LeadsCon
THE Lead Generation Conference
Past Sponsors
Full Conference Program
LeadsCon East 2009 begins the evening of August 17th, 2009 and ends the next evening after an unforgettable day of learning and networking.
Listed below is the conference program with sessions descriptions.The complete list of speakers will come shortly.
Monday, August 17, 2009 |
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| 6:00pm – 8:00pm | VIP KickOff Soiree | Hosted by: |   |
| Studies show that Monday’s end better with free flowing drinks and edible treats of the palate and that conference goers enjoy more productive days with the same the night before. Lucky for LeadsCon East participants, you get both! Don’t miss out on an evening of relaxed mingling at one of New York’s great venues and the chance to spend quality time with other participants. Head into conference Tuesday connected and ready to get the most out of the show. | |||
Tuesday, August 18, 2009 |
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| 7:00am – 9:00am | Continental Breakfast |  |
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| Head to the conference early and get ready for an invigorating day with our complimentary breakfast | |||
| 9:00am – 12:00pm | GENERAL SESSIONS | ||
| 9:00am – 9:00am | Opening Remarks | ||
| 9:00am – 9:45am | Keynote: Crossing the Chasm – The Unprecedented Partnership Between a Lead Gen Company And One of The World’s Premier Brands. During the “American Idol” finale on May 20, T-Mobile ran a campaign unlike any other they have before. Not only did the company bring back Catherine Zeta-Jones, but as part of their “mobile makeover,” they suggested viewers visit an independent third party site. It was the first time the carrier has recommended a third-party website in their campaigns, let alone one that is completely independent, i.e., the Redwood City based online lead generation startup, BillShrink.
So how did one of the most recognized consumer brands end up deciding to promote BillShrink, giving the performance-based, online customer acquisition company millions of dollars in media exposure? And what does this mean for the worlds of brand advertising and performance-based marketing? To understand this unique partnership, we have brought together T-Mobile’s Vice President of Marketing, Jeff Hopper and BillShrink’s CEO, Peter Pham to talk about how two companies from seemingly opposite ends of the spectrum have worked together to put the user first and in the end have everyone succeed. They will be joined by Jordan Rohan, formerly Managing director of RBC Capital Markets, who will engage them in a fire-side chat. |
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| Moderator: Jordan Rohan, Founder & Managing Partner, Clearmeadow Partners Presenters: Jeff Hopper, Vice President, Marketing, T-Mobile Peter Pham, Chief Executive Officer, Billshrink |
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| 9:45am – 10:30am | Brand and Performance – Achieving the Best of Both Worlds For some, advertising means reaching a consumer on an emotional level and influencing their beliefs and behaviors, also known as branding. For others, dollars spent must tie to a measurable result such as a sale or a lead, also known as performance marketing. Historically, branding and performance marketing have not co-existed with one another, yet each approach has much to gain by harnessing the strengths of the other. What will it take to get the best of both the branding and performance world? Join us for a no holds barred discussion paramount to the future of online advertising strategy where traditional brands discuss how they can pay on a performance basis while maintaining and building brand equity. | ||
| Moderator: Jere Doyle, President & CEO, Prospectiv Panelists: Joe Barone, Media Director, Greater Than One, Inc. James Keyt, Digital Marketing Services Manager, Unilever Bradley Rosenhouse, Digital Strategy Supervisor, Universal McCann J3, Sal Tripi, Sr. Director of Operations & Compliance, Publishers Clearing House |
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| 10:30am – 11:15am | Achieving Breakthrough Results Internet advertising presents a truly accountable medium for the deployment of advertising dollars. In times good and bad, but especially in the more challenge economic environments, those spending money want to know they are getting the most out of their money. This applies for both those whose objectives focus on branding and those with a more specific performance objective such as a sale or a lead. Learn how you can make your dollars go further and get the results you deserve. | ||
| Presenter: Murthy Nukala, Founder & CEO, Adchemy Moderator: Rob Leathern, Chief Executive Officer, CPM Advisors, Inc. Panelists: Alan Edgett, Sr. Director, Digital Media Strategy & Innovation, Experian Consumer Direct Paul McLenaghan, Vice President, Interactive Markets, TARGUSinfo Scott Spencer, Group Product Manager, DoubleClick Ad Exchange, Google |
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| 11:15am – 12:00pm | Role of Institutional Capital in Shaping Internet Advertising Our current media landscape is a result of a decade of high flying successes, spectacular failures, and those falling somewhere in between. Behind it all, venture capitalists, private equity firms, investment banks, and the heads of corporate development have shaped and will continue to shape not just internet advertising but its driving factors – the intersection of technology and media. So, to really understand the future of marketing and advertising, you must as the saying goes, follow the money, and that’s the insight our panelists provide. | ||
| Moderator: Bruce Eatroff, Partner, Halyard Capital Panelists: Linda Gridley, Gridley & Company, LLC, President & CEO Matt Blodgett, Principal, North Bridge Robert Carter, Development Executive, Welsh Carson Anderson Stowe Tolman Geffs, Managing Director, The Jordan Edmiston Group, Inc. |
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| 12:00pm – 7:00pm | EXHIBIT HALL OPEN The industry’s most important and innovative companies are on hand to showcase the latest products and services they have to offer. Find out how to enhance your business and bottom line with these offerings in the Exhibit Hall. | ||
| 12:00pm – 2:00pm | Lunch | Hosted by: |  |
| Relax and replenish with plenty of time to check out the Exhibit Hall before the afternoon sessions. | |||
| 2:00pm – 5:15pm | BREAKOUT SESSIONS: Performance Track | ||
| 2:00pm – 2:45pm | Targeted Marketing – Different Clients. Different Needs For all that we have accomplished and learned about the landscape of online customer acquisition, we often discover just how much we don’t know. Some tenets have held firm. For example, the idea that not all leads are equal. Certain discoveries aren’t quite as self-evident or intuitive. That doesn’t diminish their importance, though. In the end, it is the successful intersection of buyer and seller that make online lead generation continue. This panel is all about empowering the sellers to make more by knowing what matters to the most important factor – the buyers. | ||
| Moderator: Keith Moore, Chief Marketing Officer, iContact Panelists: Joe Garcia, Managing Director, Chief Sales & Marketing Officer, Marsh Consumer Direct – US Mark Garms, EVP & Chief Operating Officer, Autobytel, Inc. |
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| 2:45pm – 3:30pm | The Rise of Direct Response and Per Inquiry Advertising Direct response and per inquiry advertising are re-shaping the world of traditional media. In radio for example, ad spending in the direct response category rose 9.2 percent to $2.58 billion last year. Is this a permanent trend or simply a by-product of the current macro-economic environment? Our panelists will examine an emerging segment of lead generation that is bridging the gap from the online world to traditional media: the direct response voice lead, often known as “Voice Direct.” The panel will break down each step in this value chain and discuss, among other crucial questions, what it takes to succeed in this new segment and what this trend has meant for media owners, marketers and buyers. | ||
| Moderator: Steve Nober, Founder & President, Direct Marketing Innovations Panelists: Stacy Durand, President, Revenue Frontier, LLC & Media Design Group Brian Fays, EVP, Direct Response Ad Sales, MTV Networks Marc Diana, CEO, LeadPoint Mike Segal, Vice President, Debt Relief Center, Inc. |
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| 3:30pm – 3:45pm | Break | ||
| 3:45pm – 4:30pm | Improving The Conversion Funnel Getting leads and finding the best methods for turning them into customers is at the heart of online customer acquisition. It’s a complex business and core to succeeding is an understanding of the metrics. A less sexy and thus often overlooked area, small gains throughout the funnel can have huge impacts on the over success. An esteemed group of lead buyers will walk through how analytics help them make decisions and improve their profitability, showing how any who buy leads can too. | ||
| Moderator: Chris Meerschaert, Vice President, Account Management & Strategy, Sparkroom Panelists: Jason Barlow, Director of Digital Marketing, U.S. Education Corporation Piper Jameson, SVP & Chief Marketing Officer, Lincoln Education Services James Mack, Vice President, Sales & Marketing, First Preferred Mortgage Company |
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| 4:30pm – 5:15pm | Instant Contact – Hot Transfers and Beyond Not all types of leads result in two people speaking over the phone, but for those industries that rely on a transaction, success depends on this form of true one-to-one communication. In a world that used to be divided into simply data leads or voice leads, many new options exist that blur the lines between data and voice. Learn how these advances in online customer acquisition can spell opportunity for those operating in the space. | ||
| Moderator: Jay Webster, President & COO, Consorte Media Panelists: Phil Friedman, President & CEO, Ward Media, Inc. Glenn Houck, Co-founder, LeadQual, LLC Joey Liner, Co-founder & EVP, Sales, DoublePositive Marketing Group Donny Hall, Senior Vice President, Voice Division, LeadPoint |
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| 2:00pm – 5:15pm | BREAKOUT SESSIONS: Marketing Track | ||
| 2:00pm – 2:45pm | Stories from the Front Line Lets all leverage OPS (other people’s scars) — Our marketing budgets tip toe the line between lofty brand building and hard-nosed new customer acquiring. Before our ad dollars did not have to multi-task,… now they must build brand AND generate new business. Our top-notch panelists from leading brands reveal trials and tribulations on the path towards interactive success. Expect to walk home with a variety of tactics from the performance marketing toolkit. This session will let you identify best marketing practices and flank your competition. | ||
| Moderator: Larry Chiang, Founder & CEO, Duck 9 Panelists: Bob Harris, President, LendingTree Exchange, LendingTree Janis Isaman, Fashion Advertising Director, IMG Fashion Jacob Mullins, Sr. Marketing Manager, Startups, Microsoft, BizSpark Josh Perlstein, President, Response Media |
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| 2:45pm – 3:30pm | Ad Exchanges – The Future of Online Media Buying? Ad Exchanges offer the promise greater controls and new revenue opportunities, no longer novelties but serious contenders in the fight for dollars online. Their rise has as many supporters as detractors with substantive questions remaining regarding their role both now and in the future. Listen as the experts elaborate on their take and answer tough questions about an emerging technology. | ||
| Moderator: Rob Deichert, SVP of Publisher Operations & Yield Management, Platform-A Panelists: Brian O’Kelley, Co-founder & CEO, AppNexus, Inc. Antony Taylor, Director of Professional Services, Right Media Nat Turner, Co-founder, President & COO, Invite Media, Inc. Payam Zamani, Chairman & CEO, Reply!, Inc. |
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| 3:30pm – 3:45pm | Break | ||
| 3:45pm – 4:30pm | Display 2.0 – Bridging The Performance Divide Between Display And Search It began with the banner more than a dozen years ago, but no one would have predicted that the ad unit beginning it all would be struggling to find its place in the online advertising mix, having been eclipsed by paid search as the dominant format in online advertising. With so much inventory, spiraling CPMs, and so few advertisers ultimately leveraging display (relative to search), few areas in online advertising are as ripe for innovation and improvement. With better targeting, easier access, improved accountability, and new ad units, display is on the edge of a re-birth. If you are a performance advertiser who have found display daunting, experimented unsuccessfully, and/or holding out on the medium, or are a brand advertiser looking to extract more measurable performance from your display buys, this panel is for you. | ||
| Moderator: Steve Yi, Co-founder, BidAlpha Panelists: John Giuliani, Chief Executive Officer, Dotomi Alex Hooshmand, Vice President, Product & Operations, BlueKai Vikas Jha, Founder & CEO, Teracent Corporation Tim Ogilvie, Chief Executive Officer, AdBuyer.com |
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| 4:30pm – 5:15pm | Marketing Strategies Showcase In the ongoing quest to get the most out of your ad spend, the hardest part is often wading through the myriad of options and the countless people wanting your time and money. Great companies and strategies can easily go unnoticed in the process. What might you have missed? Our review committee has picked those who know it’s not about spending money just to say you did but to have something tangible to show for it. See some of their best work and leave energized about the possibilities for your future campaigns. | ||
| Moderator: David Wengel, General Manager, Interactive Markets, TARGUSinfo Presenters: Dave Bell, SVP, Business Development & Strategy, PlayPhone, Inc. Seth Lieberman, Chief Executive Officer, Pangea Media John Sedlak, SVP, Sales & Strategic Alliances, Vibrant Media Matthew Silk, Senior Vice President, Waterfall Mobile, Inc. |
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| 5:00pm – 7:00pm | Reception in Exhibit Hall | Hosted By: |  |
| End the day right. Meet and mingle with the industry’s best people and companies all while enjoying complimentary cocktails and hors d’oeuvres. | |||