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Wednesday | September 25

12:30 PM – 1:00 PM
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Lunch

Room: Marina Ballroom Foyer
Grab some lunch, chat up fellow attendees and mingle with other Connect to Convert attendees.
 
1:00 PM – 1:40 PM
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Unleashing Insights in B2B Marketing with Data and Analytics

Room: Marina Ballroom IV
Data-driven marketing is THE primary source of customer acquisition and retention for B2B marketers. But many feel overwhelmed when it comes to figuring out what marketing technology will help them make the most of data. Learn how Lenovo leveraged a data management platform (DMP) and other solutions to deliver personalized customer interactions via POS, web, CRM, email and more.
 
Key Takeaways:
  • Get ideas for improving campaign relevancy with personalization
  • Find tips for increasing engagement and conversion
  • Learn best practices for growing your customer file
  • Discover the best ways to measure ROI and attribution across channels
Presented By:
1:00 PM – 1:40 PM
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Customer Journey Maps Done Right

Room: Marina Ballroom I
"Customer Centric” language has been a key part of almost every mission statement but only a few companies actually deliver on that promise. Getting the Journey Map right is critical for companies who truly value their customers and want to grow/retain them. Building accurate journey maps can seem overwhelming and extracting value from them can be even harder. Join this session and learn how leading companies build journey maps to fuel their growth strategies. 
 
Key Takeaways:
  • Understand how to balance opinion vs research when building a journey map
  • Uncover the key elements of a journey map and how to put them in action
  • Discover how to properly prioritize the journey maps you develop and how to map online and offline journeys together
  • Understand the value of viewing different persona journeys and gain from examples of successful customer journey maps
  • Determine best practices for keeping your map current and learn how to test if you got it right
Presented By:
1:00 PM – 1:40 PM
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Why Data-Driven Direct Response is Key to Next-Gen Customer Acquisition

Room: Marina Ballroom II
Direct response has historically been one of the most effective tools for marketers in their customer acquisition strategies. However, in the new digital economy, customers have become weary of marketing and sales tactics to get them to act, and have come to prefer a more personalized experience. With a data-driven approach, direct response as a marketing tool will be key to winning over these next-generation customer leads. Come hear Steve Weiss of MuteSix and Hamish Khayat of Burst Oral Care, explain which data metrics matter most in personalizing direct response customer acquisition strategies, as well as how to optimize campaigns already in place. Their actionable advice – by way of their partnership’s firsthand strategy results that garnered Burst Oral Care over a 1,000% lift in Facebook customer acquisitions – will cover all of the ways direct response marketers can leverage data to further personalize their campaigns to result in more calls, clicks, searches, and shares.
 
Key Takeaways:
  • Discover which data metrics matter most in weighing your customer acquisition strategy’s effectiveness
  • Find out how to use data to further personalize direct response customer acquisition
  • Learn actionable advice on optimizing customer acquisition campaigns
Presented By:
1:00 PM – 1:40 PM
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Building a 360-Degree CRO Framework for Maximum Conversions

Room: Marina Ballroom III
Conversion rate optimization (CRO) is often misunderstood as merely A/B testing. This type of testing is useful, yet approaching CRO with such a narrow lens greatly restricts the growth potential of your website. To unlock greater insights, it’s critical to start your CRO framework with the audience and their psychology, diving deep into brain science, the subconscious, and behavioral intelligence.
 
Key Takeaways:
  • Discover why a holistic CRO framework outperforms A/B testing alone every time
  • Understand how a CRO framework forces you to be more customer obsessed
  • Learn the key steps to building a CRO framework for continual testing, measurement, and optimization
Presented By:
1:50 PM – 2:35 PM
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How to Create a Successful Direct Mail Campaign: 3 Do’s, 3 Don’ts and 1 Secret Weapon

Room: Marina Ballroom IV
Planning to add direct mail to your marketing mix? Or want to make your current campaign perform better? Find out all you need to know in this informative, example-jammed session. Discover what you absolutely must do to succeed, the common mistakes you really want to avoid, and the one surprising, scientifically proven approach that can drive double and triple digit lifts in response today. See why more and more companies are adding this medium to their marketing mix. And why some never stopped using it, for lead gen, lead nurture, cross-sell, upsell and trigger campaigns.

Key Takeaways:
  • Discover the easy way to build a bullet-proof strategy
  • Learn how to maximize your ROI
  • Take in key considerations for B2B direct mail
  • Find the one data point you must never ignore
  • Walk away with copy and design tips that automatically engage your target
Presented By:
1:50 PM – 2:35 PM
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SEO Tell-All: Secrets of SEO Pros

Room: Marina Ballroom I
Content, backlinks, meta data optimization: you already know about them. The Google Algorithm keeps changing, and so should your methods. Join this session to learn the latest and greatest white-hat SEO tactics that will get your content to page one, appearing in featured snippets, and found through image search. From micro-content research, influencer marketing, content gap analysis, automation, and more, you’ll learn how real SEOs have found Organic victory within the competitive search-engine landscape.
 
Key Takeaways:
  • Learn actionable tips on how to meet your goals while avoiding the length of time/headache normally needed to achieve SEO success
  • Understand the changes that have taken place with the Google Algorithm over the last few months
  • Identify what it means to be on “Page 1” in 2019, and the SERP landscape opportunity that’s untapped
  • Discover new tools and techniques to help with automation and perform research quicker
  • Recognize how to leverage influencers to amplify your content and grow your brand
Presented By:
1:50 PM – 2:35 PM
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1001 Lead Generation Tips: Energizing Your Marketing Efforts for Higher Customer Acquisition and Retention

Room: Marina Ballroom II
Marketers today have more opportunities than ever before to acquire and connect with customers. As new channels emerge, other opportunities emerge even more quickly to connect existing channels using proven strategies that maximize marketing ROI, cut through the noise and clutter of advertising, leverage best practices in data-driven marketing, and grow faster than the competition. This fast-paced session will explore how leading brands and advertisers are leveraging best practices in lead generation techniques, tactics, channel strategies, and what it will take to achieve more effective campaigns for higher customer acquisition and retention.
 
Key Takeaways:
  • Discover tips, tricks, and hacks for producing a high quality and quantity of leads
  • Understand what technology tools are needed
  • Learn what type of team is needed to build a high-performing lead generation team
  • Uncover high performance channels where your customers are and are not
Presented By:
  • Kenneth Kinney, VP of Marketing and Digital Strategy, Ai Media Group and "A Shark's Perspective"
1:50 PM – 2:35 PM
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Subscription Marketing: Winning the War On Loyalty

Room: Marina Ballroom III
The outlook on subscription marketing continues to explode. According to reports, last year business-to-consumer (B2C) subscription firms attracted more than 11 million U.S. subscribers, and the industry as a whole has been growing at 200% annually since 2011. Experts reveal the latest trends in subscription marketing and how digital marketers are helping brands win the war on loyalty. Learn about optimizing the customer lifecycle, reducing friction and churn and boosting profitability and ROI.
 
Presented By:
2:35 PM – 2:55 PM
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Networking Break

Room: Marina Ballroom Foyer
Grab a refreshment and chat up fellow attendees and meet with Connect to Convert speakers.  
 
2:55 PM – 3:40 PM
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Do This, Not That: Critical Email Marketing Techniques

Room: Marina Ballroom IV
This fast-paced session explores what offers gain customers, what techniques are proven to work and what is driving strong direct marketing results using email, emerging media and integrated marketing initiatives. Learn how to optimize house files and rented/purchased lists to achieve better overall response rates. This must-attend program will provide insight from actual campaign results from successful and failed attempts at using these techniques.
 
Key Takeaways: 
  • Learn marketing tactics that hold long-term value and drive results
  • Acquire measurable tips for marketers to pull interested leads
  • Gain insight on integrated direct marketing initiatives based on actual campaigns
  • Explore top trends happening in email marketing today – and which actually work
  • Discover pitfalls to avoid for email marketing
Presented By:
2:55 PM – 3:40 PM
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What Every Marketer Needs to Know About the Marketing Technology Stack

Room: Marina Ballroom I
Companies today are using 50 to 300 technology tools at one time to acquire, engage and retain customers. These tools are referred to in the collective as the marketing technology stack. Effectively developing and evolving the marketing technology stack has become critical to meeting business and marketing goals. According to Gartner, marketing technology expenses now represent 29% of the marketing budget - not surprising given that we are all dependent on technology to achieve our marketing and business objectives.  In many instances, however, we may not be a user or have control of the technology deployed on our behalf.  We are, however, responsible for the results technology delivers and therefore can’t afford to be a passive observer in technology selection and use. Every marketer needs to have a working knowledge of the marketing technology stack and engage with the technology team as a stakeholder in the application, performance, and evolution of the technology that impacts their ability to achieve objectives. This session will cover all the information and language that a marketer needs to know to engage fully as a stakeholder in technology strategy and implementation. 
 
Attendees will leave this session understanding:
  • The basics of creating and managing a marketing technology stack
  • How to define technology requirements
  • How to work alongside marketing operations to optimize the marketing technology stack to achieve business and marketing objectives
Presented By:
2:55 PM – 3:40 PM
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Home Services: The Most Cost-Effective Channel to Generate Leads for Home Services…Shared Mail

Room: Marina Ballroom II
Join us for this session as attendees learn about the power of marketing to the masses for tenths of a penny per household in publications that specifically target homeowners. Real-life examples from a leading global service company will give insights that are applicable to all Home Services lead generators. Learn which creative approaches work, what publications produce the highest ROI, rates you should expect to pay and what competitors are doing. Different creative examples and insights will be shared for various campaigns to help attendees navigate this channel that offers billions of circ annually.
 
Key Takeaways:
  • Get an overview of the vast opportunities available in the channel
  • Participate in a review of publications, rates and competitive usage that will educate Home Services lead generators on how to maximize ROI in the channel
  • Hear about creative examples that will illustrate best practices in developing responsive creative
  • Explore results tracking strategies that will support proper attribution of the channel
  • Gain insights from first-hand experience from Rentokil, one of the largest Home Services brands in the world
Presented By:
2:55 PM – 3:40 PM
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Optimizing Local Landing Pages for Search Engines

Room: Marina Ballroom III
Improve keyword rankings in Google Maps and within blended "Map Pack" results with this actionable session on local landing page optimization. Learn how to scale content for franchise or multi-location brands using attributes discovered during an industry study of several of the world's largest chains. Whether you're optimizing for an attorney, dentist, doctor, accountant or any place of business that servers a specific city or region, the strategies you'll learn can be applied to your or your clients' industries to maximize organic traffic from search engines. Examples of topics discussed include structured markup, creating unique titles and meta data, embedding maps, including hours and directions, hyper-local content, and tracking online to offline (attribution). Session includes examples and data from brands you know and recognize, along with checklists, tools, and best practices.
 
Key Takeaways:
  • Learn how to fine tune your local landing pages to appear in Google 3-Pack, Maps and Organic search engine results using techniques that have won national competitions in local online marketing
  • Learn what attributes to add, optimize and avoid to increase rankings and conversions
  • See examples of hyperlocal content and advanced business listing acquisition strategies that have worked for both small and large chains optimizing around a specific target radius or geography
Presented By:
  • Steve Wiideman, President & Sr. Strategist, Wiideman Consulting Group
3:50 PM – 4:30 PM
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Is Data Killing Creativity? No, And Here’s Why

Room: Marina Ballroom IV
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 and measure 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 and see it as an enabler, rather than as a detractor, from the creative process
Presented By:
  • Ben Grossman, Senior VP, Group Strategy Director, Jack Morton Worldwide (IPG)
  • Molly Miller, Campaign and Demand Generation Manager, Eaton
3:50 PM – 4:30 PM
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Make Them Care: Getting Customers to Engage with Your Brand

Room: Marina Ballroom I
Nobody thinks about your product. Despite all your hard work, research and design to perfect your offering, people are simply focused on their own lives. Brands need to be specific. Today’s winning brands transcend competition by offering things customers can't deny and position themselves as the only option in a category of one. This comes from understanding customers better than ever, and knowing how ideas travel in today’s fragmented media and sharing environment. Marketing is more about context than ever, yet marketers rarely get the opportunity to consider the greater context their products exist within.
 
Attendees will learn: 
  • What separates a brand from a company
  • How art is marketed differently than products and services
  • How Google and Facebook have failed your brand
  • The facets of truly specific brands
Presented By:
3:50 PM – 4:30 PM
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Beyond EDU – Expansion through Tactical Diversification

Room: Marina Ballroom II
Please join us to learn about market diversification for lead generation, including getting into or expanding beyond EDU. Moving your business into new verticals comes with an inseparable balance of risk and reward. Discussions will include ways to help minimize that risk and outline how to achieve the greatest levels of success. We will explore the need for resiliency, efficiency and forward thinking including the roles played by Analytics/BI, Compliance/Regulation and even Health and Wellness. Our panel brings a wealth of knowledge and first-hand experience to help facilitate a more seamless expansion plan.

Key Takeaways:
  • Understand how to expand into new verticals while minimizing associated risk
  • Learn about actual successes and learning opportunities from those who have made the transition
  • Discover the importance of assessing technology and the need for the “right” data analytics
  • Find out how to balance between leveraging your data and acknowledging consumer privacy concerns/regulations
Moderated By:
  • Joe Laskowski, Managing Partner and Chief Marketing Officer, Inquir
Presented By:
3:50 PM – 4:30 PM
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Improving the Customer Journey & Brand Engagement with SMS

Room: Marina Ballroom III
The way we communicate is undergoing a massive paradigm shift, and SMS is at the forefront of this change. Brands that understand this are seeing success in not only higher conversion rates, but also with ROI on existing marketing efforts. By ignoring this segment of your audience, you’re only leaving money on the table. Where once voice ruled, customers fingers are now doing the talking. SMS is the most effective way to reach users, with a 95 percent read rate in three minutes. With 20 billion texts sent each day and a 32% average response rate for SMS communication, your message is not only guaranteed to be seen by your audience, the odds are they’re already texting you!

Key Takeaways:
  • Discover why you should be doing SMS if you aren’t already
  • Find out how to implement SMS into your branding and customer journey
  • Gain insights into the world of SMS compliance and regulations
Presented By:
4:30 PM – 6:30 PM
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Expo Hall Welcome Reception

Room: Expo Hall

Kick-off Connect to Convert the right way! Join us on the Expo floor to mix and mingle with cocktails. Get a sneak peek of the latest solutions while networking with peers and industry experts.


Sponsored by DMS

7:00 PM – 9:00 PM
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Networking Dinners

A brand new networking experience for Connect to Convert attendees. Enjoy local culinary favorites while reconnecting with old colleagues and making new friends.

Pre-registration is required along with an additional fee and space is limited—so we encourage you to reserve your seat early. Simply make your networking dinner selection from the following restaurants; Mortons The Steakhouse, Boston Legal Harborside, Ocean Prime or Rosa Mexicano during your registration process and your seat will be booked! Already registered for the Conference? No problem.

Click here to add this to your C2C package. If you have any questions contact customer service at registerleadscon@accessintel.com.

 

Thursday | September 26

6:45 AM – 7:30 AM
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Wake-Up 5k Run and Tour

Room: Westin Hotel Lobby
Join other C2C runners for three miles of networking. We will take a guided jog amid some of Boston’ scenic sights like famous eatery’s, Moakley Federal Courthouse, Boston Tea Party Museum, Rose Kennedy Parkway, Faneuil Hall, Christopher Columbus Park and much more. Group stretch in the lobby at 6:20 am; group leaves at 6:30 am. Water, snacks, and fruit will be available after the run before breakfast.

Cost: $25. (Pre-registration required. No walk-ups will be accepted.)
 
8:00 AM – 9:00 AM
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Breakfast & Topic Roundtables

Room: Burroughs
Come fuel up for the action-packed day ahead of you. And network with other Connect to Convert attendees. We'll even have great table topics and table moderators to help fuel the discussion, so come join and engage and learn with your fellow attendees and event speakers!
 
9:05 AM – 9:20 AM
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Connecting Their Funnel: How Top Marketers are Using New Data Points to Acquire Customers

Room: Harbor Ballrooms
Sponsored by PX.com

What sets the best performing marketers apart from the rest is their unique use of available data — both their own and from third parties — to define their approach to customer acquisition. This session will present and discuss examples of how innovative marketers are collecting myriad data points and using them to drive success from one end to the other in their sales funnel. 
9:20 AM – 10:00 AM
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Keynote: Irresistible Ideas--How to Build the Secret Weapon of Master Marketers

Room: Harbor Ballrooms
At the heart of marketing lies one seemingly elusive goal: how can we actually get people to love our stuff as much as we do? Thankfully, there’s a surprisingly simple answer, and it lies in how we come up with our products and services in the first place. In fact, that's what keynote speaker Tamsen Webster spent 20 years figuring out: how to make messages that move minds and markets. The result is what she'll share with you: how to create in your customer's mind the conditions that created the idea in yours (or your organization's!) in the first place.

 After this session you will be able to:
  • ​Solve for the three most common mistakes we make when communicating our ideas
  • ​Apply a simple formula to make your ideas irresistible… in seconds
  • ​Develop the “minimum viable case” for ideas (and the outline of any content you need to spread those ideas)
Presented By:
  • Tamsen Webster, Founder and Chief Message Strategist, Find the Red Thread
10:00 AM – 10:45 AM
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Networking Break

Room: Expo Hall
Grab a refreshment, chat up fellow attendees and meet with Connect to Convert industry’s best partners in the Exhibit Hall.
 
10:45 AM – 11:25 AM
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Welcome to Email Marketing Fight Club

Room: Marina Ballroom IV
The first rule of Email Marketing Fight Club? Talk about everything email. Join us for a deep dive to discover tips and tricks to make your email messages engaging and clickable from the very start. What subject lines will pique your customers’ interest, and which ones will make potential leads run screaming in the other direction? What type of copy really converts? We’ve got the scoop.
 
Key Takeaways:
  • Discover best practices for subject lines that get results
  • Gain tips for writing copy that encourages clicks and conversions
  • Walk away with ideas for creating email campaigns that trigger the response you need now
Presented By:
  • Nancy Harhut, Chief Creative Officer, HBT Marketing
  • Mary Hart, Senior Marketing Content Writer, ConnectLeader
10:45 AM – 11:25 AM
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Resolving Identity & Assessing Customer Behavior to Deliver People-Based Marketing

Room: Marina Ballroom I
84% of customers say being treated like a person is a critical factor in winning their business. Leading brands are responding by developing people-based marketing programs that speak to individual customers with the right message, at the right time, through the marketing channel that they are most likely to engage with.  Laying the foundation for these programs starts with having the right data to resolve the customer’s identity and know who the person is on the other end of a marketing interaction.  Once you’ve identified the customer, understanding their behavior becomes critical in designing if, how, and WHEN you will market to that individual based on signals of their interest that you’ve gathered.  In this session, we’ll discuss the key data capabilities that marketers are leveraging to resolve identity, understand key attributes of the person, and incorporate customer behaviors into their marketing programs.
 
Key Takeaways:
  • Learn about the foundational data capabilities that are necessary in building a people based marketing program
  • Learn about the importance of Identity Resolution and how leading brands are approaching the challenge of identifying their customers and prospects across disparate marketing interactions
  • Learn how marketers are incorporating their customer’s behavioral signals into their marketing strategy to better personalize the experience and improve acquisition, retention, and cross-sell campaigns
Presented By:
10:45 AM – 11:25 AM
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3 Things You Absolutely, without a Doubt, Need to Know About Data Privacy Before You Submit Your Marketing Plan

Room: Marina Ballroom II
In today’s business landscape, privacy is part of the national conversation. Transparency is the key to long-term mutually beneficial relationships with your customers. Just because you can use data, doesn't mean you should. If you don't have your customer's best interests at heart, someone else will. This means caring enough to stay on top of what consent you need to collect to keep doing what you're doing—everything from what you can and can't email to all the cookies on your site. Learn what you need to have a solid privacy program in place, spruce up your copy to reflect the changes you've made so your current and prospective clients understand just how much this means to you. The companies who are already taking this seriously recognize how important it is to their reputation and that it’s a competitive edge and they have no problem flaunting it. You should too. In this session, you’ll learn why privacy is essential to every marketing decision you make and how to integrate privacy basics into the foundation of all you offer. 
 
Key Takeaways:
  • Understand what an appropriate level of transparency is for your business
  • Discover how to stay on top of what consent you need to collect to keep doing what you're doing
  • Learn practical steps for what you need to have a solid privacy program in place
Presented By:
10:45 AM – 11:25 AM
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Customer Lifetime Value: The Most Underutilized Relationship in Marketing

Room: Marina Ballroom III
Digital marketing is traditionally thought of as transactional, leaving little opportunity to develop meaningful relationships with buyers. However, in today’s multi-touch, multichannel world, that’s far from accurate. Instead of individual immediate transactions, brands are shifting their focus to building long-term connections with their customers via experiences that grow lifetime value. Join Scott Gifis and Adam Lasky as they offer their views on the state of the industry and provides expert tips to help enhance the customer and brand relationship.
 
Key Takeaways:
  • Discover how to aggregate and structure customer data to build customer lifetime value
  • Learn to leverage measurement and attribution to better understand the impact of their marketing efforts on customer retention
  • Understand how to implement quick, easy wins into their marketing strategy that directly bolster customer relationships and ultimately develop evangelists
  • Find out how to utilize multi-channel orchestration through personalized 1:1 experiences (without being creepy!) that create a connected customer experience
Presented By:
11:35 AM – 12:15 PM
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Rebranding for Success: Relation Insurance’s Road to a New Brand Identity

Room: Marina Ballroom IV

What’s in a name? A lot if you want to create a strong brand connection. Relation Insurance undertook a year-long renaming initiative to break from the past and engage customers in a variety of B2B verticals. In this session, learn how your brand can create a new corporate identity that truly represents your value proposition to customers and prospects.


  • Key Takeaways: Find out how to choose a name that is relevant, protectable on target
  • Get tips for creating a brand rollout that builds momentum and excitement
  • Learn ideas for getting buy in from your entire organization, from entry level to the c-suite
Presented By:
  • Natalie Zensius, SVP, Marketing & Communications, Relation Insurance Services
11:35 AM – 12:15 PM
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Better Together: Leveraging Partnerships to Drive Marketing & Consumer Engagement

Room: Marina Ballroom I
With the increase of retail and technology partnerships, more companies are getting a piece of the revenue pie. Strategic partnerships provide companies with access to new streams of data that can result in more personalized marketing strategies and improve customer experiences. In this session, Mark will unpack how partnerships have helped GasBuddy (and its partners) unlock new markets, acquire new users, and build customer loyalty.
 
Key Takeaways:
  • Get tips on how and what to consider in driving strategic partnerships to help a data-driven business
  • Discover how the right partnerships provide new streams of data that ultimately result in more personalized marketing strategies and improved customer experiences
  • Learn how both parties benefit from partnerships by lowering costs, expanding markets, and delivering deeper and more varied customer data that can fuel growth
Presented By:
11:35 AM – 12:15 PM
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How New Consumer Privacy Laws like CCPA Will Change the Business of Online Lead Generation

Room: Marina Ballroom II
The California Consumer Privacy Act (CCPA), following closely after Europe’s GDPR, takes effect in January 2020. It is designed to give consumers control over their personal data and will therefore limit how companies handle, store, and use consumer data. This new law will significantly impact our industry. Are you ready? Learn from a panel of industry experts about the challenges we face and changes we must make to survive in this new environment.
 
Key Takeaways:
  • Be aware that CCPA is going into effect 3 months from the conference date and companies need to prepare immediately
  • Understand how law affects the lead gen ecosystem
  • Take tactical steps to become compliant
Moderated By:
Presented By:
11:35 AM – 12:15 PM
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Tools to Make Life Easier for Your Sales People

Room: Marina Ballroom III

Lead buyers put tremendous effort into generating the right prospects for their businesses, and the effort is both worthwhile and necessary. It is also expensive with leads consuming up to 25% of all costs. However, salespeople are a sneakily larger expense, representing as much as 40% of all costs! Does your business put as much effort into tilting the playing field to your salespeople favor, making it both easier for them and more efficient for you? Join this session and learn how companies are identifying the needs and individual strengths of their salespeople and what they are doing to fill those needs and take advantage of their strengths.


  • Key Takeaways: Inspiration – real stories of how lead buyers are making life easier for their salespeople with technology and data
  • Action items – a shortlist of tools and techniques to make the most of your sales people’s effort and strengths
  • Pitfalls – learn what hasn’t worked and save time and money
Moderated By:
Presented By:
12:15 PM – 1:15 PM
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Lunch and Learn: Rapid Outbound Lead Reach and How to Optimize Lead Generation

Room: Burroughs
Sponsored by: Infutor
In today’s real-time world, lead generators are moving faster than ever to generate and optimize those leads for maximum conversions. In this lunch and learn session, Infutor Data Solutions, an industry leading data and lead solution provider, and Cognius, a digital lead generation and email marketing powerhouse, will discuss tactical ways to improve all areas of lead generation. Attendees will learn how Cognius is attaining rapid outbound lead scale and omnichannel targeting of in-market prospects for major industry brands. The discussion will also include how Cognius and top outbound marketers are identifying the best in-market leads and acquiring lookalike audiences to create sustainable scale.


Key takeaways will include:
  • Practical tips for contactability and personalized reach across multiple platforms (email, social, display, programmatic)
  • How segmentation drives lookalike lead targeting and importantly, how to use that intelligence to prioritize inbound lead engagement and personalized offers
  • The steps needed for leveraging dynamic intelligence to increase outbound scale and engagement as well as inbound prioritization/personalization) for higher conversions/lead value 
Speakers:
  • Jordan Staab, President, Co-Founder, and Chief Revenue Officer at Cognius
  • Stuart Lazarus, Director of Lead Gen Market Solutions at Infutor Data Solutions 
Lunch will be available for all attendees.
 
1:15 PM – 2:00 PM
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Scaling Your Content Marketing for Measurable Business Growth

Room: Marina Ballroom IV
There are many paths to grow a business through content marketing. Every business wants more leads and sales, yet so many brands miss the opportunity to drive demand and nurture prospects with content that converts. In fact, a carefully constructed content marketing plan could drive more leads down the conversion funnel. This panel discussion with major technology brands will explore marketing strategies that support content while driving ROI in order to generate business growth.

Key Takeaways:
•             Learn how to define content marketing vs. marketing with content
•             Discover more effective ways to launch a nurturing strategy leveraging content
•             Learn how to develop quality content that more effective enables a salesforce
 
Moderated By:
  • Kenneth Kinney, VP of Marketing and Digital Strategy, Ai Media Group and "A Shark's Perspective"
Presented By:
1:15 PM – 2:00 PM
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5 Ways Marketers Can Create More Effective Videos with Less Time & Money

Room: Marina Ballroom I
Everyone is screaming from the mountaintops how important video is for your company! But, how do you fit more on your already busy marketing plate? How do you start a new or more effective video strategy when it’s just not in the budget? How do you make something that seems difficult, super simple? These are all great questions, and in this session, George B. Thomas from Impulse Creative will share five major tips to creating more video in less time and with less money.

Key Takeaways:
  • Learn how your team could be creating multiple videos per week for pennies on the dollar
  • Learn how to use video to communicate better, simplify the complex and drive more revenue to the bottom line
  • Learn how to eradicate the hurdles, embrace the hustle and become a video hero at your organization
Presented By:
1:15 PM – 2:00 PM
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Home Purchase Leads: Why Aren’t My Customers Coming Back to Me?!

Room: Marina Ballroom II
Repeat customer rates are the lowest they've been in over 15 years with fewer than 1 in 5 customers coming back to their previous lender for their next loan. With a recent study revealing far more than 1 in 5 would be happy working with their previous lender, the consumer consumers' shopping journeys are being influenced further up the funnel by marketers leveraging new data sources and successfully converting more business with strong nurture strategies over long purchase cycles. In this session, you will learn some of the reasons repeat customer rates have dropped and how successful lenders have combatted the trend.
 
Key Takeaways:
  • Learn key industry statistics about repeat customer rates
  • How to leverage 1st-party and 3rd-party data to identify customers back in-market
  • Discover strategies to successfully nurture home purchase prospects with ease
Moderated By:
Presented By:
  • Grant Moon, CEO & Founder, Home Captain
  • Mike Peronto, Director of Lead Marketing, Cardinal Financial Company
1:15 PM – 2:00 PM
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Content That Converts: Creating Sales-Driven Content That Delivers

Room: Marina Ballroom III
Most content marketers are exclusively focused on boosting brand awareness, yet so many brands miss the opportunity to drive demand and nurture prospects that convert. Learn how to develop a content voice that differentiates your brand and leads your audience down the conversion funnel. Discover the importance of building an audience and delivering a valuable experience to that audience. Explore digital marketing strategies that support quality content while helping get your brand to the top of a consumer’s search results.
 
Key Takeaways:
  • Learn how to define your audience and content voice
  • Discover how to build an audience and nurture them throughout the conversion funnel
  • Learn how to develop quality content that generates organic traffic
Presented By:
  • Kathy Bryan, Senior Vice President of Corporate Marketing and Communications, Digital Media Solutions
  • Patrick Cunningham, Director of Brand Marketing, NJ Lenders Corp.
2:00 PM – 3:00 PM
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Networking Break

Room: Expo Hall
Grab a refreshment, chat up fellow attendees and meet with Connect to Convert industry’s best partners in the Exhibit Hall.
 
3:00 PM – 3:40 PM
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Using Behavioral Intelligence to Double Website Performance

Room: Marina Ballroom IV
Many marketers rely on Google Analytics for insights into website performance. The problem is that GA provides you with only half of the story. To uncover deeper audience insights, turn to behavioral intelligence, which helps you go beyond the WHAT to the WHY. Through behavioral analytics, session recordings, surveys and audience interviews, learn to calculate user experience scores and to drive greater engagement, conversions, and brand love.
 
Key Takeaways:
  • Learn to read the digital body language of your site visitors
  • Uncover how to measure your audience’s experience on your website
  • See how using behavioral intelligence can double your site conversions
Presented By:
3:00 PM – 3:40 PM
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Experiential Marketing on a Shoestring Budget: The Proof That Banking Doesn't Have to be Boring

Room: Marina Ballroom I
Have you ever heard of a Financial Institution with an ice cream truck? Well now you have! Here at Vibrant Credit Union we don't do things the "traditional" way. We're all about marketing that creates an experience. While other comparable credit unions spend millions on marketing each and every year, our yearly marketing budget has been about $300,000 for the past few years. During this time, we've seen new household growth reach over 30%, six times the industry average. How do we successfully market on a shoestring budget? A surprisingly interactive culture and memorable experiences that prove banking doesn't have to be boring.
 
Key Takeaways:
  • Disrupt traditional marketing and get members creating buzz by generating emotional and engaging experiences leading to lasting impressions that they want to share with others
  • Learn how to collect data to pinpoint target messaging, create more value and ultimately increase member engagement
  • See examples of others who have ditched traditional and expensive advertising and marketing efforts for experiential marketing and strategies
Presented By:
3:00 PM – 3:40 PM
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New Call Generation Techniques

Room: Marina Ballroom II
The inbound call is becoming more and more the ultimate end goal for a client and being able to generate a call is becoming more and more difficult. New tactics and tech enable agencies and marketers to drive an inbound phone call without overspending. Having an edge in the inbound call marketing space will be the differentiator amongst industry players. 
 
Key Takeaways:
  • Discover which channels generate the highest quality, which generate the highest quantity and how to manage the two. Cheaper isn’t always better (but sometimes it is!)
  • Learn what we’ve seen so far in 2019 for call generation and how call generation will look in 2020 and beyond 
  • Equip yourself with the right tools to scale call marketing (SMS, Ringless Voicemail, AI) and the compliance behind them 
Presented By:
3:00 PM – 3:40 PM
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Leveraging AI to Augment Your Marketing, Increase Conversions and Build Retention

Room: Marina Ballroom III
Performance-based marketing is generating an abundance of leads. Now the question lands squarely on marketing to build efficiencies within the sales funnel. AI facilitates stronger interactions and deeper engagement and AI’s ability to meet your customers where they’re at not only helps conversion but helps increase their lifetime value and retention. Intrigued? Join us for a discussion that includes learnings and insights into Facebook Messenger and SMS conversational AI targeting campaigns, including real student enrollment results.

Key Takeaways:  
  • Discover how conversational AI improves lead to conversion quickly and seamlessly
  • Understand how the personal touch and 1:1 attention of AI results in deeper engagements
  • Learn how AI creates a better end user experience with intent-driven conversation, strengthening your brand
  • Gain insights into how AI helps your business scale
Presented By:
3:50 PM – 4:30 PM
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2020 B2B Outlook: Where Do We Go From Here?

Room: Marina Ballroom IV
End the day with hot off the presses marketing insights, as we share a sneak peek at the soon-to-be-released 2020 Chief Marketer B2B Marketing Outlook Report. Learn where your peers (and competitors!) are spending their time and budget to improve lead gen, conversion, retention and more.
 
Key Takeaways:
  • What content works best at every point in the funnel
  • B2B marketers’ top challenges for new customer acquisition
  • What martech brands will invest in to boost engagement and ROI
Moderated By:
Presented By:
3:50 PM – 4:30 PM
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Learn to Persuade: Simple Direct Marketing & Copywriting Tactics Proven to Increase Conversions

Room: Marina Ballroom I
Discover the simple, proven direct marketing and copywriting tactics used by David Ogilvy, Eugene Schwartz, Joe Sugarman, and countless other master copywriters to capture attention, garner interest and desire, and inspire action! Whether you're running campaigns via Facebook or LinkedIn, email or direct mail, this session will show you how to increase your response rate and close more business.

Key Takeaways:
  • Uncover the #1 thing you're doing wrong in your marketing — and how to fix it
  • Walk away with a simple copywriting checklist to improve the effectiveness of your emails by more than 100%
  • Learn how to optimize your ads on Facebook, LinkedIn, and across other digital channels to generate more clicks, calls and sales
    Presented By:
    3:50 PM – 4:30 PM
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    Generating Leads for Insurance – 2019 Edition

    Room: Marina Ballroom II
    Whether you’re generating your own customers or buying a shared lead from a 3rd party, come and listen to experienced marketing experts share their sources and methods for generating quality traffic. Learn the current landscape for insurance – are leads still mostly from Google or partners? How does Facebook and native platforms perform and fit into the mix? Are you using these online channels to produce real-time data or calls?
     
    More than that, get insights on the funnels they use as well as conversion metrics as the prospect travels through the customer journey. They’ll share advanced tactics to take your insurance campaigns to the next level.
     
    Key Takeaways:
    • Learn to effectively use the current traffic sources that marketers use to generate leads
    • Discover best practices to qualify a lead as it goes through your acquisition funnel
    • Receive industry benchmarks on conversion rate, cost per acquisition and other key metrics
    Moderated By:
    Presented By:
    3:50 PM – 4:30 PM
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    Big Giant Conversations: Putting the Relationship in Conversion

    Room: Marina Ballroom III
    What's old is new again, and again, and again. The age-old principles that have long been determinants of relationship building and sales are back. But in truth, they never went away—rather, we've been distracted by technology and had our basic processes subsumed by the "digital bureaucracy." Relationships established and deepened through conversations predate marketing by millennia. But modern marketers are bringing some basic tenets of conversations to convert visitors at 2X to 20X the rates that we've been accustomed to. In this session, we'll explore some of the principles behind what is being called conversational marketing and the big giant conversions and genuine relationships that are just waiting to happen.
     
    Key Takeaways:
    • Understand what "digital conversations" are why are they important to conversion optimization
    • Learn about the underlying principles of conversations in a digital marketing context, and how they relate to traditional sales and marketing
    • Come away with action items including implementation, testing, and optimization to drive quality conversion
    Presented By:
    4:30 PM – 6:00 PM
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    Expo Hall Closing Reception

    Room: Expo Hall
    Your last chance to visit our Exhibit Hall. Join us on the Expo floor to mix and mingle with cocktails.  Finalize your marketing strategies with the latest solutions while networking with peers and industry experts.
     

    Friday | September 27

    8:00 AM – 9:00 AM
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    Breakfast

    Room: Burroughs
    Come fuel up for the action-packed day ahead of you. And network with other Connect to Convert attendees.
    9:05 AM – 9:50 AM
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    Keynote: 2020 Vision--How Brand Leaders Are Preparing for the Next Decade of Marketing

    Room: Harbor Ballrooms
    What does the next decade of marketing look like? What do you need to know to be prepared? Our teams, the technology we use, and the tactics we invest in have changed drastically over the past ten years. As we ready our organizations for 2020, it’s critical to be clear about the challenges and opportunities that lie ahead. Hear from an A-list panel of marketing leaders navigating the changing marketing landscape. Our host, Katie Martell, will dig deep into the changes these brand leaders are putting in place today to ensure they’re ready for the next decade of buyer engagement. 

    Join this session and:
    • Hear practical ideas from marketing leaders who are meeting changing buyer expectations
    • Learn the most important skills being recruited for the marketing team of the next decade
    • See the specific role technology and analytics are playing in today’s martech stack
    • Find out how brand leaders are rallying the rest of their organizations to meet the coming changes around experience and trust

     
    Moderated By:
    • Katie Martell, On-Demand Marketer and Executive Director, Boston Content
    Presented By:
    10:00 AM – 10:35 AM
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    The Rapidly Changing Landscape of B2B Ecommerce

    Room: Marina Ballroom IV
    B2C ecommerce is "done." There are few opportunities left to claim strategic competitive advantages and to start profitable ventures. But B2B ecommerce is different. It is still in its infancy and the landscape is changing quickly. Learn what the leading large B2B companies, small manufacturers, and startups are doing to get ahead and stay ahead in an incredibly turbulent environment.
     
    Key Takeaways:
    • Understand the nature of B2B ecommerce and how it differs from B2C
    • Discover the opportunities in numerous B2B verticals, including manufacturing, distribution, retail and more
    Presented By:
    10:00 AM – 10:35 AM
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    What Are We Teaching Them? Determining Selling & Buying Behavior in Email

    Room: Marina Ballroom I
    Just because you wanted to make eggs once, doesn’t mean you want to make them forever. And everyone loves Pad Thai, right? When dealing with something as subjective as food preferences, a content strategy that balances both an individual’s preferences with a constant drumbeat of fresh products from the brand can be tricky to manage. Join this session as Kate Faughnan walks through how America’s Test Kitchen is building its content and email strategy inside of the publisher. As a brand that can be found on TV, web, in print magazine, books and on social, she’ll discuss how they determine what’s relevant for every home cook, both in terms of everyday content and their diverse array of products.

    Key Takeaways:
    • Learn how to connect to brand in email as a publisher
    • Discover the inherent conflict of content as value vs. content proving the case for brand trust
    • Understand how to look for behavior patterns
    • Gain insight into the age-old multichannel distribution problem – or how to focus on the meaningful
    Presented By:
    • Kate Faughnan, Director of Email Marketing, America's Test Kitchen
    10:00 AM – 10:35 AM
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    Health Coverage: The Importance of Alignment Between the Marketing Company and Its Direct Carrier

    We currently operate in a very transactional environment. The marketing companies try to provide the best consumer experience through their site funnel, yet depending on where the lead originates and to whom the lead gets sold to, the consumer experience is very different based on the end buyer. This makes it very difficult for the marketing companies to "tailor" their marketing efforts to a specific end buyer. Getting into a deeper relationship with an end buyer can alleviate some of the disconnects. How do you get there? And who should you decide to work with?
     
    Key Takeaways:
    • Learn how to align yourself with a direct carrier
    • Discover the advantages of aligning yourself with an end buyer and understanding their products and services
    • Understand the benefits and long-term outcomes to partnering with the end buyer
    • Find out how partnering with a direct carrier can remove the transactional tensions between lead vendors and end buyers
    Presented By:
    10:00 AM – 10:35 AM
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    Predicting Your Digital Marketing's Future Value through a Data-Driven Customer Strategy

    Room: Marina Ballroom III
    To succeed as a digital marketer in the future, it’s important to understand what consumer data is most predictive of purchasing behavior. Digital marketers need to know how to use customer data to build a media mix model that drives better results, which is easier said than done. Join this session to learn how to identify and use your data insights to predict future purchasing decisions. We’ll discuss how these insights can be leveraged to target the right customers across all channels, from Facebook, Instagram, YouTube, Display, and more, so you can future-proof your digital strategy to drive value today and beyond. 

    Key Takeaways: 
    • Understand how to identify the right data analytics to target the ideal customers for the future
    • Learn how to drive company growth and innovation for a data-driven strategy 
    • Discover how continually optimizing your analytics and reporting will future-proof your digital marketing
    Presented By:
    10:45 AM – 11:20 AM
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    Why You Need Leads at EVERY Stage of the Funnel

    Room: Marina Ballroom IV

    As any marketer can tell you, it is expensive to generate leads in today’s business environment. But it’s not the cost alone that keeps even the best pros up at night. Understanding the nuances of each lead and how to replicate some level of success is as much art as it is science. Once you pay for leads, do they convert? And if they do, how do they stack up against your other sources? Perhaps most importantly, how can those leads transition out of marketing and over to sales successfully? In this session, discover how B2B organizations can implement a lead generation mindset/framework that capitalizes on the opportunity to secure leads throughout each stage of the funnel.


    • Key Takeaways:Get the scoop on why generating leads throughout the entire sales funnel is important to business growth
    • Learn three practical tips for improving your lead gen process
    • Understand the ways Justworks made the business case for more investments to get the resources they need for a successful B2B lead gen strategy
    Presented By:
    10:45 AM – 11:20 AM
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    The Future of Paid Search: How Amazon, Audience Development and Intent Farming are Changing the Game

    Room: Marina Ballroom I
    For years, Paid Search has been synonymous with Google Search and the key to success was Quality Score. Google is still king, but search marketers have new challenges: 1. How to deal with the rise of Amazon search in their plans, 2. How to develop search audiences in a “privacy sensitive” world and 3. How to leverage new trends like semantic search to find the best searchers when they are at a critical micro-moment and are most open for a connection. In the session, learn how to plan campaigns with this new reality in mind and beat the competition.

    Key Takeaways:
    • Learn how to plan a Paid Search campaign that is bigger than Google
    • Discover how DTC brands are using Amazon search to create a competitive advantage
    • Build proprietary search audiences and train audience algorithms to find the best searchers via semantic search behavior
    Presented By:
    10:45 AM – 11:20 AM
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    TCPA: How Mobile Marketers Can Stay Compliant and Minimize the Minefield of Risks of Liability in Today's World

    Room: Marina Ballroom II
    The Telephone Consumer Protection Act (TCPA) is a minefield for the mobile marketing industry, and difficult to navigate from a risk standpoint. Liability under the TCPA can be catastrophic. This presentation will help guide marketers, lead sellers, aggregators, buyers, marketing service providers and technology partners with the state of the law, where the law is headed from a regulatory and legal standpoint, balancing the risks of liability in using the latest technologies to contact consumers, and how to maintain compliant and maximize contacts.  
     
    Key Takeaways:
    • Gain tips on how and what to consider in driving strategic partnerships to help a data-driven business
    • Discover how the right partnerships provide new streams of data that ultimately result in more personalized marketing strategies and improved customer experiences
    • Learn how both parties benefit from partnerships by lowering costs, expanding markets and delivering deeper and more varied customer data that can fuel growth
    Presented By:
    • David Kaminski, Partner and Chair of Financial Services Practices Group, Carlson & Messer LLP
    10:45 AM – 11:20 AM
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    Low Cost-High Impact Client Retention Strategies

    Room: Marina Ballroom III
    Keeping existing and profitable customers is crucial to long term business success. In this session we will discuss the hard and soft costs of gaining vs. retaining customers, why retention is critical to your future business success, and low cost/high impact ways to stand out and keep your customers away from your competition.

    Key Takeaways:
    • Learn the financial impact of retaining a customer vs gaining a new customer
    • Take away unique and easy to implement ideas to improve your customer relationships
    • Learn how automation can increase your customer engagement while reducing your time and effort in marketing
    Presented By:
    • Jill Kegler, Director of Business Development, Double A Solutions
    11:25 AM – 12:00 PM
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    Solving the Sales and Marketing Culture Clash with Account Based Marketing

    Room: Marina Ballroom IV
    Sales teams ignore 80% of marketing leads, a misalignment results in loss of potential customers and revenue. Account based marketing is the catalyst needed to address this clash between sales and marketing by bringing the two together to put shared goals on a scorecard. As ABM moves from a “what is this” phase to a “what do we do about it” phase, the companies that employ it will see greater coordination of objectives and a rapid acceleration of interest that shows they’re on the right track.
     
    Key Takeaways:
    • Find out how marketers can get more comfortable owning revenue responsibilities
    • Learn how to build trust among sales teams to accept and believe that marketing will stick with them
    • Discover how to create and share only the content that well-vetted target audience would care about
     
     
    Presented By:
    • Rene Asis, Head of B2B Measurement, LiveRamp B2B
    • Adam Benaroya, Senior Manager, Global Media, Hewlett Packard Enterprise
    11:25 AM – 12:00 PM
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    The Business Guide to Brokering: How to Leverage Affiliate Networks for Consistent, Incremental ROI

    Room: Marina Ballroom I
    Some may find Digital Marketing to be expensive and, at times, produce poor results. When you feel you’ve finally found that winning formula, scaling that to a meaningful and consistent volume can feel even harder. Where do you go from there? The key is to partner with skilled marketers, capable of connecting your product with a highly-engaged audience through multi-channel campaigns and a cost-effective formula. Where some may have a stigma surrounding the value of Affiliate Networks, thousands of major products and brands have partnered with Networks to produce phenomenal results. Navigating this route and finding your ideal pairing isn’t easy, and this session will cover all the major do’s and don’t’s of finding that perfect Affiliate Network partner.

    Key Takeaways:
    • Uncover not only the right answers to look for, but the right questions to ask
    • Understand key motivations of an Affiliate Network to appeal to the best and most meaningful traffic partners
    • Learn what a network does and does not do so you’re best prepared for an immediate impact
    • Recognize the signs that a Network is working for you and committed to your success
    Presented By:
    11:25 AM – 12:00 PM
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    Marketing Operations, Marketing Automation and Marketing Technology are Not the Same

    Room: Marina Ballroom III
    In many organizations, these three terms are used interchangeably. When individuals look for jobs, they search for these terms and expect the results to represent almost identical jobs. But they are not the same. In fact, sometimes they are not even close. Marketing Automation professionals don’t just build the HTML, create programs and hit Send. They are not just "Marketo experts." They are so much more. Marketing Operations is still a bit of a mixed bag. It could mean analytics, execution or budget teams. Or it could mean Marketing Automation, unfortunately! And finally, Marketing Technology is becoming a mainstream term that refers to any technology that a marketer uses to do his or her job. These people may never touch marketing automation and may have nothing to do with analytics. They might even be software developers! In this session, we will deep dive into what these three terms mean in 2019, how your organization can adapt and how you as an individual can adapt to changing expectations.

    Key Takeaways:
    • Learn the key similarities and difference between Operations, Automation and Technology roles
    • Identify keywords to look for on resumes or listen for in interviews to find the best candidates for your role
    • Focus on key skills associated with each type of role
    • Learn how people in each of these roles play huge parts in any marketing organization both on the front lines and behind the scenes
    Presented By:
    • Justin Sharaf, Director, Marketing Technology and Operations, LogMeIn