2018 Full Program

Discover the hottest trends and innovative growth secrets from digital marketing’s brightest minds.

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 | October 3

12:45 PM – 1:25 PM
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Fast and Furious Marketing: Tips Tools and Tactics to Improve Your Marketing Today

Room: Harbor Ballrooms
Join Gordon Brott of OnDeck in this fast-paced session as he shares dozens of new and classic marketing tactics and tools that you can quickly implement and use to acquire customers more efficiently. Covering channels ranging from Facebook and SEM to LinkedIn and direct mail, this session will show you ways to optimize your current campaigns, as well as entirely new opportunities for growth.

Key Takeaways:
  • Review classic direct marketing best practices that many marketers forget today
  • Discover new tools and solutions that can empower your marketing as you optimize your technology stack
  • Learn new features that you may not know about from some of the marketing tools you use regularly
  • Leave with new marketing insights that you can quickly integrate into your own campaigns
  • See examples of highly effective marketing in action from companies large and small
Presented By:
1:30 PM – 2:10 PM
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How to Hack the Brains of B2B Buyers

Room: Marina Ballroom IV
One of the toughest challenges in B2B marketing is connecting with prospects. The people you target are smart and educated, but the human brain is hardwired to take the easy way out.
 
Social scientists have proven that humans cruise through much of their day on autopilot, defaulting to hardwired behaviors when they make many decisions – including the decisions that can ultimately determine whether or not you make a prospect’s shortlist.
 
But if you’re a savvy marketer, you can use these automatic responses to your advantage, increasing the likelihood your target will notice your message, respond to it, and even pay your asking price.
 
Key Takeaways:
  • How to use behavior to boost response rates and ROI
  • Ways to better understand your prospects’ behavior pre- and post-sale
  • Ideas for influencing the B2B consideration process
Presented By:
1:30 PM – 2:10 PM
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Building Powerful Brands in Modern Marketing

Room: Marina Ballroom I
In a world of high-powered analytics and marketing automation, it’s more important than ever to start with a powerful and distinctive brand. Multi-industry CMO Peter Horst will review the building blocks of an armor-piercing brand proposition that can act as the center of gravity of a modern marketing ecosystem. Horst will also review the new challenges facing brands in the era of #FakeNews, #boycotts and loss of trust, and provide a framework for brands to find their authentic voice and role in the politicized environment.
 
Key Takeaways:
  • Understand the role of a catalyzing insight in the foundation of a powerful brand
  • Discover the elements of compelling brand promise that provides gravitational pull
  • Learn how to navigate a polarized consumer market that expects brands to weigh into the big social and political issues of the day
Presented By:
1:30 PM – 2:10 PM
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Energize! Brand Strategies to Ignite Your Marketing

Room: Marina Ballroom I
Session Description Forthcoming.
1:30 PM – 2:10 PM
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Interpreting the ‘F Word’: Why Customer Engagement NOT Customer Satisfaction Is Key to Sustainable Growth

Room: Marina Ballroom II
Every morning in Africa a gazelle wakes up and knows it must outrun the fastest lion. Every morning a lion wakes up and knows it too must outrun the slowest gazelle. It doesn't matter whether you are a lion or a gazelle – when the sun comes up, you’d better be running! In this session you’ll learn why you’re probably running your marketing and sales efforts backwards, the forbidden “F-word” (not the one you are thinking), 6 strategies to help you outrun your competition and one you can start doing today.
 
Key Takeaways:
  • Discover why hearing the “f-word” is an indication your relationship is in trouble
  • Understand why your customers think you’re at best average, and how to break out of the pack
  • Learn the 6 dimensions to exceptional customer engagement (hint: you’re most likely only doing 2)
Presented By:
2:20 PM – 3:00 PM
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Improving Sales and Marketing Integration

Room: Marina Ballroom IV
Pressable’s Jay Newman has a deep background in managing a large-scale sales team, while 360Partners’ Jim McKinley has experience managing large scale marketing campaigns. In this session, they get together to discuss how companies can improve the handoff points between marketing and sales, and get everyone working together for marketing success.
 
Key Takeaways:
  • The two simple things marketing can do to increase the sales’ teams close rates
  • Tips for educating the sales team on the buying journey of search-generated leads
  • How sales can actually help marketing write more effective copy
Presented By:
2:20 PM – 3:00 PM
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Best Practices for Better Customer Acquisition

Room: Marina Ballroom I
Session Description Forthcoming.
2:20 PM – 3:00 PM
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Finding Value in the Power of Influence and Influencers

Room: Marina Ballroom II
Whether you are utilizing influencer marketing for your company or client or even if you are building your own personal brand, the power of influence is rapidly growing in value for marketers. Consumers often rely on the value proposition that influencers bring as one of the most trusted forms of brand advertising. Greater than 80% of marketers today say that they use influencers in their current strategy. What do they know that you don’t? Join us as we examine the power of influencers to reach today’s consumers and why you should consider adding influencers in the mix.
 
Key Takeaways:
  • How to build lead generation strategies utilizing influencers
  • Learn about marketing methods for building your own brand
  • Discover some pitfalls to avoid in building out a standalone influencer strategy
Presented By:
  • Kenneth Kinney, Digital Marketing Manager, Lead Generation, TruGreen
  • Kim (Weisensee) Brown, Global Head of Marketing & CEO and Founder, GE Renewable Energy & Centrally Human LLC
3:20 PM – 4:05 PM
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Tension + Human: Keys to Supercharging the B2B Sales Funnel

Room: Marina Ballroom IV
The topic of brand to demand or brand versus demand is top of mind for B2B marketers. There is agreement that it shouldn’t be an either/or conversation, and that successful B2B marketing must be a seamless balance and blend of brand level efforts and demand gen level efforts. But pulling off this balance without losing sight of your brand along the way is much easier said than done. This session will explore the keys to finding this balance and better navigate the key technologies and touchpoints of today to keep your customers engaged across their funnel journey.
  
Key Takeaways:
  • Explore how to ensure brand consistency across the funnel experience
  • Tips for creating both internal and external brand moments that unify
  • Suggestions for ensuring a more human marketing machine
  • Keys to executing a tight handoff from marketing to sales to ensure the brand’s humanity and narrative are strengthened rather than watered down
Presented By:
3:20 PM – 4:05 PM
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Designing an Extraordinary Customer Service Culture Using Chatbots and Pixiedust

Room: Marina Ballroom I
Creating a magical customer service culture like Disney can take decades, but can we reproduce that experience using AI & helpful bots in a matter of days? We will explore the 3 elements of consistent extraordinary customer service and how this can be programmed into a chatbot to deliver a positive consumer experience. A positive customer interaction will not only sell, but it can create loyalty & brand evangelism. Explore the foundation & the future of customer service.
 
Key Takeaways:
  • Discover a customer-centric service culture based on the three pillars of customer service employed by the Walt Disney Corporation for years
  • Learn how to build a chatbot (and get a free one) to create a voice for your brand that is available 24/7 to serve your customers and deliver an extraordinary customer experience
Presented By:
3:20 PM – 4:05 PM
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In the Moment Marketing: Next Practices for Real-Time Targeting

Room: Marina Ballroom II
Current marketing and sales strategy contend with the “Moment-of-Truth” (MOT), whereby 80%+ of a customer's purchase evaluation has occurred before engaging with a brand. It is a reality that eludes traditional marketing and customer journey mapping and is integral to lead conversion rates. The challenge for marketers is that the search phase leading up to the MOT is an asymmetrical, multi-directional process whereby marketers lose connection with the customer. The concept of 'In the Moment Marketing' strategically deploys technology that surrounds the customer, keeping the brand in the consideration set at all times during the asymmetrical search phase. This allows the brand to reach the final consideration “cut” and cost-effectively increase conversion, sales, and margins.
 
Key Takeaways:
  • Learn how to optimize brand messaging and tactics for the modern customer's primary channels:
    • Digital/Websites/Email
    • Traditional Advertising
    • Input from Family/Friends
    • Actual Shopping
If the right mix of technology is deployed, each of these channels can be comprehensively and effectively distilled into the right lead at the right time.
 
Presented By:
4:15 PM – 5:00 PM
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Spotlight on B2B Content Marketing: Who’s Doing What—And Doing It Right

Room: Marina Ballroom IV
There's never been more companies publishing content. But, are we getting it right? How do we create content that resonates with business buyers? And, in a sea of noise, how do we break through?  You’ve got content questions and we’ve got answers. In this interactive panel, we'll tap into the city's largest community of content professionals—Boston Content—to share examples of great content, and dig into the strategy behind their success. 
 
Key Takeaways:
  • How to develop content ideas that resonate
  • What content formats work best —and what’s driving results
  • Examples of what works, what didn’t work—and how brands made it better
Presented By:
  • Katie Martell, On-Demand Marketer and Executive Director, Boston Content
4:15 PM – 5:00 PM
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The Neuroscience of Creating Memorable Content

Room: Marina Ballroom I
Audiences typically remember only 10% of the content shared with them, and the 10% one person remembers typically differs from the 10% another person remembers. Imagine the time and money you could save if you knew how to control what your audience remembers, and if you could break through the clutter with content so compelling that people couldn’t ignore your message. In this session, cognitive neuroscientist Carmen Simon will share insights from neuroscience, including where attention is processed in the brain, how memories are formed, and how decisions are made. Armed with this knowledge, you’ll be able create content that’s more memorable and therefore, more actionable.
 
Key Takeaways: 
  • Discover the neuroscience behind what makes marketing content memorable 
  • Understand the three most common reasons people forget content 
  • Learn how to appeal to human motivational drivers 
  • Find out how to take an informed understanding of your customer and translate that into messaging and content that resonates
Presented By:
4:15 PM – 5:00 PM
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Making Direct Mail Work for You in Today’s World

Room: Marina Ballroom II
Even in today’s tech-focused world, direct mail remains an extremely effective channel for many marketers. This session will review the key components of creating effective direct mail campaigns for both B2C and B2B marketers, ranging from data acquisition to mail creatives and the all-important offer. We will review classic direct mail best practices and introduce you to brand new technologies that are making direct mail more effective than ever for marketers of all types.
 
Key Takeaways:
  • Review the key components of an effective direct mail strategy, and how to put each of these into action
  • See how new technology offers incredible customization capabilities that can increase your response rates across the board
  • Learn about new channels that combine technology and direct mail for extremely effective cross channel marketing
  • See examples of great mail campaigns from B2C and B2B marketers
Presented By:

Thursday | October 4

9:10 AM – 10:00 AM
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Reviving Long Dead Prospects

Room: Marina Ballroom IV
Engaging prospects and getting them to convert are the biggest lead gen challenges for B2B marketers. Discover four key engagement-building tactics that will help you transform your response rates and generate ROI. Learn how EyeMed gained a 15% response rate from cold B2B prospects that had never engaged before.
 
Key Takeaways: 
  • Strategies to breathe new life into cold prospects 
  • Engagement-building tactics to boost response rates and ROI
  • Insider secrets - how EyeMed earned a 15% response rate from cold prospects 
Presented By:
9:10 AM – 10:00 AM
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Strategies to Increase Mortgage Win Rates and Maintain Growth in Uncertain Times

Room: Marina Ballroom I
2018 has been a year of change and challenge for mortgage lenders. Rates are rising, re-fi’s are down, ARMs are up and housing inventory is tight. Join us to discuss strategies to navigate these challenges and turn them into opportunities. Our expert panel will examine data on active buyer signals, online research activities and buyer expectations, and share real-world examples you can use to more successfully connect and engage active mortgage prospects.
 
We’ll take a close look at:
1.    How to anticipate future economic trends before they impact your business
2.    Ways to extend your brand to consumers to increase quality prospect volume and stretch your marketing budget
3.    How the right automation tools can make you more nimble, augment your expertise, eliminate efficiencies and speed closing time
 
Key Takeaways:
  • Learn about gains that are achievable today despite economic challenges
  • Explore new ways to improve the online loan origination experience for your homebuyers and turn interest into more applicants
  • Understand the most important considerations for success with automation throughout the loan purchase lifecycle and pinpoint ways to eliminate sales workflow inefficiencies at your organization
Moderated By:
Presented By:
  • Chris Backe, CRM Account Executive, Velocify by Ellie Mae
9:10 AM – 10:00 AM
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Leveraging Data and Organizational Culture to Deliver Exceptional Customer Experiences

Room: Marina Ballroom II
Effective contact center management involves focus on two key factors; quality and efficiency of your agent team. In this session we'll cover contact center team management approaches leveraging KPIs and metrics of these and other important factors. We’ll also cover how effective use of these metrics promotes agent retention and supports true alignment of your team and the goals of your customers.
 
Key Takeaways:
  • Discover the key measures of agent performance for efficiency and quality
  • Understand how these measures can be used to better manage agents and drive performance improvement
  • Find out how to use incentives to help orient the contact center team towards customer goals
  • Learn how transparency within and across teams can help operationalize continuous improvement in your contact center
Presented By:
9:10 AM – 10:00 AM
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The Battle Between Paid & Organic is Over…Combining Search Strategies For Revenue Growth

Room: Marina Ballroom III
The customer journey continues to change as more consumers use digital search for products and services on the path to conversion. Marketers must implement both paid and organic search strategies to make brands visible at the right moment with the right messaging for the right consumers. It’s time to stop thinking about paid vs. organic as both search strategies have a place in the marketer’s playbook. In today's digital landscape, smart marketers leverage both paid and organic search tactics that inform and optimize the win. Learn from industry experts the best practices and real-world examples of how to target your customers via search.
 
Key Takeaways:
  • Understand how paid search and organic search should work together to increase client revenue
  • Discover how marketers can integrate these channels into a current client marketing plan
  • Explore which reporting metrics organic search and paid search teams should be discussing and how often
  • Learn what action items – content creation, optimization, adding or removing of paid targeting – will come from improved collaboration
  • Dive deep into case study results and real-world examples
Presented By:
  • Erik Solan, Director of Amplified Content, Vertical Measures
  • Rachel Schulties, Executive Vice President of Agency Services, Digital Media Solutions
10:45 AM – 11:25 AM
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From Sidekick to Superhero: The Digital Transformation of Today's SDR

Room: Marina Ballroom IV
Historically, sales development reps (SDRs) have lived the role of sidekick to a team of seasoned sales exes. With the innovation of sales automation, AI and changing customer expectations, those sidekicks have graduated to sales and marketing superheros. Learn how to integrate your sales development teams into your marketing strategy and hear how experiential learning leader Eagle’s Flight led their own digital transformation.
 
Key Takeaways:
  • What behavioral and motivational characteristics make up an SDR superhero
  • Ways to empower sales development reps for success
  • Case studies on how marketing can set up sales reps for success 
Presented By:
10:45 AM – 11:25 AM
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EDU Lead Gen: Your Marketing Stack is Upside Down

Room: Marina Ballroom I
For any Higher Ed marketer, finding the right student in the widening sea of potential consumers is a challenging proposition. The job description for those hyper-focused on acquisition is broad, the qualified individual unique, and the continuously evolving duties are never-ending.  The job is part advertising guru, part channel expert, and part economist – a reality that makes even the most qualified blush. Perhaps the most over-looked question faced by this small circle of professionals is, “where do I spend the next dollar”? More often than not, reliance is on the ‘tried and true’, leveraging the channels in the marketplace with a focus on conversion rates – knowing unequivocally that conversion equals quality. In doing so, it becomes easy to underperform cost per student metrics. Come join us as we discuss some of the more common distractions, pitfalls, and mistakes made in today’s student acquisition model.
 
Key Takeaways:
  • Discover how to leverage the same channels and networks you’re familiar with, while significantly improving your risk profile
  • Understand how to finally win the battle and regain control of your efforts to find the right students
  • Learn how to decide where to spend your next acquisition dollar by focusing on cost efficiency and contribution
Presented By:
10:45 AM – 11:25 AM
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The Secret Sauce to Carrier Compliance and Scaled Text Campaigns

Room: Marina Ballroom II
In today's marketplace, it is becoming harder and harder to contact prospects via traditional methods. Where once voice ruled, customers fingers are now doing the talking. SMS is the most effective way to reach users, with a 95 percent read rate in three minutes. With 20 billion texts sent each day and a 32% average response rate for SMS communication, your message is nearly guaranteed to be seen by your audience. With SMS, comes regulation and compliance.
 
Key Takeaways:
  • Learn ways in which your company can implement SMS into your sales process
  • Understand the steps you need to take to ensure you are compliant
  • Discover the difference between short code and long code and which is most practical for your business needs
Presented By:
10:45 AM – 11:25 AM
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3 Top Secrets to Empowering Your Hard-Earned Leads to Become Your Money-Paying Customers (with Pearson Online Learning Services)

Room: Marina Ballroom III
Did you know that 1/3 of companies completely ignore their inbound leads? Or that 2/3 simply give up after 2 or fewer attempts to reach them? It’s true, and it may be happening in your organization too. But in this lively session, you’ll learn how innovative companies like Pearson Online Learning Services have cracked the code and identified the 3 top secrets to doing it the right way. Join Caleb Jones of Pearson Online Learning Services and Carl Landers of Conversica, as they present the latest research, and explain what practices are strong predictors of success or failure with inbound leads. 
 
Key Takeaways:
  • Discover research-based best practices for boosting lead conversion rates, with or without automation
  • Find out how Artificial Intelligence is revolutionizing companies’ ability to engage prospects
  • Discover how to optimize lead acquisition processes and salespeople’ time spend, to maximize ROI on hard-earned inbound leads 
Presented By:
  • Carl Landers, SVP, Chief Marketing Officer, Conversica
  • Caleb Jones, Database Marketing Manager, Pearson Online Learning Services
11:35 AM – 12:15 PM
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Break the Cycle: Building a Lead Audit Strategy to Drive Sales Lead Adoption & Maximize Inbound Marketing

Room: Marina Ballroom IV
We know there can be a self-fulfilling misalignment—sales will not call marketing leads they consider low quality, and marketing cannot improve the quality of leads without feedback from sales.  Learn how ADP’s sales and marketing teams broke through this disconnect and aligned on a comprehensive lead audit strategy.  Using a mix of quantitative and qualitative methods including adoption dashboards, establishing SLAs and a third-party performance benchmarking program, ADP has been able to maximize the value of inbound leads to a new high for the organization. 

Key Takeaways:
  • Discover practical methods to creating a multi-pronged inbound lead audit strategy—using both internal and external resources—to drive sales and marketing alignment
  • Learn the components of an inbound lead model that drives sales lead adoption, increases speed-to-lead and maximizes conversion rates
  • Understand how speed-to-lead helps maximize connection and conversion rates for inbound leads and how leveraging sales feedback can help optimize lead generation investments
Presented By:
11:35 AM – 12:15 PM
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The Future of Healthcare: How the Landscape Will Change How Calls are Generated

Room: Marina Ballroom I
Despite the initial implementation of the Affordable Care Act in 2014, the health insurance landscape continues to evolve. Lower supply vs. demand has led to higher prices but reduced quality, and the traffic to generate these leads isn’t what it once was. From a lead generation standpoint, as it relates to calls, the landscape has gone through some major shifts since the Open Enrollment Period ended in January. Less people qualify for coverage than initially proposed, with some thinking they can still get “free” or subsidized insurance. As a result, most of the large agencies won’t pay agencies commissions on those “marketplace” sales and have moved to sell short-term medical (STM) plans that tend to be more expensive and, hence, often leading to less affordability.
 
Key Takeaways:
  • Discover how to get conversions by requesting filters, monitoring your vendor closing percentages, and getting calls to your top closers
  • Find out why live transfers make sense when it comes to health insurance for increased lead quality without substantially increasing cost
Presented By:
  • Neil Rubin, VP, Business Development, Rank Media Agency
  • Adam Wild, Senior Strategic Sourcing Manager, Health Insurance Innovations
  • Helene Seydoux, CEO, Torchlight Technology
11:35 AM – 12:15 PM
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Blocked Calls, Revoked Consent and More: Current Issues in Telecommunications Compliance

Room: Marina Ballroom II
For years now, calling debtors has been fraught with peril for even the most compliance-focused collector. Now, mobile phone apps and carriers are working to actively block “nuisance” calls to consumers and class action litigants continue to push the boundaries of reasonable TCPA interpretation. In this presentation, Attorneys Michele Shuster and Josh Stevens of Mac Murray & Shuster LLP will educate participants about recent efforts to block and label calls, how the FCC and the industry are responding, and the hot issues in TCPA compliance for collectors.
 
Key Takeaways:
  • Learn how to avoid the most common TCPA landmines putting your operations at risk
  • Understand the reasons behind your plummeting call answer rates and surging busy signals
  • Discover how to leverage call labeling technology to communicate with consumers in the future
Presented By:
11:35 AM – 12:15 PM
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Creating Customers for Life: Leveraging Technology to Tap into Your Full Revenue Potential

Room: Marina Ballroom III
The current sales climate is all about earning business through service that ‘wows’. The benefit of strategically working to not only win customers, but impress them, can yield a return that goes beyond the initial sale. Learn the 5 stages of creating lifelong customers, so that you can tap into your full revenue potential through repeat and referral business.
 
Key Takeaways:
  • Discover how the five stages of creating lifelong customers parallel personal relationships and the importance of diving deeper to develop meaningful relationships
  • Learn how to leverage technology to create a seamless process that supports each of the five stages.
  • Understand best practices around communication cadences and engagement
  • Gain actionable KPIs to track that will impact your bottom line
  • Find out how to automate your technology to help upsell beyond the initial sale
Presented By:
  • Josh Friend, Founder and CEO, Insellerate
  • Aaron Leffler, Senior Managing Director, Head of Business Development, HighTechLending
1:30 PM – 2:20 AM
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The Rise, Fall and Rise of Martech

Room: Marina Ballroom IV
Recent Gartner research shows that marketing technology is on average consuming 22% of enterprise marketers’ budgets — on par with media, people and services. Yet, a 2017 study revealed that only 15% of marketers believe they are among the “most successful marketers” who are using modern martech effectively. Learn how your organization can realize martech’s potential at a level that’s commensurate with your investment.
 
Key Takeaways:
  • Ideas for successful martech implementations
  • Getting prepared for AI and other emerging technologies
  • How technology can help deliver emotional impact
Presented By:
  • Tom Stein, Chairman and Chief Client Officer, Stein IAS
  • Marc Keating, Chief Innovation Officer, Stein IAS
  • Matt Preschern, Senior Vice President of Global Demand & Performance Marketing, CA Technologies
1:30 PM – 2:20 PM
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Insurance Leads: Engaging Today's Touchpoints and Tomorrow's Trends

Room: Marina Ballroom I
Session Details Forthcoming.
Moderated By:
Presented By:
1:30 PM – 2:20 PM
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Audiences Unbound. How TV Went from Passive to Active and the Ways Our Most Innovative Direct Marketers are Seizing More Leads

Room: Marina Ballroom III
Television used to be passive, but now, hundreds of millions are recasting the medium into a newly dynamic means of satisfying their individual needs, whenever, wherever, and using whatever device to access compelling video. Where users go, marketers follow, and the most innovative are increasingly using affordable, measurable and non-traditional TV to increase both scale and return amid a transformative direct leads landscape. This session explores how more advertisers are using performance-based TV to complement online efforts; the wide variety of different categories involved and creative tactics they’re using to find success; as well as the basics for creating a compelling TV campaign that will lower CPA, increase ROI and identify the most effective attribution solutions available.
 
Key Takeaways:
  • Gain a comprehensive yet easy-to-digest look at today’s TV medium, highlighting new advances in accuracy of measurement and accountability, as well as cost-effectiveness
  • Explore the wide variety of different advertising categories and creative tactics the marketers who are relying on advanced TV are using to find success
  • Offer beginners a simple road map on how to create a compelling TV campaign, and intermediates best practices on how to complement ongoing online leads generation efforts
Presented By:
  • Shannon Nelson, Chief Revenue Officer, Direct Response Sales, REVshare
  • Nicole Clemente, Associate Director of Sustainer Giving, Save the Children
1:30 PM – 2:20 PM
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Bringing Together Data and Personalization for Building a Powerful Growth Program

Room: Marina Ballroom II
These days, consumers often come to expect organizations to be extremely knowledgeable about them as individuals throughout the buyer's journey. But in order for that to happen, it first requires organizations to have access to a lot of data. Because, without quality data, the analysis of your target audiences is often inadequate. And this can lead to a total lack of ability to gather accurate insights about your audiences. Thus severely limiting your ability to personalize your user experience to assist them in making a purchase decision. In this session, Anna and Grant will show you how to get your hands on the right data, as well as identify when and how to use it to fuel your personalization efforts within your experimentation program and drive business growth.

Key Takeaways:
  • Identify the types of data you need
  • Understand the value contact and account data brings to your understanding of your buyer personas
  • Learn to identify and analyze specific audiences for hyper-targeted experimentation 
  • How to leverage data in your experimentation programs to drive growth
Presented By:
3:10 PM – 4:00 PM
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ABM is the New Black

Room: Marina Ballroom IV
Average B2B sales cycles go up to two years, and involve many stakeholders. Account based marketing can help marketers achieve lower acquisition costs, increased velocity and greater topical alignment. In this session, discover tactics for using digital to help sales teams connect with key accounts, the best tactics for reporting ABM success, ideas for implementing ABM tools and much more.
 
Key Takeaways:
  • Why account education and engagement are more important than lead gen
  • How to shift KPIs for more accurate attribution and ROI
  • Ways Puppet and Zerto are implementing ABM tools for B2B success
Presented By:
3:10 PM – 4:00 PM
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How MassMutual Accelerates Financial Engagement with Science!

Room: Marina Ballroom I
Today’s targets are hard to reach, particularly on the topic of retirement savings. Hear how MassMutual’s new campaign broke through to their audience using data science and behavioral science to move that audience to action. This session will detail how MassMutual leveraged data science to define their audience and develop segments and models to drive 401k enrollment. And then, once that data revealed its secrets, how they employed behavioral science to engage the audience and move the needle on response by double digits.

Key Takeaways:
  • Discover what strategies work best for driving 401k enrollment, increased contributions and rollovers
  • Learn how to leverage data science to best segment and model for financial products
  • Understand how to employ behavioral science to drive increased response from segmented targets
Presented By:
  • John Sisson, President, HBT Marketing
  • Nancy Harhut, Chief Creative Officer, HBT Marketing
  • Greg Long, Head of Customer Lead Generation and Delivery, MassMutual
3:10 PM – 4:00 PM
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Digital Strategies to Stay Visible in the Newsfeed

Room: Marina Ballroom III
Facebook and Instagram ads are evolving at a rapid rate. What works today isn't going to work tomorrow. When it comes to digital marketing, combining both art and science make for a successful strategy. The best converting ads are ones that look native to the specific feed they are being served on. Join Steve Weiss of MuteSix and Daniel Snow of PerfectSculpt as they discuss specific strategies—including influencer marketing, paid social, and video—to drive top of funnel awareness and conversion.
 
Key Takeaways:
  • Learn how to use influencers and video to create specific content pieces to run inside of your paid social campaign
  • Discover how to build a strategy to make your ads look more native to the feed
  • Understand how to evaluate top of funnel campaigns and figure out which specific pieces are resonating, and what we should build upon
Presented By:
3:10 PM – 4:00 PM
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Digital Data Is Not Just for Digital Marketing: How to Harness Digital Data LEGALLY to Increase Acquisition

Room: Marina Ballroom II
According to Google’s ZMOT (Zero Moment of Truth) study, a consumer engages with 18.2 pieces of information on average before making a final purchase decision. It may sound like a lot, but when you consider how many pieces of information come our way every day, it's only a fraction of our messaging exposure. Frequency is extremely important but the key is actually connected touch points. You've probably heard the term ‘multiple touch points,’ but consumers are craving personalization derived from connected touch points. Connected touch points refer to an advertiser having the ability to determine whether you are the same person, regardless of whether you're shopping from your mobile phone, tablet, desktop, in-store or from a catalog. This type of tracking is the next evolution of advertising and consists of integrating promotions, so the same household that receives a personalized email, also receives a print promotion and mobile message. Join Dave Cesaro and Micah Thorner of Valassis, as they share insights into why connecting with the consumer with a succinct message across their path to purchase is critical, and how to do so legally to build a lasting connection.
 
Key Takeaways:
  • Discover where a consumer’s mobile phone, tablet and IP address resides at a specific physical address, and understand how to use this information LEGALLY
  • Find out how to use online behavior to optimize offline promotions, and why this is critical
  • Experience live case studies of how other retailers and direct response marketers are using this information to improve return on marketing spend for acquisition campaigns
Presented By:
  • Dave Cesaro, Executive Director of Client Marketing, Valassis, Inc.
  • Micah Thorner, Chief Privacy Counsel, Valassis Communications
4:10 PM – 5:00 PM
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What’s Next? Chief Marketer’s Annual B2B Outlook

Room: Marina Ballroom IV
End the day with some hot off the presses marketing insights, and get a sneak peek at the soon-to-be-released 2019 Chief Marketer’s B2B Lead Gen Outlook Survey.  Learn where your peers are investing their time and money to improve lead gen, conversion and retention.

Key Takeaways:
• What channels are providing the best prospecting ROI
• B2B marketers’ top acquisition challenges
• What content works best at every point in the funnel

 
Moderated By:
4:10 PM – 5:00 PM
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Home Services Lead Generation: Consumers, Aggregators and Consent Regulations, Oh My!

Room: Marina Ballroom I
With new state, national and international data protection and privacy legislation appearing every day, it’s important for home services lead generators, aggregators and buyers to understand the implications for their own business. We will cover what value can lead generation companies provide to consumers in this changing landscape, how to best work with partners on both the buy and sell side, and the importance of establishing industry standards. Join us as we dive into these concerns, consumer expectations and explore technical solutions for the best ways to ensure transparency yet protect data along the way.
 
Key Takeaways:
  • Gain insight into the best standards for operations in the Home Services vertical
  • Explore technical solutions like ping post for calls and post reject negotiation
  • Discover how to provide the most value to both the lead and your customers
  • Learn how to close the feedback loop with your customers
  • Understand what the future holds for compliance
Presented By:
4:10 PM – 5:00 PM
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10 Content Marketing Best Practices to Apply Right Now

Room: Marina Ballroom III
Session Description Forthcoming.
4:10 PM – 5:00 PM
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No Such Thing as a Free Lead: Attribution of Paid Media and the Impact on All Other Inquiry Sources

Room: Marina Ballroom II
The ability to track prospects and/or inquiries across multiple media channels is one of the most difficult challenges marketers and advertisers must overcome. Recent research unveils up to 42% of offline marketing attribution is transferred to online channels. Attribution plays a major role in influencing consumer awareness of products and services as well as initiating consumer engagement and trial. Gragg Advertising completed a yearlong study covering 15 markets, analyzing the impact of media attribution on lead generation.  The study found there were clear lines with “giver” and “taker” media sources, thus changing the mathematics as it pertains to cost per lead and cost per conversion by channel. Join us as we dive into the data and analyze how prospects and new customers use non-credited media sources to gain information prior to engaging with your company or product. Don’t worry we will handle the math!
 
Key Takeaways:
  • Explore the data behind offline to online marketing attribution
  • Understand how various marketing channels impact your conversions, including: TV, Radio, Print, Direct Mail, Pay-Per-Click and Web Forms
  • Compare benefits of attribution modeling, Multi-Touch Point vs Single Touch Point
  • Gain strategies to implement an optimal marketing mix
Presented By:

Friday | October 5

9:10 AM – 10:00 AM
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B2B2E in Action: One Marketing Team’s Journey to Engage, Educate & Enrich Employees

Room: Marina Ballroom IV
End-users aren’t the only audience B2B brands need to target with marketing. Employees are also a key constituency, and vital to keeping customers happy. Discover how First Data’s MoneyNetwork created a multichannel content marketing campaign to help a large U.S. retailer encourage more employees to use its debit card/mobile payroll solution.
 
Key Takeaways:
  • Ways customized content can improve employee engagement and retention
  • How education can enhance the employee—and the customer—experience
  • The impact happier employees can have on the overall business
Presented By:
9:10 AM – 10:10 AM
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Exploring the Personas of Youth Consumers

Room: Marina Ballroom III
Each new generation brings its own set of attitudes, beliefs and behaviors forcing marketers to focus on the purchasing power these consumers have today and strategies that build loyalty for tomorrow. Explore the demographics and behavioral trends of today's youngest consumers including Millennials and Generation Z. Learn from a customer insights expert how marketing analytics can provide better insight into the customer journey. This session will outline best practices and valuable tips for integrating analytics and consumer insights to better understand the customer’s path to conversion.

Key Takeaways:
  • Discover how to define Millennials and Generation Z audiences
  • Understand how media channel share of voice trends apply to young consumers
  • Learn about tools to use to better understand customer insights
  • Gain best practices in geotargeting and audience segmentation strategies
Presented By:
  • Jeff Meola, Consumer Insights & Marketing Analytics Director, DMS
9:10 AM – 10:00 AM
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Using Lateral Thinking to Drive Conversions throughout the Funnel

Room: Marina Ballroom I
Firing 60% of one's client base, hiring a Harvard astrophysicist and launching fake products. What do all of these crazy ideas have in common? They are all examples of counterintuitive, lateral thinking that led to massive business growth for their B2B organizations. Sometimes best practices are not best for the bottom line. In fact, sometimes best practices only lead to stagnation and plateaus. It takes creative thinking, radical thinking, and lateral thinking to break through the noise and massively drive your audience to action. In this session, learn to rethink your marketing to increase conversions throughout the funnel and ignite growth.
 
Key Takeaways:
  • Learn to rethink your audience targeting, marketing mix and metrics for greater results
  • Uncover ways to pivot from what you are doing today for faster growth
  • See how to apply lateral thinking to each stage of the marketing funnel
Presented By:
9:10 AM – 10:00 AM
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How Blockchain is Changing Lead Generation

Room: Marina Ballroom II
You’ve seen it on the cover of Forbes, Fortune, and the New York Times Magazine. The technology is blockchain, and it’s the hottest thing in business. But how is blockchain changing the world of customer acquisition, and what are the new leadgen opportunities in the blockchain space? In this informative talk, John Hargrave -- publisher of Bitcoin Market Journal and author of Simon & Schuster's upcoming bestseller BLOCKCHAIN FOR EVERYONE -- will explain some of the new blockchain projects, tokens, and technologies that are changing the leadgen business forever.

Key Takeaways:
  • Hear about blockchain technology explained in plain English
  • Understand tokens, cryptocurrencies and ICOs
  • Discover how blockchain is changing the face of lead gen
  • Gain insight into new opportunities for lead generation in the blockchain industry
Presented By:
10:10 AM – 11:00 PM
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7 Email Marketing Changes That Will Get Big Results

Room: Marina Ballroom IV
What really gets people to open your email, clickthrough and convert? In this session, learn how B2B brands can optimize their email in lead gen, content marketing, sales support and more to create results and better ROI. And, here original research on SMB needs, attitudes and preferences about email.
 
Key Takeaways:
  • Insight into ways B2B customers engage with email newsletters
  • Ways to optimize subject lines for better response
  • Topics and email formats customers engage with most
Presented By:
10:10 AM – 11:00 AM
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Why Any Good Lead Gen Program Will Fail Unless Marketing, Inside Sales and Sales Are Aligned

Room: Marina Ballroom III
Generating leads is only one part of the lead generation program, without a strong relationship with the sales team and agreed upon follow up procedure, all leads generate essentially end up in the trash. If there is no follow up, then there cannot be any sales. Planning follow up that includes sales for your lead generation programs is essential in showing true ROI. This session will show you how to go from showing $0 ROI on campaigns to building a process that shows actual revenue. The presentation will include sample lead generation program processes that start from the first email send to the closed deal.
 
Key Takeaways:
  • Discover how to stop leaks in the funnel
  • Learn the best way to align with sales
  • Understand how to develop a sales process that works with your lead generation programs
  • Find out how to manage the lead all the way to the closed deal
  • See how you can achieve true ROI with your process—from marketing lead to sales lead
  • Uncover the best ways to audit your lead generation program
Presented By:
10:10 AM – 11:00 AM
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Lead Optimization: How to Use Data to Create a Better Customer Engagement

Room: Marina Ballroom I
Today’s consumers expect businesses to quickly know and understand them and address their unique needs accordingly. For an insurance lead generator that sells exclusive health and life insurance leads, data solutions have helped enable the one-to-one customer engagement that is critical to connecting and converting leads. Robust lead identities are critical to customer engagement as lead generators/sellers and brands themselves must have lead details that can enhance consumer interactions, both inbound and outbound. This session will explore how data can be used to acquire more quality leads and create better customer engagement for increased conversions.
 
Key Takeaways:
  • Discover which identity data details and attributes can enhance lead engagement
  • Understand how to use data to prioritize leads and maximize the consumer experience
  • Find out how data helps enable an exclusive leads model
  • Learn how inbound lead completion can help convert more leads
Presented By:
10:10 AM – 11:00 AM
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New Approaches to Driving Growth: How to Think Like a Disruptor in Digital Marketing

Room: Marina Ballroom II
Digital marketing is always changing, such that standing still is moving backward. What new tools, techniques, and channels do marketers need to embrace now to be relevant tomorrow? In this session, Caitlin will discuss the new approaches 3Q Digital employs to propel brands like ModCloth, CuriosityStream and UnTuckIt to success, and describe how you can accelerate your own digital marketing. From the rise of artificial intelligence, to Amazon advertising (and what that means for Google and Facebook), Caitlin will help you identify and measure new growth opportunities.
 
Key Takeaways:
  • Learn up-and-coming tools and approaches in the digital space to implement the moment you return to the office
  • Understand how AI impacts your marketing efforts, which new techniques to leverage, and which tools will decrease in value and why
  • Learn how to leverage new channels to accelerate your growth opportunities, to gain and retain customers
Presented By:
11:10 AM – 12:00 PM
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Session Title Coming Soon!

Room: Marina Ballroom IV
11:10 AM – 12:00 PM
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4 Ways to Deliver High-Quality Sales Leads Every Time

Room: Marina Ballroom I
Thousands of sales and marketing teams fail to see eye to eye when it comes to what is a true quality lead. If you’re ready to start providing high true quality leads to your sales team all the time, then this engaging session is just what you need. George B Thomas from Impulse Creative will teach you how to leverage the “Inbound Sales Matrix” for your company to provide high-quality leads that drive revenue. This session is for the experienced marketer or marketing team who need to capture leads that are a better fit, close faster, and drive more revenue. Start building your company’s Inbound Sales Matrix to define true quality leads and drive more revenue today.

 Key Takeaways:
  • Understand how to map and leverage the educated vs uneducated leads in your database
  • Discover how to leverage your buyer’s positive and negative personas to understand great fit as well as create automated email workflows how to optimize your team’s time
  • Learn how to map your buyer’s journey and lead scoring together to diagnose your highly engaged leads
  • Gain an understanding of the importance of time when it comes to your leads and your team's ability to make smart decisions
Presented By:
11:10 AM – 12:00 PM
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How to Automate Your Sales with Facebook Messenger Marketing

Room: Marina Ballroom II
In 2016, Facebook opened their Messenger Platform to developers and chatbots. Today chatbot technology is changing how businesses nurture leads through the sales process. Learn the specific steps to automating your sales funnels with Facebook Messenger. Tap into the 1.3 billion messenger users and instantly improve your advertising ROI.
 
Key Takeaways:
  • Discover how you can use Facebook user profile data to personalize and improve engagement
  • Learn the top four ways to generate leads in Facebook messenger
  • See how automation works for on-boarding, segmenting, nurturing and sales
Presented By:

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