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Monday | March 4

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

Room: Grand Ballroom BC
If you are looking for actionable ideas to optimize your marketing efforts across a variety of channels, this is the perfect workshop for you. 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
Conference Plus 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 Conference Plus 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 is all about helping businesses grow through deeply-integrated, highly aligned partnership programs. Led by WorkBook6, this workshop will attract 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 affinity/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/COOs, CROs and SVPs from marketing and business development disciplines. 
 

Unit Economic Spotlight: Achieving Better Commercial Outcomes Through Partnership
As the competition for customer attention has escalated, many brands have found their financial performance has suffered. Rising costs of acquisition are the more commonly understood concern, but declining customer loyalty has a similar impact on lifetime value. This frames the ‘digital dilemma,’ and also creates a stage for Strategic Partnerships to shine. This session is intended to be a discussion between finance and business development – live and in person.

Partnership Stages Focused Breakouts
Three well-recognized leaders whose responsibilities fall into one of the following key partnership stages: program strategy, prospecting and partner management will each conduct a focused breakout session with a subset of the audience (attendees will select the topic that best fits their interests). At the end, each group will come back with each leader representing his/her breakout group in a panel format.

Group Mentality: How to Add Value and Gain Market Share through Group Partnerships
Google pits you up against your most desperate or well-funded competitor—so does Facebook. Lead sellers run on bid models, too. To buy access to consumers within the lead generation ecosystem, you’ve got to join the fray. But what if the trade currency wasn’t what you’re willing to spend on a click, lead or call, but rather how you would support the customer? Partnerships with membership groups and associations -- as well as brand-sponsored perks programs -- let marketers focus on adding value to the customer and the group, rather than the lead source. This session explores this value further, involving key leaders from the group and membership space.

Speed Round: Audience Participation
Registrants are invited to prepare and share a 2-slide template that promotes your own partnership program. We’ll select no more than 15 firms to present slides in a ‘speed round’ and spend a few minutes to share about your business. Look for details to come!


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 Conference Plus pass option.

 
Presented By:
2:00 PM – 2:45 PM
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Buyer's Summit: Keeping Up with Today’s Marketing Tech

Room: Grand Ballroom DE
Join us as we take a look behind the technology curtain and get a peek at what technology companies are doing today to keep the industry moving. Learn from top companies as they share how they are taking unique approaches to CRM, compliance and SMS platforms to help their customers gain an advantage.  

All attendees for the Buyer's Summit must be registered for LeadsCon and qualify as true end buyers - this is an invite-only event.
 
Hosted By:
  • Michael Ferree, VP of Business Development, Customer Solutions Group
Moderated By:
Presented By:
2:00 PM – 2:45 PM
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Seller’s Summit: Marketing in the Age of Assistance

Room: Grand Ballroom BC
How will consumer engagement with digital assistants impact inquiry generation? How can those intent signals be combined with traditional inquiry generation techniques? What mechanisms exist to maintain consumer privacy and data protection as bits move between these worlds? And what opportunities exist to use third-party platforms to do data analysis? Google takes the stage to share insights into these questions and help today’s sellers face today’s technology challenges.

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.

Sponsored by LeadsCouncil
Hosted By:
Presented By:
2:50 PM – 3:45 PM
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Buyer's Summit: Financial Services Outlook for 2019 – New Opportunities to Engage Today’s Consumers

Room: Grand Ballroom DE
What are the marketing techniques that are driving customer acquisition (and retention) in 2019? How are advertisers monitoring online leads (and clicks) to assess customer intent? How are advertisers navigating the changing mortgage market? How are insurers marketing bundles? Join us as we survey insurance and mortgage buyers and solution-providers as to what is working in 2019.

All attendees for the Buyer's Summit must be registered for LeadsCon and qualify as true end buyers - this is an invite-only event.
 
Moderated By:
Presented By:
2:50 PM – 3:45 PM
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Seller's Summit: Front-Line Litigators – TCPA Stories from the Courtroom

Room: Grand Ballroom BC
Are you current on what you need to know about TCPA? Join us as an esteemed panel of TCPA attorneys shares what is going on in today’s courtrooms and how it affects your business in 2019. Learn about state and federal updates, recent rulings, and where things are headed.

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.

Sponsored by LeadsCouncil
Moderated By:
Presented By:
4:00 PM – 4:15 PM
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Buyer's & Seller's Summit: LeadsCouncil Update

Room: Grand Ballroom AF
Join us as LeadsCouncil shares updates on regulation, education and advocacy for the industry to promote best practices for the growth of performance marketing. 
4:15 PM – 5:15 PM
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Buyer's & Seller's Summits: Fireside Chat with the FTC

Room: Grand Ballroom DE
Data privacy, unwanted phone calls, Supreme Court involvement—these are just some of the top consumer complaints plaguing the FTC on a daily basis. Join us as we sit down with Andrew Smith of the FTC to discuss the unique challenges facing the FTC and steps the agency is taking to protect consumers, it will have an impact on your business. Andrew Smith is the Director of the Federal Trade Commission’s Bureau of Consumer Protection, whose mandate is to protect consumers against unfair, deceptive or fraudulent practices. The Bureau collects consumer complaints, conducts investigations, develops rules to maintain a fair marketplace and educates consumers and businesses about their rights and responsibilities. A can’t miss session!
Presented By:
5:30 PM – 7:00 PM
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Buyer's & Seller's Marketplace Reception

Room: Calypso Court
Join us for a cocktail and network with other LeadsCon attendees. (Admission to the reception is included for LeadsCon Buyer's Summit and Seller's Summit attendees only.)

Sponsored by LeadsCouncil
9:30 PM – 11:30 PM
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Official LeadsCon Late-Night Party

Room: Siegfried and Roy Secret Garden and Dolphin Habitat

It’s the first night of the conference—a time for mingling, networking and cocktails. The LeadsCon Late-Night Party is your chance to reconnect with old friends and meet new industry peers. Come join your fellow attendees poolside at the Siegfried and Roy Secret Garden & Dolphin Habitat—right in the Mirage. Enjoy cocktails and appetizers while coming face-to-face with some of nature’s most exotic animals—dolphins, lions and tigers… oh my! This is the “can’t miss” industry networking event of the year. Come early and stay late. (Access is included with your LeadsCon registration. Badge is required for admittance.)

Directions: Head through the conference space and out the doors (just past Blizz Frozen Yogurt) to The Siegfried and Roy Secret Garden & Dolphin Habitat.

Sponsored by: AWL, Infutor, and LeadsMarket.com

Tuesday | March 5

8:00 AM – 9:00 AM
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Breakfast

Room: Foyer – Grand Ballroom
Come fuel up for the action packed day ahead of you. And network with other LeadsCon attendees.
9:05 AM – 9:55 AM
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The State of the Industry: Surveying Customer Acquisition Today

Room: Grand Ballroom AF
In an age of data privacy, consumer choice and technological disruption, we take a look at where our business has been and where it’s headed. Where are marketers succeeding today? What industries are emerging and contracting? How can you successfully interact today to generate customers? Join us as we share and interpret industry survey findings, and explore lead buying and selling, customer acquisition, measurable marketing, consumer insights and more.
 
Key Takeaways:
  • Hear from your colleagues as we take the pulse of lead generation and share industry survey insights
  • Discover opportunities and challenges facing marketers, publishers and aggregators today and how they impact your business
  • Understand shifts in the marketplace that affect how and where brands can effectively and efficiently acquire customers
Sponsored by PX
 
Moderated By:
Presented By:
10:00 AM – 10:40 AM
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Keynote: Millennials, Gen Z and the Future of Mobile Marketing with Mark McMaster, Snapchat

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:
10:50 AM – 11:30 AM
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Keynote: Shaping Brand Perception through Storytelling with Ben Tamblyn, Microsoft

Room: Grand Ballroom AF
What’s your story? In a digital world where a brand’s reputation, perception and actions are daily news, how are you managing the message? Ben Tamblyn, and his team at Microsoft help identify, curate and publish rich and compelling stories about the company and the human impact of technology. In this session, Ben will share five lessons they’ve learned that you can use to change the perception of your brand through stories.
Presented By:
  • Ben Tamblyn, Director Storytelling and Corporate Communications, Microsoft
12:00 PM – 1:30 PM
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Lunch & Expo Break

Room: Exhibit Hall
Grab some lunch, chat up fellow attendees and meet with LeadsCon industry’s best partners in the Exhibit Hall.
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:
1:30 PM – 2:15 PM
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Lead Generation and the Federal Trade Commission: Q&A on Consumer Protection

Room: Grand Ballroom BC
Andrew Smith, Director, Bureau of Consumer Protection, Federal Trade Commission will be interviewed by Jonathan Pompan of Venable LLP. The FTC’s Bureau of Consumer Protection’s mandate is to protect consumers against unfair, deceptive or fraudulent practices and has taken an important role in discussing lead generation advertising and consumer protection issues.  This session will provide attendees with a unique opportunity to hear a first-hand perspective from one of the sector's primary regulators.
 
Key Takeaways:
  • Learn about the consumer protection laws and rules enforced by the FTC, and how they apply to lead generation marketing
  • Understand past FTC actions against individual companies, consumer and business education initiatives and more
  • Dive into the consumer protection priorities since the FTC's Staff Perspectives on Lead Generation and Workshop and outlook
  • Discover ways to avoid regulatory scrutiny and enhance compliance
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 AIG 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, AIG
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, VP of Marketing and Digital Strategy, Ai Media Group 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
Today there are more avenues than ever before to acquire customers. From Facebook and Instagram to direct mail, email, print, LinkedIn and more – new channels are opening up every year, and new tools are being introduced to take advantage of them. This fast-paced session will focus on both new and classic marketing tactics and tools you can quickly implement and use to acquire customers more efficiently. Every attendee will leave the session with new marketing insights they can quickly integrate into their campaigns.
 
Key Takeaways:
  • See current examples of smart and effective acquisition marketing in action
  • See what tools you can use to analyze your data quickly make your campaigns more effective
  • Learn how classic direct marketing fundamentals can be integrated into modern marketing channels
  • Review some common mistakes in direct marketing and how to avoid them
Presented By:
3:10 PM – 4:10 PM
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Expo Networking Break

Room: Exhibit Hall
Grab a refreshment, chat up fellow attendees and meet with LeadsCon industry’s best partners in the Exhibit Hall.
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:
5:00 PM – 6:00 PM
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Expo Happy Hour

Room: Exhibit Hall
After day one’s wrap-up—come hang with other LeadsCon attendees and meet leading industry product and service providers. Drinks. Food. Networking. Solutions. Ideas. This is the last major networking reception of LeadsCon so don’t miss it! (Admission to the reception is included with your LeadsCon registration.)

Wednesday | March 6

8:00 AM – 9:00 AM
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Breakfast

Room: Foyer – Grand Ballroom
Come fuel up for the action packed day ahead of you. And network with other LeadsCon attendees.
9:15 AM – 9:55 AM
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Keynote: The Business Model of Content – Reinventing Content Marketing Into a Measurable Business Strategy with Robert Rose, The Content Advisory

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
9:55 AM – 10:45 AM
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Expo Networking Break

Room: Exhibit Hall
Grab a refreshment, chat up fellow attendees and meet with LeadsCon industry’s best partners in the Exhibit Hall.
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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Connecting with Consumers: Understanding Their Needs and Humanizing the Process

Room: Grand Ballroom BC
This on-demand world has caused consumers to demand respect of their time. Want to talk to them on your time? Too bad. Businesses must adapt and connect with people on their terms, not vice versa. Every lead is a person, and every person has their own preferred method and manner of contact. Humanizing your lead process is key to understanding your customer’s behavior and decision-making process. Tuning into each person’s preferences will build rapport very early on in the sales process, and in turn, get the outcome you want, but in the method and at the time that the person wants.
 
Key Takeaways:
  • Discover the keys to consumer choice when reaching and engaging new customers
  • Learn about outside influences that affect consumer responses
  • Gain an introduction to basic conversational marketing strategies
  • Understand the art and science of adjusting to individual contact preferences and conversational tones (including A/B split testing strategies)
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
Presented By:
  • Ben Grossman, Senior VP, Group Strategy Director, Jack Morton Worldwide (IPG)
  • Molly Miller, Campaign and Demand Generation Manager, Eaton
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 regulators, it’s becoming increasingly taxing for consumer finance companies 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 regulated industries must have a plan to combat compliance, and that’s where technology plays an integral role.
 
Key Takeaways:
  • Understand the capabilities of regulatory technology
  • Find out how 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
Sponsored by OneTrust
 
Presented By:
12:00 PM – 1:00 PM
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Lunch

Room: Exhibit Hall
Grab some lunch, chat up fellow attendees and meet with LeadsCon industry’s best partners in the Exhibit Hall.
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:
1:00 PM – 1:35 PM
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The Future of Data for People-Based Marketing: A Return to the Golden Rule

Room: Grand Ballroom BC
Data protection and privacy regulations were thought to bring a slow demise of the use of data. Many feared that escalating privacy concerns would lead to a massive push-back in data-driven marketing. While Facebook and Google are two big examples of how data privacy concerns can tarnish the entire marketing space, the reality is that the highest performing data practitioners are stronger than ever. These practitioners share a common trait: They recognize that the consumer has the power to make smart decisions choosing to engage with companies when and how they want. They also recognize different shopping needs require different marketing approaches (think impulse buys versus major-life purchases). The only way for companies to meet this demand is to fuel these engagements with robust data. So what’s next for the industry? These industry leaders see a return to the basics, living by the “golden rule of data” (treat consumer data like you would want your own data treated - for positive purposes and uses). We’re entering an era where brands recognize the criticality of positive consumer experience and will utilize data properly, in order to communicate more effectively and when the consumer desires. The result is increased trust, personalization, and engagement that will carry us into the next generation of marketing.
 
Key Takeaways:
  • Discuss the state of privacy regulations and the impact on marketing strategies
  • Identify ways Data-as-a-Service organizations can restore trust and transparency
  • Describe ways brands can assure consumers about the use—and misuse—of data
  • Discuss what’s next for data
Presented By:
1:00 PM – 1:35 PM
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Leveraging AI to Reveal Out of the Box, Revenue-Generating Leads Insights

Room: Grand Ballroom G
Data is critical to lead marketers as it helps identify, validate and prioritize new leads. While there is no shortage in data sources, figuring out how to leverage large volumes of data to identify high quality leads is a challenge. Analytics is what stands to drive future advancement in the leads industry. The democratization of AI, machine learning and data science practices is making it possible to quickly and repeatedly evaluate large amounts of data to reveal unique identifiers, segmentations and patterns that increase conversions. However, this requires the right resources and talent to implement.  To better complete with industry leaders, small to mid-market leads-driven companies must address their advanced analytics capabilities and that means evaluating and deciding whether to implement a data science practice or choose a partner. Each approach has its unique challenges and benefits.

Key Takeaways:
  • Learn lead-specific behavior insights that AI, machine learning and data science can reveal
  • Discover a SWOT analysis of adding internal AI and data science capabilities vs partnering
  • Understand critical first steps for implementing internal AI and data science capabilities
  • Find out what to look for in an AI, machine learning or data analytics provider
  • Walk away with examples of how to leverage AI for a category of leads data to drive analytics-based decisioning
Presented By:
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
2019 promises to be a pivotal year in the digital transformation of mortgage lending. Technology continues to revolutionize consumer demand. Shifting demographics and markets are challenging the status quo. Innovations in digital-first capabilities that add convenience, speed and transparency to the customer experience are re-shaping the mortgage landscape. Join us as we examine trends that have the biggest implications for lenders and ways to address the evolving challenges of today’s home buyers.
 
Key Takeaways:
  • Learn which emerging home ownership and finance trends have the biggest implications for your business
  • Uncover the highest value opportunities for your organization’s growth and increased market share
  • Identify competitive differentiation strategies that leverage these trends and help you secure more customers for life
Moderated By:
  • Matt Dowd, VP, Product Management, Ellie Mae
Presented By:
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: