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Thursday | October 4

6:45 AM – 8:00 AM
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Sunrise Yoga

What better way to start your day than with a morning yoga class? Local instructor and certified yogi, Raquel Marra, will be onsite to wake you up and stretch you out. You will hit your day with energy, a peaceful mind, and relaxed sense of self.

Cost: $25

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:
  • Michael Ferree, VP of Business Development, Customer Solutions Group
Presented By:
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
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:
10:00 AM – 6:00 PM
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DMS End Zone Madness

10:00 AM – 10:45 AM
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Morning Networking Break

Grab coffee and a snack while you check out the offerings from our solutions providers in the Expo Hall.

Sponsored by: Jornaya

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 Alessandra Klee of Pearson Online Learning Services and Shyna Zhang 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:
  • Shyna Zhang, Product Marketing, Conversica
  • Alessandra Klee, Associate Director, Database Marketing, Pearson Online Learning Services
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:
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:
  • 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 consumers has been fraught with peril for even the most compliance-focused business. 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 marketers.

 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
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:
1:30 PM – 2:20 PM
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How Insurance Marketers Can Drive Efficiencies in Acquisition to Improve CLTV

Room: Marina Ballroom I
ATTENTION PERFORMANCE MARKETERS IN THE INSURANCE SPACE!! Despite what some popular recent research finds, our panelists agree that we are experiencing a simultaneous increase in supply of and demand for insurance shoppers. In this interactive session, our diverse panel of experts will explore the current industry landscape and discuss the resulting near-term challenges and opportunities. Join us as we examine the hot topics, trends and future expectations of personal auto/home insurance - - and what it all means to both the sell and buy sides of the equation.  
 
Some of the questions we’ll consider:
  • Will consumer shopping volume increase, decrease or stay flat and what are the key drivers to track in order to keep a pulse on near-term expectations?
  • What are the hottest topics and trends for auto/home insurance? How will they impact insurance consumer behavior and customer acquisition? What’s next for auto/home insurance
  • Why do insurance marketers obsess over consumer segmentation in their acquisition efforts? Is that an opportunity or a challenge for marketers?
  • Why do insurance marketers care about CLTV and what are the key levers that drive it?
  • What are some innovations to expect on the horizon that will enhance the consumer experience and drive increased efficiencies for insurance marketers?
  • How can carriers and marketers improve efficiencies and drive growth of the right customers?  
  • What quantifiable examples can you share?
  • Can you speak to the rising cost of SEM and what are some alternatives in our ecosystem - - i.e., not Google?!
Moderated By:
Presented By:
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:
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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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
  • Dan Sheridan, Director of Interactions Operations, Stein IAS
  • Matt Preschern, Senior Vice President of Global Demand & Performance Marketing, CA Technologies
2:20 PM – 3:10 PM
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Afternoon Networking Break

Grab coffee and a snack while you check out the offerings from our solutions providers in the Expo Hall.

Sponsored by: Jornaya
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 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
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 Maria Claudio 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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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:
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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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:
4:10 PM – 5:00 PM
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Why Content Marketing Matters: Tips, Tricks and Tools to Connect

Room: Marina Ballroom III
Today’s marketers navigate an ever-challenging landscape as they work to reach consumers on their own terms. How do you find your own voice, one that resonates with your audience? How do you create sticky content from ideation to delivery? How do you know what kinds of content to create and where to place it? Join our panel of expert brands and agencies as they dive into the best practices, challenges and opportunities around content marketing. From search and optimization to meeting your customer’s needs to amplifying your content offerings, we’ll share insights to help you connect with your customers.

Key Takeaways:
  • Discover the importance of and resources for ensuring your content is authentic
  • Understand what kinds of content your customers are looking for and how to meet those needs
  • Learn how to optimize different kinds of content
Moderated By:
  • Ben Grossman, Senior VP, Group Strategy Director, Jack Morton Worldwide (IPG)
Presented By:
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:
Presented By:
5:00 PM – 6:00 PM
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Happy Hour

Wrap up Day Two with colleagues enjoying food, drinks, and networking. Your last chance to check out our solutions providers at their booths and test drive the latest conversion technologies.
9:30 PM – 11:30 PM
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Party At The Pavilion

Close out the night the right way and join us in the Westin Pavilion for late night drinks and dancing.

Sponsored by: AWL & Infutor