Converting Followers into Customers: The New Art of Social Selling

In the evolving world of digital marketing, simply gaining followers isn’t enough — turning them into loyal customers is the real game-changer. This session explores the modern techniques of social selling, where trust-building content, authentic engagement and targeted outreach come together to drive conversions. Learn how to move beyond vanity metrics and build a social strategy that delivers measurable business results.

Key Takeaways

1. Discover how to craft compelling content that builds trust and drives buying intent.
2. Learn proven tactics to move followers through the sales funnel using social media touchpoints.
3. Gain insights into tools and metrics that track and optimize social selling performance.

Agenda

4 p.m. – Doors open, light appetizers, networking
4:30 p.m. – Introduction (AMA Chicago President)
4:40 p.m. – Speakers
5:30 p.m. – Q&A 
5:55 p.m. – Wrap-up

Our Speakers

Shep McAllister | speaker
Affiliate Marketing Director, Envision Horizons

Shep has spent 12 years in growth marketing on the publisher, brand and platform sides. He led commerce editorial at Gawker Media Group and affiliate marketing at Perch, and now manages affiliate marketing at Envision Horizons, a marketplace growth agency that helps brands like Laura Mercier, Dose and bareMinerals grow their presence on Amazon. 

Shep’s LinkedIn

Lisa Jillson | speaker
Vice President & Head of Marketing, Media and Publishers, Arity

Lisa is a strategic and creative storyteller with 30+ years of experience building brands and businesses. Her experience spans local, national and global marketing and design for brands in industries as varied as distilled spirits, software, retail and insurance. Over her career, she has worked for several large and smaller marketing agencies — Leo Burnett, Ogilvy, Upshot and, for the last 17 years, as a part of the Allstate Corporation. Lisa helped spearhead the creation of Arity, a data- and analytics-focused technology company that was launched out of Allstate in 2016. She currently serves as the officer leading Marketing, Media and Publisher operations at Arity. 

Lisa lives in a north side Chicago neighborhood with her husband, Rob, and their greyhound, Axle. 

Lisa’s LinkedIn

Matt Feodoroff | speaker
Senior Manager, Sales & Client Solutions, LinkedIn

Matt is a senior sales leader at LinkedIn, where he leads a team helping endemic (B2B) and non-traditional (B2C) advertisers unlock growth through LinkedIn’s advertising solutions. With deep expertise in social selling, Matt helps brands move beyond vanity metrics, creating content that builds trust and converts followers into customers. He specializes in challenging assumptions, fostering innovation and delivering impact for brands across industries. He brings a strong strategic mindset, deep customer empathy, and a passion for helping brands connect with high-value audiences. Matt lives in Elmhurst, IL with his wife, Katie and their 3 kids — Chloe, Chase and Britain.

Matt’s LinkedIn

Tim Carr | moderator
Senior Director of Product Marketing, Oracle

In his role at Oracle, supports technology solutions across retail, restaurants and hospitality.  His background spans B2C strategy, marketing, advertising tech and sales leadership — including nearly seven years in Oracle Advertising and over a decade in consumer goods with Pfizer.

He’s especially interested in how commerce, loyalty programs, data and customer touchpoints are reshaping what it means to shop, dine and travel. Tim is a board member of AMA Chicago and a frequent host of marketing panels, where he brings curiosity, energy and just the right amount of crowd control.

Tim’s LinkedIn

Sponsors