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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 6:45 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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Raising Performance: How Top Marketers Are Using Data 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:
    • Jeff Eckman, Founder & CEO, Blue Green Brands
    • Rinoti Amin, Growth Marketing Consultant/Former Director of Digital Marketing, PayPal
    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.