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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: