The Sail America Industry Conference is focusing on marketing this year with all new speakers to address the constantly changing digital environment.
The conference starts today in Newport, R.I., and runs through Wednesday.
“It’s very marketing-focused,” Scot West, president of Sail America and president for U.S. operations at Ronstan International, told Trade Only Today.
Various experts will talk about optimizing social media platforms, changing demographics and marketing online.
Jeanne Hopkins, vice president and CMO at Continuum Managed IT Services, helped HubSpot become the second-fastest-growing software company in the Inc. 500 by generating more than 50,000 net new leads each month when she was vice president of marketing there. She is renowned for data-driven, high velocity demand creation marketing programs.
Chris Sheehy will speak about the most important changes to make to increase the online visibility of a business.
The marketing focus comes from confusion many companies face when trying to market online, West said. Many businesses heard at the onset of the social media frenzy that they could now advertise free. But the approach is fragmented and can cost more if you’re not up to speed on how to execute, West said. And it takes a time investment, so companies need to know where to invest their time.
“I’m hoping to pull out two or three key things that I can get a little bit smarter about,” West said.
Today’s topics will focus on modern marketing and the customer lifecycle. The traditional marketing funnel is no longer effective, so the conference will explore touch points along the buyer’s journey to learn best practices and effective techniques to build awareness, reach and engage with existing and new audiences.
Wednesday will address growing sailing, bringing together the newly formed Grow Sailing leadership team from the industry to share and learn how to build sailing.