Live webinar for senior living marketers

How Senior Living Marketers Can Prove ROI and Invest with Confidence

Better data, better decisions.

Thursday, October 1, 2026 at 12:00 p.m. ET

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Free to attend. Hosted live on Zoom.

Can't make it live? Register anyway and we'll send you the recording.

Cliff KarklinVP, Performance & Analytics
Fountain Digital

Terri SullivanChief Executive Officer
Waypoint Converts

Which marketing channels are actually driving move-ins?

The answer isn't always as clear as it should be. Paid search, organic, directories, referrals and events get flattened into a single line in the CRM — the web bucket — and budget decisions get made on top of it.

Terri Sullivan and Cliff Karklin walk through what it takes to fix that: richer first-party data, attribution that survives the handoff between systems, and reporting your leadership team will trust.

What you'll learn

A practical working session, not a product demo. Five things you can act on before budget season.

Better decisions start with better data
How first-party prospect data creates a stronger foundation for measuring marketing performance.
Where attribution breaks down
The gaps between your website, CRM, call tracking and marketing platforms, and how those gaps distort reporting and budget decisions.
Connect marketing investment to occupancy
Tie spend to move-in outcomes so you can confidently answer the question, "What's actually working?"
What to ask your agency and technology partners
The questions that keep attribution and reporting aligned with your marketing data and supporting smarter budget decisions.
How to audit your current process
Walk your funnel from first click to move-in using a practical Attribution Audit Checklist.

You'll leave with the Attribution Audit Checklist

A step-by-step way to pressure-test your own reporting, from first click through move-in.

Can't make it live? Register anyway and we'll send you the recording.

Your hosts

An agency analytics lead and a conversion platform CEO, looking at the same problem from both sides.

Cliff Karklin

VP of Performance & Analytics, Fountain Digital

Cliff is an accomplished analytics and media leader with nearly a decade in senior living marketing and 20 years of marketing agency experience spanning the full digital spectrum. His passion for data-driven strategic solutions and deep understanding of client business objectives has guided the development of analytics and media teams for multiple agencies and clients across various verticals. Cliff leads Fountain's analytics, paid media, and marketing automation teams, ensuring their programs and strategies drive deep real-life business results for clients.

Terri Sullivan

Chief Executive Officer, Waypoint Converts

Terri is an entrepreneur with nearly two decades in senior care focused technologies, and she co-founded Waypoint Converts to help senior living operators convert the website traffic they already have. Her focus is on building and delivering solutions that improve the way consumers connect and engage with senior care providers, on the belief that stronger discovery and a better sales experience benefit everyone. She brings a conversion-first lens to attribution, with specific moves teams can run right away.

If your budget has to defend itself, this is for you

Marketing leaders

Walk into budget season with reporting that holds up to questions from finance and ownership.
Occupancy and sales leaders

See which sources are actually producing tours and move-ins, not just form fills.
Agency and operations partners

Align tracking, CRM and call data so everyone is reporting from the same numbers.

Save your seat

Thursday, October 1, 2026 at 12:00 p.m. ET

Whether you're preparing for budget season or working to improve marketing accountability, you'll leave with practical strategies to strengthen your data, improve reporting and invest with confidence.

Can't make it live? Register anyway and we'll send you the recording.

Registration is handled by Zoom.

Presented by Waypoint Converts and Fountain Digital

Which marketing channels are actually driving move-ins?

What you'll learn

You'll leave with the Attribution Audit Checklist

Your hosts

Cliff Karklin

Terri Sullivan

If your budget has to defend itself, this is for you

Marketing leaders

Occupancy and sales leaders

Agency and operations partners

Save your seat

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