Join us for this discussion around whether advertisers should limit the total number of paid search affiliates they partner with.  This session will be a deep dive into:

• Understanding whether partnering with paid search affiliates aligns with your brand’s in-house marketing strategy.
• Learning how to determine the right number of affiliates to work with—whether that means limiting partnerships or expanding broadly.
• Knowing what to look for when evaluating which paid search affiliates are credible and trustworthy.

This session presents cutting-edge research on the effectiveness of automated lead nurturing (ALN). The findings, based on data from two firms, challenge common industry claims and highlight how firms can identify when and why ALN truly adds value. Practical recommendations will help attendees optimize ALN to improve conversion outcomes in their own contexts.

Determine Your ALN Fit: Learn to identify the specific business contexts and verticals where Advanced Lead Nurturing (ALN) provides the greatest uplift, and where it may be a misapplication of resources.

• Maximize Value Through Information: Discover how to strategically deploy ALN to close critical information gaps between lead buyers and sellers, driving better qualification and mutual trust.
• Accelerate Low-Friction Sales: Uncover the secrets to optimizing ALN for quick, lower-stakes, and first-time sales, immediately increasing your top-of-funnel conversion velocity.
• The Personalization Payoff: Understand the critical relationship between automated, data-driven insights and the creation of highly personalized, high-quality human conversations, maximizing the final conversion event.
• The Implementation Roadmap: Walk away with a practical, step-by-step framework on how to implement ALN within your existing tech stack to ensure maximum performance benefit.

The B2C funnel has been radically decentralized, moving from search engines to social communities. This session maps the New Customer Journey, detailing how brands are successfully generating high-intent leads from platforms where discovery is spontaneous, and trust is earned through authentic voices. Learn to integrate fleeting social attention (TikTok/Shorts) with long-term retention strategies (Community-Led Growth) to build a durable, next-generation lead pipeline.

• TikTok-to-Lead Framework: Tactical steps for converting high-volume, low-commitment TikTok/Shorts traffic into measurable leads and first-party data assets.
• Influencer Accountability: Best practices for contracting, compensating, and monitoring influencers to ensure brand safety, compliance, and sustained lead quality.
• Scaling Community Trust: Strategies for transforming organic community engagement into repeatable, high-LTV lead sources that outperform traditional paid media.

Discover how to leverage predictive analytics to drive ROI without getting lost in the technical jargon. While predictive capabilities consistently improve marketing outcomes, numerous leaders hesitate to adopt them due to perceived complexity. This presentation eliminates those obstacles, showing how your teams can deploy forecasting methods to revolutionize strategic planning. Explore techniques for utilizing current data assets to anticipate prospect actions, enhance initiative effectiveness, and create tailored interactions that generate measurable impact. With actionable frameworks and clear implementation roadmaps, you'll learn to embed forecasting capabilities into your marketing operations—no specialized platforms or analytics PhDs required. 

• Straightforward tactics for customer segmentation through forecasting methods
• Actionable frameworks for refining media spend and scheduling decisions
• Techniques for pinpointing and cultivating your most profitable prospects
• Scalable implementation blueprints, from initial tests to enterprise-wide rollout
• Case studies with quantified business results

The contact center is no longer just a service operation—it is the front line where compliance risk and high-value customer conversion collide.  The landscape around customer contact is changing faster than ever, with new FCC rulings, state mini-TCPAs, and the need for rigorous, ethical AI deployment creating constant operational pressure.

Join Keith Sinnott, a brand-side leader from Homefix Custom Remodeling, and John Pohl, an operational expert from Springs Connect, for a focused strategy on mastering the chaos.  We will dissect the most immediate threats and show you how to implement resilient systems for routing, consent management, and vendor oversight that protect your P&L while maximizing every high-intent inbound and outbound interaction.  Learn to treat your contact center as a profit center, not a liability, by building an immediate strategy for operational excellence.

• The AI Compliance Audit: Discover the key questions to ask AI-driven vendors to ensure their scoring, scripting, and automation tools do not introduce new regulatory liability.
• Maximizing Agent Efficiency: Gain a framework for advanced contact center routing and agent training that prioritizes high-LTV leads and maximizes conversion rates on the first call.
• Vendor Accountability Framework: Walk away with actionable strategies for auditing and optimizing BPO partners to ensure brand consistency, data security, and contractual accountability.

The rise of AI chat engines like ChatGPT, Gemini, and Perplexity is changing how customers discover brands and how leads are generated. This session introduces Generative Engine Optimization (GEO) as the next frontier of both search and performance marketing. You’ll learn how early adopters are capturing AI-driven leads before their competitors and how they are transitioning away from traditional search. Join GEO expert James O’Loughlin and VIPER’s Director of Marketing Seth Halstead as they share their insights into this explosive lead generator.

Takeaways:

• Understand how AI search (ChatGPT, Gemini, Perplexity) is reshaping the lead funnel
• Learn the core principles of GEO and how it extends beyond SEO
• Case study on VIPER Car Alarms - Viper.com