From Data to Direction: Applying the 2026 Benchmark Insights
20
6:00 PM - 7:00 PM
You’ve read the Benchmark Report. Now let’s talk about what it really means.
Join Coalmarch Marketing's own Tess Howard and Alanna Young for a candid, insight-driven conversation designed to help leaders turn this year’s findings into actionable strategy. Instead of rehashing charts, we’ll dig into the implications behind them — the shifts reshaping search, the real reasons performance changed, and the strategic adjustments growth-minded companies should be making in 2026.
What we'll cover:
- **The “So What?” Behind the Data. **What mattered most, what surprised us, and what the numbers signal for the year ahead.
- **The Strategic Shifts Smart Operators Are Making Now. **How to navigate rising costs, increased competition, and a search landscape defined by AI and zero-click behavior.
- **What High-Growth Companies Are Doing Differently. **Budgeting decisions, channel prioritization, and the operational habits that separate top performers from everyone else.
- **How to Evaluate Your Own Performance Against the Benchmark. **The questions every pest and lawn company should be asking themselves heading into 2026.
- **Live Q&A With Tess and Alanna. **Bring your questions — from interpreting your own numbers to understanding what’s changing in your market.
Who this is for
Owners, operators, and marketing leaders who want to go beyond the PDF and get clarity on how to apply the Benchmark Report to their real-world decisions.
Speakers
Tess Howard
Director, SEO
Tess is the Director of SEO at Coalmarch, where she leads the strategy and development of the SEO team to drive continuous growth for clients through data-driven optimization and cutting-edge digital marketing techniques. Having started her journey at Coalmarch as an SEO Analyst, Tess’s expertise and dedication have helped her rise to the top, where she now oversees a team committed to maximizing online visibility and delivering long-term success for businesses.
Tess is passionate about search engine optimization, content strategy, and analytics. She’s not only focused on achieving exceptional results for clients but is also dedicated to mentoring and developing the skills of her team, ensuring they remain ahead of industry trends and continue to grow in their careers.
Alanna Young
Director, Digital Advertising
As the Director of Digital Advertising at Coalmarch, Alanna leads the charge in shaping strategy and driving results for home service businesses across the country. Alanna has grown from an entry-level analyst to a key leader within the organization—gaining a deep, ground-up understanding of the digital marketing landscape along the way.
Jeff Davis
CEO, Coalmarch
Jeff Davis is the CEO of Coalmarch, a premier marketing and technology solutions provider focused on helping home service businesses grow, scale, and succeed. With over 25 years of experience in revenue and operational leadership, Jeff has a proven track record of driving growth, streamlining operations, and leading high-performing teams across the technology and service sectors.
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20
6:00 PM - 7:00 PM