Kent Lewis

As the old adage states: you don't have to outrun the bear to avoid being eaten, you just have to outrun the person next to you. In the world of business, the same rule applies. To win new customers, you don't have to be the best company on the planet (although it helps) you just need to be slightly better than your competition. One way to tilt the odds in your company's favor, is to benchmark your marketing (or any other aspect of your business) against your top competitors. This process doesn't have to be overly time-consuming or costly to be effective. In this session, Kent Lewis will outline a proven competitive benchmarking process, based on best practices. Learning Objectives and Takeaways: 1. Understand the primary components of an effective competitive benchmarking plan 2. Determine which channels and tools are best to gain the best insights into your industry 3. Develop prioritized strategies and tactics to position your company for a leadership position in the marketplace

The discipline of public relations provides marketers a powerful tool, especially when it comes to building awareness, shaping perception and credibility. Far too often, however, the benefits of PR are not effectively leveraged for search engine optimization (SEO). With Google’s latest algorithmic focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), thought leadership activities like syndicating articles in industry publications, pitching the media, or even speaking at industry conferences are gaining influence and impact with Google rankings. In this session, Kent Lewis will outline effective thought leadership strategies and how they positively impact organic rankings, traffic and ultimately, revenue. Learning Objectives and Takeaways: 1. How to leverage speaking opportunities to create valuable SEO assets 2. Why pitching the media as an industry expert can boost search engine rankings 3. When and where to syndicate articles via industry websites

With the Great Resignation, Great Gloom and the general challenges of recruiting and retaining employees plaguing employers, creating a sticky corporate culture is more important than ever. Economic uncertainty has also created challenges with customer acquisition and retention. While conventional wisdom would indicate an equal investment in employee experience (EX) and customer experience (CX) would yield equal returns, research indicates otherwise. In this session, Kent Lewis will outline the relationship between EX and CX and how to invest effectively to maximize both customer and employee engagement and retention. This session will outline useful tools and strategies to develop a Culture of Caring that has proven to increase revenue and profitability.