchpoints need to happen to ensure that the executive(s) is comfortable with progress. ROI/ROAS is the true key to happiness, but that doesn’t mean that executives cannot relish in a “geekier” win.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Obviously, we have to consider Social Media adoption as a threat to search marketing, especially with certain individuals claiming that many businesses will no longer use a website in the future (I disagree with that as a viable business tactic). In the past, SEOs have battled PPC listings for traffic, especially for “money terms.” The new Google layout which features up-to 4 ads on the top of the SERP may cause people to click on PPC listings more often, unless they do not shift their past behavior and still choose to scroll down to find the “non-salesy” organic results that many people claim to do today.

What do you hate and/or love about the Search Marketing Industry?
I hate the scammers that continue to plague our industry’s image. Also, I find the “professional speakers and writers” that don’t actually practice or lead live SEM/SEO campaigns pretty annoying. There are many so-called experts and even companies which have become an option for people (Including some toolsets) without really delivering anything of true value, and in some cases actually misdirecting people’s focus on prioritization.

I love our industry speakers and practitioners that know what they are talking about! I learn so much from the conferences I attend when I meet “brilliant minds” and they are willing to share their learning and knowledge freely. I also love some of the technology providers (even Google and Bing for their toolsets) that do provide value and actually base their information and recommendations on legitimate data instead of something like Alexa rankings or Keyword Cloud-makers.

Michael Bonfils, Managing Director, SEM International
Name: Michael Bonfils
Company: SEM International
Job Title: Intl Managing Director
Website: www.seminternational.com
LinkedIn: Linkedin.com/in/michaelbonfils
Twitter Handle: @michaelbonfils

How do you keep executives happy when it comes to Search Marketing?
The best way to keep executives happy when it comes to search marketing is to do all of the work and give them all of the credit for doing it and providing the strategy. Most executives really don’t want to know the details, they just need it done yesterday and done well.

What do you feel is your greatest day-to-day challenge?
My greatest day-to-day challenge besides going to sleep, would probably be waking up.

What do you feel is your greatest day-to-day opportunity?
My greatest day-to-day opportunity will always be the first thing I read from really smart people in the morning. It sets the structure of the day and helps me focus on what may come out of those discussions in the future.

What do you feel is going to be the next major technology shift that will impact Search Marketing?

I feel the next major technology shift that will impact search marketing is dealing with search in an augmented reality world and speech based searching.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Over the last decade, users’ behavior has gone from simple searches to complex questions. The next behavior shift that will impact search marketing is personalized responses to individuals based on the complexity of their questions as well as many other factors (their demographic and geographic profiles, customer journey stages etc.).

If you could start over in Search Marketing, what are three things you would do differently?
Keeping in mind, this year is my 20th year in search, the first thing I would do if I can start over in Search Marketing would be searching for “How to be an Investment Banker.” The second would be buying and reading whatever book that comes up on Amazon.com (version 1) . The third thing would be to run as fast and as far as I can from being a search marketer and investing in Google and Facebook when they were pre IPO.

If you could wave a magic wand, what might appear to enhance Search Marketing?
If I can wave a magic wand, I would create a search marketing enhancement that helps marketers realize that there is no such thing as translation of keywords, that all keywords in a different language are searched differently, used differently and engaged differently.

What Search Marketing tools do you find most useful and why?
Most of the tools I find most useful are custom, tools that Bill Hunt provides on global redirects and HREFLANG analysis as well as our own Competitive Customer Journey segmented share of voice tool. I also like some of the standard ones: ScreamingFrog, MajesticSEO, LinkDex, SearchMetrics, AWR.

What do you hate and/or love about the Search Marketing Industry?
I would say I the biggest thing I hate about the search marketing industry is that they tend to allow a massive monopoly set the rule of law. The biggest thing I have loved and love about the search marketing industry is those who don’t follow the rule of law and think out of the box and create new rules. (PS…I am not implying spamming or creating tactics that exploit search users and their search engines)

What’s one fact about you that would surprise attendees?
I was a POW for 15 minutes, held at gun point in a war zone in Croatia in the 90s.

Richard Chavez, Sr. Director, Piston Agency Name: Richard Chavez

Barbara Coll, CEO, WebMama.com Name: Barbara Coll
Company: WebMama.com Inc.
Job Title: CEO
Website: http://www.webmama.com
LinkedIn: https://www.linkedin.com/in/webmama
Twitter Handle: @webmama

How do you keep executives happy when it comes to Search Marketing?
To keep executives happy when it comes to Search Marketing you need to provide them with insights into their business strategy, like a solid keyword discovery deliverable, but even as important show them the search visibility results of minor modifications to their company website.

What do you feel is your greatest day-to-day challenge?
Google, and other engines, will continue to mine the information provided by the behavior of searchers to provide more informational material and advertising direct from the search engine (i.e. local results, knowledge graph) that will push true organic results even further below the fold.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Social media sites will continue to more closely integrate with traditional search engines thus challenging the search engines to figure out how to monetize the search behavior on those sites.

If you could start over in Search Marketing, what are three things you would do differently?
Found SEMPO earlier!

If you could wave a magic wand, what might appear to enhance Search Marketing?
Training of all intermediate and senior marketers in the basics of search marketing tactics.

What do you hate and/or love about the Search Marketing Industry?
I really dislike the fact that I have to still tell people that, "No, you can't put hidden keywords on a page to help with your rankings". Really!!

What's one fact about you that would surprise attendees?
I'm semi-retired

Mike Corak, Vice President/General Manager, DAC Group Name: Mike Corak

Chad Crowe, Partner and VP of Operations, Silkworm Name: Chad Crowe

Nick Darveau-Garneau, Director, North America Performance Solutions, Google Name: Nicolas Darveau-Garneau
Company: Google
Job Title: Managing Director, Performance Solutions for the Americas

What do you feel is your greatest day-to-day challenge?
Making sure Google advertisers maximize their opportunity

If you could wave a magic wand, what might appear to enhance Search Marketing?
Full automation

What's one fact about you that would surprise attendees?
I failed Kindergarten, really!

Rob Davis, Director of Analytics & Reporting, Satrix Solutions Name: Rob Davis
Company: Satrix Solutions
Job Title: Director of Analytics & Reporting
Website: http://www.satrixsolutions.com/
LinkedIn: www.linkedin.com/in/rwdavis1/
Blog: http://www.satrixsolutions.com/blog/
Twitter Handle: https://twitter.com/satrixsolutions

What do you feel is your greatest day-to-day challenge?
My greatest challenge is similar to other people working in a fast-growing startup environment – balancing the needs of the company with spending time on the other important things in my life.

What do you feel is your greatest day-to-day opportunity?
Slowing down and taking the time to enjoy instead of simply accomplish. I think that's a challenge and opportunity for many of us.

What's one fact about you that would surprise attendees?
I'm somewhat of a hot sauce aficionado – my mother raised with me a great appreciation for spicy foods, and I've challenged myself with progressively spicier meals throughout my life.

Ryan DeShazer, EVP, Managing Director, inVentiv Media 360° Name: Ryan DeShazer

Don DeVange, Principal, Co-Founder, D2 Creative, LLC Name: Don DeVange
Company: D2 Creative, LLC
Job Title: Principal, Co-Founder
Website: http://d2creative.marketing
LinkedIn: https://www.linkedin.com/in/dondevange
Twitter Handle: @D2_Creative

How do you keep executives happy when it comes to Search Marketing?
Show how data is being used to fuel future decisions instead of only reporting on what happened. The ability to interpret information to know what should be done instead of trying to predict the

What do you feel is going to be the next major technology shift that will impact Search Marketing?
It's already starting: content discovery within apps

What do you hate and/or love about the Search Marketing Industry?
There is no other industry that I know of that can literally change overnight. Tactics used for years can disappear immediately with one piece of information. The rapidity of obsolescence has to keep one on their toes

Marc Engelsman, Director, Strategy & Analytics, Digital Brand Expressions Name: Marc Engelsman
Company: Digital Brand Expressions
Job Title: Director, Strategy & Analytics
Website: www.digitalbrandexpressions.com
LinkedIn: www.linkedin.com/in/marcengelsman
Twitter Handle: @marc_engelsman

How do you keep executives happy when it comes to Search Marketing?
De-mystify them by talking about search using their business language and goals. Be transparent. Set realistic expectations from the start. Deliver results with insights for continuous improvement.

What do you hate and/or love about the Search Marketing Industry?
Love how the industry continues to evolve and has become established as part of the integrated marketing mix. Hate how there are so many ways to reference Paid Search – aka PPC, CPC, SEM, SEA, AdWords, etc.

What’s one fact about you that would surprise attendees?
I am a pinball wizard and have a 1980 Bally Mystic pinball machine in my home office. Call me and you’ll hear the pinball ringtone on my phone.

John Gagnon, Bing Ads Evangelist, Microsoft Name: John Gagnon
Company: Microsoft
Job Title: Bing Ads Evangelist
Website: www.bingads.com
LinkedIn: https://www.linkedin.com/in/johngagnon
Twitter Handle: @jmgagnoon

What do you feel is your greatest day-to-day challenge?
Finding and focusing my time. We will never find more time in the day, but we can become more effective at having the right conversations.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Machine learning for advertisers. Marketers have so much data at their fingertips - we need greater and greater processing power to sift through it. Amazon & Microsoft Azure have pay as you go Machine Learning services, as marketers dive into this opportunity, strategies will change!

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Searchers will use voice more often, and more frequently those results won't have text. Think of Cortana, Siri, Google Now and Alexa - it's powered by search, but not traditionally search. Suddenly, you don't need a screen to look at to get answers.

If you could start over in Search Marketing, what are three things you would do differently?
Engage industry experts and conversations earlier. Nothing jumpstarts learning than connecting with the right people. Blog posts are great, but real relationships make learning so much better.

What do you hate and/or love about the Search Marketing Industry?
The pace of change, for both love and hate. So much excitement and testing, it's hard to keep up.

Andrew Garberson, Manager of Search Marketing, LunaMetrics Name: Andrew Garberson
Company: LunaMetrics
Job Title: Manager of Search Marketing
Website: www.lunametrics.com
LinkedIn: https://www.linkedin.com/in/garberson
Blog: www.lunametrics.com/blog
Twitter Handle: @garberson

How do you keep executives happy when it comes to Search Marketing?
Our super powers as search marketers lie in attribution. It's what keeps executives happy today and will make them even happier in the future.

If you could start over in Search Marketing, what are three things you would do differently?
If I had three take-backs from my history with search marketing, I would have traded three undergraduate extracurriculars for computer science classes. Learning to code when I was 18 would have been much easier than 28.

If you could wave a magic wand, what might appear to enhance Search Marketing?
There are few things I wouldn't trade to see (not provided) disappear!

Baltej Gill, VP of Digital Marketing, Hagadone Digital Name: Baltej Gill
Company: Hagadone Digital
Job Title: VP of Digital Marketing
Website: http://www.hagadonedigital.com
Linkedin: https://https://www.linkedin.com/in/socialmediaconsultant
Twitter Handle: @BaltejGill

Baltej Gill is the VP of Marketing of Hagadone Digital, one of the leading Internet Marketing companies globally.

Graduating from a technical background in Computer Science, Baltej has 10 years experience in training and educating internet consultants and organizations on how to leverage digital marketing in their business. He has consulted and created digital strategies for companies such as Westons, WONDER bread, Sunsweet, Napoleon® Grills and Corona to name a few.

He has spoken to thousands of businesses all over the world and has structured an end client educational program now used by BDO, Retail Council Of Canada, Florida Tourism, WSI Corporate and many others. In addition he has held many Internet marketing workshops internationally training on subjects such as search engine optimization, conversion architecture, social media, mobile marketing and web analytics.

Baltej is also co-author of one of the top selling digital marketing books on Amazon: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing

He also had TV appearances on Rogers Television and his own YouTube series can be watched on http://youtube.com/socialmindz

Baltej’s approach is exciting and yet brings a simple yet very effect approach to digital marketing in 2016.

Kathleen Glass, CEO, Oinkodomeo Name: Kathleen Glass
Company: Oinkodomeo
Job Title: CEO
Website: http://www.oinkodomeo.com
Linkedin: https://www.linkedin.com/in/kglass
Blog: http://oinkodomeo.com/blog
Twitter Handle: @KathleenGlass

What do you feel is your greatest day-to-day challenge?
The biggest day-to-day challenge is cutting through the noise. With virtually everyone producing massive amounts of really decent content, it takes more and more precision to reach the right targets and get your message across in a meaningful way whether paid or organic.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
The Internet of Things (IOT) represents a huge shift in search marketing, creating amazing new ways to engage with consumers. It’s crazy fun and yet daunting because it means the challenge and the opportunity to reframe how we connect. It also gives us access to new feedback and deep data that opens doors for pinpoint personalization and targeted messaging.

What’s one fact about you that would surprise attendees?
I grow fava beans.

Mike Grehan, CMO, Acronym Name: Mike Grehan
Company: Acronym
Job Title: CMO & Managing Director
Website: acronym.com
LinkedIn: https://www.linkedin.com/in/mikegrehan
Twitter Handle: @mikegrehan

Mike Grehan is CMO & Managing Director of intent-based digital marketing agency, Acronym. Perched on the 65th floor of the Empire State Building in New York City, he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns. Formerly, Mike was publisher of Search Engine Watch and ClickZ and Producer of the SES international conference series. He is the current Chairman of global trade association SEMPO, having been elected to the board of directors in 2010 and serving two years as President.

Previously, Mike worked as a search marketing consultant with a number of international agencies, handling such global clients as SAP and Motorola. He is recognized as a leading search marketing expert and came online in 1995. He is author of numerous books and white papers on the subject of search marketing and is currently in the process of writing his third book to be published by Wiley.

Mike Gullaksen, Chief Operating Officer, iProspect Name: Mike Gullaksen
Company: iProspect
Job Title: Chief Operating Officer
Website: http://www.iprospect.com/en/us/our-team/mike-gullaksen/
LinkedIn: https://www.linkedin.com/in/michaelgullaksen

How do you keep executives happy when it comes to Search Marketing?
Being more Strategic

What do you feel is your greatest day-to-day challenge?

Attracting, Keeping and nurturing talent. People are our greatest asset.

What do you feel is your greatest day-to-day opportunity?
Satisfying employees. It leads to satisfied customers.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Personalized Assistants integrating with engines. Longer term self-driving vehicles and Virtual Reality.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Not a shift but a continued push towards instant gratification and personal efficiency.

If you could wave a magic wand, what might appear to enhance Search Marketing?
The elimination of any potential threat or concern around digital privacy.

What Search Marketing tools do you find most useful and why?
Not necessarily tools but the products pushing the envelope on targeting from the engines, RLSA, Customer Match, etc.…

What do you hate and/or love about the Search Marketing Industry?
It's Dynamics…

Renee Haas, Manager, Owned Media, iProspect Name: Renee Haas
Company: iProspect
Job Title: Manager, SEO
Website: http://www.iprospect.com
LinkedIn: https://www.linkedin.com/in/reneehaas
Blog: http://www.reneehaas.com
Twitter Handle: @reneejhaas

What do you feel is your greatest day-to-day challenge?
Overcoming preconceptions about SEO.

What do you feel is your greatest day-to-day opportunity?
Educating others on how an effective SEO strategy is the underpinning of other strategies including content, paid, and social media.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Personalization of content and message across all platforms, including mobile which will continue to grow at an accelerating pace.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Tracking users across devices will provide data and insights that will allow us to deliver the right content at the right time to the right device.

Colleen Harris, SEO Specialist, CDK Global Name: Colleen Harris
Company: CDK Global
Job Title: SEO Specialist
Website: http://www.cdkglobal.com
LinkedIn: https://www.linkedin.com/in/colleenaharris
Twitter Handle: @cdawg2610

How do you keep executives happy when it comes to Search Marketing?
When I am presenting information, ROI or work to executives, I put together the presentation, but always work to pull out the two things I want them to remember, and will focus on those pieces of information first.

What do you feel is your greatest day-to-day challenge?
Balancing those high touch clients with the less engaged clients, so they all are getting the same level of service.

What do you feel is your greatest day-to-day opportunity?
Within an agency, I love most when my co-workers can succeed at their job. It's so amazing to see someone get as excited about search as I do.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Beacons Baby!

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Organic search will be all about content that answers questions, with keywords being less important and long tailed questions being the focus.

What do you hate and/or love about the Search Marketing Industry?
I both love and hate the same thing, the fact that the search marketing industry is so changing. It's frustrating to spend so much time becoming an expert in one part of search marketing, like optimizing a Google Plus page for a business, only to have those no longer matter. The change is what makes it so much fun, like being able to test optimizing a website for a user's intent.

What's one fact about you that would surprise attendees?
I used to be the head cook for a China Express counter at a Safeway in Montana.

Nigel Hook, CEO & Founder, DataSkill Name: Nigel Hook
Company: DataSkill
Job Title: CEO & Founder
Website: http://www.back-azimuth.com
LinkedIn: https://www.linkedin.com/in/nigelhook
Blog: https://www.dataskill.com
Twitter Handle: @NigelHook

Nigel Hook is CEO and founder in 1981 of DataSkill, a cognitive, analytics and cyber intelligence firm headquartered in San Diego. DataSkill provides IBM Watson-fueled advance detection and decision advisor solutions globally in healthcare, counter crime and virtual worlds.

Nigel grew up in the UK, not coincidently in the community of Bletchley Park. Inspired by the potential of Turing Machines he won a full academic scholarship and graduated with a B.Sc. in Computer Science with honors from Staffordshire University, and later received his MBA in Management Science.

Nigel’s passion for speed has driven his 30+ year career in motorsports where he competes at the top level of offshore powerboat racing worldwide in his own designed SilverHook 48GP. Nigel has earned three World Championships, three World Speed Records and an induction into the American Power Boat Association (APBA) Hall of Champions. He considers his most honorable award being the invitation to tour with US troops in Afghanistan as guest of Vice Chief of Staff, General John Keene.

Name:

Courtney Herda, CEO, Smarter Searches Name: Courtney Herda
Courtney Herda, founder and CEO of Smarter Searches, is an expert in digital marketing, having spent the last decade working on SEO, PPC, social, and converged media campaigns for clients of all sizes at the agency level and in-house. Her knowledge of search engine strategies, pay per click optimization and auditing, and website user experience have made her a frequent speaker at conferences like ClickZ Live and Search Engine Strategies, and is a contributor to Marketing Profs and the Online Marketing Institute. She was recently named a Top 20 Digital Marketing Strategist for 2015 and one of the 15 Most Influential Educators in Digital Marketing by the Online Marketing Institute.

Bill Hunt, President, Back Azimuth Consulting Name: Bill Hunt
Company: Back Azimuth Consulting
Job Title: CEO
Website: www..back-azimuth.com
LinkedIn: https://www.linkedin.com/in/billhunt3
Blog: www.whunt.com
Twitter Handle: @billhunt

How do you keep executives happy when it comes to Search Marketing?
Show them the money. Every project I work on has a revenue influence metric even if they don't sell. It is the #1 report that gets their attention. A close 2nd is the Missed Opportunity which reflects the amount of traffic and revenue missed.

What do you feel is your greatest day-to-day challenge?
Getting executives to understand the value of Search Marketing

What do you feel is your greatest day-to-day opportunity?
Showing executives the value of Search Marketing

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Coin toss between app integration and more agile sites built in AngularJS frameworks.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Interacting with content and results that are closer to their intent. I think searchers will start to avoid a lot paid ads that just do not connect with them.

If you could start over in Search Marketing, what are three things you would do differently?
1) Reinforce the need for keyword data management 2) Work with CMS companies to integrate SEO into workflow 3) Reinforce the need for integrated SEO and Paid Search Management

If you could wave a magic wand, what might appear to enhance Search Marketing?
Content developers that thought like search marketers and search marketers that thought like data scientists and mined their data for yield and performance.

What Search Marketing tools do you find most useful and why?
Back Azimuth's Data Prizm - helps mine keywords and opportunities, Majestic - Deep Link Mining

What do you hate and/or love about the Search Marketing Industry?
I hate all the people that screw with people business when they don't know what they are doing and the fact that the industry allows a lot of hucksters to exist. What I love is how we can move the needs for a business with solid leads and revenue and allow them to grow nearly any business.

What's one fact about you that would surprise attendees?
I was a 3x state champion wrestler.

Thad Kahlow, CEO, BusinessOnline Name: Thad Kahlow
Company: BusinessOnline
Job Title: CEO
Website: http://www.businessol.com/
LinkedIn: https://www.linkedin.com/in/thadkahlow
Twitter Handle: @tkahlow

What do you feel is your greatest day-to-day challenge?
Navigating the digital transformation and attributing marketing success is certainly challenging.

Translating my own strategic intent into every day core efforts to combat the digital disruption is an area of trial and error.

What do you feel is your greatest day-to-day opportunity?
Data driven insights! The opportunity from aggregated data for analysis, insights and then action is enormous. I also see opportunity every day from the incredibly talented people I have the pleasure of working with. Their passion, focus and collaboration allow me to aim higher and go further. Big shout out to the BOL family!

What Search Marketing tools do you find most useful and why?
BOL and our clients have had tremendous success with MOZ, SEOClarity and HubSpot. MOZ and SEOClarity give us the ability to dig deeply into data and gain insights (something we love to do at BOL) and with HubSpot we can implement dynamic integrated strategies from what we've learned from the data. That's what it's all about, Digital Marketing has evolved to using data as our introduction and our enabler; so with the breadth of tools available to us, utilizing the ones that are truly progressive and intuitive is what takes marketers to the next level.

Alexandre Kavinski, Head of Behavioral Marketing, Mirum Name: Alexandre Kavinski
Company: Mirum
Job Title: Head of Behavioral Marketing
Website: www.mirumagency.com
LinkedIn: www.linkedin.com/in/kavinski
Twitter Handle: @kavinski

What do you feel is your greatest day-to-day challenge?
Finding new approaches nobody have thought of before, this market is young and dynamic, there are plenty of untapped opportunities.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
AI assistants, Voice, Internet of Things and Connected TVs.

What do you hate and/or love about the Search Marketing Industry?
I hate that the branding attributes of search are still being overlooked and that people still look at search as a media solution and not the complete marketing solution it truly is.

Krista LaRiviere, Co-Founder & CEO, gShift Labs Name: Krista LaRiviere
Company: gShift
Job Title: Cofounder & CEO
Website: www.gShiftLabs.com
LinkedIn: https://ca.linkedin.com/in/kristalariviere
Twitter Handle: @kristalariviere

How do you keep executives happy when it comes to Search Marketing?
Set and agree on objectives and metrics that matter. Active and continuous reporting.

How do you keep executives happy when it comes to Search Marketing?
Set and agree on objectives and metrics that matter. Active and continuous reporting.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Consolidation of technologies.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Internet of Things

If you could start over in Search Marketing, what are three things you would do differently?
Raise more capital.

What Search Marketing tools do you find most useful and why?
It isn't about the tools, it's about the people operating the tools.

What do you hate and/or love about the Search Marketing Industry?
I love the art and science of it.

What's one fact about you that would surprise attendees?
I live on a farm and have many laying hens.

Chris Lehman, VP of Sales, adMarketplace Name: Chris Lehman
Company: adMarketplace
Job Title: Vice President, Sales
Website: www.admarketplace.com
LinkedIn: www.linkedin.com/in/clehman2
Twitter Handle: Steamin_Lehman

How do you keep executives happy when it comes to Search Marketing?
Provide interesting content for executives to read

What do you feel is your greatest day-to-day challenge?
Finding enough time to get through a to-do-list

What do you feel is your greatest day-to-day opportunity?
Sharing my knowledge wealth with folks on my team

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Wearable devices that detect the mood of a user will affect mobile ad results

What do you feel is going to be the next major user behavior shift that will impact Search Marketing
Users will continue to search outside of Google Yahoo and Bing at even higher rates as in app searches pick up.

If you could start over in Search Marketing, what are three things you would do differently?
Spend more time reviewing the affects layers of marketing have on one another.
Start the discussion earlier on user intent
Look

If you could wave a magic wand, what might appear to enhance Search Marketing?
Images such as PLA's should be expanded to all verticals to enhance CTR and give advertisers more of a chance to receive conversions.

What Search Marketing tools do you find most useful and why?
Compete.com is great for advertiser site analysis

What do you hate and/or love about the Search Marketing Industry?
I love that we performance driven marketers who drive sales and leads for our advertisers to help them scale their businesses.

What's one fact about you that would surprise attendees?
I used to race cars at a race track on the weekend.

Carly Maverick, Sales Director, Bing, SouthWest Region, Microsoft
Name: Carly Maverick
Company: Microsoft
Job Title: Director, Bing Sales, Southwest
LinkedIn: https://www.linkedin.com/in/carlymaverick?trk=hp-identity-name

How do you keep executives happy when it comes to Search Marketing?
Telling them the truth. Seems simple, but to elaborate I don't sugar coat results and I don't think every product we sell is the right fit for every client. Building trust with executives is the biggest way to develop a true partnership and being upfront with clients is the best way to do that.

Also answer your emails! The no-update-update goes a long way and something I preach to my team. Let them know you are working on an issue even if it may take some time so they know their problem is acknowledged.

What do you feel is your greatest day-to-day challenge?
Making our clients happy while also contributing to internal growth. They often go hand in hand which allows me and my team to really align with client objectives.

What do you feel is your greatest day-to-day opportunity?
See above.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Increased penetration of mobile searches and voice search. With the rise of the personal assistant we're seeing a massive increase in voice searches across the industry, and with question phrases usage rather than keywords, voice search operates very differently from text-based search. This also lends to how important attribution is, which seems to be the word of the hour due to the shifts in technology in general. The more devices we have the ability to show ads on, the more difficult it becomes to understand exactly which media lead to a conversion. With voice-activated search on the rise, advertisers have a lot to learn about this new modality that will influence ad effectiveness. Search will always be lower funnel, but what other activities lead to that search or which specific forms of search ultimately lead to that conversion is where we are seeing a lot of focus.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
User attention spans are shortening – we see that with the shift in social to Snapchat. I think users want the ability to search within whatever activity they are already engaging in, so we need to bring the answers they are looking for to them.

What do you hate and/or love about the Search Marketing Industry?
I love that Search Marketing is data driven – performance is very black and white. I love that because it makes conversations with clients consultative. It's not about spinning a story, but utilizing the data to understand a demand driven market place and then utilizing optimization levers to improve performance.

What's one fact about you that would surprise attendees?
Since age 16 I really wanted to make TV (Super Bowl specifically) commercials. I started my career in Search, but did have the opportunity to work on the creative side in TV for a year. After actually getting into it, I realized I was too much of a data geek to work in TV and found a new role back in Search Marketing.

Josh McCoy, Digital Marketing Strategist, Vizion Interactive Name: Josh McCoy
Company: Vizion Interactive
Job Title: Digital Marketing Strategist
Website: www.vizioninteractive.com
LinkedIn: www.linkedin.com/in/kansascitymarketing
Blog: www.vizioninteractive.com/blog
Twitter Handle: @joshuacmccoy

How do you keep executives happy when it comes to Search Marketing?
Education is key in providing success to the C-team as without a common understanding of the relevancy of Search, we all lack direction and the ability to recognize success.

What do you feel is your greatest day-to-day challenge?
Making others as passionate about the Search landscape as I am! I understand that I have several clients with many other items throughout the day, but I make it a priority to show them the endless potential that Search Marketing provides.

What do you feel is your greatest day-to-day opportunity?
Thinking outside of the box. This helps me to harness several opportunities. Whether it is the utilization of a new toolset, minding the advice of other industry thought leaders or exploring new advertising mediums, you honestly will exhaust the hours in your day before you reach the end of possible opportunities.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
We will see more of the digital uptrend towards products and functionality such digital assistants (Amazon Echo, etc). Fewer people will look to a browser to look for news, weather, etc. and thus will be seeing less of our advertising.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
I feel will see noticeable behavior shifts in those you begin their web experience via a search engine and more towards those who use Social as more of a springboard to research information they are seeking.

If you could start over in Search Marketing, what are three things you would do differently?
Open my mind, think about the future more that the present and don't judge a marketing situation at face value. If I could do it all over I feel that I could shake off a little marketing ignorance to move past my initial decisions and assumptions of what will be effective. I would have entered many campaigns with more of a mindset of not what will work in Search Marketing today but how will it work in the future.

If you could wave a magic wand, what might appear to enhance Search Marketing?
Additional schema for search results and a richer experience, I think pop-out and other information will mean that we will see lower traffic to sites, but more qualified traffic.

What Search Marketing tools do you find most useful and why?
SEMrush is by far my most important day-to-day tool. I also enjoy the usage of tools from Moz, Ahrefs.com and Majestic.com

What do you hate and/or love about the Search Marketing Industry?
I love the fast-paced environment and the how the evolution of platforms, tools, tactics and techniques that continue to keep what we do as fresh and fun. One thing I hate about Search Marketing is that for those on the outside, family, friends, etc. they assume that this industry means that I build websites for a living.

What's one fact about you that would surprise attendees?
Random Strange Fact: I never flew on a plane until I was 18 yr. old.

Michael Mire, Co-Founder & CRO, SweetIQ Name: Michael Mire

Corey Morris, Director of Digital Strategy, ER Marketing Name: Corey Morris
Company: ER Marketing
Job Title: Director of Digital Strategy
Website: ermarketing.net
LinkedIn: https://www.linkedin.com/in/coreymorris
Blog: (just started 12/10-15 at ER Marketing–no posts here yet)
Twitter Handle: @coreydmorris

What do you feel is your greatest day-to-day challenge?
The greatest day-to-day challenge for me is to continue to harness all of the data and technology solutions for digital marketing and translate them to success for clients based on specific client goals. While digital marketing principles remain static, the strategies and tactics are evolving in an era of unprecedented analytics data present new challenges in application for clients as we try to balance pushing the envelope and continuing to pull clients along.

What do you feel is your greatest day-to-day opportunity?
My biggest day-to-day opportunity is to help fill gaps with teammates, clients, and others in the industry to continue to foster growth and evolution to challenge doing search marketing the way it has always been done. We have more tools and technology than ever before and need to find ways to standardize processes and methodologies, but give those processes built-in opportunities to evolve over time.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
I feel that a lot is going to happen in the local SEO realm in 2016 as Google Local changes presence once again. Beyond that, primary and secondary directories will make a lot of moves shifting the landscape and how we do local SEO in a big way.

Scott Nickels, Owner/Consultant, BigFish Consulting LLC Name: Scott Nickels
Company: BigFish Consulting
Job Title: Consultant
Website: www.bigfishsearch.com
LinkedIn: www.linkedin.com/in/scottnickels
Twitter Handle: @scott5cents

How do you keep executives happy when it comes to Search Marketing?
Always Be Educating! And, be completely transparent. I'm still amazed at the number of senior executives that hold onto old maxims of search or don't fully understand a SERP. I'm always consciously wearing my educator hat when I present to executive teams.

What do you feel is your greatest day-to-day challenge?
Keeping up with Local SEO! It has truly become it's own discipline. Mike Blumenthal has been telling us this for years (and David Mihm and Andrew Shotland), and the ever-changing landscape of local is a constant struggle to stay on top or out in front of.

What do you feel is your greatest day-to-day opportunity?
Leveraging video, particularly YouTube. Video SEO is still the wild wild west. You can 'get away' with tactics that are completely antithetical to traditional SEO. Leveraging YouTube videos to support product search, support service delivery, and bolster site visibility is an awesome opportunity. And, the cost of video creation has plummeted in recent years as well. Great ROI.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
The never-ending rise in mobile search (and app search) will lead to a separate index for mobile. Even with Google's efforts to label 'mobile friendly' and push responsive design, there are far too many sites that do not render well in non-desktop formats (and won't for a good long while, if ever), and thus I see a day when a mobile search and a desktop search will differ widely.

If you could wave a magic wand, what might appear to enhance Search Marketing?
If only we had a single Source of Truth for local SEO NAP info, a 'Switzerland'. You post your NAP in a database, and everyone pulls from it for their application. Done!What Search Marketing tools do you find most useful and why?

What do you hate and/or love about the Search Marketing Industry?
I love the collaboration of our industry. Despite competitive pressures and corporate bottom-lines, I've witnessed countless efforts of others coming to the aid of another search marketer in need of assistance. It's really remarkable and we should congratulate ourselves on the sharing that is constantly occurring within our ranks.

Alex Oliveira, CEO, Prediq Media Name: Alex F. Oliveira
Company: Prediq Media
Job Title: CEO
Website: www.prediqmedia.com
LinkedIn: Linkedin.com/in/alexoliveira1
Blog: https://www.linkedin.com/today/author/104249979
Twitter Handle: @alexf_oliveira

How do you keep executives happy when it comes to Search Marketing?
I focus on the results. Ultimately, it's about generating more leads for my clients so the conversion rates from click to leads is super important.

What do you feel is your greatest day-to-day challenge?
Giving my team enough time to learn about new technologies and testing it.

What do you feel is your greatest day-to-day opportunity?
Information! Start-ups and existing leading companies in our industry report on their new products and services daily. There's a wealth of opportunities in the information they post to the web for which I teach my team to identify and reach out to those companies to explore partnerships.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Mobile devices including watches, tablets and phones

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Augmented Reality and Virtual Reality

If you could start over in Search Marketing, what are three things you would do differently?
I would have dedicated more time to data and technology

If you could wave a magic wand, what might appear to enhance Search Marketing?
More transparency from the SERP's

What Search Marketing tools do you find most useful and why?
Google Analytics- I use the data from GA to measure and optimize. Alexa- gives me a quick snapshot of how sites are performing. SEMRush- I use it for in depth analytics, site audits Yoast- I install Yoast in most of the WP sites we manage. I use the Premium version. Adwords- paid search is a must if you're truly going to compete in any space.

What do you hate and/or love about the Search Marketing Industry?
I love the daily changes. I hate that we have too many so called pros who over promise and never deliver, thus, making it harder for legitimate players to do business and driving down the pricing.

What's one fact about you that would surprise attendees?
I was born in Brazil and I speak 3 languages

Philip Pillsbury, Senior Director, Global Agencies, Marin Software Name: Philip Pillsbury
Company: Marin Software
Job Title: Senior Director, Global Agencies
Website: marinsoftware.com
LinkedIn: https://www.linkedin.com/in/philippillsbury
Twitter Handle: @ppills3
How do you keep executives happy when it comes to Search Marketing?
From a technology platform standpoint, our biggest challenge many times comes down to exposing the return on the investment they are making on behalf of their clients. Providing executives with performance and user reports that highlight gains made by their team’s input is the best way to ensure happiness and return customers.

What do you feel is your greatest day-to-day challenge?
Ensuring the appropriate level of usage and adoption of our platform across a wide range of user skill sets and responsibilities

What do you feel is your greatest day-to-day opportunity?
Exposing easy wins in an ever increasingly complex world.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Integration of 1st and 3rd party Real time data from multiple channels in one interface

What do you hate and/or love about the Search Marketing Industry?
From a technology platform standpoint, there is a constant challenge addressing the constant change and adoption of tools that come and go.

What’s one fact about you that would surprise attendees?
I’ve never worked for a digital agency

Lisa Raehsler, SEM Strategy Consultant, Big Click CoName: Lisa Raehsler
Company: Big Click Co.
Job Title: Founder, SEM Strategy Consultant
Website: Bigclickco.com
LinkedIn: https://www.linkedin.com/in/lisarockssem
Twitter Handle: LisaRocksSEM

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
One behavioral shift impacting search marketing will be voice recognition searches across devices like mobile, smart homes, smart TVs, wearables, app search, and virtual assistants like Ok Google or Amazon Echo. Integration across devices will be critical to growth for search marketers.

What do you hate and/or love about the Search Marketing Industry?
I love that the Search Marketing industry is constantly evolving with new technologies and strategic vision. This offers great opportunities for search advertisers to test new approaches and improve current ad programs. It makes search marketing challenging and rewarding!

What's one fact about you that would surprise attendees?
I have a vintage Atari collection with a game console and every Activision game ever made. My favorite game in the collection is River Raid.

Cristie Reed, Digital Marketing Strategist, FindLaw, part of Thomson ReutersName: Cristie Reed
Company: FindLaw, part of Thomson Reuters
Job Title: Digital Marketing Strategist
Website: findlaw.com
LinkedIn: https://www.linkedin.com/in/cristierreed
Twitter Handle: cristierreed

How do you keep executives happy when it comes to Search Marketing?
To keep executives happy, KISS (Keep It Super Simple) and continually show value to the bottom line.

If you could wave a magic wand, what might appear to enhance Search Marketing?
I would love to see an easier way to track cross-device conversions.

What Search Marketing tools do you find most useful and why?
Search engine queries and authentic reviews are extremely useful for research and tailoring a campaign or strategy.

What do you hate and/or love about the Search Marketing Industry?
It’s a moving target, always changing.
What’s one fact about you that would surprise attendees?
I can write using either hand, though I tend to favor my left.

Ernesto Reyes, Online Acquisition Manager, Beachbody LLC Name: Ernesto Reyes
Company: Beachbody LLC
Job Title: Online Acquisition Manager
LinkedIn: https://www.linkedin.com/in/ernesto-reyes-40359b21

How do you keep executives happy when it comes to Search Marketing?
Being able to maximize the ROI while meeting the KPIs for the channel. Also, providing simple reports for the executives that helps them understand wins and losses keeps them very happy.

What do you feel is your greatest day-to-day challenge?
Given the DR industry that I'm in, making non-brand campaigns work is our biggest struggle in PPC. Our ability to provide relevant ad copy and a relevant landing page experience for someone searching a broad generic term is also something that is a day to day challenge.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Google PLAs are seeing a major increase in traffic. Combining Google's recent elimination of RH rail SEM ads, Google testing more and more spots for PLA (taking up more inventory space) and the higher CTRs of PLAs, we're definitely seeing a shift in behavior to that ad type.

Jon Rognerud, CEO, ChaosMap Name: Jon Rognerud
Company: Chaosmap SEO Consulting
Job Title: CEO
Website: https://chaosmap.com
LinkedIn: https://www.linkedin.com/in/jrognerud
Blog: https://chaosmap.com/blog
Twitter Handle: https://twitter.com/jonrognerud (@jonrognerud)

How do you keep executives happy when it comes to Search Marketing?
We discuss and learn about client's growth and revenue opportunities early in the process. We get & set expectations (baseline metrics, workflow and milestones) for the relationship after an initial discovery session. We want to make sure we can truly help them, and that we are a good match.

What do you feel is your greatest day-to-day challenge?
Communication and understanding with key stakeholders and team members in ongoing client relationships. Inspire clients to get educated about search marketing and how it can help their business.

What do you feel is your greatest day-to-day opportunity?
Working within the search marketing industry and showing clients and audiences the power of search. And, how consistent application of SEO strategies and tactics will yield good results for search traffic & conversions.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Pages and assets that use emerging and advanced technologies and less reliance on traditional "HTML code". This will force SEOs to think more about usability and engagement.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
It's already happening: Mobile! Users are mobile. Increased usability with fast & easy content consumption on mobile-ready sites will be critical.

If you could start over in Search Marketing, what are three things you would do differently?
1) Started to be more focused on 'business transactions' earlier, rather than rankings. 2) Less focus on tools and more on business/revenue generation. 3) Finally, pushed harder for executives to get involved in the corporate sponsoring and support of SEM related education and training.

If you could wave a magic wand, what might appear to enhance Search Marketing?
Get rid of the "$99/month" SEO package approach and mentality that do nothing except confuse prospects and customers.

What Search Marketing tools do you find most useful and why?
Crawler tools, keywords, analytics and link (backlinks) tools. They can help the clients understand issues quicker, and we can work on developing a strategy to help them with technical, possible penalties issues, including content development and enhancement for better targeted traffic.

What do you hate and/or love about the Search Marketing Industry?
Hate all the misinformation in forums and blogs that make SEO out to be a simple process of "install a plugin", "write some content" and you're done. Love the awesome people in this industry and those who provide real value to their clients and to our community.

What's one fact about you that would surprise attendees?
I had a top 10 pop hit back in the day -- and I play (jazz) guitar, keyboards and a lead singer. I'm an Aussie-Norwegian.

Dave Rigotti, Head of Marketing, Bizible Name: Dave Rigotti
Company: Bizible
Job Title: Head of Marketing
Website: Bizible.com
LinkedIn: https://www.linkedin.com/in/daverigotti
Blog: http://www.bizible.com/blog/author/dave-rigotti
Twitter Handle: @drigotti

How do you keep executives happy when it comes to Search Marketing?
For search marketing, and all marketing really, it comes down to showing contribution to revenue.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
B2B is seeing a large shift to account-based advertising, driven by display and paid social. Where and how a traditional, keyword-based paid search program fits into an account-based media strategy.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Non-pointer interfaces quickly became a reality in 2015 with Siri, Cortana, Amazon Echo and VR is showing strong promise. What will search marketing look like in a world that's not driven by a pointer interface and in a world that a screen may not even be present, like in the case of the Echo?

If you could wave a magic wand, what might appear to enhance Search Marketing?
B2B data like LinkedIn has available, such as limiting ads to certain companies, sizes, industries, etc.

What Search Marketing tools do you find most useful and why?
Bizible, for attribution. Spyfu and Moz for data intelligence.

Cristie Reed, Digital Marketing Strategist, FindLaw, part of Thomson Reuters Name: Cristie Reed
Company: FindLaw, part of Thomson Reuters
Job Title: Digital Marketing Strategist
Website: http://www.findlaw.com/
LinkedIn: https://www.linkedin.com/in/cristierreed
Blog: http://legalblogs.findlaw.com/
Twitter Handle: @cristierreed


How do you keep executives happy when it comes to Search Marketing?
To keep executives happy, KISS (Keep It Super Simple) and continually show value to the bottom line.

What do you feel is your greatest day-to-day challenge?
Maintaining an optimal balance focusing on marketing staples which are proven to show an ROI and testing shiny new tools, tactics or channels.

If you could wave a magic wand, what might appear to enhance Search Marketing?s
I would love to see an easier way to track cross-device conversions.

What Search Marketing tools do you find most useful and why?
Search engine queries and authentic reviews are extremely useful for research and tailoring a campaign or strategy.

What do you hate and/or love about the Search Marketing Industry?
It’s a moving target, always changing.

What’s one fact about you that would surprise attendees?
I can write using either hand, though I tend to favor my left.

Miguel Salcido, CEO & Founder, Organic Media Group Name: Miguel Salcido
Company: Organic Media Group
Job Title: CEO
Website: http://organicmediagroup.org/
LinkedIn: https://www.linkedin.com/company/organic-media-group, https://www.linkedin.com/in/miguelsalcido
Blog: http://www.organicseoconsultant.com/
Twitter Handle: @miguelsalcido

How do you keep executives happy when it comes to Search Marketing?
By setting the right expectations, truthfully and transparently, from the get go. And then by meeting or exceeding those expectations.

What do you feel is your greatest day-to-day opportunity?
Building relationships within my industry, and building relationships for my clients within their circles.

If you could wave a magic wand, what might appear to enhance Search Marketing?
Organic keyword level data returned to Google Analytics, historically updated back to when they removed it and moving forward henceforth, never to disappear again. Ever.

What's one fact about you that would surprise attendees?
That I was the 1st 'blogger' to get a full media press credential to a Major League Baseball game back in 2009. It was right around that time where traditional media was losing its foothold. Offline publishers were losing money, cutting budgets, and letting go of staff left and right. As such, online media people (bloggers) were scoffed at and not included in the 'club' so to speak and were never allowed press credentials.
Until a young forward thinking PR executive for the LA Dodgers finally realized that many of the baseball blogs had large audiences than some of the local papers. So he thought "why not allow bloggers the same access if they reach such an audience?" I happened to be in the bloggers club at that time, heavily and feverishly writing posts about baseball that people were actually reading. I was fortunate timing wise to request and get the first credential offered.

Lorraine Santiago, Bilingual SEO Manager, Standing Dog Name: Lorraine M. Santiago-Poventud
Company: Standing Dog Interactive
Job Title: Sr. Digital Marketing Manager
Website: www.standingdog.com
LinkedIn: https://www.linkedin.com/in/lmspoventud
Twitter Handle: LorraineMSP

How do you keep executives happy when it comes to Search Marketing?
For the most part, I keep them happy by answering their questions and clarifying processes related to International SEO, specifically in Spanish.

What do you feel is your greatest day-to-day challenge?

Not finding enough resources and/or solutions for International SEO.

What do you feel is your greatest day-to-day opportunity?
Learning new trends and sharing the knowledge I've acquired while trying theories or through research.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
The users are going to be relying more on mobile and voice activated searches as well as wearable technology.

If you could start over in Search Marketing, what are three things you would do differently?
I don't think I would change anything. So far the journey has been fun and challenging.

If you could wave a magic wand, what might appear to enhance Search Marketing?
More information and tools cater to International SEO, specifically for Latin America and the Caribbean. There are a lot of great tools that we can use for SEO in the US, it would be great to have some similar, if not the same, tools available for that region.

What Search Marketing tools do you find most useful and why?
SEMRush; Majestic SEO; Google Adwords

What's one fact about you that would surprise attendees?
I was born and raised in Puerto Rico and I learned English by listening to Celine Dion and Michael Bolton while translating their songs word by word. I always had an ENG/SPA dictionary with me. Then when I started collage I spent my summers studying ESL in Boston and New Jersey to improve it.

Joshua Slodki, Digital Marketing Manager, Petco Name: Joshua Slodki
Company: Petco
Job Title: Digital Marketing Manager
Website: http://www.petco.com
Linkedin: https://www.linkedin.com/in/joshuaslodki

How do you keep executives happy when it comes to Search Marketing?
Up front executive education on the current state of the search landscape and strategy reduces the occurrence of churn caused by in-meeting executive mobile searches.

What do you feel is your greatest day-to-day challenge?
Not everything that can be counted counts, and not everything that counts can be counted. ~Albert Einstein

If you could wave a magic wand, what might appear to enhance Search Marketing?
I would bring back the ability to identify the search query from the Google referring URL in web analytics.

What do you hate and/or love about the Search Marketing Industry?
I love & hate that search marketing universally understood & misunderstood simultaneously.

Ben Smith, Digital Advertising Professional, WSI Name: Ben Smith
Company: WSI
Job Title: Digital Advertising Professional
Website: wsiworld.com
LinkedIn: https://www.linkedin.com/in/basmithwsi

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Home automation. Devices and sensors throughout our home and general living environment will begin to predict relevant content before we even search for it.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
More and more of the population cutting the cable. As adoption of smart TV devices increases exponentially, marketers will be able to leverage more video and multimedia content to reach their target audiences.

What do you hate and/or love about the Search Marketing Industry?
I love that there's so much opportunity to drive leads and sales to our clients at a fraction of the cost of any other marketing channel in history.

What's one fact about you that would surprise attendees?
I'm a scuba diver. Strangest dive was an underwater pumpkin carving contest on Halloween while I was in college.

Dave Tan, Director, Agency Development, Google, Inc. Name: Dave Tan
Company: Google, Inc.
Job Title: Director, Agency Development
Website: www.google.com
LinkedIn: https://www.linkedin.com/in/davidtan
Twitter Handle: @davetan

How do you keep executives happy when it comes to Search Marketing?
By continuing to tell them that search marketing innovates each year, and is far from mature. That and it performs beautifully as a performance marketing platform.

What do you feel is your greatest day-to-day challenge?
Staying up with the performance industry, which is why staying close with SEMPO is important

If you could wave a magic wand, what might appear to enhance Search Marketing?
Automation

What do you hate and/or love about the Search Marketing Industry?
I dislike the fact that search marketing professionals are labeled as quant jocks and not viewed as creative or audience focused marketers. Search marketers are very creative and audience focused in my mind, and we need to help drive that forward in the industry.

Laura Thieme, CEO, BizWatch Name: Laura Thieme
Company: BizWatch
Job Title: CEO
Website: http://Bizwatchsearchanalytics.com
Linkedin: https://www.linkedin.com/in/laurathieme
Twitter Handle: @bizwatchsearch, @bizwatchlaura


How do you keep executives happy when it comes to Search Marketing?
In-person meetings when necessary; phone dialogue and visual metrics proving performance
What do you feel is your greatest day-to-day challenge?
Managing expectations of newer clients; on-boarding new team members; new KPIs (video)

What do you feel is your greatest day-to-day opportunity?
New Customer Acquisition

What do you feel is going to be the next major technology shift that will impact Search Marketing?
Videos isn’t the next major shift, it’s already occurring. Learning curve continues. Devices continue to challenge. Cross-attribution continues to be challenged by these new KPIs and metrics.

If you could start over in Search Marketing, what are three things you would do differently?
Nothing. I started in 1997. I’m glad I had the opportunity to begin before many knew what search was.

What’s one fact about you that would surprise attendees?
The polar vortices in 2014 and 2015 were not the cause of our company move from Ohio to California in mid-2015, but it may be considered correlational, or one of 10 factors in our decision.

Dana Todd, CMO, SRVR LLCName: Dana Todd
Company: SRVR LLC
Job Title: CMO
Website: Srvrco.com
LinkedIn: https://www.linkedin.com/in/danatodd
Twitter Handle: @danatodd

How do you keep executives happy when it comes to Search Marketing?
Being a CMO, a great deal of my time is spent communicating with the executive team about what we're doing and how it's all driving the bottom line. I try to avoid focusing too much on individual channels since integrated marketing is synergistic, but we do look at channel attribution on reports. SEO and paid search have very different metrics, and the ROI isn't always quite so obvious on SEO to a CEO who hasn't had experience in marketing and doesn't value search traffic (or is frustrated by the inability to predict with great certainty the number of sales we'll get for investing in SEO). I help with this by building out some bottoms-up projections with different scenarios (conservative and optimistic), based on current trends. They're also still pretty happy with ranking reports and a few screen captures of where we rank well for some important phrases. Simple is better, I find. For PPC, it's pretty straight forward: we show efficiency metrics and volume metrics, and I help educate them on the relationship between those two outcomes, and what program investments we need to make improvement.

What do you feel is your greatest day-to-day challenge?
Doing more with less. I don't know a single marketer who feels we're back to pre-recession comfort levels in investment in marketing. I never have enough people or money to do what we need. And, there's less patience than ever to see returns.

What do you feel is your greatest day-to-day opportunity?
Building the people on my team. I love to see how we discover things together about our customers and how best to connect with them, and I enjoy showing my staff how to layer it all into a strategic plan. As they learn and grow, they're bringing more ideas to the table and gaining confidence in their decisions. I've only been their leader for a short time, but I can already see tremendous gains for the company by letting them really use their talents.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
What I **hope** will evolve is the data market; right now, there seems to be a lot of capability but it's still heavily flawed in execution. We're still wasting a lot of money on bad data and incorrect targets. We still have such deep disconnects between systems, and as users bounce from desktop to mobile to TV, we're still honestly miles form really connecting it all without creating havoc on privacy.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Mobile usage has been and will continue to be the biggest impact for quite some time. It's deeply disruptive of SEO, and I don't think the industry has quite grasped what is our next playbook there. I also think IoT will impact our actions in our cars very soon, but that's in many ways an extension of mobile.

What do you hate and/or love about the Search Marketing Industry?
I love the people in search marketing. Since I started in this industry in 1996, I've found some of the most interesting, supportive and fun people in my career. I love the challenges that search provides, and the amazing insights it has given me into human behavior. Nothing else in marketing comes close to offering what search does; it's truly novel, and it's truly a lifelong science to bring answers to people everywhere in the world who are asking questions actively or passively in all kinds of ways. The only thing I dislike sometimes about our industry is the myopia that occurs, where people are so siloed that they can't see or leverage the big picture into the tactics and strategy of search (or vice versa).

What's one fact about you that would surprise attendees?
It's hard to surprise people when they've seen all my crazy hair colors and know some of the stunts I've pulled in my life. Probably that I have a weird longtime fantasy of being a traffic engineer in a city, someone who looks at the patterns of people moving in a city and figures out how to make it more efficient. I have a growing interest in politics and governing, building smarter cities and a cleaner world in some fashion.

Todd Ulise, Senior Director, Ad.net Name: Todd Ulise
Company: Ad.net
Job Title: Senior Director
Website: www.ad.net
LinkedIn: https://www.linkedin.com/in/toddulise1
Twitter Handle: @todd_ulise

What do you feel is your greatest day-to-day challenge?
To be the best father I can be. Oh, in business. To continually keep everyone motivated and pushing towards our goals day in and day out.

What do you feel is your greatest day-to-day opportunity?
To be a leader and a mentor to the team. To show them how their work matters and part of the bigger picture and to get them to understand the overall scope of the industry.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
Integrating all points of data including behavior, location and biometrics into the search attribution ecosystem.

If you could start over in Search Marketing, what are three things you would do differently?
A lot. Not ask 'Why doesn't this website Google run ads on their home page' back in 2002.

What do you hate and/or love about the Search Marketing Industry?
Love: The ability to always get to the bottom of the funnel better than any other medium. Hate: Being limited by just keywords and calling it 'Search' It is really Intent Driven Marketing and then opening up other bits of intent into the search ecosystem.

What's one fact about you that would surprise attendees?
When I owned an online advertising agency I once launched a full marketing campaign for my client, Comedy Central Records on behalf of Dane Cook while hiking in the rainforest of Iguazu Falls, Argentina back in 2009.

Amanda Valle, Chief Strategy Officer, Mavens of London Name: Amanda Valle
Company: Mavens of London
Job Title: US President & Chief Strategy Officer
Website: https://www.mavens.us
LinkedIn: https://www.linkedin.com/in/amandavalle1
Twitter Handle: @BUtifulHapELife

How do you keep executives happy when it comes to Search Marketing?
Find out what is important to them so that I can help set and meet their expectations.

What do you feel is your greatest day-to-day challenge?

My greatest daily challenge is balancing my passion for digging into all the digital data that is available to explore through our Mavens' toolkits with the immediate reality of project deadlines. There is always more data to review, but you have to stem that passion to keep digging, to meet real and pressing deadlines. At the same time, it's this passion to explore is why we exceed expectations in our findings and deliverables.

What do you feel is going to be the next major technology shift that will impact Search Marketing?
I anticipate the next major shift in search marketing to come from the client/company side. Companies are going to find better ways of amalgamating their unstructured data and then understanding it, leading to brand marketers making more informed decisions. As companies become more expert at corralling all this online data, not only will they gain clearer understanding of customer habits, they'll hold agencies more responsible for how they allocate budgets and how best they apply search-marketing insights into actions.

What do you hate and/or love about the Search Marketing Industry?
I love how the industry continues to evolve. It forever challenges agencies and companies to embrace change. Think how far we've come from just entering our chosen keywords into the meta keyword tag to now determining how to market across an omni-channel of platforms, and the addition of retargeting. I also love how the majority of the U.S. population is now online, along with a growing proportion of the rest of the world, following their intents with searches, blogging, tweeting and sharing words, images and videos. All of this allows us to better understand the needs and desires of people so we can help, communicate and produce products that meet their demands.

As for what I hate about the search industry….I guess nothing!

Steve White, Founder & CEO, Clarivoy Name: Steve White
Company: Clarivoy
Job Title: Founder & CEO
Website: http://clarivoy.com
Linkedin: https://www.linkedin.com/in/stevedwhite
Blog: http://Clarivoy.com/blog
Twitter Handle: @stevewhite

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?
I think Apple may become an important player in the search marketing landscape because of the search function on iOS devices.

What do you hate and/or love about the Search Marketing Industry?
I hate secure search.

What’s one fact about you that would surprise attendees?
I was a professional cyclist. I raced against Lance Armstrong; Lance Armstrong won.

Tony Wright, CEO & Founder, WrightIMC Name: Tony Wright
Company: WrightIMC
Job Title: CEO
Website: www.wrightimc.com
LinkedIn: In/tonynwright
Blog: www.shavingoccam.com
Twitter Handle: @tonynwright

How do you keep executives happy when it comes to Search Marketing?
By focusing them on results that matter rather than keyword fluctuations.

What do you feel is your greatest day-to-day challenge?

Cash flow and educating clients while keep staff morale high.

What do you feel is your greatest day-to-day opportunity?

Creating big ideas for clients that garner big results

What do you feel is going to be the next major technology shift that will impact Search Marketing?

I think that Video is going to play a big part in the next iteration of search.

What do you feel is going to be the next major user behavior shift that will impact Search Marketing?

Users will start filtering more for trusted brands

If you could start over in Search Marketing, what are three things you would do differently?

Buy Google Stock, push earlier for Public Relations style search marketing, and not sweat the algorithm so much.

If you could wave a magic wand, what might appear to enhance Search Marketing?
Transparency from Google

What Search Marketing tools do you find most useful and why?
Moz and Majestic both provide unbiased data that helps us do our day-to-day work

What do you hate and/or love about the Search Marketing Industry?
I hate that industry has no minimum requirements or barriers to entry. I love that the industry is willing to help each other every day.

What’s one fact about you that would surprise attendees?

I used to be an opera singer.

Michael Xu, Co-President, Gridsum Technology Co., Ltd. Name: Michael Y. Xu
Company: Gridsum Technology
Job Title: Co-President
Website: www.gridsum.com

How do you keep executives happy when it comes to Search Marketing?
It all could be measured and see the result.

What do you feel is your greatest day-to-day challenge?
Customers' expertise keeps us learning every day to make their satisfaction.

What do you feel is your greatest day-to-day opportunity?
Internet and technology innovation is changing our way of life and changing the way of marketing promotion.

more Latest News
more Calendar

9/27/2016
#SEMPOChat: Paid Search

10/14/2016
SEMPO Education Committee Meeting

11/16/2016 » 11/17/2016
Outreach 2016: The Digital Marketing Summit

12/5/2016 » 12/7/2016
BIA/ Kelsey NEXT

 

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