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Thursday | October 4

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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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
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 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
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:
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:

Friday | October 5

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
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: