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Wednesday | October 20
Thursday | October 21
Welcome & Opening Remarks
- Ian McRae, Director, Content, LeadsCon
- Bruce Cook, SVP Corporate Development, LendingTree, LLC.
What is stopping you from closing one deal per week? We will be discussing growth in the age of digital marketing, how to package and close deals, organic outreach over automated outreach, how to leverage your personal brand to generate leads, how to build long term relationships for long term business, and changing customer consumer behavior in the time of COVID.
Nathan Pirtle is a globally recognized speaker, host, entrepreneur, marketing expert, activist and philanthropist who Forbes ranked on their 25 top marketers list in 2017 and 10 fold ranked Nathan the #2 marketing influencer in the world based off of real statistics and analytics. Nathan is a millennial-aged entrepreneur who is a consultant to various fortune 500 companies. He's credited with starting worldwide trends through his personal following which boasts an active audience of nearly 3 million and a monthly reach of more than 20 million. Pirtle is also the founder and CEO of Work With The Coach, a leading digital media company which represents and advises industry-leading artists and companies including Nicki Minaj, Gavin Rossdale, Apple Music, Youtube, Lil Wayne, BET Networks and more. Nathan is signed to Buchwald Talent Agency.
- Nathan Pirtle, Founder and CEO, Work With The Coach
In an age of data privacy, consumer choice and technological disruption, we take a look at where our business has been and where it’s headed. Where are marketers succeeding today? What industries are emerging and contracting? How can you successfully interact today to generate customers? Join us as we share and interpret industry survey findings, and explore lead buying and selling, customer acquisition, measurable marketing, consumer insights and more.
Exhibit Hall Open
Influencers on *Fyre*: Do’s and Don’ts of Working with Influencers to Generate High Value Leads
Let’s take a break from COVID-19 and travel back to the tranquil days of 2017, when many of us first heard the term influencer. With the *Fyre* Festival with our framework as what not to do, and recent best practices in the automotive lead generation world as our framework as what to do, we will learn how we as lead generators can better work with influencers to generate high value, intented and consented leads. Specifically, we will review:
- FTC Endorsement Guidelines for Working with Influencers
- How to Sell Influencers on Lead Generation / Performance Based Revenue Models
- How to Structure Lead Generation Campaigns with Influencers
- Our Commitment to Each Other as Lead Generators
- Matthew Clayson, Vice President and General Counsel, Detroit Trading Co
ML applications have changed how real-time lead management decisions are made, allowing lead buyers to execute automated, repeatable decisions throughout the lead conversion journey. This session will feature firsthand insight around the use of ML technology. This session will also include discussion around where this technology goes from here, what the future looks like with “machines” guiding prospects and sales agents through an optimized process.
- Gain a clear understanding of how ML applications have changed how lead management decisions are made over the last few years.
- Determine considerations around this decision technology and increase loan officer efficiency and lead conversion.
- Develop a clear view of what the future looks like for lead management and conversion with ML decision technology.
Preparing for Tomorrow’s Regulatory Environment
This session includes insight around:
- How the latest consumer privacy regulations are going to shake out for performance marketers
- Best practices for staying a step ahead of TCPA regulations
- Understanding what regulators are looking for and how to best minimize your third party risk
Future Proof Your Marketing Team: The Next 5 People CMOs Need to Hire
Christina Wells (CMO, Bankrate) and Don Batsford (Head of Industry, Google) discuss the skills, approach, and roles needed to build a successful marketing organization moving forward. Join them to gain insights on what every business leader needs to keep in mind when hiring today to ensure that your organization is able to tackle the quickly developing digital landscape. This session will help you future-proof your marketing team.
Lunch & Learn: Identifying, Scoring, and Cultivating Leads for the Home Services Industry:
Lunch & Learn session seating is limited and will be on a first-come, first-served basis.
Can you improve lead quality AND conversion? Join us as our panel of experts share the latest industry-wide trends, from McKinsey, Gartner, Infutor and others, and deep-dive into the home services space to find cutting-edge tactics to win in any industry. One example: a lead generator in home services reduced the required fields in their form and began enriching leads on the backend with permissibly-obtained third-party data. The impact? Lead conversions increased 214%. Marketers and service providers will enjoy this session as we discuss the future of lead generation in the Home Services industry.
Lead or Liability? Practical Advice to Balance Acquisition and Legal Exposure
In 2021, compliance is a top-of-mind concern for all performance marketers. Join us for this moderated discussion featuring experts in lead acquisition, data management, marketing, and the legal field, all presenting their unique perspectives on how marketers can manage privacy and compliance while maintaining lead volume. We’ll focus on common questions, compliance challenges, shifting regulatory expectations, and practical advice for businesses operating at different scales.
Delivering a Better Insurance CX to Gain an Unfair Advantage
While the insurance shopping journey has improved in recent years, it can still be clunky, inefficient, frustrating and discouraging for both consumers and insurance providers. Join this distinguished group of insurance CX practitioners to learn how they have changed the game to outperform the competition with their own unique cocktail of people, data, technology and process. And, find out what they have planned for 2022 and beyond that will help take the performance marketing space to the next level.
Identifying Best Practices for Growing Your Customer Base in the New Paradigm
This interactive panel discussion will discuss:
- Warming up to life outside of the spray and pray mindset
- Exploring alternate tools and strategies for tracking
- Maintaining your ROI in the new environment
- Improving your first-party data tracking
- Finding methods to improve the digital experience and personalization in the post-cookie reality
Lead Generation Compliance in the Healthcare Vertical
Performance marketing compliance rules are already difficult to navigate, but when you add healthcare to the mix navigating all the rules can not only be complex but a high-stake endeavor. Join us for this moderated discussion featuring experts in compliant healthcare marketing ranging from your run of the mill health insurance campaigns to insurance covered healthcare programs such as pharmacy, medical devices, laboratory and the complications of applying affiliate and lead gen processes to industries that promote commercial pay and government funded programs.
Beer, wine and light refreshments served.
There are a lot of “flash in the pan” partnerships that pop up in the Lead Gen industry, and we want to explore what the Women of LeadsCon are doing differently to curate and nurture long-lasting relationships with their partners. We'll discuss:
- Challenges female leaders have faced in this industry
- Fresh take on the role of mentorship
- Tried and true methods for building mutually valuable business relationships with intention
The all-women panel session is open to everyone!
Messaging Strategy: Driving Enrollment Growth While Managing Prospective Student Expectations
The hyper-competitive nature of online student recruitment constantly leaves internal marketing teams and agencies scrambling to come up with new and creative approaches to capture demand. This means that a plethora of messaging strategies are deployed, at significant cost, without always having a coordinated communication strategy from the institution. This misalignment of messaging strategy and enrollment efforts can negatively impact student experience and the goodwill of an institution's brand. Join us for this interactive panel discussion featuring insight from some of EDU’s top thought-leaders.
- Brad Reifschneider, Executive Director of Digital Marketing, Grand Canyon University
- Marcelo Parravicini, CEO & Principal, Cygnus Education
- Kenneth Hartman, Senior Partner, Hartman and Associates, LLC
- Susan Bogle, Vice President Product Marketing & University Partnerships, Southern New Hampshire University
Friday | October 22
Exhibit Hall Open
Healthcare, Education & Home Services Meet-Up
Performance Marketing & Regulatory Summit
Every Crisis Is An Opportunity: A Lesson On Marketing In Difficult Times
Join this fireside chat to hear incredible stories of thriving during complex times, including after 9/11, during the Great Recession and throughout the current pandemic.
· How to reframe the challenge to become an opportunity
· Ways to think outside the box to understand and engage consumers
· Lessons in motivating teams to keep pushing for growth
There will always be obstacles, and they can always be overcome.
Effective Advocacy and Lobbying for Lead Generation & Performance Marketing
Don’t think your voice matters? Advocacy is for “someone else”? You’d be surprised at how powerful your voice is! In today’s increasingly litigious world, Performance Marketers are finding themselves facing unprecedented regulation and legislative battles at both the state and federal levels.
Join former Congressman, Jack Kingston as he shares his personal insight on what’s going on in Washington DC and at the State level as it relates to the impact of increased legislative activity the industry is experiencing. Jack will provide his take on how this industry can effectively work with regulators and legislatures to forge partnerships to better understand how to protect consumers while embracing industry best practices.
Financial Services, Banking, Mortgage, Credit & Debt Meet-Up
Public Relations for the Lead Generation Industry
Do you have a public relations plan in place in case you or your business find itself in an undesirable place? Join Powerhouse Public Relations firm, Mercury’s George Birnbaum and Vlada Galan as Squire Patton & Boggs, Principal, Daniel Delnero walk the audience through some of the most important public relation moments in history.
George and Vlada will share insights to some of the highest-profile PR campaigns in recent history. George consulted and managed the campaign and was Chief of Staff for Israel’s Prime Minister Benjamin Netanyahu while most recently led the campaign for Israel’s newest Prime Minister, Naftali Bennett. Vlada has advised national elections in Ukraine, Serbia, Azerbaijan, Mexico, Columbia, Austria, and Zambia. She helped elect Marta Lucia Ramirez the first female Vice President of Columbia in 2018.
Learn critical insights on how to handle your company through the most difficult times. This is a can’t miss session!
War Stories and Battle Plans
In this can’t miss session former Federal Trade Commission Consumer Protection Bureau Director, Andrew Smith, and former Ohio Attorney General Consumer Protection Chief, Michele Shuster, will shed light on the history of current regulatory actions and provide their insight into how your company can avoid the regulatory and legal pitfalls on the horizon. Topics covered will include the TCPA, TSR, and other federal and state privacy, marketing, and advertising laws. The best offense is always good defense.
Join RateMarketplace’s Matt Tillman as he holds this important conversation with NAMMBA’s Tony Thompson as they discuss Diversity, Equity, and Inclusion. Learn what both are doing in each of their respective careers as it relates to leading the DE&I charge.
Immediately following the fireside chat, Matt will shift the focus of conversation to those companies in the Performance Marketing industry who have shown exemplary progress with their own DE&I initiatives as he recognizes each company with the inaugural LeadsCouncil’s DE&I recognition awards.
Who Filled Out That Form? How Companies Are Navigating The New World of Ad Fraud And Inclusion
One out of every four leads comes from a fraudulent source. And the majority of forms are impossible to fill out for people with disabilities (currently 20% of the consumer population). Listen to the decision-makers at QuinStreet and Leadrilla discuss their approach to these issues. Learn how the solutions they chose resulted in an increase in revenue and a boost in brand equity.
Lunch is served in the session room. Lunch & Learn session seating is limited and will be on a first-come, first-served basis.
Phone calls still play an important role in engaging with customers, and are often used when other digital self-service channels fail to address urgent or highly sensitive customer concerns. But consumers have stopped answering their phones due to the rise in illegal robocalls and call scams.
Government agencies are cracking down with regulatory and legislative mandates designed to protect consumers.
Call originators have experienced precipitous drops in call answer rates and customers are missing important calls. Multiple call backs are required – leading to increased costs and frustrated consumers.
With the focus on digital communications and providing a seamless omnichannel customer experience, it’s important for the lead-gen community to remember the importance of traditional, key channels such as the call experience to help connect and close deals.
This productive session outlines information that call originators can use to improve the call experience. You will learn:
· The current state of regulatory and legislative anti-robocall mandates
· What anti-robocall methods voice service providers are rolling out
· How robocall analytics and STIR/SHAKEN call authentication can affect phone calls
· Best practices for call originators to effectively reach customers by phone, and deliver a better call experience for customers.
What Your Customers Are Really Doing Online
While you want people to engage with your marketing, science says that your customers and prospects are often on autopilot. They don’t “make” decisions, they default to automatic, reflexive, hardwired responses. In performance marketing, we don't always get to control the top of the funnel story that prospects see and that can lead to poor down funnel metrics. Join us as we explore what is really going on in the crazy world of acquisition marketing in 2021.
- Brett Kaufman, Co-founder & CEO, Successful Media, LLC
How to Cater to Customers with Email Personalization
Increasingly, “experience” is more important than product or price when it comes to retaining customers. By taking a customer-first focus, you can identify key decisions that become critical to growing your business. From marketing automation to segmentation, this session will cover how to make sure every interaction with customers, whether delivered by a human or automation, works together to improve conversion rates and retention, optimize products, and engage your customer community for the long-term. Hear how Your Income Space used ActiveCampaign to segment their email list and localize their content, making sure that customers receive personalized messages and updates about their digital education courses. Brett, Ashley, and Shay will share how using a customer experience automation platform enabled Your Income Space to make the switch to automate processes for their lean business, acquire new customers from across the globe, and keep engagement high.
Building Your Competitive Edge in Call Generation
You’re convinced that calls are the best leads. They are immediately available for your sales agents to talk to, and they are ready to buy. You are a believer, and have this channel set-up and humming along. But you want to do more, and you want to take your calls to the next level.
Attend this session and learn advanced-level tactics, best practices and tools of the trade. With over 30 years of combined experience in call generation, listen to our panel of experts who will open their playbooks to finding, qualifying and converting calls to scale this channel and your business.
Balancing Quantity And Conversion: How Do You Change From The Quantity Mindset To A Quality Approach?
Join our industry experts as they discuss how to best:
- Increase conversions and upselling; moving opportunities through the funnel
- Tweak the efficiencies of a call center to maximize lead management
- Stay a step ahead of regulatory and compliance concerns
Between the confluence of technological innovation and an evolving regulatory landscape, there are plenty of opportunities and potential pitfalls that lie ahead for the marketing industry in 2022 and beyond. This panel discussion will provide insights, perspectives and examples addressing:
- Methods for marketers to improve their data-driven decision-making with new automated tools and strategies (social media, chatbots and more)
- Best practices to ensure your 2022 marketing efforts are aligned with the goals of your sales organization
- Building out a scalable, flexible lead generation strategy that can adapt to changes in the regulatory environment
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