2017 Full Program

Discover the hottest trends and innovative growth secrets from performance 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!

Tuesday | August 22

9:00 AM – 9:50 AM
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Six Ways to Own the Online Conversation in Your Industry

Room: Beekman Parlor
In a crowded market, it's difficult to break through with digital platforms alone. Learn how to add PR to the mix to quadruple valuable earned media impressions, drive more web traffic, deposition competitors and emerge as a thought leader in just a few months without blowing the budget. In this fun, fast paced presentation, we'll look at measurable results, lessons learned and top tips to make it work for any organization.

Key Takeaways:
• How to position your company as a thought leader in three months
• The importance of earned impressions as part of your lead-gen mix
• How to squeeze every last drop of revenue out of your media relations
• How media relations is a web traffic driver

Presented By:
9:00 AM – 9:50 AM
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Master the Student Journey: Stay in Front of Your Audience and Ahead of the Competition

Room: Sutton Parlor North
Deciding to pursue a higher education degree requires deep consideration – one where both excitement and fears bubble up at different junctures in the student’s journey. As a marketer, how do you navigate today’s higher education arena and set your brand apart as the trusted resource to guide prospects from consideration to commitment? Content creation that resonates with your audience at different parts of the student journey is vital. As more brands recognize the influence digital content has in reaching today’s prospective students, the race is on to establish one’s institution as the best source for program specific higher-education answers. In return for honest and helpful content, potential students will reward you with their attention and enrollment. Join us as we hone in on the importance of content coverage across all stages of the student journey - Awareness, Evaluation, Decision, Advocate – and learn how to capture the attention of today’s higher-ed audience.

Key Takeaways:
• Review the emerging trends and outcomes in today’s higher education landscape
• Learn how to align content to your audience’s questions, problems, and goals at each stage of the journey
• Discover tools and tips to strategize, ideate, create and amplify user-focused content that performs well in search and sparks engagement

Presented By:
9:00 AM – 9:50 AM
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The Next Step in Lead Gen Strategies: Utilizing Programmatic Advertising to Capture, Nurture and Covert Qualified Leads

Room: Sutton Parlor South
Programmatic has been the most used industry buzz word for the past couple of years. Algorithms, Ad Tech, Private Market Places and 3rd Party Data are all phrases we have heard a lot, but do we really understand them and/or how to use them? When customers are consuming so much content, and being exposed to so many ads across 2, 3, even 4 devices, how do you break through the noise to reach, create trust and bring in highly qualified leads ready to buy your product or service. In a direct response driven industry, we are judged on our ability to drive results for our clients. However, 98% of customers will not convert. Not every micro-strategy should or will reach goal cost per lead target, but when crafted and combined into a larger lead capturing plan, the quality of your closed leads should improve dramatically. Join Bryan Gaynor of Hanapin Marketing as he shows you why, and how, you should be using programmatic in your lead generation strategy.

Key Takeaways:
• Discover how to use data to craft your ideal prospect personas
• Learn how you can execute on this data to create highly targeted Awareness, Nurturing and Conversion-focused campaigns
• Understand how to create a defined funnel to create 1:1 messaging for your prospects

Presented By:
  • Bryan Gaynor, Digital Marketing Account Manager, Hanapin Marketing
9:00 AM – 9:50 AM
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25 Great Marketing Examples (and Some Terrible Ones, Too…)

Room: Sutton Parlor Center
Today there are more avenues than ever before to market to potential business and consumer customers. From Facebook to LinkedIn to Direct Mail, Email, Print, Display and Tradeshows - marketers are trying more things than they ever have. But what customer acquisition channels work? Which ones are a waste? How do you know what to try next, or how to optimize your current campaigns? This session will focus on how both marketing and sales teams are effectively using some of the new channels, and how they are doing new things in traditional channels.

Key Takeaways:
• See 25 real life examples of great business and consumer sales and marketing across channels ranging from Facebook, Direct Mail, Email, LinkedIn and Content Marketing
• See how some companies are doing a bad job marketing, and how you can avoid making the same mistakes

Presented By:
10:00 AM – 10:30 AM
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Case Study: How Avnet Rebranded to Connect at Every Point in the Design Journey

Room: Beekman Parlor
A major rebranding this spring helped electronic component distributor Avnet engage entrepreneurs, manufacturers and makers at every point their creative process. CMO Kevin Sellers will share how the Fortune 500 firm is using digital, social media, storytelling and more to connect with audiences from the design phase through production to take their ideas to market, and increase audience share in a changing marketplace.

Key Takeaways:
• Discover how the company is transitioning away from its traditional sales model
• Learn how rebranding helped Avnet reach Millennial makers and entrepreneurs
• Gather ideas for using customer case studies that bring your brand story to life

Presented By:
10:00 AM – 10:30 AM
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Building Strategic Partnerships with the Legal Vertical

Room: Sutton Parlor North
Are you part of a vertical market, such as Insurance, Mortgage or EDU, that’s always looking for ways to increase revenue with your current lead acquisition and monetization efforts? The Legal vertical can easily complement your current business and maximize efforts you have already put in place. Join us as we provide the landscape, the needs and the simple ways you can enter the Legal arena by reselling legal from one of the major providers in this space. From state bar compliance to marketing integration, we will help guide you with low cost, impactful ideas to make Legal leads a significant part of your business.

Key Takeaways:
• Discover what attorneys want from local and mass tort lead campaigns
• Learn about the buy-flow and lead quality differences with legal lead campaigns
• Find out what lawyers are doing with their lead campaigns and how you can be compliant
Presented By:
10:00 AM – 10:30 AM
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Audience & Automation: How Your Current Customer Can Find You the Next Customers

Room: Sutton Parlor South
Today’s visitors to your site hold a tremendous amount of power behind data signals they leave behind, not only when they convert but even when they don’t. They are likely to be somewhere in the decision process of converting, however where in that process are they exactly? Today’s technology can make your audience signals more robust and fully automated when combined toward an intended action being taken or not. These advancements help fuel the automation of your digital marketing spend by understanding when to pay more for a customer that has a greater statistical likelihood of converting, vs those that show a disparity in their strength to convert. By taking advantage of this automation, your digital marketing efforts can become more efficient than ever. Join Steven Ness at Google as he shares how to optimize your budgets toward your next customer with the higher propensity to convert.

Key Takeaways:
• Learn how signals indicate how likely a customer is to complete a desired action
• Discover how to find additional customers with automated signals
• Use audience signals to get in-front of those new customers you otherwise didn’t value

Presented By:
10:00 AM – 10:30 AM
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Social Bot Performance: Improving Your Customer Service Experience

Room: Sutton Parlor Center
According to Business Insider, returning visitor transactions comprise 48% of all U.S. e-commerce sessions, making the return-on-investment (ROI) from hiring great customer success operations as important as the ROI from hiring a sales person. Bots increase the productivity of your customer-facing team members, so that you can better serve your customers. Join Murray Newlands for this engaging session where he’ll share insights into how bots can help you reach returning customers, review social platform-specific case examples and share best practices for social listening.

Key Takeaways:
• Examine what failing customer service looks like, particularly with regard to e-commerce
• Understand how social bots and customer success can go hand in hand
• Learn how to successfully implement bots in your customer service strategy
• Discover how you can use bots to engage and upsell your customers
Presented By:
10:30 AM – 11:10 AM
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Refreshment Break

Room: Exhibit Hall
The Exhibit Hall is now open! Take a quick stroll through and enjoy some snacks and refreshments. Get a quick glance at the latest technologies. Sponsored by: Aktify
11:10 AM – 12:00 PM
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Lead Nurturing: Turning "Who Are You?" Into "Let's Do Business"

Room: Beekman Parlor
Discover how webinars and other tactics helped information management firm Iron Mountain educate small businesses about their market.

Think webinars aren't effective? A sales pipeline of $290,000, 194 registrations and 79 attendees says otherwise. When Recall (now part of Iron Mountain) identified a market opening with small and medium businesses, the company developed a strategy to position itself as a thought leader, educating SMBs on ways to protect their physical and digital data.

Key Takeaways:
• The ways webinars and other tactics can educate prospects
• Do-it-now steps to create brand awareness
• Ideas for thought-leadership focused lead gen

Presented By:
11:10 AM – 12:00 PM
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What's in Store for Performance Marketers in the Insurance Vertical

Room: Sutton Parlor North
Attention performance marketers in the Insurance space! In this interactive session, our three expert panelists will survey the industry landscape and discuss the near-term challenges and opportunities. We’ll put everything in perspective as they discuss the state of personal auto/home, life and health insurance and what it all means to those trying to acquire more customers.

Key Takeaways:
• Discover which economic factors you should be tracking, how performance marketers interpret what they mean and what’s really driving the increased volume of insurance shopping
• Learn whether insurance executives are really open to potentially disruptive innovation (i.e., Insurtech)
• Uncover the hottest topics and trends for auto/home, life and health insurance, how they will impact insurance consumer behavior and customer acquisition, and what opportunities new healthcare legislation will create
• Find out why Millennials tend to favor anonymous reviews over brand messaging and whether it’s an opportunity or a challenge for marketers
• Determine what this all means for insurance performance marketers

Moderated By:
Presented By:
11:10 AM – 12:00 PM
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Startup Innovation Spotlight Sponsored by LendingTree

Room: Sutton Parlor South
The Startup Innovation Spotlight at LeadsCon is the Lead Generation ecosystem’s most exclusive startup challenge, bringing together compelling startups in consumer lead generation, call center, customer experience, and more. One startup will take home the $25k cash grand prize and the prestige of winning the LendingTree Startup Innovation Spotlight at LeadsCon’s Connect to Convert. Five start-ups will demo / present their next greatest idea designed to solve a problem or improve a process connected to lead generation. During the session, a panel of judges from the industry and an expert venture capitalist will judge the live demos. At the end of each pitch, each presenter will answer questions from the judges, who will then meet and select the winner for the $25k grand prize. Sponsored and presented by LendingTree.
Moderated By:
  • Doug Lebda, Founder, Chairman & CEO, LendingTree, LLC.
  • AJ Agrawal, Founder and Marketing Consultant to Fortune 500 Companies, Verma Media
  • Matt Coffin, Founder, Coffin Capital & Ventures
  • Chris Fralic, Partner, First Round Capital
  • Shawn Colo, Co-Founder & Managing Partner, 3L Capital
Presented By:
11:10 AM – 12:00 PM
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ATLAS: 5 Steps to Defining Your Customer’s Journey to Create Better Content

Room: Sutton Parlor Center
Creating content is easy. Creating content that moves people is harder. Creating content that moves your audience, your buyer? That’s incredibly difficult. To get it right, you need to reach them with the right message and in a context, format and at a time they welcome. In this session, learn how your brand defines that journey. Explore examples of companies you admire who are getting the story right. And, discover how you connect it to conversions and meaningful actions. Digital marketing consultant and graduate school professor Zontee Hou will take your brand from good to meaningful, and meaningful to great.

ATLAS:
Analyze the audience
Track needs/motivations
Learn the audience’s behavior
Assess your company’s role in the story
Strategize content that reflects that journey


Key Takeaways:
• Develop a customer journey map that aligns sales, marketing and customer service
• Discover the right content mix for your customer segments
• Create a content strategy designed to engage and convert your customers throughout the customer journey

Presented By:
  • Zontee Hou, Marketing Consultant & Speaker, Media Volery
1:30 PM – 2:20 PM
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Hitting Your Targets with ABM

Room: Beekman Parlor
Account based marketing (ABM) is more than the buzzword of the moment. It’s the strategy that may be the best way to nurture all the decision makers in a complex buying process.

Key Takeaways
• Ways to engage multiple audiences in target accounts
• How to determine which accounts are your prime ABM targets
• Tips for creating better ABM processes and tracking
Presented By:
1:30 PM – 2:20 PM
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Driving Sales During the Mobile-First Era

Room: Sutton Parlor South
Driving Sales During the Mobile-First Era We have entered a new era: mobile-first commerce. Mobile is the common thread throughout the path to purchase and Facebook and its family of apps play a central role in mobile discovery and shopping. In this new mobile-first era, advertisers need to rethink their strategies with Facebook at the forefront to help drive actions both online and in-store.

Key Takeaways:
• Generate and nurture leads throughout the buyer journey
• Reach custom audiences at scale with relevant people-based messaging
• Bridge the measurement gap between online and offline conversions, so advertisers can better optimize their budget as leads move down the sales funnel
Presented By:
1:30 PM – 2:20 PM
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Mortgage Market Trends: Changing Markets, Changing Models

Room: Sutton Parlor North
The landscape for today’s mortgage market continues to evolve, presenting challenges to mortgage providers aiming to engage today’s savvy borrowers. From changing interest rates to new technologies, consumers are faced with a myriad of options and tools to be even more selective. The industry is facing tough choices in an increasingly competitive landscape forcing a change to niche marketing models that reach those high-intent consumer leads. Join industry leaders as they discuss ways to improve contact rates and conversions that keep your business thriving and focused on customers.

Key Takeaways:
• Learn about what niches are converting the best in today’s environment
• Discover the most effective ways to communicate with and work leads to ensure successful penetration and conversion
• Hear from lead vendors and technology partners about how to increase quality leads
Moderated By:
Presented By:
1:30 PM – 2:20 PM
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How to Keep your Funnel Full with Predictive Intelligence

Room: Sutton Parlor Center
What if companies could predict what products people will buy, how much they’ll buy and when? It’d be a game changer, and that’s exactly what’s happening with predictive intelligence - according to a Forrester Total Economic Impact study, predictive intelligence saw a 75% increase in MQL to opportunity conversion rates and a 40% increase in closed-won business. Amanda Kahlow of 6Sense will reveal how predictive can drive more conversions by uncovering the most interested prospects at every stage of the funnel.

Key Takeaways:
• Get a high-level overview of the power of predictive intelligence and how it is disrupting how marketing and sales teams are finding and converting customers
• Gain an understanding of how predictive technology works and how to implement and operationalize it
Presented By:
2:20 PM – 3:20 PM
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Refreshment Break

Room: Exhibit Hall
Take a break from the day to join us for some snacks and refreshments to recharge you for the rest of the day. Music, drinks, popcorn and your fellow Connect to Convert attendees. Don’t miss out! Plus you’ll get another chance to meet new partners and test out technologies. Sponsored by: Phonexa
3:10 PM – 4:00 PM
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Attribution Measurement: Are You Measuring What Matters? The Big Difference Between Attribution & Strategic ROI

Room: Beekman Parlor
As B2B marketers take on more responsibility for driving growth, they often struggle to articulate the result of investments. Relying only on tactical attribution metrics to understand what’s driving revenue can get you bogged down in the details.

Key Takeaways
• How to use strategic ROI to gain confidence in where you are spending marketing dollars
• How successful marketers are managing their investments
• Ideas for finding the right marketing mix to drive real growth
Presented By:
3:10 PM – 4:00 PM
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The Reinvented Call Center: How Culture Boosts Tenure & Performance

Room: Sutton Parlor South
Call center performance must be quantifiable, but a focus on soft metrics can lead to longer tenure and better numbers. Call centers that develop a family culture and a fun environment find themselves staffed with loyal, invested agents that work together to drive team results. How do you create that culture? During this session, we’ll present 10 best practices for the “reinvented call center” and how you can apply them to immediately to your business.

Key Takeaways: • Discover the importance of culture for impacting call center performance
• Uncover the soft metrics you should be evaluating
• Understand the characteristics of strong representatives vs. leadership
• Gain insight into the most important aspects of culture
• Learn how to motivate representatives individually and teams holistically
Presented By:
  • Naomi Barbeau, Executive VP Call Center, Digital Media Solutions
3:10 PM – 4:00 PM
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Home Services Lead Generation: How to Maximize ROI

Room: Sutton Parlor North
Lead generation is all about capturing new business for a company, but what good are those leads if they don’t convert into sales? If they aren’t converting, a company’s lead generation efforts are producing a poor ROI and leaving the sales funnel empty. Join us for an informative session on "How to Maximize ROI," including one of ReviMedia’s high-profile client’s walking through a case study. We’ll share a real-world example of what you need to see, measure, monitor, and optimize to hit your ROI goals. This discussion will highlight what it means to become a strategic partner by tailoring solutions specifically for key clients.

Key Takeaways:
• Identify trends in the home services industry
• Discover how your clients are measuring success
• Properly analyze data & act on it

Presented By:
3:10 PM – 4:00 PM
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From Search Campaign to Lead Qualification & Transfer: Using Data Analytics to Drive Volume

Room: Sutton Parlor Center
New technologies and channels have brought more and more data and mediums to reach customers effectively, to measure and optimize to the performance of digital campaigns, and to bring highly customized and unique messaging capabilities to organizations. In the recent years, three key evolutions have changed the competitive landscape for digital media.

• The migration of user engagement to mobile
• The ability to leverage 1st party data to create more personalized engagement with customers
• Core advancements in the fidelity of targeting

These recent changes have changed the rules of the game and has reshaped who can compete effectively for customers online. Join us as we carefully explore using an end-to-end process to support your search media planning, management, and execution while driving pre-qualification starts while keeping your CPA targets in line.

Key Takeaways:
• Learn how to create a landing page and microsite optimized for lead gen capture and conversion (form capture and inbound call)
• Discover best practices for managing campaigns to a cost per application start and tracking to ultimate loan fulfillment
• Explore the impact of keywords, ads, bids, and landing page offer experiences

Presented By:
4:10 PM – 4:35 PM
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Mixed Messages: How to Attack Vertical Markets With Horizontal Products

Room: Beekman Parlor
One-to-one, persona-driven, account-based! While there are straightforward approaches to implementing a marketing plan for specific verticals, how should you scale that horizontally without the luxury of a Fortune 100 army of vertical marketing managers?

In this session, you’ll learn how to get in the heads of your vertical target markets and find the commonality you can use to build a horizontal approach that resonates across markets – within budget and data-driven.

Key Takeaways:
• How to go-to-market with a horizontal message that plugs into a vertical-specific plan
• The leverage points in your market to drive lead generation scale
• How to articulate the challenge of horizontal marketing internally and build alignment across the organization

Presented By:
4:10 PM – 5:00 PM
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How Live Chat and Chatbots Are Delivering Higher Qualified Leads

Room: Sutton Parlor South
As consumer knowledge increases, they are more hesitant to approach purchasing as they have in the past. A proper live chat operation helps bridge the gap by offering availability and knowledge to a consumer that may be visiting a business web page or have front end hesitation. In addition, automated chatbots are an equally viable strategy as messaging platforms have overtaken social media engagement. Whether you’re considering automated or live chat engagement, this Connect and Convert session will share the leading factors for successful live chat and chatbot deployment.

Key Takeaways:
• Understand the latest data trends and opportunities within messaging apps
• Learn the current best practices for Chatbot & Live Chat Marketing
• Learn the importance of multiple touch points in response to consumer behavior
• Understand how engagement over chat can impact your brand and give you key information

Presented By:
4:10 PM – 5:00 PM
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The Future of Healthcare: How the Landscape Will Change How Calls are Generated

Room: Sutton Parlor North
Obamacare has been synonymous with health insurance for the recent past and OEP (open enrollment period) has provided the industry with a sort of Wild West environment for 3 months of the year. But if that all changes, how will this new landscape change call volume in an industry that has dominated the call space? In this session, we’ll help you understand what this post-Obamacare environment might look like and what you can do whether you’re a lead buyer or a lead seller.

Key Takeaways:
• Find out why certain types of calls might work better in that they will pre-qualify customers – something that might be needed more than ever (e.g. live transfers)
• Understand ways to develop a closer relationship with your client/lead vendor so the media is aligned with the ever-changing products that customers will be eligible for
Presented By:
  • Neil Rubin, VP, Business Development, Rank Media Agency
  • Helene Seydoux, CEO, Torchlight Technology
  • Adam Wild, Senior Strategic Sourcing Manager, Health Insurance Innovations
4:10 PM – 5:00 PM
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Last-Click Attribution Is So Yesterday

Room: Sutton Parlor Center
There are endless methods for calculating attribution. Because it is the easiest, last-click attribution has been the most popular for quite some time. Last-click attribution gives 100% of the attribution credit to the very last touchpoint before a conversion. By doing so, it fails to give any credit to top-of-the-funnel efforts. As a result, optimizations based solely on last-click attribution can sometimes negatively affect performance.

Key Takeaways:
• Discover how to differentiate last-click from multi-touch from cross-channel attribution
• Understand why last-click attribution is no longer good enough
• Get instructions for setting up FREE cross-channel, multi-touch attribution tracking using Google Analytics
• Learn how to evaluate technology for more sophisticated attribution tracking
Presented By:
4:35 PM – 5:00 PM
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What's New--What's Next? Lead Gen Trends

Room: Beekman Parlor
What are the biggest challenges and opportunities facing B2B marketers? In this session we’ll give you a sneak peek at Chief Marketer’s newly released B2B Lead Gen Survey.

Key Takeways:
• 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

Room: Exhibit Hall
Our last chance to come together in the exhibit hall for drinks, food, networking and partner sourcing.
10:00 PM – MIDNIGHT
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Party At the Monarch

Room: Monarch Rooftop Bar & Lounge: 71 W 35th St.
Meet us at the Monarch Rooftop Bar & Lounge, which boasts stunning views of the Empire State Building and Midtown Manhattan. This is certain to be a memorable night which includes an open bar and drink service, and will be the perfect atmosphere for networking and closing even more business before you head back home. Sponsored by: AWL

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