“The Focus conference format has been overwhelmingly supported by HARDI members since its launch in 2013,” said Emily Saving, HARDI’s vice president professional and program development. “Its success has allowed us to move into the next phase and add this keynote session, further increasing the value of these events.”

 Speakers include Jack Uldrich, who will give the keynote presentation, titled “The Big Aha: How to Future-Proof Your Business Against Tomorrow’s Transformational Trends — Today.”

Uldrich will outline 10 business trends and identify a series of actions attendees can take to futureproof their business models, business leaders, their customers and themselves.

 Lois Kelly will offer “14 and a Half Ways to Use Persuasion Science to Rocket Boost Marketing and Sales Outcomes.”

Kelly, co-author of the book Rebels at Work: A Handbook for Leading Change from Within, will discuss ideas that business-to-business sales and marketing professionals can implement to communicate with customers and build trust, speed decisions and improve response rates.

 A half-day workshop from Brian Gardner, “Margin of Victory: Sharpening Your Competitive Edge,” will get participants thinking about how they currently approach business, and will cover what’s needed to advantages.

Ruth Stevens, a former director of direct marketing for IBM, will teach three approaches to measuring and reporting on the results of your marketing investments during “Measure and Maximize Your Marketing Return on Investment” and lead a discussion on maximizing such efforts.

Pierre Barbeau will present “Mobile Marketing: Harness Your Digital Assets and Data.”

Barbeau, CEO of Moblico, will show attendees how to use the data from digital devices to increase revenue and brand loyalty.

Sales consultant Joe Ellers will cover “Time and Territory Management.”

In this session, Ellers will evaluate the role of salespeople and present attendees with simple concepts to better structure their days, officials say.

 Brad Ritter will lead a session on public relations strategies that attendees can use to build their profile and sales, be more proactive in their markets, elevate their company’s profile and build their sales.

And HARDI’s Emily Saving will bring together sales and marketing attendees for an interactive session.

 HARDI members can register or get more information on the event at www.hardinet.org.