Strategic Partnership Workshop – Full Speaker and Format Announcement!

Strategic Partnership Workshop – Full Speaker and Format Announcement!

LeadsCon is less than two months away. Let that settle in. I’m guessing most of you still have holiday decorations up, and the biggest event in performance marketing is, like, right around the corner? Excited? Us, too.

We’re thrilled, actually, because we’ll be hosting a Strategic Partnership Workshop for the third consecutive year. This event, in particular, has become the cornerstone of our first quarter – we’re expecting a record turnout.

At this point, it feels timely to share some exciting and important details about the event. Our agenda and speaker roster are both finalized, and I’m confident that this year’s workshop will offer previous attendees and first-timers huge value. Attendees won’t just hear from a talented and diverse group of thought leaders; they will also be treated to an entirely unique format that we believe will help involve the entire audience in the discussion.

Here’s the full agenda:

Session 1: Unit Economic Spotlight: Achieving Better Commercial Outcomes Through Partnership

Our first session is meant to be a live wire. (In other words, we want it to get weird!) This will be a candid discussion about the true value of strategic partnerships in a direct response business. Many have experienced, first hand, the dissent that often exists between the business development and finance/operational leaders. We’re bringing this discussion to center stage, pairing two business partners who’ve grappled with the topic for years. Join Damon Decrescenzo and Jason Kaplan from The Credit Pros for a very real discussion on the commercial justifications of forming strategic partnerships.

Session 2: Forming, Developing and Executing a Partnership Strategy

We have three incredible panelists lined up to address critical phases to any successful partnership platform. But, in this setting, our panelists aren’t the stars – the audience is. The first half of this session will feature targeted breakout sessions, which will be headed up by our panelists. Will Curry from PureTalk Wireless will lead the group focusing on program strategy; Vince Lewis from Quicken’s Core Digital Media will cover prospecting, and Chrissy Ingalls from LightStream (SunTrust Bank’s innovative consumer lending business) will facilitate the discussion around program execution. These folks each boast tremendous backgrounds; merging this expertise with the audience’s perspective will, I think, be really cool.

Session 3: Group Mentality

Over the 10+ years since the first LeadsCon was held, our community has grown ever-more transactional. Publishers, networks and lead sellers all depend on paid media to create valuable inventory, while brands enjoy the convenience of per-lead (or, action) pricing formats. To maximize yield, competitive bidding formats have taken hold – pitting eager advertisers against one another and testing the limits of profitability.

But, what if brands and publishers could access customer populations through less competitive channels? Hundreds of millions of Americans each year join membership groups and associations, or participate in similar, brand-sponsored loyalty programs. In each case, the groups actively represent their members’ interests, often offering specialized products and services to their constituency. To better understand this ecosystem, and the dynamic relationship between affinity organizations and their brand partners, we’ve recruited two tremendously talented leaders from this ecosystem. Join Rita DiPalma from Augeo Affinity Marketing and Jason Nierman, who helped build TrueCar’s partnership program before spearheading Rollick Outdoor’s innovative partnership platform.

As you can tell from the above descriptions, we take this event very seriously. It’s critical that our audience walk away with real value from each of our sessions. If you’ve attended one of these events in the past, you’ll hopefully join us again. If you’ve not participated previously, please know how excited we’ll be to welcome you to this one. Here are the event location and time details:

Strategic Partnership Workshop

Monday, March 4
Mirage Hotel and Convention Center
Grand Ballroom D and E
8 AM – 12 PM

Registration Link:
Discount Code: SPKR100 ($100 off current event pricing)

WorkBook6 to lead 3rd Annual Strategic Partnership Workshop at LeadsCon

Today, we’re thrilled to share that WorkBook6’s has been selected by LeadsCon to lead another Strategic Partnership Workshop as part of their annual Las Vegas event in March. This event, our third in partnership with LeadsCon, is something we’re very excited about. We’re expecting our largest audience to date, and we’ve made what we think are some fairly material improvements to the format to reflect the larger group. In fact, just about every session we’re planning is new territory for this event. We’re actively recruiting a very diverse group of speakers and thought leaders, and the format will be entirely different than any event we’ve ever promoted. We’re excited to involve our speakers and attendees in ways that we haven’t seen done before.

We’ll publish our full agenda, soon, but for now, I wanted to share this exciting news while it’s still fresh. While it seems like it’s a long way off, March will be here before we know it. If you’ve never been to one of our partnership workshops or summits before, I hope you can make it to this one. And if you’ve attended in the past, I hope to see you again! Finally, if you have an interest in participating in one of our sessions, we’d love to hear from you. We can’t make any promises, but we’ll always try to help!

For those who want to register, now, here’s the link. 

Discount Code: SPKR100 ($100 off current event pricing)

Remember, you’ll need the full access pass to attend our workshop – we promise to make it worthwhile!

Happy Veteran’s Day!

For those who don’t know me, I’m Justin Guido – I joined this awesome team in June and my role has been to develop relationships with strategic partners for our clients. Specifically, I focus on organizations serving a certain membership audience – entities which are truly looking out for the interests of the group, above everything else. Under this umbrella, I mainly focus on military & veteran organizations. I like working this category for a few reasons. These organizations not only protect veteran entitlements on Capitol Hill, but also provide practical, everyday benefits (which can include significant discounts on every day products and services, as well as programs built around major initiatives like the VA Mortgage program or the GI Bill). WorkBook6 actively works to help our clients serve these communities; I can’t think of a group I’d rather support.

I know from my own experience that it feels good to align our clients’ success with real and direct benefits for the military community. So, I thought it might make sense to share a bit about how corporate partnerships can help the military community. 

How can for-profit organizations support and engage with, the Military community?

First of all, they need to keep in mind–this is a very large and diverse group of people. They come from all corners of the country with varied backgrounds and life experiences.

There are approximately 22 million US veterans and active military members, combined. It’s unrealistic to assume they all think the same way or have the same needs. Universally though, they all need and deserve our help.

There’s a big difference between wanting military customers, and actually being committed to achieving this. There are several ways companies can provide support (while creating brand awareness and loyalty) and they each involve dedicating meaningful resources to benefitting this community. This may come in the form of donations, sponsorships or other monetary contributions. Maybe that ties into special initiatives or corporate-sponsored programs (with supporting web content) that highlight a particular military need or cause. Or, support could simply come through hiring; rolling out a dedicated effort to hire veterans making the transition to civilian life.

One thing to keep in mind throughout the process—you’ve got to be patient. These types of relationships and partnerships don’t come easy or quickly. Patience pays off, though. Once you’ve established credibility and have shown your company’s willingness to support this community, you’ll never find a better or more loyal customer base.

Real examples

I thought it might be helpful to provide a few examples of WorkBook6 clients supporting this community:

  1. NBKC Bank- NBKC has extremely strong ties to the military community.  They are the key sponsor for the TV Show Military Makeover and they have a history of giving back to the Military Community. They’re also one of the nation’s top VA lenders and have specifically built loan products to help veterans take advantage of their VA Loan Benefits.
  1. PureTalk USA- A proud veteran-owned cell phone/wireless provider that’s always very eager to support the military community. They offer exclusive discounts to military group members, collaborate on co-branded military group landing pages and contribute “match” donations made to the group.
  1. Seniorly- Open search platform for senior housing options. Seniorly has recently produced a free Veterans Benefit Guide for Senior Living. This in-depth and comprehensive guide provides information to veterans on the types of available programs, aid and assistance, eligibility and application requirements to assist in securing the best senior housing options on the market.

WorkBook6 is focused on scaling current military partnerships and always eager to create new ones.

If you’re a company interested in supporting this community in some way (maybe you’re not sure how, just yet), we want to hear from you!

If you’re a military group or organization and could benefit from corporate support, we want to hear from you!

And finally, if you’re neither but you know of a company or group we should be working with….WE WANT TO HEAR FROM YOU!


Fancy Goldfish Principle

The “Fancy Goldfish” Principle

Let me start this post by being 100% honest – I recently read a wonderful LinkedIn post by Tony Cañas, about the concept of the Fancy Goldfish principle.

To bring you up to speed: Tony travels a lot for his job as a Territory Manager for Liberty Mutual Insurance, and on one of his travels he decided to stop at a PetSmart location to pick up a gift for his children. Tony walked in, headed to the fish aisle, and was confronted by…well, fish. Classic goldfish, available for $0.32, swam in packs as Tony deliberated.

But just above the “regular” goldfish, Tony saw a sign reading “Fancy Goldfish”, priced at $32.

Like me, Tony had questions – what is a fancy goldfish? And what – aside from the fanciness – could possible make one goldfish worth 100 times a regular goldfish?

Turns out “Fancy Goldfish” is a wonderful (fish) industry catch-all top describe a goldfish that is “fancier” than a traditional fish, gold or otherwise. Or to put it another way, it’s a simple way to explain a complex idea (like subbing Fancy Goldfish for Carassius Auratus).

I love the Fancy Goldfish principle. Too often as marketers we get caught up in branding or approved language or trying to speak at customers and consumers. We forget that more often than not, our customers are looking for fancy goldfish, and probably don’t know what a caraasius auratus is.

Marketers “carassius aratus” when they should “fancy goldfish”.

I am often guilty of this: here at WorkBook6 we specialize in bringing like-minded companies together to monetize common target audiences in a bilateral, mutually beneficial capacity…but it took us MONTHS to boil that down to “We Power Partnerships”. The concept of strategic partnership development is easy to understand but incredibly difficult to write down. And I need to constantly remind myself of the fancy goldfish principle.

Tony summed this up beautifully:

I think there is a valuable lesson to be learned from this, for all industries, and especially for our insurance industry. The customer doesn’t shop for auto insurance, they search for car insurance. They don’t look for commercial insurance they want business insurance.

Are you using terms your customer will search for, or is your language on brand? How can you migrate your brand to better reflect the language your customers use on a daily basis?

And most importantly, how can you make your goldfish fancy?

Let’s Connect!