Attendee Registration Rates:

• Early Bird: $200 until January 2, 2026
• Regular: $220 after January 2, 2026

Registration closes on January 19, 2026. There is NO on-site registration.
Cancellation fee of $25 if cancelled prior to January 12, 2026. Cancellations after January 12, 2026 and before January 19, 2026 receive a 50% refund. There is no refund for cancellations after January 19, 2026. 

Book your hotel room at the Kalahari here.

2026 WSTA Marketing, Sales & Customer Service Seminar - Attendee Registration

Speakers & Sessions:

See the schedule-at-a-glance.

*Schedule subject to change

Monday, January 26

12:00 PM - 12:30 PM - Welcome

12:30 PM - 1:30 PM - Panel Discussion - Sales, Marketing & Customer Service Overlap and Alignment: How these functions work most effectively together

Speakers TBA

1:30 PM - 2:00 PM - Networking Break

2:00 PM - 4:00 PM - Breakout Sessions 1 & 2

Concurrent sessions for marketing, customer service and sales, around designated topics.

Tuesday, January 27

9:00 AM - 10:00 AM - State of the Industry

Presented by Josh Seidemann from NTCA

10:00 AM - 10:30 AM - From Beer Brands to Broadband: What ISPs Can Learn About Market Positioning

Presented by Ryan Thompson from Cornerstone Group

What do beer brands have to do with your broadband business? More than you think. Join Cornerstone Group’s Ryan Thompson for a fun, interactive, and insight-packed session on how strong brands earn mental real estate and how ISPs can apply the same principles to dominate their local markets.

10:45 AM - 11:45 AM - Nexus of Sales & Customer Service

Presented by WIN

11:45 AM - 12:15 PM - Sponsor Session

Presented by TBA

1:00 PM - 2:00 PM - AI Agents

Presented by Shane Thomas from Mastra

Principles of Building (and working with) AI Agents explores what agents are, how they are designed, and how they will fit into our day-to-day workflows. The session highlights the tasks agents excel at today, where they still fall short, and how their capabilities are likely to evolve. Drawing from the book Principles of Building AI Agents, it offers a clear and practical introduction suitable for any technical background.

2:00 PM - 3:00 PM - Breakout Session 3

Concurrent sessions for marketing, customer service and sales, around designated topics.

3:00 PM - 4:00 PM - SEO vs. GEO: What Broadband Providers Need to Know About AI Search

Presented by Autumn Ricke & Kiersten Flaig, Pinnacle Marketing Group

Generative AI is reshaping how people search for and discover essential services, including broadband. While Search Engine Optimization (SEO) has long determined online visibility, a new frontier called Generative Engine Optimization (GEO) is changing the rules. In this session, we’ll break down the difference between SEO and GEO, explore how each impacts broadband providers, and explain why preparing for this shift is important. Using real-world examples and clear takeaways, we’ll show how you can position your brand to stand out in local markets and stay visible in the age of AI-driven search.

Wednesday, January 28

9:00 AM - 10:00 AM - Call Coaching/Analytics

Presented by Steve Dinsmore from Norvado

Quality Customer Service through Call Coaching. Set your standards and know your metrics. Consider AI to improve quantity of calls reviewed.

10:00 AM - 11:00 AM - AI & Using it as a Strategic Partner vs Research Tool

Presented by Cat Minor from Calix

AI is no longer just hype—it’s the catalyst for real opportunity and competitive advantage in telecom marketing. Industry leaders overwhelmingly agree adopting AI now will exponentially accelerate innovation, efficiency, and strategic clarity, helping marketers do more with less and stay ahead of the curve. The session distinguishes between using AI for routine tasks and for strategic, reflective dialogue encouraging marketers to leverage AI for deeper insights and better decision-making. Real-world examples and best practices are shared, including how to benchmark performance, prepare board reports, and select the right AI tools for productivity and research. The time to act is now—AI is the key to future-proofing your marketing strategy and driving measurable business growth.

11:00 AM - 12:00 PM - A Little Something Extra...1% Better!

Presented by Dennis Cooley and Lisa Schaefer from Southwest Wisconsin Technical College

Sponsorship

Are you interested in becoming a sponsor? Learn more and register to be a sponsor below.

2026 Marketing, Sales & Customer Service Seminar Sponsorship Registration

Questions?

Contact events@wsta.info.