LPA Sales & Marketing WORKSHOP
The Agentic Advantage: Transform Sales & Marketing for Lab Products
September 23-24, 2026
Hilton at Penn’s Landing
Philadelphia, PA
Featuring Keynote Speaker & Data Expert, Christopher Penn

REGISTER HERE or DOWNLOAD THE PDF

Are You Using AI, or is AI Working for You?

In the B2B scientific and industrial lab product space, Artificial Intelligence serves as the baseline, not just a buzzword. However, a massive gap exists between typing basic queries into a chat box and commanding AI to execute complex, multi-step sales and marketing workflows.

By popular demand, our highest-rated workshop speaker, Christopher Penn, returns to LPA to guide you through the next major shift in business technology: Agentic AI.

This intensive, full-day, hands-on workshop moves past basic "prompting." You will make the leap from acting as an individual contributor to effectively managing AI as a "junior employee." You will empower the AI to handle data, research, and system integrations on your behalf.

What You Will Learn

Christopher Penn designed this interactive session specifically for LPA members. You will learn how to:

Demystify Agentic AI: Master the "5 Levels of AI" and transition to Level 3 (Agentic). You will direct tools like Claude Cowork, Microsoft Copilot Cowork, and Google Anti-Gravity to take autonomous action within your guardrails.

Optimize for Generative Engines (GEO): Your customers ask AI for product recommendations. You will configure Microsoft Copilot and other AI engines to recommend your lab products. We also provide setup instructions for tools like Bing Webmaster Tools so you can measure your visibility.

Integrate Systems Seamlessly: Securely connect AI agents to your existing CRM (Salesforce, HubSpot) and marketing automation platforms to move data effortlessly.

Gather Advanced Competitive Intelligence: Deploy an Agentic tool to pull your competitors' open job listings and reverse-engineer their 12-to-18-month commercial strategy.

Know What NOT to Do: Avoid the trap of "fully autonomous" sales workflows and cookie-cutter pitch emails that alienate prospects. You will maintain the human touch while scaling your output.

💻 Workshop Prerequisites: What to Bring

Join this highly interactive, build-along session. To get the most out of this workshop, bring:

A Laptop (or similar capable device).

An Active, Paid Subscription to a Generative/Agentic AI Tool. We highly prefer Agentic tools (e.g., Google Anti-Gravity, Claude Code, Claude Cowork, Microsoft Copilot Cowork, OpenAI Codex). Standard paid tiers of Claude, Copilot, or ChatGPT also work.

Don't Fall Behind. Your competitors already use automation to capture AI-driven leads. Join us in Philadelphia to ensure your company stays at the forefront of the laboratory products industry.

REGISTER HERE or DOWNLOAD THE PDF

Schedule
Wednesday
6:00 – 8:00 PM – Reception with light hors d'oeuvres

Thursday
8:00AM – 9:00 AM – Breakfast
9:00 AM – 12:00 PM – Workshop
12:00 PM – 1:00 PM – Networking Lunch
1:00 PM – 3:00 PM – Workshop
3:30 PM – Workshop concludes

About the Hotel
Hilton Philadelphia at Penn’s Landing
201 S Christopher Columbus Blvd
Philadelphia, PA 19106
 

About the Speaker
Christopher S. Penn is an internationally renowned keynote speaker who energizes audiences with his expertise on artificial intelligence in marketing. A recognized thought leader, he demystifies complex AI concepts, providing practical strategies that empower marketers to achieve breakthrough results. Christopher’s insights on leveraging AI for data analysis, content creation, and strategic decision-making have shaped five key trends in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, marketing data science, and AI/machine learning in marketing. His journey in AI began in 2013, a decade before tools like ChatGPT brought the technology into the mainstream, giving him a deep understanding of its potential and practical applications. His engaging and informative presentations leave attendees with actionable takeaways they can implement immediately.

As co-founder and Chief Data Scientist of Trust Insights, Christopher leads a team of experts dedicated to helping businesses unlock the full potential of their data using cutting-edge AI solutions. His proven track record of success includes building AI-powered systems that have delivered double-digit ROI for prominent brands such as Cisco Systems, T-Mobile, Citrix Systems, GoDaddy, AAA, McDonald’s, Twitter, and many others. He is a 2025, eight-time IBM Champion in IBM Data and AI and co-host of the award-winning Marketing Over Coffee marketing podcast. He is a published author in the Journal of Applied Marketing Analytics, and his work is also reflected in over two dozen marketing books, including the bestselling “Almost Timeless: 48 Foundation Principles of Generative AI“.

Visit www.lpanet.org/handouts for previous workshops, webinars, and other meeting's handouts and recordings. 

Drawing on real-world examples, peer discussion, and expert-led instruction, these programs address the evolving challenges facing laboratory product manufacturers and distributors—from modern sales strategies and brand positioning to the responsible and effective use of emerging tools like AI.

Past workshops have emphasized actionable takeaways, ensuring participants leave with strategies they can implement immediately within their organizations.