Get in Front, Milwaukee: The Program

9:45AM-10:00AM | Welcome + Opening Remarks

Welcome + Opening Remarks - Rob Sanchez, CEO | Anteriad

Agenda Kick-off, what you'll get out of the program - Scott Tinkoff, EVP Audience Development | Anteriad

10:45AM-11:30AM | Activation by Design: The Lifecycle Segmentation System

Adam Halfmann, VP Marketing + Digital Strategy | School Specialty
Maggie Dreyer, Senior Director Marketing | School Specialty
Donna Maurer, Director Customer Intelligence | School Specialty
Steph Mohlmann, VP Audience Identification + Activation | Anteriad

Lifecycle segmentation isn't a tactic at School Specialty. It's the backbone of the entire marketing system. In this session, their team shows how lifecycle health shapes the revenue plan and trended outlook, setting clear expectations for growth, retention, and reactivation before a single dollar goes to work. Then they'll follow those same lifecycle definitions into activation across direct mail, programmatic, and beyond, including how partners like Anteriad help scale reach responsibly and keep media spend in check.

You'll also see how lifecycle segmentation gives marketing and sales a shared language for prioritization and performance, and how it drives reporting in a world where attribution is imperfect and purchase cycles stretch across fiscal years. No false precision here. Just lifecycle movement, site-level impact, and directional signals that support confident decisions.

Walk away with a practical model for treating activation as execution within a system, not strategy in isolation, and a clearer path to unifying planning, spend discipline, sales alignment, and measurement in complex B2B environments.