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

2018 Program

Discover the hottest trends and innovative growth secrets from performance marketing’s brightest minds.

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Tuesday | March 6

7:00 AM – 6:00 PM
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REGISTRATION OPEN

Room: Paris Foyer
8:00 AM – 9:00 AM
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BREAKFAST

Room: Concorde Ballrooms B & C
9:05 AM – 9:50 AM
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Keynote: Using People-Based Measurement for Real Business Outcomes with Manish Gupta, Facebook

Room: Concorde Ballrooms B & C
Marketers are dealing with increasing complexity around creative, platforms, metrics and cross-device measurement. Proxy metrics can lead marketers astray and away from real business outcomes. In this session, Manish Gupta will share how marketers can measure better using ‘people-based’ measurement and how to use first and third-party tools to measure across the funnel against Audience, Brand and Sales outcomes.
Presented By:
9:50 AM – 10:10 AM
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LeadsCouncil LEADER Awards

Room: Concorde Ballrooms B & C
The LeadsCouncil LEADER Awards have showcased excellence in Performance Marketing for many years. These awards represent the top companies for outstanding service in our industry. For 2018, the LEADER awards have undergone massive changes to better represent and reflect the true spirit of leadership within our industry. We polled current and past recipients on what they would like to see moving forward with the award program. We have simplified the voting process and reduced the total awards to six overall categories. Recipients of this year’s awards, as well as the Executive of the Year, will be recognized on the main stage during this year’s LeadsCon event.
10:20 AM – 11:30 AM
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LendingTree Innovation Challenge

Room: Concorde Ballrooms B & C
LendingTree’s Innovation Challenge on the main stage at LeadsCon Las Vegas is the Lead Generation ecosystem’s most exclusive competition, bringing together compelling startups and technology innovators centered around consumer lead generation, call center, customer experience and more. One startup will take home the $25,000 grand prize and the prestige of winning LendingTree’s Startup Showdown.

LendingTree hosts the Innovation Challenge around customer acquisition technologies. Five finalists will be selected to demonstrate and present their next great idea to solve a problem connected with lead generation. An industry-leading panel of innovation captains and expert VCs will judge these live demos. Each company will have 5 minutes to pitch their solution and address the judges who will then award the winner of the grand prize, sponsored by LendingTree.
Moderated By:
  • Bruce Cook, SVP Corporate Development, LendingTree, LLC.
Presented By:
11:30 AM – 12:00 PM
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Keynote: How Brands Win Gen Z with Content Marketing with Jason Neubauer, Sprint Wireless & The Santa Claus Affect

Room: Concorde Ballrooms B & C
Although Generation Z is comprised of individuals aged 20 and under, the group holds significant economic impact: They influence nearly in discretionary spending alone and that number is only set to grow. And contrary to the myths surrounding this generation, they are not following in the footsteps of millennials. Growing up in a post-digital age has completely altered the way in which these adolescents form their identities and brand affinities, even compared to the generation before them. As a result, Gen Z has developed distinct expectations for brands and advertising. Join Jason Neubauer as he shares his insights into engaging this key demographic.

Key Takeaways:
• Discover the past, present and future of influencer marketing trends
• Find out how to build and internal influencer program that aligns with your brand to engage Gen Z audience
• Learn how to create authentic influencer content and increase engagement with specific strategies for Gen Z
• Understand how to align traditional and digital content for Gen Z

Presented By:
  • Jason Neubauer, Gen Z Marketing, Brand, & Digital Strategy Thought Leader, The Santa Clause Affect & Sprint Wireless
12:00 PM – 6:00 PM
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EXHIBIT HALL OPEN

Room: Exhibit Hall
12:00 PM – 6:00 PM
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LEADSCON HOOPS MADNESS

Room: Paris Foyer
NEW THIS YEAR! Take a shot at some power networking and fabulous prizes at our first-ever LeadsCon Hoops Madness tournament at the exhibit hall entrance. Grab a basketball and take your best shot as you’re entering or exiting the hall—the best shooters with the best scores advance to higher rounds—and the higher the round the bigger the prizes. Good luck! (Must be registered to participate.)

Powered by: Digital Media Solutions
12:00 PM – 1:30 PM
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LUNCH

Room: Exhibit Hall
1:30 PM – 2:20 PM
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Don’t Trade Babe Ruth: 5 Pitfalls to Avoid in Digital Marketing

Room: Champagne 3 & 4
In 1920, Red Sox owner Harry Frazee traded Babe Ruth to the Yankees for $125,000. The rest is history: “The Babe” led the Yankees to 4 World Series wins while the Red Sox languished for almost 100 years. Are you in danger of making a Babe-Ruth-trade-level error with your digital marketing? This session will show you the 5 most common ways businesses sabotage their digital marketing, and, more importantly, specific things you can do to avoid them. Join Jim McKinley, co-founder of 360Partners and long-time industry veteran, for a lively session where he will share case studies and help your steer clear of each pitfall to keep your business off the path of adversity.

Attendees will leave this session with specific things to do so they can avoid:
• Spending that’s not aligned with strategy and business goals
• Only marketing to current customers
• Failing to remove friction
• The paradox of the “good enough”
• The “shiny ball syndrome”
Presented By:
1:30 PM – 2:20 PM
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Buying & Selling: The 2018 Mortgage Marketing Playbook

Room: Versailles 3 & 4
The industry is now 10 years away from the 2008 housing crisis, and the 2018 economic landscape is expected to remain favorable for housing and mortgage markets as key trends continue to drive the mortgage industry: an increase in purchase mortgage volume; cooling of rate refinance activity, and older borrowers tapping their home equity. As the percentage of consumers expecting a digital approach for the financing process rises, lenders large and small are striving to offer a branded experience to differentiate themselves amongst the pack. And when it comes to getting leads for mortgage lenders, marketers need to keep in mind that the selection process can be long, complex and ever changing. Join industry marketing leaders and the biggest mortgage lead buyers discuss flipping the challenges of today into solutions to keep your business thriving and focused on customers of tomorrow.

Key Takeaways:
• Explore ways to maintain a competitive advantage in 2018 as more lenders are relying on innovative technologies and marketing to differentiate
• Learn about the ways the lead generation industry is advancing technology in the mortgage market
• Discover the best ways to communicate to different customers via mobile and digital platforms to work leads
• Hear from lead buyers on what programs are thriving
Moderated By:
  • Chris Backe, CRM Account Executive, Velocify by Ellie Mae
Presented By:
1:30 PM – 2:20 PM
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Get a Second Chance to Make a First Impression with Email Retargeting

Room: Versailles 1 & 2
Recent studies indicate that a whopping 98% of visitors leave a website without converting on their first visit. Traditional display retargeting to these visitors generates average click through rates of 0.1%, sending only a fraction of them back to a marketer’s site. Leveraging email to get these prospects back is ideal; however, the problem is that marketers don’t have the email address or the permission needed to mail. New solutions are able to recognize these anonymous website prospects, and by working with trusted publishers, they subsequently deliver an email to the prospect on behalf of the original marketer.

Key Takeaways:
• Learn how marketers are capturing the attention of previous website visitors, even without having their email addresses
• Discover the new order of email retargeting and best practices for executing it well, while educating the consumer
• Find out how marketers are using the email channel to reach bottom-of-the-funnel prospects and are achieving retargeting engagement rates 500x the industry average

Presented By:
2:30 PM – 3:20 PM
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Everyday Behavioral Science for Conversion Optimization

Room: Champagne 3 & 4
The days of "Launch and See" campaigns are behind us. When behavioral data was expensive and time-consuming, this approach was justified. Today, you can answer almost any question you have about a campaign right from your desk, before you launch. Join Brian Massey of Conversion Sciences as he shows you how to integrate behavioral science into your daily campaign development with specific tools and techniques.

Key Takeaways:
• Develop a better understanding of your audience, its needs, and its behaviors
• Launch campaigns with greater understanding and precision
• Use the data from your results more efficiently for future tests

Presented By:
2:30 PM – 3:20 PM
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EDU Lead Gen – The Next Gen

Room: Versailles 3 & 4
Wondering what The Next Generation of EDU Marketing will entail? The last few years have been filled with change, speculation and consolidation for both education and lead generation. The regulatory environment has often been difficult to understand and interpret. Technology and data analysis have helped to keep current with the ever-changing environment. Gaps in marketing needs were filled by third-party partners that developed an effective product or service. Join our panel of EDU lead buyers to discuss how the industry has transformed in recent years and how they and their marketing partners have adapted. We will discuss topics that include Compliance, Student Intent, Conversion Metrics, Technology and Analytics. Our subject matter experts have effectively navigated through these industry changes and will speak first-hand about how they’ve evolved their businesses to remain successful while ensuring the student remains the primary focus. Anyone involved in EDU Lead Generation will benefit from the school’s perspective on the evolution of their marketing efforts and how they plan to sustain their successes.

Key Takeaways:
• Learn what has changed from the school’s perspective and how to accommodate
• Obtain an overview of the entire sales funnel and the technology used to monitor
• Understand what the future holds for EDU Marketing based on the perspective of the Lead Buyers

Moderated By:
  • Joe Laskowski, Managing Partner and Chief Marketing Officer, Higher Ed Growth
Presented By:
  • Deborah Solmor, VP, Deputy General Counsel, Litigation and Chief Compliance Officer, Career Education Corporation
  • Esther Duong, Senior Director of Marketing, International Education Corporation
  • Kolin Porter, Vice President of Product Innovation, EDUMaximizer
2:30 PM – 3:20 PM
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Creation Coalition: How a Powerhouse Brand Built its Own Acquisition Ecosystem

Room: Versailles 1 & 2
For most direct response brands, unit economics come down to acquisition costs and lifetime value. Divide the latter by the former, and you’ll know the business’s general health. Simple, right? Not always. In hotly competitive advertising categories, the outcomes have grown increasingly lopsided. As customer acquisition costs continue to rise in these categories, lifetime values have actually fallen for many marketers. Brands now face the daunting challenge of figuring out what to do when their advertising returns stop justifying the investment. For LightStream, a division of SunTrust Bank, the answer has been to strategically partner and build a new ecosystem. Join Todd Nelson of LightStream and WorkBook6’s JT Benton as they discuss LightStream’s innovative, closed-loop real estate partnership program. Designed to captivate and serve the nearly 20% of Americans who move homes each year, LightStream’s approach represents a massive shift in the way they acquire and retain customers.

Key Takeaways:
• Understand how disparate goals can captivate a common audience across verticals and industries to ensure a true win-win-win scenario
• Discover the value of building a customer-centric (including UX and UI) hub supported by content and relevancy, not just commercial offers
• Learn how strategic partnerships can help overcome challenged unit economics while preserving the customer experience

Presented By:
3:20 PM – 4:20 PM
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NETWORKING BREAK

Room: Exhibit Hall
4:20 PM – 5:00 PM
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Optimizing Your Content: Demonstrating Tangible ROI by Analyzing Real-World Digital Marketing Examples

Room: Champagne 3 & 4
Using your website to drive leads and meaningful ROI requires a thoughtful digital strategy. It’s no longer enough to simply optimize your content for the search engines, or just optimize the online experience for your customers. You have to do both. Don’t miss this session for real-world examples of successful digital strategies that are rooted in a consistent content marketing philosophy, but differ in online tactics.

This session will take a deep dive into different case studies of local and national businesses who have seen dramatic results with their Digital Marketing efforts. You will learn how to:
• Roll out a winning digital strategy
• Use content to your advantage
• Measure your online success
• Emulate other organizations who are succeeding online

Join Drew Eastmead, Director of Coaching and Training at Vertical Measures, and Joe Bockerstette, Partner at Business Enterprise Mapping, for a session that will explore real-world collaboration and how to be successful with your own content strategy, website planning, paid media and more.
Presented By:
4:20 PM – 5:00 PM
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Insurance Lead Gen: Unlock Lead Potential and Avoid TLS

Room: Versailles 3 & 4
Agent fatigue is real and, if left unchecked, it can erode your sales team’s confidence in the quality of your lead stream, before long all you are hearing is "TLS - These Leads Suck." Using automated technology to deliver leads with accurate prioritization information can help your agents know which leads are more likely to become customers and which leads are more likely to become their BEST customers. In this session, leading insurance marketers will discuss the importance of real-time solutions that deliver on the promise of quality leads.

Key Takeaways:
• Discover how transparency on lead origin/history and identity validation can effectively filter out lesser quality leads
• Learn about solutions that identify existing customers and duplicate leads
• Discover solutions that prioritize the leads most likely to result in a quote and policy using insurance-specific lead scoring
• Understand how leads can be prioritized and routed to the optimal sales channel and resource – ultimately making your agents happy

Moderated By:
  • Stephen Guerra, Director Acquisition & Retention, LexisNexis Risk Solutions
Presented By:
4:20 PM – 5:00 PM
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4 Top Secrets to Printing Money from Your Hard-Earned Leads (a Case Study with Epson America)

Room: Versailles 1 & 2
Did you know that 1/3 of companies completely ignore their inbound leads? Or that 2/3 simply give up after 2 or fewer attempts to reach them? It’s true, and it may be happening in your organization too. But in this lively discussion, you’ll learn how innovative B2C and B2B companies such as Epson America have cracked the code and identified the 4 top secrets to doing it the right way. Join Chris Nickel of Epson and Gary Gerber of Conversica as they present the latest research, and explain what practices are strong predictors of success or failure with inbound leads.

Key Takeaways:
• Discover research-based best practices for boosting lead conversion rates, with or without automation
• Understand how Artificial Intelligence is revolutionizing companies’ ability to engage prospects
• Learn how to optimize lead acquisition processes and salespeople’ time spend, to maximize ROI on hard-earned inbound leads
Presented By:
  • Gary Gerber, Senior Director, Head of Product Marketing, Conversica
  • Chris Nickel, Senior Manager, B2B Marketing, Epson America Inc.
5:00 PM – 6:00 PM
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END OF DAY RECEPTION

Room: Exhibit Hall
This is the one. The biggest collection of lead industry buyers and sellers on the planet come together at our biggest networking event ever. Come mingle with a few thousand of your closest friends, meet new business colleagues, have some cocktails and apps—and of course, meet the industry’s greatest partners. (Must be registered to attend.)

Sponsored by: LeadPoint and Fluent

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