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Wednesday | September 25

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:
1:50 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
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:
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:

Thursday | September 26

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:
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:
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
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:
3:50 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:

Friday | September 27

10:00 AM – 10:35 AM
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Health Coverage: The Importance of Alignment Between the Marketing Company and Its Direct Carrier

Room: Marina Ballroom II
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:
10:45 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