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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 Aman Advani of Ministry of Supply, 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 – 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 and host of "A Shark's Perpsective" podcast, Ai Media Group
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 
  • 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, FCB
  • Sarah Blair, Director of Advertising, Lincoln Financial Group
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:
  • Adam Pierno, AVP Marketing Strategy, Arizona State University
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 has undergone a massive paradigm shift, and SMS has changed the way your company can hold conversations at scale. Join a panel of industry pioneers who have been at the forefront of this movement for years. They represent some of the largest brands in the country and have literally written the best practices in SMS. Learn first hand from their years of experience as they share their secrets, insights and bloopers and dive into SMS compliance, enablement and execution.

Key Takeaways:
  • Understand the differences and nuances between the varying methodologies of SMS (Push, Short Code, Long Code, Conversational Texting, A2P, P2P)
  • Find out how to implement or upgrade SMS in your customer journey
  • Gain insights into the world of SMS compliance, consent and regulations
Moderated By:
  • Joey Liner, Chief Revenue Officer, Digital Media Solutions
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.