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Monday | March 4

8:00 AM – 12:00 PM
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360 Degree Marketing Training Workshop: Actionable Tips, Tricks and Tactics on Social, Email, Search, and More!

Room: Grand Ballroom BC
If you’re overwhelmed by all the ways to market your products and services or you just need fresh ideas to jump-start your efforts, we’ve compiled the best resources and solutions to help you, from one marketer to another. Bring your laptops and be ready learn! This fast-paced training will cover a wide range of topics with specific and actionable ideas and insights to make your campaigns work harder for you. 

Format
The training will spend 15-30 minutes showing actionable tactics, tips and powerful examples of great marketing across more than 10 different areas including (but not limited to):
⦁    Facebook
⦁    SEM
⦁    SEO
⦁    Email Marketing
⦁    Google Analytics
⦁    Direct Mail
⦁    LinkedIn
⦁    Landing Page Optimization
⦁    Chat & Chatbots
⦁    Competitive Intelligence
⦁    Resources & Tools

What You Will Learn in Each Topic Area
Over the 4 hours, attendees will come away with:  
⦁    Actionable tactics and tips from basic to advanced to help make your campaigns more effective
⦁    Specific examples of great marketing   
⦁    Tools and resources you can use to learn and improve your campaigns
 
Attendees will receive all materials at the end of the training.
 
Who Should Attend
Anyone from beginner to advanced who wants to improve the performance of their marketing. The fast pace and large volume of topics covered mean that whether you are a solo marketer or have a 20-person marketing team, you will find real value in this training.
 
How Do I Sign Up?
For more details on registering for the workshop, please register for LeadsCon here and select the Total Access pass option.


 
Presented By:
8:00 AM – 12:00 PM
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Advanced Email Workshop: Best Practices + Behavioral Science

Room: Grand Ballroom G
Don’t send another email before you discover the secrets in this new workshop! With email campaigns at the foundation of so many marketing programs, it’s critical we get them right. In fact, the difference in response can be exponential. Now you can generate the maximum return from your email campaigns when you do two things:

1. Apply the best practices proven to work TODAY – with target audiences who insist on multitasking and who read most email on mobile phones.

2. Add the extra advantage found ONLY in behavioral science – the study of how people really make decisions, including what to read, who to trust and when to buy.

What You Will Learn 
With the current best practices, you have only half of today’s success equation. Combine them with the emerging discipline of behavioral science and suddenly you wield a significant advantage over your competition.

In this fast-paced, example-jammed session, you’ll gain all you need to know to fine tune your email campaigns so they deliver increased engagement and response. And every tip, technique and tactic is proven in market and backed by the latest scientific research.

Imagine how much more powerful your emails will be when you possess these 10 takeaways (and many other workshop secrets):

• What subject line words get your emails opened automatically 
• The one thing every successful email must include
• 7 segmentation approaches -- and which is best for you
• What single addition lifts email opening rates by 23%
• 3 sure-fire secrets to compelling calls to action
• 5 quick tips to make your e-newsletter irresistible
• What surprising landing page edit increases conversions by 52%
• 2 scientifically proven ways to craft your message for fast response
• How to use Social Proof, Framing, Loss Aversion and numerous other behavioral science principles to automatically increase your open, read and click through rates 

Plus you’ll see lots of examples of real emails from a variety of verticals, both B2B and B2C.

Take just 4 hours and come away with tactics that provide a competitive advantage for the entire year – without the need to increase your budget or change your tech stack. Discover exactly how to get people to do what you want them to when they see your email.

Who Should Attend
If you want to know what works now – and how to easily add it to your email campaigns, this is the workshop for you. You’ll find out how to adjust your strategic approach to connect with today’s audiences. You’ll see practical, actionable ways to optimize your copy and design. And you’ll discover 9 insanely effective techniques that add the power of behavior science to your email. 

Take advantage of all this best-of-breed information. Plus gain NEW ways to increase engagement and response with behavioral science. Decide to advance your email marketing today!

How Do I Sign Up?
For more details on registering for the workshop, please register for LeadsCon here and select the Total Access pass option.

 
Presented By:
8:00 AM – 12:00 PM
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Partnership Marketing Workshop: Finding, Building and Scaling Strategic Partnerships

Room: Grand Ballroom DE
The Strategic Partnership Workshop helps businesses grow through deeply-integrated, highly aligned partnership programs. Led by WorkBook6, this workshop features CEOs, CMOs and Business Development professionals from top US brands, publishers and membership groups across the customer acquisition and retention ecosystem. We’ll also feature important perspectives from non-traditional speakers, such as finance leaders and membership group stakeholders. Don’t miss this opportunity to learn to build and scale more revenue impacting partnerships.

Why is This Content Critical at LeadsCon?
As digital marketing has grown more and more competitive, the pressures on brands, publishers and lead sellers have become very material. Today, nearly every programmatic channel for customer acquisition relies on a competitive, bid-based format that forces brands to compete with their most desperate or well-funded competition. Lead sellers, too, must adjust to remain profitable, driving component costs of customer acquisition up. Meanwhile, customer loyalty has begun to suffer as consumers, ever aware of price-driven marketing programs, begin to switch more frequently.

Rapidly escalating costs. Declining lifetime values. For many, a unit economic crisis is either fast approaching or already upon us. Strategic partnerships represent much needed relief. Forging partnerships can deliver the growth and economic outcomes we’re all seeking more of.

What You Will Learn
This workshop will frame the challenges facing today’s marketers and provide real, actionable paths to profitable growth. Attendees will hear from business leaders who have successfully implemented strategic partnerships in their businesses and participate in breakout sessions led by top CEOs, CMOs and Business Development professionals. 

Key Takeaways
Attendees will walk away with a greater understanding of:
1.    How partnerships can impact your business’s bottom line.
2.    How to structure and launch a partnership marketing strategy.
3.    What to look for in a potential partnership opportunity. 
4.    How to best launch new partnerships and ensure success, early on.
5.    What to do to scale your best partnerships and create win-win-win scenarios that support you, your partner and the customer.
6.    How to stay true to your brand while supporting your partners.
7.    What presenters and other attendees are looking for from a partnership perspective.
8.    Real, actionable opportunities to partner with leading firms, now.

Who Should Attend
This workshop is for anyone who works to impact their business’s customer acquisition, retention and/or revenue growth. If you touch customer acquisition, retention or monetization, this workshop is for you. And if you represent a membership group or association, this workshop presents “can’t miss” content.

How Do I Sign Up?
For more details on registering for the workshop, please register for LeadsCon here and select the Total Access pass option.

 
Presented By:
2:00 PM – 5:30 PM
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Buyer’s Summit

Room: Grand Ballroom DE
Buyer's Summit details will be forthcoming. All attendees for the Buyer's Summit must be registered for LeadsCon and qualify as true end buyers - this is an invite-only event.
2:00 PM – 5:30 PM
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Seller’s Summit

Room: Grand Ballroom BC
Seller's Summit details will be forthcoming. All attendees for the Seller's Summit must be registered for LeadsCon. LeadsCouncil members may attend complimentary, and non-LeadsCouncil members may attend for $195.

Tuesday | March 5

9:50 AM – 10:30 AM
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Keynote: Millennials, Gen Z and the Future of Mobile Marketing with Mark McMaster, Snap, Inc.

Room: Grand Ballroom AF
Millennials and Gen Z are an increasingly valuable yet challenging audience for digital marketers. As their buying power spikes, so do the number of brands and offers competing for their attention. Join Mark McMasterHead of US Global Online Sales at Snap, Inc.for this deep dive on how to drive consideration and generate leads among Millennial and Gen Z audiences where they spend the majority of their screen time: on mobile devices. Mark will also share original research detailing millennial purchase behavior and how they prefer to discover, interact and transact with brands both online and in store. 

Key Takeaways:
  • Gain actionable insights on the behaviors and preferences of Millennials and Gen Z
  • Discover unique strategies for winning on mobile
  • Learn how to optimize and scale lead acquisition utilizing Snapchat's diverse ad platform
Presented By:
  • Mark McMaster, Head of US Global Online Sales, Snap Advertising
1:30 PM – 2:15 PM
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Call Generation: Acquiring Quality Leads at Scale

Room: Grand Ballroom G
The good contact rate for a form lead is around 35% - that's if it's a fresh lead, and you call it immediately.  But, even then, you just tripled your cost of acquisition. If a call is the next step for any lead, why not just generate calls in the first place? Your sales team can focus on working an inbound call versus dialing for dollars.  It's a better user experience since you're enabling the customer to immediately ask you questions.  Finally, there's also less overhead in ensuring legal compliance, especially if you are buying data. Let a team of industry experts show you the benefits of call generation. More than that, learn the strategies and tactics that will help you succeed in finding quality calls at scale for your organization.
 
Key Takeaways:
  • Understand the pros and cons of call leads v. form/data leads
  • Learn about how the channels where calls are created (i.e. online, TV, call centers), and the different types of calls (inbound, outbound, transfers)
  • Improve call quality and conversion using custom IVRs, optimizing for long duration calls and quick call back times
Moderated By:
Presented By:
1:30 PM – 2:15 PM
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Freemium to Premium Video Creation

Room: Grand Ballroom DE
Join us for a passionate conversation on when to insource vs outsource or even kill a video project. During this presentation, inbound marketing guru George B. Thomas and executive producer Eran Lobel will share actionable tips, tricks and strategies around vital insourcing and outsourcing processes and methodologies. Eran and George will help you better assess your video needs, maximize your budget and when to not even hit the record button.

Key Takeaways:
  • Understand the budgeting variables involved when it comes to producing your own video content
  • Discover how to simplify the complex nature of complex, products, services and processes
  • Learn how to better engage potential customers through video and understand why today’s consumers are looking for visual cues
Presented By:
2:25 PM – 3:10 PM
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What’s the #1 ONLINE Conversion Tool on the Planet? OFFLINE Retargeting Direct Mail

Room: Grand Ballroom G
A new conversion tool is here. Digital retargeting technology is now on steroids. The technology exists to identify in real time the home mailing address of anonymous people browsing your website and send them a postcard the next day. Response rates are exponentially higher than online retargeting. Learn how this technology works and gain insight from first-hand experience of IAG Life Insurance. You’ve spent a lot of money to drive people to your site. Now convert more of them to customers with higher ROI than ever before.
 
Key Takeaways:
  • Discover how the technology works to generate a home mailing address from a person browsing your website and privacy considerations
  • Find out how browsing history is scored to mail only the most interested prospects
  • Understand how digital printing can allow for variable images, offers and messaging based on a person’s browsing history to accomplish true one-to-one marketing
  • See how to track the results of a campaign via 800#s, variable URLs, promo codes and data matchback
  • Learn what sort of marketing results you can expect
Presented By:
  • David Smith, CEO & Founder, Incremental Media
  • John Immordino, Senior VP, Policy Owner Marketing Life Insurance and A&H, IAG
2:25 PM – 3:10 PM
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Leveraging Influencer Marketing for Lead Generation

Room: Grand Ballroom DE
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:
  • Understand how to build lead generation and attribution 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 and "A Shark's Perspective"
  • Kylie Francis, Influencer/Social Media Consultant, Kyfra.com
2:25 PM – 3:10 PM
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33 Actionable Marketing Tips, Tricks and Tools that Can Improve Your Campaigns Today

Room: Grand Ballroom BC
Session Description Forthcoming.
Presented By:
4:10 PM – 5:00 PM
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Closing the Loop: Using Multi-Touch Attribution to Boost Lead Monetization

Room: Grand Ballroom G
Equipped with customer journey insights, brands can prioritize the channels, sources, campaigns and combination of touchpoints that are most likely to result in a conversion. Evaluating performance from lead acquisition to lead monetization while also drilling down into how each of these individual touchpoints contributes to return on adspend (ROAS) is critical for brands looking to gain a competitive advantage.  But how do they capture all these insights? Enter multi-touch attribution.
 
Key Takeaways:
  • Leverage multi-touch attribution to help assess digital campaign performance from customer acquisition to lead monetization
  • Discover which campaigns and channels are most effective in driving conversions
  • Implement post-sale analysis to analyze user actions after a lead submission to enhance lead monetization efforts
Moderated By:
Presented By:
4:10 PM – 5:00 PM
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How Alexa, Google, and Other Emerging Digital Assistants Will Change Marketing and SEO Forever

Room: Grand Ballroom DE
In just a few short years, Amazon Alexa, Google Assistant, Microsoft Cortana and other hands-free, voice-first digital assistants have made their way into the hands, homes and hearts of tens of millions of consumers. Given the relative newness of this technology, the numbers are staggering – more than 60 million “smart speakers” have been sold in the past 2 years alone. So, what does this mean for marketers? How does it affect your search marketing strategy? What effect will it have on prospecting and customer engagement? What are the strengths and limitations of the various technologies? Who’s successfully leveraging voice assistants for marketing and how are they doing it? These are just some of the questions we’re going to address to help marketers understand and prepare for what is likely to be one of the most disruptive trends marketing has faced to date. 
 
Key Takeaways:
  • Understand how voice-first technologies are impacting search marketing
  • Learn practical strategies to help prepare for impact hand-free computing will have on marketing
  • Get visibility into what other marketers are doing to integrate and leverage voice for prospecting, engagement, and branding
Presented By:
4:10 PM – 5:00 PM
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The NEW Science Behind Campaigns that Persuade

Room: Grand Ballroom BC
The future of digital marketing campaign success will require two things: Know the relevant details about the people you target. And know how those people make decisions. Essentially, it takes data science combined with decision science. And since research now proves that 95% of decision-making actually takes place in the subconscious mind, you need to understand the triggers that prompt the behavior you seek -- the scientific secrets that get people to automatically engage with and respond to your messages. In this fast-paced, example-jammed session, discover the proven principles of decision science that activate hardwired human behaviors. And see how to succeed in a new world where digital, data and decision science combine to transform your marketing approach.
 
Key Takeaways:
  • Discover how Availability Bias turns doubters into buyers
  • Learn the surprisingly simple way to influence the choices people make
  • Find out how to harness the ripple effect of the Consistency Principle
  • Understand when Hyperbolic Discounting may tank your success -- and the one thing you can do about it
  • Unlock the secret tactic you can use to make someone feel confident about their buying decision
Presented By:

Wednesday | March 6

9:15 AM – 9:55 AM
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Keynote: The Business Model of Content – Reinventing Content Marketing Into A Measurable Business Strategy

Room: Grand Ballroom AF
We have moved into a new era of marketing – one where the creation of value through content-driven experiences is the focus. Yes, the entire practice of marketing has changed – again. So, if it’s such an important part of the equation, why is the struggle to measure the effectiveness of content such a struggle for the business?  It’s because we’re measuring precisely the wrong thing: the content. Let’s reboot the whole notion of content marketing, and understand what it is we’re actually solving for. In this session, author, content marketing strategist and chief strategy officer for The Content Advisory, Robert Rose will discuss the current transformation of the marketing department inside out. Let’s examine the business model of content, and walk step by step on how to develop the optimal business purpose and focus for a truly measurable content marketing strategy.  
 
Key Takeaways
  • A framework any business can use to assess the purpose of its current and future approach to content marketing
  • A usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
  • Specific examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience
Presented By:
  • Robert Rose, Founder and Chief Strategy Officer, The Content Advisory
10:45 AM – 11:20 AM
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EDU Marketing Automation: The Technology & Proven Strategies You Need Today

Room: Grand Ballroom DE
Join us to learn more about how the EDU Marketer of today is using innovative ways to attract a shrinking pool of savvy student prospects in a more competitive age.  The last few years have been filled with change, speculation and consolidation for both education and new student prospect generation. The regulatory environment has often been difficult to understand and interpret, and student prospects today have an increasing number of options.  This presentation will talk about how the industry has transformed in recent years and how both lead buyers and lead sellers have adapted. We will discuss topics that include Relevant Technology, Campaign Efficiency, Compliance, and Data Analytics.
 
Key Takeaways:
  • Test Your Tech – Discover how to know if you’ve outgrown proprietary systems
  • Removing the Roadblocks – Gain tips & tools for quick and effective campaign roll-outs
  • Marketing Compliance – Find simple ways to increase transparency
  • Rethinking Business Intelligence – Find out what’s important, and what’s not
Moderated By:
  • Joe Laskowski, Managing Partner and Chief Marketing Officer, Higher Ed Growth
Presented By:
10:45 AM – 11:20 AM
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How Blockchain is Changing Lead Generation

Room: Grand Ballroom G
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 Lead Gen opportunities in the blockchain space? In this informative talk, John Hargrave -- publisher of Bitcoin Market Journal and author of Simon & Schuster's bestseller BLOCKCHAIN FOR EVERYONE -- will explain some of the new blockchain projects, tokens, and technologies that are changing the Lead Gen 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:
11:30 AM – 12:05 PM
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Is Data Killing Creativity? No, And Here's Why

Room: Grand Ballroom BC
With so much of modern marketing focused on optimization, personalization and data-driven decision making, many marketers find themselves asking: “Is data killing creativity?” Meanwhile, agencies seem to have divided into camps: those that are data-driven and those that are creatively-driven. In this session, attendees will learn to see through both lenses at once from an agency and client relationship where creativity and data co-exist harmoniously, yielding big results and an improved customer experience.

Key Takeaways:
  • Discover how to quantify the impact of creativity
  • Learn how to be data-inspired
  • Understand how to use data to optimize creative and how to use data to better personalize creative
  • Find out how to get creative teams excited about data – seeing it as an enabler, rather than as a detractor from the creative and sell-in process
Moderated By:
  • Ben Grossman, Senior VP, Group Strategy Director, Jack Morton Worldwide (IPG)
11:30 AM – 12:05 AM
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Healthcare in 2019: Where Do We Go from Here?

Room: Grand Ballroom DE
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:
  • Understand what regulation and compliance rules must be adhered to when looking at the pay per call space
  • When looking for partners (either advertisers, or publishers) what are the key items that a partner must to ensure a successful relationship
  • Discover how to get conversions by requesting filters, monitoring your vendor closing percentages, and getting calls to your top closers
Moderated By:
Presented By:
  • Adam Wild, Senior Strategic Sourcing Manager, Health Insurance Innovations
  • Helene Seydoux, CEO, Torchlight Technology
11:30 AM – 12:05 PM
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How to Endure the Challenges of Today’s Regulations with Tech

Room: Grand Ballroom G
New regulatory technologies are doing more than making lead generators’ lives easier. With constant changes from top federal agencies and a recent increase in enforcement from State AGs, it’s becoming increasingly taxing for lead generators to keep up with the facets of compliance, which can be construed as a hindrance to growth rather than a driver for new revenue. Organizations in highly regulated industries must have a plan to combat compliance, and that’s where technology plays an integral role.
 
Key Takeaways:
  • Discover what’s new in regulatory enforcement from federal agencies and State AGs
  • Understand the capabilities of regulatory technology
  • Find out how highly regulated companies expand their business by using compliance as a revenue generator as opposed to a cost saver
  • Look into the future of compliance and regulatory compliance
Presented By:
1:00 PM – 1:35 PM
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From Automated Insurance Leads to Customer Engagement: How Agents and Carriers Compete in a Fast-Changing Digital World

Room: Grand Ballroom DE
Agents and carriers today face heavy competition from digital insurance channels and direct insurers. As consumer expectations and behavior change, “trusted advisors” must rethink their roles and methods for growing and maintaining business. In this session, two top performing agents for major carriers join lead acquisition and customer engagement experts to discuss and debate how agents can compete with direct insurers and still maintain their key advisory roles in the digital marketplace.
 
Key Takeaways:
  • Learn how speed to lead automated lead distribution accelerates lead acquisition and raises quote rates while cutting acquisition cost
  • Hear how agents gain client and prospect trust with customer engagement software for scaling operations
  • See how tech tools assure agent compliance with consumer protection and data privacy regulations
  • Discover marketing acceleration programs with artificial intelligence enabling agents to have smart marketing and personalized customer experiences
Moderated By:
Presented By:
  • Jaimie Pickles, Insurance GM, Jornaya
  • Troy Korsgaden, President & Agent, Korsgaden International & Korsgaden/Jansma Farmers Insurance Agency
1:40 PM – 2:15 PM
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Mortgage Lead Gen: Today's Market Changes Driving Tomorrow's Lending Opportunities

Room: Grand Ballroom DE
Session Description Forthcoming.
1:40 PM – 2:15 PM
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20 Crazy Effective Methods for Increasing Conversions

Room: Grand Ballroom G
It is said that companies spend 92x more on driving traffic than on translating that traffic into conversions. This presentation will flip the focus by walking you through 20 effective techniques to get more of your site visitors converting and to increase your website’s ROI. Areas explored will include behavioral intelligence, human psychology, and UX. Whether you are looking to increase leads, promote an event, amp up onsite sales, build your email list, or drive site visitors to another type of conversion event, you’ll walk away from this session with effective methods for increasing your website’s conversion rates.
 
Key Takeaways:
Discover the many ways that behavioral intelligence leads to deeper audience insights
Gain a deeper understanding of the human brain and its influence on behavior
• Learn effective messaging and persuasion techniques
 
Presented By: