2020 Program
Discover the hottest trends and innovative growth secrets from performance marketing’s brightest minds.
*Please Note* All session times are ET, if they don’t work with your schedule, you will have access to on-demand viewing.
Use the Add to My Agenda buttons to compile a Personalized Agenda of the sessions you wish to attend. Then submit an email address at bottom of screen to receive your Personalized Agenda in your inbox!
Wednesday | September 30
Exhibit Hall Open
Organic Lead-Gen Workshop: Maximizing Leads through Content, SEO and Conversion Optimization
Room: Workshop Stage
If you’re fed up with paid media that exhausts your budget at a high cost per acquisition, or if you’re simply looking to break through with organic lead generation initiatives that effectively and sustainably increase your pipeline, this workshop is for you.
The right organic strategies enable you to extend your reach, drive traffic and increase your qualified leads. This interactive workshop will guide you through advanced approaches to scalable organic lead generation.
What You Will Learn
Simply put, you’ll learn multiple methods in this 4-hour workshop for improving your organic lead generation results and filling your pipeline.
Who Should Attend?
If you are looking for advanced organic lead generation strategies and techniques, then this workshop is for you. Any marketer involved in demand generation, lead generation or conversion optimization will benefit from this fast-paced, action-packed training session.
About the Presenters
Tom Shapiro – Tom is CEO of Stratabeat, Inc. (https://stratabeat.com/), a B2B branding, web design and marketing agency. Through his career, Shapiro has developed marketing strategies for market leaders including AT&T, Intel, UnitedHealthcare and Hewlett-Packard. Previously, Shapiro was the Director of Digital Strategy at the digital marketing agency iProspect. During his five years at the firm, the number of employees grew from 85 to more than 700. Shapiro has a deep passion for neuromarketing, psychology and behavioral science, and his insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, MarketingProfs, among others. Shapiro is the author of the book, “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth,” available on Amazon.
Ginger Shimp – Ginger is Senior Marketing Director at SAP (https://www.sap.com/) and an award-winning marketeer with 25+ years’ B2B experience. Since 2004, she has helped companies in myriad industries run better by telling not only the SAP story but the stories of its customers—and their customers. Developing content, engaging channels, deploying tactics to educate, stimulate interest and drive demand: Marketing isn’t just what she does, it’s who she is! Right now, technology is changing faster than ever, yet slower than it ever will, and at SAP, we don’t just sell software, we improve people’s lives. SAP customers represent 98% of the top 100 most valued brands in the world, producing more than 79% of the world’s chocolate, 77% of the world’s beer, and 85% of the world’s pet food. That’s an awesome responsibility, a humbling privilege, and one heck of an exciting journey.
How Do I Sign Up?
All LeadsCon attendees are automatically registered for the workshops.
The right organic strategies enable you to extend your reach, drive traffic and increase your qualified leads. This interactive workshop will guide you through advanced approaches to scalable organic lead generation.
What You Will Learn
Simply put, you’ll learn multiple methods in this 4-hour workshop for improving your organic lead generation results and filling your pipeline.
- Gain insights into the brain science of marketing, uncovering the principles of neuroscience and human psychology that drive your audience to the actions they take. You’ll discover why this is a critical, foundational step that has a massive impact on your lead-generation results.
- Learn effective strategies for audience targeting, content development, storytelling, content amplification and SEO, filled with real-world examples.
- Discover nine CRO frameworks for higher conversion rates.
- See how to tie it all together, with approaches to integration that help you achieve a higher ROI on your lead-generation efforts.
Who Should Attend?
If you are looking for advanced organic lead generation strategies and techniques, then this workshop is for you. Any marketer involved in demand generation, lead generation or conversion optimization will benefit from this fast-paced, action-packed training session.
About the Presenters
Tom Shapiro – Tom is CEO of Stratabeat, Inc. (https://stratabeat.com/), a B2B branding, web design and marketing agency. Through his career, Shapiro has developed marketing strategies for market leaders including AT&T, Intel, UnitedHealthcare and Hewlett-Packard. Previously, Shapiro was the Director of Digital Strategy at the digital marketing agency iProspect. During his five years at the firm, the number of employees grew from 85 to more than 700. Shapiro has a deep passion for neuromarketing, psychology and behavioral science, and his insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, MarketingProfs, among others. Shapiro is the author of the book, “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth,” available on Amazon.
Ginger Shimp – Ginger is Senior Marketing Director at SAP (https://www.sap.com/) and an award-winning marketeer with 25+ years’ B2B experience. Since 2004, she has helped companies in myriad industries run better by telling not only the SAP story but the stories of its customers—and their customers. Developing content, engaging channels, deploying tactics to educate, stimulate interest and drive demand: Marketing isn’t just what she does, it’s who she is! Right now, technology is changing faster than ever, yet slower than it ever will, and at SAP, we don’t just sell software, we improve people’s lives. SAP customers represent 98% of the top 100 most valued brands in the world, producing more than 79% of the world’s chocolate, 77% of the world’s beer, and 85% of the world’s pet food. That’s an awesome responsibility, a humbling privilege, and one heck of an exciting journey.
How Do I Sign Up?
All LeadsCon attendees are automatically registered for the workshops.
Presented By:
- Tom Shapiro, CEO, Stratabeat, Inc.
- Ginger Shimp, Global Content Lead, SAP
Power Buyers: Emulating the Habits of Highly Successful Lead Buyers
Room: LeadsCon Breakout Stage
Session Sponsor: Convoso
Power buyers set the bar as the best of the best who stand apart from the competition. So what’s their secret? We’ll hear from these buyers as they share insights into what it takes to excel in today’s market. We’ll dive into relationship building with partners, service providers and customers. They’ll help you understand how to read the tea leaves and pivot when necessary, and discuss ways to dissect your business to meet your customers’ needs so you can keep leads coming in consistently. And you’ll understand the importance of looking outside the market for inspiration and much more. You won’t want to miss it!
Key Takeaways:
Power buyers set the bar as the best of the best who stand apart from the competition. So what’s their secret? We’ll hear from these buyers as they share insights into what it takes to excel in today’s market. We’ll dive into relationship building with partners, service providers and customers. They’ll help you understand how to read the tea leaves and pivot when necessary, and discuss ways to dissect your business to meet your customers’ needs so you can keep leads coming in consistently. And you’ll understand the importance of looking outside the market for inspiration and much more. You won’t want to miss it!
Key Takeaways:
- Learn from power buyers who are leaders in the space
- Take a customer-centric view into your business
- Understand what it takes to have that competitive edge in today’s market
Moderated By:
- Rob Seaver, Executive Director, PACE
Presented By:
- Jon Galloway, VP, Business Development & External Affairs, Veterans United Home Loans
- Francesco Fagnini, VP, Strategic Partnerships & Affiliates, Freedom Financial Network
- Bastian Cowsart, Performance Marketing Leader, Lixil - American Standard
Local Lead Generation with Thumbtack
Room: RingPartner Breakout Stage
Matching a consumer lead and a local pro is not easy. Consumers need multiple trusted providers to choose from. Meanwhile, pros have limitations with their current workload, project location and their marketing expertise/budget. Yet, despite these challenges, Thumbtack.com fulfills thousands of customers' requests per day, among nearly 1,000 categories backed by hundreds of thousands of pros in the U.S., and helped pros attain over 4 million 5-star reviews.
Started just over 10 years ago, learn how Thumbtack has generated leads for their professionals and produces millions of customers each year through their paid and organic marketing channels. And more recently, hear how Thumbtack has weathered the shelter-in-place environment and rebounded to generate their highest revenue months this year.
Key Takeaways:
Started just over 10 years ago, learn how Thumbtack has generated leads for their professionals and produces millions of customers each year through their paid and organic marketing channels. And more recently, hear how Thumbtack has weathered the shelter-in-place environment and rebounded to generate their highest revenue months this year.
Key Takeaways:
- Learn Thumbtack’s journey in local lead generation and how they balance their marketplace of consumers and pros
- Discover Thumbtack’s advanced strategies, tactics and techniques in paid and organic marketing
- Listen to the company’s experience this year as it navigated (and grew) its business through quarantine
Moderated By:
- David Quiec, Partner, Enginefish
Presented By:
- Aaron Christensen, Head of Acquisition Marketing, Thumbtack
SMS & Call Marketing: 2020 Best Practices
Room: LeadsCon Breakout Stage
Consumer communication trends are ever changing. These changes and advancements create opportunity, but there are rules to follow to stay compliant. There are many methodologies and a low barrier to entry to making calls and sending texts. Hear first-hand about these established methodologies to communicate efficiently and effectively with your consumers. This panel features a best-in-class line up of brands, agencies, and technologies that will share their learnings, insights and opinions on what is working and what’s next.
Key Takeaways:
Key Takeaways:
- Discover things you need to know to stay compliant in 2020
- Find out how to make these channels work for you earn
- Learn how best-in-class brands like Liberty Mutual are driving innovation
- Hear first-hand what NOT to do (bloopers and worst practices)
- Gain tangible takeaways on how to integrate these best practices today
Moderated By:
- Ross Shanken, Founder & CEO, Jornaya
Presented By:
- Michele Shuster, Managing Partner, Mac Murray & Shuster LLP
- Aaron Christopher (A.C.) Evans, Founder and CEO, Drips
- Nicole Dalal, Senior Vice President Customer Service & Policy Operations, GAINSCO Auto Insurance
- Gregg Johnson, CEO, Invoca, Inc / DialogTech, Inc
Bank On It: Home Improvement Loans Build Business
Room: RingPartner Breakout Stage
Sponsored by Lending Science DM
Research shows that 73% of U.S. homeowners plan home improvements this year, with budgets for projects costing $25,000 or more jumping 23% over 2018. Customers have big dreams, but do they have the budget? Dan Tansfeldt of Truist (LightStream) brings together industry experts to discuss financing options that have reinvented how consumers pay for improvements, and the innovators who understand how financing builds customer dreams—and company business.
Key Takeaways:
Research shows that 73% of U.S. homeowners plan home improvements this year, with budgets for projects costing $25,000 or more jumping 23% over 2018. Customers have big dreams, but do they have the budget? Dan Tansfeldt of Truist (LightStream) brings together industry experts to discuss financing options that have reinvented how consumers pay for improvements, and the innovators who understand how financing builds customer dreams—and company business.
Key Takeaways:
- With over $340 billion being spent on improvements this year, demonstrate how financing opens homeowner doors for businesses
- Introduce the variety of financing options available to enhance different business models and convert leads into customers
- Mythbust that providing customers with access to financing requires more business work or paperwork
- Discover the easy, streamlined and no-cost processes available to set up a consumer-direct financing program
Moderated By:
- Dan Tensfeldt, Business Development & Partnerships, LightStream (Truist Bank)
Presented By:
- Rob Morelli, Founder & CEO, HomeKeepr
- Mike Fredricks, SVP Business Development, Hearth Home Improvement Finance
- Alan Godfrey, EVP, Business and Corporate Development, Modernize
- Josh Rowe-Heupler, Category Manager - Personal Loans, Student Loans, NerdWallet
Keynote: What a Tangled Web We Weave -- Untangling Today's Customer Journey
Room: Keynote Stage
Rapid increases in technology and access to information have made consumers more curious, demanding, and impatient than ever. And boy what a mess this has made for marketers. Shopping and purchase behavior used to follow a neat and predictable linear flow. But now consumers move along a seemingly infinite array of purchase paths, resembling more a tangled web than any traditional marketing funnel. This change has been rapid, and is only becoming more complex. We'll talk about what this means for lead gen marketing and how savvy marketers can ensure they continue to connect with consumers in all the moments that matter.
Presented By:
- Seth van der Swaagh, Industry Director, Advertising Sales, Google
Buyer's & Seller's Summit: Economic Outlook & Insights with Doug Duncan, Chief Economist at Fannie Mae
Room: LeadsCon Breakout Stage
Join us for a session on the U.S. economic outlook for 2020 and into 2021 including global factors such as trade and coronavirus impacts. Doug Duncan of Fannie Mae will offer a picture of US demographics and consumer attitudes about technology, financial services and housing, and a discussion around lender attitudes.
Doug’s economic outlook will be followed by a candid fireside chat with LendingTree’s Bruce Cook as the two discuss those factors most impacting the Lead Generation industry today. This is a first-of-its-kind session and a can’t miss event!
Doug’s economic outlook will be followed by a candid fireside chat with LendingTree’s Bruce Cook as the two discuss those factors most impacting the Lead Generation industry today. This is a first-of-its-kind session and a can’t miss event!
Presented By:
- Doug Duncan, Senior VP and Chief Economist, Fannie Mae
- Bruce Cook, SVP Corporate Development, LendingTree, LLC.
Buyer's & Seller's Summit: Got Consent?
Room: RingPartner Breakout Stage
Recent legal rulings and public filings appear to question aspects of consumer consent, including third-party validation. Does consent validation work? Will it hold up in court? What can companies do to improve their consent processes? Join Marty Collins of QuinStreet as he interrogates Steve Rafferty of Active Prospect and Ross Shanken of Jornaya.
Moderated By:
- Marty Collins, Chief Legal & Privacy Officer, QuinStreet
Presented By:
- Steve Rafferty, CEO, ActiveProspect, Inc
- Ross Shanken, Founder & CEO, Jornaya
Buyer's & Seller's Summit: Insuring The Future Of Successful Insurance Marketing
Room: LeadsCon Breakout Stage
Join knowledgeable insurance industry experts as they review how COVID-19 has shifted many aspects of the insurance consumer journey and reshaped consumer expectations and demand. Desire for increased optionality and seamless online shopping experiences, combined with insurance technology enhancements, like machine learning to right-price products, is pulling America into the next evolution of digital insurance shopping. As brands battle to capture market share, understanding which impactful marketing strategies could accelerate success in Q1 2021 is essential. During this industry overview, learn how the global pandemic has altered the insurance market and how to evolve your marketing strategies to create more wins next year.
Moderated By:
- Rob Seaver, Executive Director, PACE
Presented By:
- Taryn Lomas, Executive VP, DMS
- Rick Bouffard, CRO, QuoteWizard
Buyer's & Seller's Summit: Is That Legal?
Room: LeadsCon Breakout Stage
Join us as we demystify the most common compliance questions in the industry. Topics will include, but not be limited to:
- Does TCPA consent expire?
- What’s the difference between marketing and administrative messages or calls?
- What’s the difference between implied and express consent?
- How do I navigate varying degrees of aggressiveness for obtaining consent (pre checkboxes)?
- Am I safe if I only send one text?
Moderated By:
- Marykathryn Briggs, VP Product & Strategy, Drips
Presented By:
- Eric J. Troutman, Partner, Squire Patton Boggs
- Marty Collins, Chief Legal & Privacy Officer, QuinStreet
Buyer's & Seller's Summit: STIR/Shaken & Call Blocking – What Lead Gen Call Centers Need to Know
Room: RingPartner Breakout Stage
STIR/SHAKEN and call blocking are two highly current hot topics on the minds of outbound call center operators. And for good reason. STIR/SHAKEN is a set of industry regulations designed to limit robocalls. The new rules and procedures will have a huge impact on your lead gen call center due to the increased risks of call blocking. Will you still be able to reach new customers?
Moderated By:
- Rob Seaver, Executive Director, PACE
Presented By:
- Bobby Hakimi, Co-Founder and Chief Product Officer, Convoso
- Ryan Thurman, Director of Sales and Marketing, Contact Center Compliance
Presented By:
- Michele Shuster, Managing Partner, Mac Murray & Shuster LLP
Buyer's & Seller's Summit: Americans With Disabilities Act – What EVERY Website Owner/Operator Needs to Know Today
Room: LeadsCon Breakout Stage
More than 1 billion people live with a disability. For many, the wealth of information, entertainment and commerce the rest of us enjoy is inaccessible. The blind, deaf and immobile experience of your website is something designers and developers rarely consider. The Americans with Disabilities Act (ADA) requires you to comply with standards that most websites ignore.
These standards are a moral and ethical dilemma, but it is also the law, opening up you and your company to costly litigation. Most web designers believe they have ADA "covered" because they ran a simple app to check compliance. You are NOT covered! Did you know that the ADA is now part of the California Consumer Protection Act (CCPA), too? CCPA brings even more exposure.
Join us as we discuss what accessibility means in the digital world and why it costs companies money every day. The same law that requires businesses to provide wheelchair ramps applies to your website. We will discuss the legal requirements and the practical application of accessibility techniques.
These standards are a moral and ethical dilemma, but it is also the law, opening up you and your company to costly litigation. Most web designers believe they have ADA "covered" because they ran a simple app to check compliance. You are NOT covered! Did you know that the ADA is now part of the California Consumer Protection Act (CCPA), too? CCPA brings even more exposure.
Join us as we discuss what accessibility means in the digital world and why it costs companies money every day. The same law that requires businesses to provide wheelchair ramps applies to your website. We will discuss the legal requirements and the practical application of accessibility techniques.
Moderated By:
- Rob Seaver, Executive Director, PACE
Presented By:
- Jason McKee, CMO, Accessibility Shield
- Erica Kramer, Partner, Hudson Cook LLP
Buyer's & Seller's Summit: Why Performance Marketing is a Trend That’s Here to Stay
Room: RingPartner Breakout Stage
Since COVID-19, advertising spend is trending downward across several traditional marketing distribution channels, in everything from print media to sports marketing and event marketing. On the plus side, calls and clicks are more relevant than ever as people work remotely, stay home more often and spend more time on their phones and personal devices. This translates directly into the increase in the number of consumer calls and clicks. Not surprisingly, many national brands and businesses continue to shift advertising budgets away from traditional marketing channels into performance marketing.
Join us for a discussion on the benefits of using a performance marketing strategy to grow your business, including:
Join us for a discussion on the benefits of using a performance marketing strategy to grow your business, including:
- Detailed tracking conversion rates and clear ROI
- Access to key customer journey insights
- Utilization of campaign optimization tools including the ability to precisely target customers by location
- Discover key factors to help you select the performance marketing strategy that best suits your industry and business model
- Learn how to compare the pros and cons of various performance marketing models, including Cost Per Click, Cost Per Lead, Cost Per Call and Cost Per Sale
- Understand how each of these models can fit in your sales cycle
Presented By:
- Robert Deming, Chief Operating Officer, Soleo Communications, Inc.
Thursday | October 1
Exhibit Hall Open
TCPA: Litigation and Compliance in 2020
Room: LeadsCon Breakout Stage
Whether it’s updates on auto dialers, spoofed calls, international calling or truth in caller ID, you need to be up on the latest findings around TCPA. Find out where the FCC is extending its authority, what’s behind the latest petitions and more. Join us as we examine recent actions and help you understand what it takes to be compliant in today’s market.
Key Takeaways:
Key Takeaways:
- Understand how TCPA is being enacted in various vertical markets
- Find out what the FCC’s expanded Caller ID rules mean for your business
- Discover how to stay compliant in all voice and text communication
Presented By:
- David Kaminski, Partner and Chair of Financial Services Practices Group, Carlson & Messer LLP
Marketing Growth and Optimization Workshop: Actionable Tips, Tricks and Tactics on Social, Email, Search and More!
Room: Workshop Stage
Want to improve the results of your current marketing channels? Looking for ideas to open up new channels? If so, then this is the session for you. Bring your laptops and be ready learn! This fast-paced training will cover a wide range of topics with specific and actionable ideas and insights to make your campaigns work harder for you.
Format
The training will bring in various experts who will spend 15-30 minutes showing actionable tactics, tips and powerful examples of great marketing across more than 10 different areas including (but not limited to):
Over the 4 hours, attendees will come away with:
Who Should Attend?
Anyone from beginner to advanced who wants to improve the performance of their marketing. The fast pace and large volume of topics covered mean that whether you are a solo marketer or have a 20-person marketing team, you will find real value in this training.
About the Presenters
Gordon Brott – Gordon has more than 20 years hands-on experience in acquisition marketing at companies of all sizes. He is currently the founder of Gordon Brott Growth Marketing where he works with both startups and established companies to grow and scale their businesses. Previously, Gordon was the Senior Director of Marketing for more than 8 years at OnDeck, where he led the acquisition marketing efforts as the company grew from $10M to nearly $400M in annual revenue and went public in 2014. Gordon has presented at LeadsCon 3 times in the past, and his talks always receive some of the top reviews at the conference.
Kevin Lord Barry - Kevin Lord Barry helps grow companies using paid advertising on Facebook and Google. Over the past 10 years, he’s managed millions in ROI positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck and more. He co-founded Right Percent to create an agency that can scalably serve fast growing leadgen companies in every vertical.
How Do I Sign Up?
All LeadsCon attendees are automatically registered for the workshops.
Format
The training will bring in various experts who will spend 15-30 minutes showing actionable tactics, tips and powerful examples of great marketing across more than 10 different areas including (but not limited to):
- SEM
- Email Marketing
- LinkedIn (organic and paid)
- Competitive Intelligence
- Google Analytics
- Landing Page Optimization
- Direct Mail
- Resources & Tools
Over the 4 hours, attendees will come away with:
- Actionable tactics and tips from basic to advanced to help make your campaigns more effective
- Specific examples of great marketing
- Tools and resources you can use to learn and improve your campaigns
Who Should Attend?
Anyone from beginner to advanced who wants to improve the performance of their marketing. The fast pace and large volume of topics covered mean that whether you are a solo marketer or have a 20-person marketing team, you will find real value in this training.
About the Presenters
Gordon Brott – Gordon has more than 20 years hands-on experience in acquisition marketing at companies of all sizes. He is currently the founder of Gordon Brott Growth Marketing where he works with both startups and established companies to grow and scale their businesses. Previously, Gordon was the Senior Director of Marketing for more than 8 years at OnDeck, where he led the acquisition marketing efforts as the company grew from $10M to nearly $400M in annual revenue and went public in 2014. Gordon has presented at LeadsCon 3 times in the past, and his talks always receive some of the top reviews at the conference.
Kevin Lord Barry - Kevin Lord Barry helps grow companies using paid advertising on Facebook and Google. Over the past 10 years, he’s managed millions in ROI positive ad spend for brands like DoorDash, Zenefits, Masterclass, Segment, OnDeck and more. He co-founded Right Percent to create an agency that can scalably serve fast growing leadgen companies in every vertical.
How Do I Sign Up?
All LeadsCon attendees are automatically registered for the workshops.
Presented By:
- Gordon Brott, Founder, Gordon Brott Growth Marketing
- Kevin Lord Barry, Co-Founder, Right Percent
Lead Gen Automation & Innovation: The State of Technology Tour
Room: LeadsCon Breakout Stage
For some time, AI has been driving the latest marketing tech. But, the complexity of its online to offline conversion funnel has shielded Lead Generation from this technological overhaul. The industry is now on the cusp of a new age—an AI age where marketers rely on the tools in their tech stack to increase ROI, uncover new prospects and, frankly, make their jobs easier. However, the number of choices in martech can be daunting. From click generation to sales closing, including lead capture and lead processing, it becomes harder and harder to stay current on trends, consumer behavior and innovation. Don’t be left behind. Come make your job easier.
Join us as we give you the LeadGen 500 Landscape - the first comprehensive mapping of our industry, with stops along the way to point out helpful tools, where AI can be used as a game-changing asset in your value chain and how to think outside the box when it comes to finding, targeting and reaching the right consumers.
Key Takeaways:
Join us as we give you the LeadGen 500 Landscape - the first comprehensive mapping of our industry, with stops along the way to point out helpful tools, where AI can be used as a game-changing asset in your value chain and how to think outside the box when it comes to finding, targeting and reaching the right consumers.
Key Takeaways:
- Understand where AI can be used as a game-changing asset in your Value Chain
- Learn what’s new with dynamic lead generation, embedding lead gen regardless of platform
- Explore case studies from new players utilizing AI in the Lead Gen space
Moderated By:
- Arthur Saint-Père, Founder & CEO, Dolead
Presented By:
- Bas Offers, COO and Co-Founder, PX, Inc.
- Geoff Colon, Head of Brand Studio, Microsoft Advertising
- Matthew Black, Co-Founder & CEO, Mav
- Vishwas Arora, Senior Manager, Channel Marketing, Lead Generation, Partner Programs, Kohler
Higher Ed Lead Gen and Achieving Student Enrollment Goals
Room: RingPartner Breakout Stage
The entire higher education landscape is evolving: The separation between for-profit and non-profit schools continues to blur, more traditional schools are farming out management of their online programs to Online Program Managers (OPMs) third-parties, and more of these OPMs are competing directly with universities for their business. Caught up in all of this, students are still taking on astronomical debt to achieve their higher ed goals. Meeting the demands to acquire new students in today’s market requires thoughtful targeting and retargeting, tracking and engaging through social and search. Join us as we assess that state of higher education today and share insights on where it may be headed.
Key Takeaways:
Key Takeaways:
- Get best practices for reaching and connecting with today’s student prospects
- Gain the latest insights on regulatory scrutiny impacting EDU
- Understand how the for-profit model is advancing to meet the needs of non-traditional students while effectively putting private and federal funding to good use
Moderated By:
- Bruce Douglas, CEO, Education Dynamics
Presented By:
- Donna Ritchie, Meteor Learning
- Marcelo Parravicini, CEO & Principal, Cygnus Education
- Susan Bogle, Vice President Product Marketing & University Partnerships, Southern New Hampshire University
The YouTube Playbook: Direct Response Via Video
Room: LeadsCon Breakout Stage
Every month, more than 2 billion people turn to YouTube and more than 90% of viewers say they have discovered new brands or products on YouTube. Break open a new channel for your lead generation efforts by learning how to use video to acquire even more customers and build brands in ways that drive results. Tangible takeaways on how to maximize performance & drive action from this high reach channel. Step by step guide to higher conversion rates, better measurement, and advanced techniques that you can add into your video strategy.
Key Takeaways:
Key Takeaways:
- Understand how to produce creative that performs best in digital video
- Know how to create campaigns that speak to the right user at the right time
- Learn how to measure the full impact your videos are having on driving results
Presented By:
- Don Batsford, Jr., Head of Industry, Google
Infutor Sponsored Session: From Marketing to Modeling: Maximize Consumer Data for Optimal Lead Generation
Room: RingPartner Breakout Stage
As the race for the best prospects in the lead generation space heats up, so does the demand for the best data that is often the difference in finishing first or finishing last. Consumer data is critical to lead generators as it helps identify, validate and prioritize new prospects in real-time.
In this session, Infutor Data Solutions, an industry leading data and lead solution provider, and healthcare solutions provider Torchlight, will discuss tactical ways to improve all areas of lead generation through consumer data. Attendees will learn how data and intelligence enables Torchlight to complete and score its best leads in real-time while fueling lifetime value modeling and attribution. The speakers will also conduct a live Q&A session to answer your lead generation questions.
After this session, you will know how to:
In this session, Infutor Data Solutions, an industry leading data and lead solution provider, and healthcare solutions provider Torchlight, will discuss tactical ways to improve all areas of lead generation through consumer data. Attendees will learn how data and intelligence enables Torchlight to complete and score its best leads in real-time while fueling lifetime value modeling and attribution. The speakers will also conduct a live Q&A session to answer your lead generation questions.
After this session, you will know how to:
- Enrich consumer contact information and build a deep profile of attributes to allow for more streamlined engagements
- Score aged and inbound leads in real-time in order to be the first to reach the best prospects
- Leverage lead scoring to prioritize and route the highest-propensity buyers to the best agents
- Utilize the right data to drive in-house modeling to truly understand and optimize the lifetime value of your best leads
- Maximize data by identifying the attributes that make up your best leads
Presented By:
- Stuart Lazarus, Vice President of Lead Gen Market Solutions, Verisk Marketing Solutions
- Steve Phillips, Director of Data Science & Analytics, Torchlight Technology
Keynote: Entitled Consumers Are a Threat to Your Business – Unless You Make Them An Opportunity with Dave Frankland, “Marketing to the Entitled Consumer”
Room: Keynote Stage
Today’s consumers have unreasonable expectations of your brand. They expect you to know everything about them — who they are, what they want and why — and to deliver it at the exact moment they need it. But ad saturation, irrelevant messages and inbox clutter make them resent everything marketers do. Your only path to success is to meet those unreasonable expectations. But, engaging with these entitled consumers demands a new strategy, and whether you call it customer-centricity, customer experience, consumer-first marketing or some other buzzword, one thing is certain — traditional approaches just won’t cut it. Learn from Dave Frankland, author of “Marketing to the Entitled Consumer” about the different dimensions and segments of entitled consumers, how to engage with them and how to turn their unreasonable expectations into lasting relationships.
Presented By:
- Dave Frankland, Managing Director, Winterberry Group
3 A's for Growth: Acquisition, Allocation and Attribution
Room: LeadsCon Breakout Stage
Marketers today have more opportunities than ever to acquire and connect with customers. And although agencies and vendors are often busy optimizing channels, the question for those on the brand side becomes how to best acquire and manage leads, allocate and optimize spend, and attribute those customers to the right source across all channels to maximize their acquisition efforts and retain customers who never even think about channel strategy. This session will explore how a lead-gen expert and three brand leaders look at leveraging best practices in lead generation techniques, tactics and channel strategies, and what it takes to achieve more effective campaigns for higher customer acquisition and retention.
Key Takeaways:
Key Takeaways:
- Learn proven growth strategies for your lead generation efforts
- Gain a better understanding of attribution and what it looks like throughout the journey
- Take advantage of better optimization of your digital campaigns leveraging TV, direct mail, email, content, and other tactics
Moderated By:
- Kenneth Kinney, VP of Marketing and Digital Strategy and host of "A Shark's Perpsective" podcast, Ai Media Group
Presented By:
- Jennifer Bradley, SEO and Digital Strategy Consultant, HP Enterprise
- Nancy Sherr, EVP, Chief Marketing Officer, 1st Franklin Financial Corporation
- Adam Pierno, AVP, Marketing Strategy, Arizona State University
Insurance Lead Gen: Innovation to Meet Today’s Customer Demands
Room: RingPartner Breakout Stage
Sponsored by Insurance Science DM
Click-to-call and click-to-message, warm transfers, social, content, local – all effective approaches to being successful with insurance leads. But as consumers look for convenience and efficient ways to save time and money, agencies and agents are meeting those needs in new and unique ways. In short, insurance lead gen is always evolving and the marketer’s job is never done. Join us as we look at how marketers are succeeding today engaging customers, how they’re using analytics and automation, AI and machine learning to maximize value and remove roadblocks, and where insurance is headed.
Key Takeaways:
Click-to-call and click-to-message, warm transfers, social, content, local – all effective approaches to being successful with insurance leads. But as consumers look for convenience and efficient ways to save time and money, agencies and agents are meeting those needs in new and unique ways. In short, insurance lead gen is always evolving and the marketer’s job is never done. Join us as we look at how marketers are succeeding today engaging customers, how they’re using analytics and automation, AI and machine learning to maximize value and remove roadblocks, and where insurance is headed.
Key Takeaways:
- Understand why properly vetting your calls will get you to more people you can help vs. those you can’t
- Learn how analytics are the competitive advantage to getting your next conversion
- Discover why content creation and customer care are more important than you think
Moderated By:
- Jeff Piotrowski, Sr. Director of Insurance, Jornaya
Presented By:
- Troy Korsgaden, President, Korsgaden International
- Keri Fitzgerald, Program Director - Agency Marketing, Farmers Insurance
Keeping Up with Compliance: How to Successfully Generate Leads in the Face of Regulation
Room: LeadsCon Breakout Stage
Keeping compliant is top of mind for today’s lead generators, both at the federal and state levels. To understand how to be a trusted lead seller or buyer, you have to look at current legal requirements and proposed legislative trends, including state licensing, advertising and privacy law, and enforcement actions. How do you prepare your business for government and counterparty scrutiny? We’ll help you stay on top of the latest developments and proposed additions.
Key Takeaways:
Key Takeaways:
- Learn how being associated with bad traffic in any way can make you liable
- Understand the do’s and don’ts of lead generation and advertising to steer clear of deceptive practices
- Know how to test vendors and vet your lead sources to ensure compliance
- Discover how to protect your brand and image in the marketplace as a trusted source
- Find out what’s new and next with privacy protection, including GDPR and CaCPA
Presented By:
- Jonathan Pompan, Partner, Venable LLP
Mortgage Lead Gen: Lead Conversion in the New Normal
Room: RingPartner Breakout Stage
Session Sponsored By: LendingTree
As a result of systemic economic and social changes brought about by COVID-19, our industry is at the precipice of a New Normal. Today, perhaps more than ever, the lender and loan officer’s ability to effectively manage and convert leads is central to achieving and sustaining business results.
Having lead organizations through the systemic changes of the past 37 years, Dale Vermillion is uniquely qualified to offer a trusted insight into how lenders and loan officer’s can effectively manage and convert leads in the New Normal.
By joining Dale for this powerful 1-hour session, you will learn:
As a result of systemic economic and social changes brought about by COVID-19, our industry is at the precipice of a New Normal. Today, perhaps more than ever, the lender and loan officer’s ability to effectively manage and convert leads is central to achieving and sustaining business results.
Having lead organizations through the systemic changes of the past 37 years, Dale Vermillion is uniquely qualified to offer a trusted insight into how lenders and loan officer’s can effectively manage and convert leads in the New Normal.
By joining Dale for this powerful 1-hour session, you will learn:
- Timely strategies for managing record-breaking lead volume
- Timeless principles optimizing lead prioritization, and
- Proven tactics for maximizing lead conversion
Presented By:
- Dale Vermillion, Founder & CEO, Mortgage Champions
Friday | October 2
Exhibit Hall Open
Our Senior Moment Workshop: Serving, Engaging and Converting Seniors in 2020
Room: Workshop Stage
Conservative estimates indicate that over 10,000 Americans turn 65 every day. So much changes in one’s life when this happens, and if we want to truly serve this generation, we as marketers must sharpen our understanding of their needs from a product, communication and technology perspective.
Sub Sessions
Making Sense of Medicare
10,000 Americans turn 65 every day. This is a major moment for seniors; perhaps most impactful is Medicare eligibility. As a result, Medicare products frame a growing category for performance marketers. Join us for an in-depth discussion on this rapidly growing space with industry leaders.
Senior Living: Complicated but Critical
Any housing transition can be tough. For seniors and their families, the stresses are often even greater. This discussion focuses on businesses that seek to help with this challenging time for America’s seniors and their families. Join leading experts for this timely and important topic.
Audience Considerations: All About Engagement
With any audience, marketers and service providers do best when they implement specific strategies to increase engagement. In this session, we’ll lean on senior-focused brands for in-depth insights and best practices around content and sales communication.
What You Will Learn
This Workshop’s sole purpose is to help our audience firmly grasp what market leaders are doing to gain traction serving America’s seniors. We’ve sourced seasoned leaders from the insurance, senior living and senior-focused content publishers to help us all learn from some of the best. Throughout the program, we will lean on our experts to help us gain a more broad and deep understanding in three primary areas:
Who Should Attend?
Anyone who is focused on customer acquisition, retention and revenue growth in the senior space.
What Past Attendees Have to Say
JT Benton is an industry leader with extensive performance marketing experience. He will be joined on stage by top CEOs, CMOs and senior product experts.
All LeadsCon attendees are automatically registered for the workshops.
Sub Sessions
Making Sense of Medicare
10,000 Americans turn 65 every day. This is a major moment for seniors; perhaps most impactful is Medicare eligibility. As a result, Medicare products frame a growing category for performance marketers. Join us for an in-depth discussion on this rapidly growing space with industry leaders.
Senior Living: Complicated but Critical
Any housing transition can be tough. For seniors and their families, the stresses are often even greater. This discussion focuses on businesses that seek to help with this challenging time for America’s seniors and their families. Join leading experts for this timely and important topic.
Audience Considerations: All About Engagement
With any audience, marketers and service providers do best when they implement specific strategies to increase engagement. In this session, we’ll lean on senior-focused brands for in-depth insights and best practices around content and sales communication.
What You Will Learn
This Workshop’s sole purpose is to help our audience firmly grasp what market leaders are doing to gain traction serving America’s seniors. We’ve sourced seasoned leaders from the insurance, senior living and senior-focused content publishers to help us all learn from some of the best. Throughout the program, we will lean on our experts to help us gain a more broad and deep understanding in three primary areas:
- Building and marketing products which truly serve seniors.
- Engaging with this audience to win trust and gain influence with them.
- Converting interested consumers into long-term, happy customers.
Who Should Attend?
Anyone who is focused on customer acquisition, retention and revenue growth in the senior space.
What Past Attendees Have to Say
- “One of the most valuable events I attend each year.” C-Level Executive, Top-5 US Bank
- “The best content I took in this year.” SVP, BD, National Insurance Agency
- “Worth the entire trip expense.” CMO, Top-15 US Home Service Brand
JT Benton is an industry leader with extensive performance marketing experience. He will be joined on stage by top CEOs, CMOs and senior product experts.
All LeadsCon attendees are automatically registered for the workshops.
Moderated By:
- JT Benton, Founder, WorkBook6
Presented By:
- Alisha Mecier, VP of Business Development, eHealth Insurance Services, Inc.
- Stephen Anderson, Chief Strategy Officer, Seniorly
- Scott Norwalk, SVP, Growth and Strategic Partnerships, Centerfield Media, Co. (SeniorLiving.org)
- Blair Baldwin, Founder and GM, AgeUp/Haven Boston Studio
- Brian Macias, President, Embrace Pet Insurance
Making the Best of a Bad Situation: Lead Generation in a Pandemic
Room: RingPartner Breakout Stage
As COVID-19 creates further economic uncertainty, managing risk and ensuring the continued health of your business demands a deep understanding of the changing market conditions. Reach, CTR, CPC, Sales Rate—metrics that are difficult to predict on a good day have become increasingly hard to manage in recent weeks. Marketers are now struggling more than ever to determine the correct channel mix and identify necessary adjustments to their conversion funnels. But, you don’t have to go it alone. We don’t have all the answers, but we hope to make the task a bit less daunting. Join us as we share the best practices for Lead Gen in this time of crisis.
Presented By:
- Arthur Saint-Père, Founder & CEO, Dolead
- Rachel Krug, VP, Growth Operations, Business.com
Modern SEO Tactics for Lead Gen: How to Optimize Your SEO Presence in 2020
Room: LeadsCon Breakout Stage
Organic search has evolved dramatically over the past several years. SEO visibility used to mean showing up in the main desktop search engine results pages (SERPS). Today, however, with the rise in prominence of position zero, mobile first, local listings, video carousels and voice search, the concept of "visibility" is much more complicated and nuanced. To perform well in SEO, lead gen companies must understand where it makes sense for them to compete and what they need to do to become visible.
This session gives a quick review of the different SEO visibility options and gives specific, tangible things lead gen companies can do to improve performance.
Key Takeaways:
This session gives a quick review of the different SEO visibility options and gives specific, tangible things lead gen companies can do to improve performance.
Key Takeaways:
- Discover how to incorporate structured mark-up to give your content a chance to show in enriched search such as interactive results and carousels
- Lean how local pages and directory listings, even in national categories, can help you hyper-target your audience
- See how meta content can be A/B tested to more traffic
- Understand how to optimize featured snippets to show up in Google's "answer box"
- Find out about specific steps you can take for mobile optimization in a "mobile first” world
Presented By:
- Jim McKinley, Principal, (un)Common Logic
Creating Content that Engages and Activates Your Next Customer
Room: RingPartner Breakout Stage
Content marketing has been described as creating awesome stuff as you listen to your customers and answer their questions. It’s about reaching the top of the search ranking but it’s also so much more than that, including positioning your company or brand as a thought leader. Do you have a content plan? What kinds of content can you produce? Do you have a creation schedule and consistently stick to it? Do you know what a potential customer is looking for? And if so, are you answering their questions and helping them along their journey? We’ll get into all of this and more as we focus on getting consumers to seek you out.
Key Takeaways:
Key Takeaways:
- Understand content ideation and where to look for inspiration
- Discover best practices for creating content and the best ways to distribute your message
- Learn which channels attract the right customers for your business and how to scale your efforts fishing where there are fish
Presented By:
- Samantha Kermode, Director of Strategic Development, Investis Digital
Today’s Most Useful Email Trends, Tips and Tested Tactics
Room: LeadsCon Breakout Stage
Do you want the inside scoop on what’s really working in email today? Join us as we share the most up-to-date trends, battle tested tips and scientifically proven tactics – drawn from both in-market research and the latest behavioral science studies in the US and abroad. In this fun, fast-paced, and example-jammed session, you’ll discover what to do, what to avoid, and what will give your campaigns the competitive edge you’re looking for. Find out what’s actually performing in-market right now, hear why it works, and see examples of emails that do it right. You’ll leave this session with pages of notes to improve your current campaigns. And the best part? These powerful tactics are easy to apply.
Key Takeaways:
Key Takeaways:
- Find out what some of today’s biggest email misconceptions and missed opportunities are
- See how to prompt people to automatically open and read your email by adding the persuasive tactics of behavioral science
- Gain numerous techniques you can confidently test the next day to quickly increase your email ROI
Presented By:
- Nancy Harhut, Chief Creative Officer, HBT Marketing
- John Sisson, President, HBT Marketing
How Persuasion, Emotion and Trust (PET) Drives Customer Acquisition
Room: LeadsCon Breakout Stage
Most of the world of Marketing sees persuasion through the lens of value proposition. But do you really think that every decision people make is a rational weighing of pros and cons? The science of psychology finds that people make decisions in ways that are emotional and seemingly irrational. UX uses the science of psychology to influence decisions with an approach called Persuasion, Emotion, and Trust (PET). Come learn about PET from one of the world’s leading UX professionals, Dr. Noah Schaffer. He’ll show you how to find out your customers’ Drives, Blocks, Feelings, and Beliefs and use that understanding to build a strategy and drive customer acquisition.
Key Takeaways
Key Takeaways
- Understand the principles of Persuasion, Emotion, and Trust
- Find out how to learn your customers’ Drives, Blocks, Feelings, and Beliefs, and how to leverage them to drive conversion
- Discover the secret weapon that lets UX drive uniquely persuasive designs
- Learn a strategic approach to make a truly persuasive experience from first engagement to the final close, and even following through to retention
Presented By:
- Noah Schaffer, Executive UX Strategist, Human Factors International
Social Media for Lead Gen: Building a Viable Strategy
Room: RingPartner Breakout Stage
55% of the US and EU populations, including your target customers, use Facebook and other social media platforms every single day of their lives. That’s why social media can be a gold mine for leads in almost every vertical. With so many platforms today, how do you create an effective and efficient approach that targets the right audience, increases your reach and most importantly leads to sales? Join us as we explore best practices and techniques for engaging new prospects and meeting the needs of existing customers.
Key Takeaways:
Key Takeaways:
- Discover what’s new in social media and how to be most effective on different channels
- Strategize and plan your product or service offerings to generate inbound leads
- Understand the ways social channels differ and where each excels for lead generation
- Target leads that qualify for your offerings and offer the most value to your business
- Use technology to monitor, track and attribute to get the full picture of your conversion funnel - from impressions to engagement and sales
Presented By:
- Kevin Lord Barry, Co-Founder, Right Percent
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