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Tuesday | March 5

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:
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
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: