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Wednesday | September 25
Unleashing the Power of B2B Marketing with Data
Room: Marina Ballroom IV
It’s a fact: Email marketing is the largest source of leads for B2B marketers. But many of us face what feel like overwhelming obstacles when it comes to optimizing house files and purchased lists. In this session, learn how to take advantage of the opportunities email offers.
Key Takeaways:
Key Takeaways:
- Get ideas for improving email deliverability and protect your domain
- Find tips for improving engagement and conversion with purchased lists
- Learn best practices for growing your house file
- Discover the best ways to measure email ROI and attribution
Presented By:
- Tushar Mukherjee, Head of eCommerce Analytics, Lenovo
- David McBride, SVP, Digital Anayltics Solutions & Consulting, Course5
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:
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:
- Peter Figueredo, Partner and Head of Client Services, House of Kaizen
- Trevor Cookler, Senior Manager, Optimization, House of Kaizen
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:
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:
- Steve Weiss, CEO and Founder, MuteSix
- Hamish Khayat, Founder, Burst Oral Care
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:
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:
- Tom Shapiro, CEO, Stratabeat, Inc.
13 Surprising New Ways to Make Your Direct Mail Campaigns Deliver More
Room: Marina Ballroom IV
How do you get today's multi-device, multichannel, information-overloaded consumers to behave the way you want them to? Believe it or not, direct mail may help lead the way. Discover the latest techniques that successfully drive readership and response now. See surprising new ways – fueled by the latest brain science findings -- to make your acquisition messaging more effective. And discover how to easily smash your current controls. Plus, see numerous in-market examples from a variety of verticals.
Key Takeaways:
Key Takeaways:
- Tap into decision science secrets that turbocharge acquisition efforts
- Discover new copy and art tactics that resuscitate fatiguing email and direct mail controls
- See which magic words get even stubborn prospects to say “yes”
- Find out what to say first when someone “isn’t in the market”
- Gain a treasure trove of actionable techniques you can easily put into market right away
Presented By:
- Nancy Harhut, Chief Creative Officer, HBT Marketing
- John Sisson, President, HBT Marketing
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:
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:
- Melissa Sciorra, Senior Manager, SEO, SmarterTravel (A TripAdvisor Company)
- Sean Adams, SEO Manager, SmartBear
- Anthony Sarandrea, Founder, UseDavid.com
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:
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"
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:
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:
- Jay Schwedelson, President and CEO, Worldata
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:
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:
- Anita Brearton, Founder & CEO, CabinetM
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:
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 one of the largest Home Services brands in the world
Presented By:
- David Smith, CEO & Founder, Incremental Media
- Cherissa Vandergriff, Marketing Services Director, Rentokil Steritech
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:
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
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:
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
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:
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:
- Adam Pierno, Arizona State University
Thursday | September 26
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:
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
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:
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, Founder, Mary Hart Writing & Editing
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:
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:
- Jodi Daniels, Founder and CEO, Red Clover Advisors
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:
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:
- Scott Gifis, President, AdRoll, AdRoll Group
- Adam Lasky, Director of Marketing, TeePublic
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:
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
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:
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
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:
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:
- Greg O'Brien, CEO, Noodle
Presented By:
- Steve Rafferty, CEO, ActiveProspect, Inc
- Jodi Daniels, Founder and CEO, Red Clover Advisors
Tools to Make It Easier for Your Sales People
Room: Marina Ballroom III
Session Description Forthcoming.
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:
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
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:
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:
- Tom Shapiro, CEO, Stratabeat, Inc.
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:
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:
- Elizabeth Rose, VP, Marketing, Vibrant Credit Union
New Call Generation Techniques
Room: Marina Ballroom II
Session Details Forthcoming.
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:
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:
- Beth Negus Viveiros, Managing Editor, Chief Marketer
Presented By:
- Mary Hart, Founder, Mary Hart Writing & Editing
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:
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:
- David Quiec, Partner, Enginefish
Presented By:
- John Lorge, CMO, Assurance
- Hunter Ingram, EVP – Business Development, EverQuote, Inc
Friday | September 27
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:
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:
- Frank Thompson, Managing Director, Ecommerce, Accorin
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:
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:
- Helene Seydoux, CEO, Torchlight Technology
- Ryan Fajkowski, Senior Vice President, IHC Group
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:
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 investment s to get the resources they need for a successful B2B lead gen strategy
Presented By:
- Wayne Silverman, CRO, Business.com
- William Boyle, Digital Marketing Manager, Justworks
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 intent farming to find the best searchers when they are at a critical micro-moment and are most open for a connection.
Key Takeaways:
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
Presented By:
- Brian Handrigan, Co-Founder & CEO, Advocado
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:
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
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:
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
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:
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
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