LeadsCon 2018

WorkBook6 at LeadsCon 2018 | Strategic Partnership Marketing

Hey folks! JT Benton here, and I’ve got an amazing update on the Strategic Partnership Marketing Workshop that is kicking off Leadscon Las Vegas this year.

So with LeadsCon’s annual Las Vegas event fast approaching, I thought it would be good to write a bit about this year’s event. Since launching the company about 18 months ago, we’ve worked hard to make LeadsCon as successful and eventful an event as possible.

This year, we’ve taken this to another level. We’re in a full-on sprint around here. We’ve got a full calendar of events planned, and we’ll have greater than half of our team on the ground in Vegas.

I’ve summarized what we’re up to, and also what we hope to accomplish at LeadsCon this year, below. Read on!


Monday, March 5:

Partnership Marketing Workshop: 8:00 – Noon

For us, the single most important event at LeadsCon 2018 is our StrategicPartnership Workshop, which we’re hosting on Monday, March 5. This program is meaningful for many reasons, and represents the entire spirit of what we’re trying to accomplish at WorkBook6: partnership. We’ll be leading jam-packed four-hour series of sessions with some of the very best and brightest minds in the performance marketing space.

Attendees will hear from senior-executives and product leaders from companies such as Facebook, Spring Venture Group, NBKC Bank, ActiveProspect, WD Social, Motus and InsuraMatch. This is not a typical LeadsCon format because it isn’t focused on leads at all. Instead, we’re diving DEEP into the ways that leading companies leverage strategic partnerships as a growth engine for their business.

Attendance for this event is capped at 200, and we’re closing in on selling out. If you haven’t registered, yet, you can do so, here. But hustle up – I suspect it will fill up within a few short days of this post.

LeadsCon 2018 Late Night: 9:30 – 11:30, Budweiser Beer Park

This is a really cool venue, and promises to be a fun event. We’ll have wrapped up our partnership workshop earlier in the day, so I’ll be looking forward to celebrating that effort and also catching up with friends from around the industry.

Tuesday, March 6

Creation Coalition: 2:30 PM

In addition to the partnership workshop, we have the honor of joining Todd Nelson from LightStream to discuss his company’s cutting-edge approach to building win-win partnerships. LightStream, which is owned by SunTrust Bank, is among the US’s best lending resources for high-income, high-credit consumers.

And the bank’s approach to growth strategies is entirely unique. Todd will share some incredible concepts for attracting and supporting strategic partners, with a material focus on creating uniquely valuable experiences for consumers.

I’ve known Todd for years, and have been proud to help him with several of these strategies – his session promises to be very impactful.

Tuesday Night Parties: 6:00 – Roughly Midnight!

Tuesday seems to be the night for the party circuit. While I’ll be hosting a small group of CEO’s for dinner as part of an annual tradition that we have the honor of hosting this year, there’s no shortage of great parties planned.

From whiskey tastings to hosted happy hours, there are too many to list, here. But our team will be all over the place – we’re looking forward to running into y’all on the circuit!

Wednesday, March 7:

Sessions, Sessions and more Sessions!

I’ll admit it – with so much going on and a full slate of meetings and events, I often miss out on some of the conference’s best content. This year, I’m blocking off as much time as I can to take in Wednesday’s sessions. There are many good ones to choose from, but I’m most looking forward to the following:

The Great Clips Customer Journey: Consumer Engagement through Smarter Data Analysis: 9:00 – 9:45

LeadsCon MasterClass with Zeta Global: We Know Your Customers, You Just Don’t Have Them Yet; Valuing Customer Engagement: 9:55 – 10:40

The Homeowner Expectation: Satisfying the Needs of Today’s Home Services Leads: 1:00 – 1:50

How Two Successful Financial Services Publishers Earned the Respect of the Millennial Consumer: 2:35 – 3:00


Our Goals for LeadsCon 2018:

While everyone has a unique outlook on LeadsCon and what they hope to accomplish, we’re leveraging past experiences to inform our focus a bit differently than you might find with other firms.

For WorkBook6, our goals are less revenue focused and more closely related to communication and enablement of future wins – and everything we’re doing in Las Vegas revolves around our clients.

While we’re working hard to schedule important meetings for our clients in Las Vegas, much of what we’ll do will focus on brief, directional discussion which will inform deeper engagement after the event. This, we find, will make the most of our time, and also provide for a broader base of opportunities to pursue on behalf of our partners when we’re back in the office.

And, while it may seem to be backward logic, we’re not looking at LeadsCon as an opportunity to grow WorkBook6. Instead, we’re organizing our time around helping our clients grow.

We know from past experiences that if we do this well, our own success will surely follow.

Experts At Everything

Expert At Everything

By A Brett Kaufman

Here is a 100% true statement – no matter how hard you try, you can’t be an expert at everything.

Webster’s Dictionary defines expert as having, involving, or displaying special skill or knowledge derived from training or experience. To me, the key in that definition is from training or experience.

Today, when I browse LinkedIn or even companies’ websites, I see them list dozens and dozens of things that they are so called “experts” in. Just because you read a blog post, maybe took 1-2 online workshops or even attended a conference doesn’t make you an expert. Becoming an expert takes time and investment in learning the field you claim to be so knowledgeable in.

I personally claim to be an expert in only a few things.

We at WorkBook6 are experts at four things, they are the foundations of what we built out business on. The most of important part of not being an expert in something is not pretending you are.

Here’s an example: SEO is an extremely hard skill to master, something that few very are actually experts in. Claiming you are an SEO wizard and can fix the crux of a website’s problems with your magic wand is probably a complete lie BUT helping a client with SEO by finding the proper expert, developing the plan, translating into non marketing jargon and seeing the plan through execution…that makes you a facilitator.

There is nothing wrong with being a facilitator, frankly it’s the best skill you can staff against in my opinion.

So the next time you have a problem, think long and hard if you need an expert or a facilitator.  Maybe even hire an “expert” to tell you if you need a “facilitator” who can then help you find that “expert”

What are you an expert in?

Leadscon 2018

Leadscon 2018 is Coming | The Power of Three

It’s absolutely crazy when you think about it, but Leadscon 2018 is only four weeks (and counting) away! We’ve been hard at work as we plot and plan the second Strategic Partnership Workshop, which is being held in conjunction with Leadscon again this year, and the lineup looks amazing!

Do you have your tickets yet? Pro tip: use the promo code: LCLVSPKR and get a $150 discount off your total event registration. And remember – prices go up February 8!

For example – the WorkBook6 team has collaborated with our friends at Insuramatch to present “The Power of Three: Aligning Advertisers, Publishers and Customers”.

Join InsuraMatch CEO Marc Buro and WorkBook6 Founder & CEO JT Benton as they discuss how publishers and advertisers can align to drive sustainable growth for each side, while providing the highest possible utility to the consumer.

This session will feature an overview of important partnership phases, including discovery, diligence and engagement formats. Brands and advertisers hear useful tips around how to select the right publisher partner, while publishers can benefit from perspective around monetization and engagement format. Everyone can gain insight around constructing a deal that is ultimately beneficial to everyone – especially consumers.

And that’s just one of the five amazing sessions we’ve got planned – will we see you there this year?


It’s official – I am a #Slacker

By THIS Brett Kaufman

Business is busy, and sometimes messy. Messages flying back and forth, email, texts, IMs, lots of noise in a typical workday.

First there was ICQ, then there was AIM. Then Skype, then dozens of texting and messaging apps. We used them all day in our personal life and they slowly started to creep into work life.

I’m guilty of being on my phone 24/7, heck I was tweeting at my own wedding until I was told to put my phone down.

But in 2013 when Slack was released it changed the game. I know there are other enterprise messaging apps and tools out there, but seriously nothing like Slack in my opinion.

At WorkBook6 we religiously use the tool; we have 20+ channels setup to be in communication with our clients, we’ve done custom integrations with our CRM and it helps our remote workers feel closer to the home office.

Honestly, it’s the most important piece of software I use all day long – the ability to move away from email more and more as the days go on is a huge time saver, I can’t even being to think of the amount of hours I save in a week.

The days of internal emails, with 10 people, going back and forth about nothing are done. The instant ability to solve problems or just feel connected to the team is the future.

#TeamSlack #Slacker

What productivity software does your shop use?

WorkBook6 Acquires MAszi

WorkBook6 completes acquisition of Maszi Virtual Solutions, Ltd.

Phoenix-based strategic partnership marketing hub folds Colorado-based, military spouse-owned virtual assistant into client-facing services

Phoenix, AZ – February 1, 2018 – Leading strategic partnership marketing firm WorkBook6 today announced the company’s acquisition of Colorado-based and military-spouse owned virtual assistant firm Maszi Virtual Solutions, Ltd.

Founded in 2015 by Kara Hutcheson, Maszi was created to offer consistent, meaningful and dynamic employment to military spouses whose often unpredictable posting schedule can wreak havoc on employment histories and opportunities for spouses. A military spouse herself, Hutcheson built the virtual assistant model to allow the Maszi team to serve clients across multiple time zones and geographies, regardless of physical locations.

“WorkBook6’s first introduction to Maszi was through a client engagement, and it became apparent very quickly the opportunity that existed for greater integration between the two companies,” said JT Benton, founder and CEO of WorkBook6. “After our due diligence and many, many conversations with Kara, we made the move to integrate the Maszi team in order to bring an additional service opportunity to our clientele.”

As part of the acquisition, Hutcheson will remain in Maszi’s former Colorado offices, transitioning to manage all inbound and outbound virtual assistant requirements on behalf of WorkBook6 and their clients. Once that integration is complete, Maszi will wind up all previous external virtual assistant engagements.

Maszi, and the company’s service offering, join Perren.io, the customer acquisition marketplace’s first many-to-many CRM, as additional services WorkBook6 brings to market, in addition to being a leading strategic partnership marketing hub.

“Serving the military community – both their families and their spouses – is at the heart of why Maszi was created, and adds an additional layer to why this acquisition was important for us,” said Benton. “Beyond just the technology and expertise Kara and the Maszi team bring to WorkBook6, this is an opportunity for our team to recognize our military families, and their commitment to our country.”

About WorkBook6

We Power Partnerships. Uniquely positioned across four primary service areas, WorkBook6 combines strategic leadership with unparalleled experience across all facets of Strategic Partnership Development, Marketing Program Management, Media Monetization and Affinity Organization & Membership Group engagement. WorkBook6’s technology leverages the efforts of a diverse team to power dozens of partnerships throughout a wide range of industry categories, building sustainable revenue for our partners across the customer acquisition and customer retention ecosystems.

 For more information, please visit www.workbook6.com

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