Agency Operations & Management Training For Search Marketers
New York City is the advertising agency capital of the world. That’s why SMX East features a brand new, full-day track dedicated exclusively to agency operations and management — in addition to our hallmark SEO and SEM content. In-depth sessions will deliver executive-level education and peer-to-peer conversation for agency principals, executives, and senior leaders.
Agency Operations & Management Sessions
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Profitable Pricing Strategies For Agencies
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Monthly retainers, project-based contracts, percentage of spend: these are a few of the pricing options you've likely weighed. But which is right for you?
In this roundtable, agency representatives will discuss the pros and cons of these options, how they approach pricing to remain profitable and lessons learned along the way. Get your pricing questions and concerns answered by the pros!
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
SMX East Speaker:
Rod Richmond
Founder and Head of Strategy, Clean Digital, @rodppc
I have been working in PPC for over 10 years now, both with large agencies and since 2012 building my own PPC agency: Clean Digital. We're now a team of 10 PPC specialists across 2 offices in London and Edinburgh and work with brands like Morph Suits, Dobbies Garden Centres and BrewDog (with whom our work won 2 awards at the 2018 UK Search Awards).
I've spoken about PPC at conferences and in online webinars such as Hero Conf (5 times, US and UK: and have been voted in the top speakers who are invited back to speak without pitching for 2 years in a row now), PPC Masters Berlin & various SEM Rush Webinars.
A lot of marketing agencies are spurred on to create the biggest agency they can in terms of headcount, billings, EBITDA to eventually achieve an exit. But there is also a very viable alternative agency model where you can have sustainable revenue (if your services are priced right) which creates a business culture where employees are compensated fairly and builds long term mutually beneficial relationships with clients.
SMX East Speaker:
Duane Brown
Founder & Head of Strategy, Take Some Risk Inc., @duanebrown
Duane has been called an international man of mystery and digital nomad by friends. He has lived in 5 cities across 3 continents and visited 40 countries around the world. He uses his curiosity for people and love for people watching to run better marketing campaigns for clients.
After leaving Toronto, Canada in 2011 to gain an international view of the world. He has worked for Telsta in Australia and brands including ASOS, Mopp (bought Sept. 2014), NSPCC, Jack Wills and Grant Thornton while in London, UK. He now lives in Vancouver, Canada helping brands grow through data, CRO and PPC marketing.
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.
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Managing Clients, Managing Yourself
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It doesn't matter how big or small your agency is: Establishing operating processes can improve employee and client retention.
In this session, agency experts will share their secrets to making the agency workday work for you, your employees and your clients. You'll get first-hand insights into effective time-management, policies, and tools, as well as key learnings about balancing campaign management, reporting, and communication to keep you and your clients happy.
Matt Van Wagner is President and founder of Find Me Faster a search engine marketing firm based in Nashua, NH. He is also a member of the programming team for SMX events. Matt is a seasoned sales and marketing professional specializing in paid and local search engine marketing strategies for small and medium-sized companies in the United States and Canada. An award-winning speaker whose presentations are usually as entertaining as they are informative, Matt has been a popular speaker at SMX and other search conferences. He is a member of SEMNE (Search Engine Marketing New England), and SEMPO, the Search Engine Marketing Professionals Organization, He is member and contributing courseware developer for the SEMPO Institute. Matt occasionally writes on search engines and technology topics for IMedia, The NH Business Review and other publications, He also served as technical editor for Andrew Goodman's Winning Results with Google AdWords and Mona Elesseily's Yahoo! Search Marketing Handbook.
Katy Lucey is one of the founding members of the Tinuiti paid social team. With a focus on paid strategy and execution, she has worked with clients across a wide variety of verticals, including B2B, CPG, hospitality and entertainment, but specialized in retail and ecommerce. She loves to use data to inform new opportunities and helping clients find ways to make social drive real business results. Her current focus is on growing a team of account managers to become leaders in the media space by empowering them with the tactics they need to manage their clients and manage their time to better succeed.
SMX East Speaker:
Duane Brown
Founder & Head of Strategy, Take Some Risk Inc., @duanebrown
Duane has been called an international man of mystery and digital nomad by friends. He has lived in 5 cities across 3 continents and visited 40 countries around the world. He uses his curiosity for people and love for people watching to run better marketing campaigns for clients.
After leaving Toronto, Canada in 2011 to gain an international view of the world. He has worked for Telsta in Australia and brands including ASOS, Mopp (bought Sept. 2014), NSPCC, Jack Wills and Grant Thornton while in London, UK. He now lives in Vancouver, Canada helping brands grow through data, CRO and PPC marketing.
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.
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Handling Client Transitions
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It's a fact of business life: Clients come and clients go. Sometimes, losing a client can feel like the end of the world, and, with others, it's sweet relief. Either way, client transitions are an opportunity for you to maintain relationships and avoid burning bridges.
In this session, you'll learn best practices for transitioning accounts -- from audits, to restructures to managing client expectations. Our experts will also discuss effective ways of handling clients that are opting to build their own in-house team or are moving to another agency, and ways that help you keep a foot in the door.
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX East Speaker:
Amy McClain
Group Director, Performance Media, Beeby, Clark+Meyler, @amymcclain8
Amy is a Group Director at BCM, leading the Paid Search team with innovative strategies for clients across verticals like B2B, Travel, CPG and Real Estate. With 10+ years of Paid Search and digital marketing experience, Amy is also a regular panelist at the MediaPost Search Insider Summit, speaking about audiences, voice search and negative keywords strategies over the years.
Amy has been through many client transitions in her 10+ year career. In 2018, she led the client transition off-boarding for BCM for a client who was one of the largest hotel suppliers. Also, in April of 2019, BCM onboarded another large hotel supplier client; Amy led forefront of that transition from restructures, managing client expectations and setting up new tests. Leading the Paid Search team at BCM, Amy has extensive experience in client transitions from both sides and across many verticals – B2B, travel and real estate.
Prior to joining BCM in 2011, Amy worked at Publicis Modem and Wahlstrom Group. Amy resides in Florida, and holds a B.A. degree in Public Relations & Advertising from Chapman University in Orange, CA. She works remotely for Beeby, Clark+Meyler, residing in Windermere, FL.
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.
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Making The Pitch: Putting Your Best Foot Forward Without Giving Away The Goods
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World class agencies know that putting your best foot forward is table stakes in making a pitch for new business. Knowing how far to go and what risks to take (as well as deciding whether you'll respond to RFPs at all) are critical to successful agency executives.
In this session, you'll learn how much time you should put into a new client pitch or RFP response, how much creativity and intelligence you should give away before you've earned the business, and much more. Our agency expert speakers will share their tips for making the most of your pitch process.
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
SMX East Speaker:
Shari Thurow
Founder & SEO Director, Omni Marketing Interactive, @sharithurow
Shari Thurow has optimized, designed, and architected websites since 1995. She is outsourced to many firms worldwide. As a pioneer of search-engine friendly web design, she has a 100% success rate for getting client sites ranked at the top of search engines.
She currently serves on the Editorial Advisory Board of the ASLIB Journal of Information Management. She also served on the Board of Directors of the Information Architecture Institute (IAI) and theUser Experience Professionals Organization (UXPA).
She is the co-author of When Search Meets Web Usability, which shows how to bridge the gap between a search-engine query and your website. She is also the author of Search Engine Visibility, which has been translated into French, Japanese, Korean, Polish, and Russian.
Her doctoral work is in Information Sciences with an emphasis on Human and Computer Interfaces (HCI), including search usability, interaction design, and searcher experience. Shari received her M.A. in Asian Studies/Japanese and B.A. in Genetics and Developmental Biology from University of Illinois.
Omni Marketing Interactive is a full-service search engine optimization (SEO), website usability, information architecture (IA), and UX design firm.
Clients include Huffington Post, Sony Music, ABC News, Home Depot, Fisher-Price, Microsoft, Encyclopedia Britannica, Angie’s List, the National Cancer Institute, Loyola Medicine, and WebMD.
An 12-year digital marketing veteran and founder of Blackbird PPC, Jay Stampfl originally started working in performance display in 2007 and moved to 3Q Digital in 2013 before starting Blackbird in 2016. Jay has managed media across multiple disciplines including paid search, paid social, and programmatic display. He has spoken at SMX search conferences on the topics of bidding methodology, advanced remarketing strategies, and comparative shopping. Additionally, Jay has been a guest lecturer at Wharton’s Venture Initiation MBA program on digital marketing best practices for early-stage startups. In 2015, Jay was one of three national winners of iMedia's Rising Star Award, nominated for his “demonstrated track record of defining, recommending, selling through, and delivering transformative marketing programs that drive extraordinary results.”
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.
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Getting Your Agency Services Mix Right
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When it comes to growing your agency or consultancy, should you...
Broaden or deepen your service offerings?
Train or hire?
Build proprietary tech or license?
In this session, you'll get insights on how to tell when it's time to expand, what to watch out for and where to look for opportunities.
Ginny Marvin is Editor-in-Chief of Search Engine Land, Marketing Land and MarTech Today, overseeing the day to day editorial operations. Ginny also writes about paid search, paid social, display and video campaign, measurement and attribution trends across the publications. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
Agency growth is good… unless it gets out of control. Karl Sakas (@KarlSakas) helps agency owners increase their profits and reduce their stress, by conquering growing pains. As a management consultant and coach, Karl has personally advised hundreds of agencies on every inhabited continent. He started in digital marketing as a freelance web designer in the days of dialup and IE3; more recently, he served as an agency PM and director of operations.
Karl is the author of “Made to Lead,” “The In-Demand Marketing Agency,” and more than 300 articles on agency management. When he’s not helping clients, Karl volunteers as a bartender on an antique train, mixing martinis at 100 miles an hour. Learn more and get free resources to help your agency at SakasAndCompany.com.
Julie Friedman Bacchini is the president of Neptune Moon, LLC. In the PPC game since the days of LookSmart and Overture, she has truly seen it all. She and her blog have been on many top influencer lists over the past few years, including the PPC Hero Top 25 Most Influential PPC Experts. She has presented on PPC topics locally and at industry events such as Hero Conference and SMX East. Julie is also a co-host and current organizer of #ppcchat – a hashtag and weekly chat dedicated to paid search topics - on Twitter.
When she’s not working or tweeting, she is hanging out with her husband, young daughter and crazy dog and probably enjoying some wine.