March 4-6, 2019 | The Mirage, Las Vegas

2017 Full Program



Tuesday | March 21

9:10 AM – 10:00 AM

Keynote: Insights That Incite: Achieving Differentiation Breakthroughs in Your Lead Gen Programs

Traditional approaches to lead generation are great if you want to sound like your competitors. But that’s not what you want—you want differentiation breakthroughs. Believe it or not, sometimes the most counter intuitive approaches to your demand gen activities have the greatest potential to distinguish you—and there’s new research to prove it. In this session, Corporate Visions’ Tim Riesterer, author of The Three Value Conversations, explores a range of new studies that challenge conventional approaches to message development…and will leave you questioning whether marketing “best practices” are actually best for you.

You’ll discover how to:
• Introduce unconsidered needs instead of responding to identified business issues
• Create contrast between you and your prospect’s current situation, instead of leading with your features and benefits
• Develop an insight-based story that drives action with risk and resolution, not one or the other
Presented By:
  • Tim Riesterer, ‎Chief Strategy and Research Officer, Corporate Visions
10:25 AM – 11:10 AM

It’s Not Your Leads that Suck, It’s You!

How many times has sales told marketing the leads they source are low quality? In this session, we’ll talk about why it isn’t the leads, it’s the first impression with the buyer that’s often lacking. The first impression you give a potential buyer is so important – not only how quickly you follow up, but also what you say. Most buyers see it as a leading indicator of a longer-term relationship with you and your organization. In this session, we’ll reveal new research that highlights how to optimize your outreach strategy and message to make a positive, lasting first impression on a potential buyer. Ultimately helping you make the most of your marketing investment and bring more revenue to your organization.
Presented By:
  • Nick Hedges, SVP, Consumer Strategy, Velocify by Ellie Mae
11:15 AM – 12:00 PM

Keynote: That’s Irrational! Why Selling to the Logical Brain Won’t Get Results

People don’t make “rational” decisions. Your web experiences may be laid out in a logical way, and that is costing you a lot of money. Understand the latest in neuromarketing research to bias visitors subconsciously, and make it more likely that they will take the desired action on your web page. Learn the power of framing, irrational anchors, and visual biases. Find out what motivates your primitive reptilian brain, and how to skyrocket online conversion rates!
Key Takeaways:
• Discover why you really have three brains, and which ones are really in charge
• Learn how to limit choice overload and focus people on the desired outcome
• Understand how to maximize value by framing and bracketing to create context
• Come away with practical applications for your online marketing campaigns
Presented By: