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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.
8:50 AM – 9:00 AM
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Tim Burke Pioneer Award

Room: Grand Ballroom AF
Please join us as we recognize contributions in lead generation by industry leader Tim Burke, and in this spirit recognize the first recipient of the Tim Burke Pioneer Award honoring his legacy. 

Presented by LeadsCouncil
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.)