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0.  Properties
- Meeting Date: Not specified
- Meeting Type: Other
- Note Type: Summary
- Attendees: Scott Warner, Shawn Remick, Jon Buck

1.  Meeting Summary
We met with Jon to align on access, web initiatives, and how IT and Marketing partner going forward.  I reinforced that my teams are here to enable Marketing but need to be engaged early so we can help architect solutions, manage risk, and avoid last-minute blockers.  We committed to getting Jon fully provisioned in 1Password and the marketing vaults.  Shawn walked through our live chat proof-of-concept and offered IT support to stand up a pop-out or page-embedded version for testing, with Marketing ultimately owning the decision.

Jon outlined a priority push on first-party data: adding tasteful, non-intrusive email capture prompts, gating high-intent content like manuals and downloads, and introducing a vendor like Wunderkind to convert anonymous traffic to known users.  He also wants a recurring executive web report that treats dealer search as a core conversion event and ties GA4 tagging to PDP behavior, geography, and dealer-click attribution.  He is coordinating with HQ's GA4 lead to shore up tracking accuracy.

We discussed content performance and UX: the newly surfaced Dust Extractor Advisor jumped from 1-2 hits/day to ~75/day after moving it to a visible location.  There is clear opportunity to expand advisor tools, build an accessory finder, and eventually deliver a package builder that outputs a complete system and routes to dealers or a partner cart, similar to SawStop-to-Rockler flows.  We also touched on the shift from classic SEO to generative engine optimization, with a need for authoritative content and consistent naming to rank in AI answers.

On Shaper Tools, I flagged legal and operational constraints due to corporate structure decisions made during the transition.  There is less appetite to make sweeping changes by Jan 1, and we still need to protect the current sales and digital marketing value while we sort out ownership, data, warranty, and support issues.

Lastly, we agreed to tighten intake and prioritization of new ideas.  Jon will require one-page business cases from his team, and we will continue to provide infrastructure support where there is a clear, well-scoped need.  We also want to expand internal communication - both to keep stakeholders informed on website changes and to share tech and AI learnings more broadly as part of ongoing upskilling.

2.  Attendee List
- Scott Warner
- Shawn Remick
- Jon Buck

3.  Action Items
- Jon Buck - Access and onboarding
  - Send Scott and Shawn a list of any remaining systems or accounts needed beyond 1Password once the invite arrives.
  - Connect with Pascal to decide live chat approach (pop-out vs site-wide on select pages), then confirm scope and owners.
- Shawn Remick - Access and infrastructure
  - Issue 1Password Business invite to Jon and add him to the LBN Marketing vault.
  - Provide credentials and URL for the live chat test space and assist with a pop-out POC as needed.
  - Set Jon up with ScreenCloud access for Marketing updates on in-office displays.
- Jon Buck - First-party data and reporting
  - Draft a first-party data strategy with clear scope, user experience, tooling (e.g., Wunderkind), and ROI assumptions for HQ review.
  - Propose a recurring executive-level web report that tracks key behaviors, especially dealer search from PDPs, and outline required GA4 tagging.
  - Meet with HQ's GA4 expert to ensure tagging covers PDP events, dealer-search clicks, and location insights; document gaps and remediation plan.
  - Identify high-intent assets to gate (manuals, downloads, tutorials) and provide a phased rollout plan with test-and-learn metrics.
- Jon Buck - Content, UX, and conversion
  - Expand advisor tooling roadmap and propose an accessory finder and package builder concept, including how to route to dealers or partner carts.
  - Define content performance KPIs to measure what converts to dealer clicks and prune or refocus low-value formats.
  - Draft GEO content standards for titles, descriptions, schema, and video naming to improve AI-surfaced answers.
- Scott Warner - Collaboration and governance
  - Schedule a 1:1 with Jon to share historical context and prior touchpoints with Jason, and to align on near-term roadmap intersections with IT, Legal, and Compliance.
  - Reinforce with leadership the need to value-rank web priorities against developer capacity; press for resourcing where core UX and conversion improvements are blocked.
  - Ensure software purchases and vendor contracts route through IT and Legal to avoid credit card churn and risk exposure.
- Joint - FOG data and outreach (Jon + IT)
  - Scope a compliant approach to mine FOG for first-party insights and outreach to unregistered tool owners; confirm privacy and consent handling before activation.
- Jon Buck - Idea intake discipline
  - Require one-page business cases for new initiatives from Marketing team members (including Jack), with problem, scope, expected impact, dependencies, and timeline.

4.  Relevant Timelines
- Live chat testing - POC available now in IT's test space; Marketing to decide pop-out vs page-embedded and target pilot window.
- Dust Extractor Advisor - Relocated on Feb 16; usage increased to ~75/day in the subsequent 8-9 days.  Continue monitoring over the next 90 days for correlation with dealer searches and sales signals.
- FOG and MyFestool - Single sign-on consolidation under consideration; first-party data mining planning to proceed only after privacy review.
- Shaper Tools - Widespread changes by Jan 1 appear unlikely; legal and data ownership issues must be resolved before rebranding, reuse, or migration.
- Facilities - San Francisco office closure and repair operations ramp are near-term priorities through April; expect Shaper and broader web initiatives to heat up after that.
- HQ engagement - Jon to reconnect with Fabian Friday regarding gated content and first-party data; continue alignment with Damian and Michael on global digital priorities and capacity.

5.  Additional Notes
- Early engagement: Bring IT and Legal into marketing tech discussions upfront to co-architect, avoid rework, and speed approvals.  If solutions arrive fully baked, our collaboration and agility suffer.
- Procurement discipline: All software and subscriptions must be purchased through IT to prevent orphaned licenses and personal card exposure.  Contracts route through Legal.
- Hosting for POCs: IT can host quick POCs in isolated, non-corporate environments to accelerate learning, then transition to sanctioned platforms if adopted.
- Developer capacity: Persistent bandwidth constraints at HQ are slowing Salesforce, Sitecore-to-Storyblok migration, and other digital work.  If core conversion and UX priorities remain blocked, we should escalate resourcing options, including funded US dev capacity.
- Website experience: We continue to trail the market on digital UX and speed.  Accessory discovery, cross-sell, and taxonomy clarity are major pain points for customers and internal users alike.
- GEO/AI readiness: Classic SEO is giving way to generative results.  We need authoritative content, structured data, and consistent naming to surface in AI answers.  This should inform video titles, metadata, and content design.
- Internal comms: Use ScreenCloud and a Tech Tuesdays-style cadence to share marketing performance, experiments, and digital learnings.  This is important given hybrid schedules and low in-person visibility.
- Idea rigor: One-page proposals help us filter noise, articulate ROI, and protect execution capacity.  IT is open to infra support, including Docker and SQL resources, when there is a clear, vetted use case.