The Art and Science of Marketing

January 9, 2024 | 7:00 pm - 8:30 pm ET | Science and Technology Center, Lasell University, Newton, MA REGISTER!

Speaker Slides

Marketing: The Creative Side

Jim Panagas, Chief Communications Officer

The Science of Sales & Marketing

Louis Gudema, Fractional CMO

090924 PB

Attendees will have the option to join us in-person at Lasell University, Newton, MA or online via Zoom.

Marketing is an important building block for small businesses but doesn’t always get the attention it deserves. Entrepreneurs are more focused on product and service development and sales. What’s missing is marketing that complements and can fuel both product creation and sales. You must consider both branding (awareness) and lead generation (qualified prospects).

Branding and lead gen are more complicated than prior to the Internet due to the dozens of digital marketing choices including many technologies, web, social media, email, events, blogs, and so much more. Louis Gudema, author of the book “Bullseye Marketing”, instructor on marketing for the MIT startup community, and a founder of a successful SaaS company will provide a marketing roadmap.

For more than two decades, Jim Panagas has applied marketing communications disciplines from writing articles to social media, PR, video, and events for tech companies. He specializes in telling a company’s stories that are impactful for customers, prospects, partners, and the media.

During this panel discussion, you’ll learn about:

  • Branding and lead generation options and their impacts on your business
  • The four broad categories of marketing: Paid, Earned, Shared, and Owned (PESO) and what may be most useful for your company
  • Examples of marketing programs and why they helped grow businesses
  • How to apply some of the science of data analytics to measure marketing effectiveness and fine tune programs for maximum return on your investment


Event Schedule

January 9, 2024
6:00 pm ET
In-person registration and networking
7:00 pm ET
ENET Chairperson's announcements
7:10 pm ET
eMinute Pitch
Up to 3 Startup pitches
7:25 pm ET
Expert Panel
4 expert speakers on the night’s topic
8:10 pm ET
Q & A
Moderator and Audience Q & A with the speakers
8:30 pm ET
Panelists will be available afterward for responses to individual questions.


Louis Gudema

Louis Gudema

Fractional CMO

Louis Gudema helps B2B companies build their brands and generate leads as a fractional CMO and marketing strategist. He also mentors MIT startups as part of its Venture Mentoring Service, and since 2015 has led an annual marketing boot camp for the MIT startup community.

Louis previously founded a marketing agency serving enterprise companies such as IBM and The Boston Globe. He then pivoted it into a SaaS company and grew it into one of the top three or four companies in its national market before a successful exit.

He has acted as vice president of business development at two mid-sized marketing agencies, successfully closing many enterprise accounts.

For several years, Louis was the head of the executive committee for Boston’s Sales and Marketing Innovators professional association. He speaks frequently on marketing and business at regional and national events. Louis has also written for such leading business sites as The Harvard Business Review, MarketingProfs, IDG Connect Marketer, Chief­ martec, TechTarget, and VentureBeat, The Content Marketing Institute, and Econsultancy.

As a result of the success of the first edition of Bullseye Marketing, his new side hustle is ghostwriting and co-writing business and marketing books.

Portrait of Jim Panagas

Jim Panagas

Chief Communications Officer

Jim Panagas is an accomplished storyteller who has been building marketing and communications programs for more than two decades. He has served as company spokesperson, delivered presentations at trade shows, participated in webcasts and podcasts and his articles have appeared in publications such as CMS-Connected, CMSWire, EContent, Loyalty360, and Website Magazine as well as social media sites such as LinkedIn and X.

By interviewing corporate leaders, subject matter experts, partners, and customers, Jim extracts the most insightful messages, producing video and narrative content that explains what a company is doing and why it’s important for prospects, customers, and partners.

Jim works primarily with emerging technology and innovation companies, helping them to generate high quality marketing content, attract greater attention in the marketplace and establish thought leadership.

Moderator & Organizer

Howard Sholkin

Howie Sholkin


Howard Sholkin has several decades of marketing communication experience across industry sectors. Since 2018, he has served as President of Newton Community Pride, a non-profit supporting a few dozen events in the city where he is a lifelong resident. In 2014, he formed Sholkin Consulting to deliver digital marketing services to technology and financial services companies. He also served on the adjunct faculty of Boston University and Lasell College for five years.

In 2003, he was hired as director of corporate communications at International Data Group (IDG) where he served Founder Pat McGovern. Sholkin later became director of communication and marketing programs for the CEO of IDG Communications, a global technology media and events subsidiary. IDG brands include Computerworld, PCWorld, Macworld, and CIO. Sholkin has held senior marketing and communication positions at technology product and services companies such as Computervision; Technology Concepts, a subsidiary of Bell Atlantic; Corporate Software; and, Digital Equipment Corp./Compaq. He was a columnist for PR News and for Personal Branding magazine, one of the first publications on social media.

Since 1990, Sholkin has been active in the Public Relations Society of America (PRSA) where he once served as president of the Boston chapter. Currently, he is co-chair of the national PRSA Investment Committee. He serves on the boards of three non-profits: Newton Community Pride, Boston Entrepreneurs Network (ENET) and Temple Shalom of Newton.


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