In an era where lead volume often masks inefficiency, this workshop provides the technical and strategic framework to shift from reactive lead scoring to proactive quality optimization. Attendees will learn how to leverage predictive analytics and real-time feedback loops to identify high-value prospects before they enter the CRM, ensuring marketing spend is always aligned with sales outcomes.

• Predictive Lead Modeling: Master the use of historical conversion data and machine learning signals to forecast the likelihood of a lead closing before it's even dialed.
• Closed-Loop Optimization: Learn how to bridge the data gap between the call center and marketing platforms to feed "conversion success" signals back into your bidding algorithms.
• Verification & Enrichment Tactics: Discover how to integrate third-party data layers to validate intent and enrich lead profiles, ensuring your sales team only focuses on transaction-ready opportunities.

If you're working with multiple marketing vendors, you already know the challenge. Everyone has their own reporting, their own priorities, and their own definition of success. Meanwhile you're the one responsible for making it all work together and delivering results.

In this workshop, Chris Sheppard, VP of Digital Marketing at Tricoci University, shares the system he built to manage six marketing vendors across 15 campus locations. You'll learn how to find the right vendors, get them aligned with your actual business goals, set KPIs that matter, and build an accountability process that keeps everyone honest. We'll also dig into the interoperability side of things: how to map your tech stack, ask the right questions about platform compatibility, and create unified workflows so your vendors stop operating in silos.

This isn't theory. It's the playbook Chris uses every day to coordinate SEO, SEM, paid social, CRO, and creative partners into a single cohesive marketing operation. You'll walk away with a downloadable Vendor Scorecard and KPI Tracker you can start using immediately.

Whether you're managing two vendors or ten, this session will give you a practical framework for getting more out of every dollar and every partner.

Unlock exponential growth by breaking down silos between your marketing, call center, and sales teams.  This session, led by Eric Peschke at Zintex Remodeling Group, will reveal actionable strategies to create seamless customer journeys, improve lead handoffs, and ensure consistent messaging across all touchpoints.  If you’re looking to learn how true departmental alignment drives higher conversion rates, boosts customer satisfaction, and optimizes your entire lead-to-revenue funnel, you cannot miss this session!

Takeaways:

• Strategies for creating unified goals and metrics across all three teams.
• Methods for improving lead quality and conversion through seamless handoffs.
• Tactics for fostering consistent customer experiences and messaging from first touch to close.

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.

While many marketers fear friction, adding a One-Time Passcode (OTP) requirement to your lead flow acts as a powerful filter that eliminates bot traffic and verifies high-intent human users. This verification step not only cleanses your data but also generates a higher-fidelity "signal" for ad platforms to optimize toward truly motivated prospects rather than empty form-fills. By implementing this layer of resistance, you simultaneously strengthen your compliance audit trail and ensure your sales team focuses only on leads that are reachable and ready to talk.  Join us for this session where our industry experts will share insights around:

• Defeating Automated Fraud: Learn how to deploy OTPs as a definitive barrier against sophisticated bot traffic, ensuring every lead entering your CRM is tied to a legitimate, active device.
• Algorithmic Optimization: Discover how to feed "OTP-Verified" signals back into Google and Meta to train their bidding algorithms on high-intent intent rather than low-quality volume.
• The Compliance Advantage: Understand how the OTP process provides an "ironclad" timestamp and verification of user intent, significantly strengthening your proof of opt-in consent for TCPA regulations.

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.

What happens when you bring 10 companies together and ask them to share performance data to strengthen the entire ecosystem?  The answer might surprise you.  Join us to explore how industry participants are using platforms that deliver high-quality auto and home leads from trusted publishers—using a pricing model that achieves close rates nearly double the industry average.  Hear from two of the nation’s largest agents as they reveal how this innovative approach is transforming the way leads are bought and sold.

High-value healthcare patient acquisition requires an integrated approach that aligns targeting, messaging, and experience. This session breaks down how leading healthcare brands attract premium patients at the top of the funnel - and convert them into loyal, long-term relationships through a luxury patient experience.

• Acquire The Lead: Reach high-value patients before competitors by combining traditional SEO, AI search, and PPC.
• Deliver The Experience: Turn inquiries into high-value patients through consultation flow, messaging, and brand positioning that build trust.
• Design for Lifetime Value: See how aligning acquisition metrics with the in-practice experience transforms marketing from lead generation into a growth engine.

This session connects advanced digital acquisition strategies with real-world patient systems. Designed for marketers and operators focused on quality over quantity, trust over traffic, and lifetime value over cost per lead.

As performance marketing scales through automation and AI, data quality has become the defining factor between growth and wasted spend. This panel brings together leaders from Invoca, eHealth, and VMS (an ActiveProspect company) to examine how accurate, compliant, and intent-rich data drives better customer experiences, stronger attribution, and measurable revenue outcomes.

Moderated by Tim Finnigan, with Michelle Barbeau, CRO of eHealth and Gregg Johnson, CEO Of Invoca, the discussion will explore how poor data quality impacts every stage of the funnel, from lead acquisition to conversion and lifetime value and why organizations must treat data trust as a core business priority, not just a technical concern. 

Attendees will leave with practical insights on improving data quality, aligning teams around shared accountability, and using AI responsibly to turn data into a competitive advantage.

Private equity-led consolidation in the home services sector is fundamentally reshaping how lead flow is managed across regional and national footprints. This session examines the critical friction points in contact centers as they transition from fragmented local operations to centralized, high-volume hubs. Attendees will gain a data-driven framework for measuring performance and maintaining lead quality during large-scale M&A integration.

• Centralized Lead Management: Identify the key metrics—like speed-to-lead and conversion variance—that often suffer during the transition to a unified contact center model.
• Attribution Complexity: Learn how to maintain clear ROI visibility when merging disparate CRM data and lead sources into a consolidated tech stack.
• Negotiating Power & Partnerships: Understand how consolidation changes the power dynamic between lead sellers and larger, unified lead buyers, and how to adapt your pricing and account management strategies accordingly.

This panel brings together veteran lead buyers and sellers to dissect the friction points that often derail partnerships, from mismatched success metrics to the "aggregation vs. first-party" debate. Through a candid discussion on transparency and fraud detection, we provide a roadmap for building trust-based relationships that move beyond the transaction to drive long-term ROI.

•  Learn how to reconcile the seller’s focus on volume and contactability with the buyer’s focus on Sales Acceptance Rate (SAR) and lifetime value (LTV).
• Master the vetting techniques used by elite teams to spot bot traffic, incentivized leads, and recycled data before it enters your CRM.
• Understand the operational nuances of scaling with exclusive first-party leads versus the cost-efficiencies of shared aggregated traffic—and when to choose each.
• Discover the specific "proof-of-origin" and data-lineage questions that transform a standard vendor relationship into a strategic, litigation-proof partnership.

As AI voice technology shifts from a novelty to an operational necessity, companies are leveraging it to slash OPEX and revolutionize the traditional outbound dialing model. This session explores the intersection of automated compliance, operational efficiency, and the future of human-like interaction, providing a roadmap for integrating AI voice into your lead generation funnel.

• Operational Efficiency & Cost Reduction: Learn how to replace high-cost internal and external OPEX with scalable AI voice solutions that maintain high conversion rates without the overhead of a traditional call center.
• Automated Compliance at Scale: Discover how AI-driven dialing can mitigate regulatory risks by ensuring 100% adherence to evolving compliance standards in real-time.
• Enhancing the Customer Experience: Gain insights into how modern AI voice can improve the consumer journey by providing instant, natural-sounding engagement that bridges the gap between automation and human empathy.

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.

• 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.

Building on the foundation of human-centered leadership, this session takes the next step in our evolution as performance marketing professionals. We'll examine how our daily assumptions shape our interactions and explore what it means to be "examined humans" in leadership roles.

In this age of AI automation, there's an ever-increasing need to develop our skills as human beings. We'll discuss how to leverage technology while enhancing authentic human-to-human interactions that drive real business results.

This focused gathering will explore building genuine belonging within our teams and organizations while examining our personal evolution as leaders who prioritize human connection alongside business metrics. Join us for an honest conversation about growing into the leaders our industry needs—ones who understand that improving the human condition is essential to sustainable business success.

In an era where AI handles the tactical division of media buying, human empathy and trust have become the ultimate competitive advantages for lead generators. This session explores how high-stakes categories are moving to embrace video as a 
driver for building authority, increased performance, and creating/nurturing/capturing intent in the consumer journey.

• Unlocking the Trust Economy: Why 82% of consumers view video creators as the most trusted voices and how to leverage that trust to lower CPAs in complex industries.
• Building a Video Powerhouse: Practical insights from a creator network and also the specific skill sets required for a modern  video team.
• Capturing Early Intent: Strategies to insert your brand into the consumer journeys that begin with discovery on video
• Performance That Lasts: Why video drives 2.3x higher long-term ROAS 

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

Reaching your leads shouldn’t be so hard — yet today’s consumers are increasingly hesitant to answer unknown calls due to rising concerns about fraud and call spoofing. With nearly 90% of business calls to consumers going unanswered, connecting with prospects has never been more challenging.  In this session, you'll learn how TransUnion® Rich Branded Calling solutions help organizations increase outbound contact rates by displaying your company’s name, logo and reason for calling directly on the recipient’s mobile screen.

• How branded calling establishes instant trust by displaying your company’s name, logo and a reason for calling, helping prospects feel confident answering the phone
• A first-hand account from one of the largest mortgage servicers in the US on how implementing branded calling improved business outcomes, increased customer trust and boosted key performance metrics
• How these improvements led to more engaged customers and higher lead conversion rates.

Getting the attention of a targeted prospect is a major milestone in the sales process. However the next steps are what really drive the business. Speed to Lead specifically impacts conversion rates. Faster responses always outperform delayed processes and programs. This session will share ways to strategically elevate Speed to Lead, review the key metrics, and help sales and marketing teams surpass their conversion, pipeline, and revenue growth goals. 

Speed to Lead is a revenue problem, not a sales problem. It is all about alignment and building the systems, routing, and automation to do the heavy lifting and helping sales reps to spend more time selling.  Attendees will learn to consistently overcome key Speed to Lead blockers, leading to measurable revenue success:

• Align Sales and Marketing – Ensure all team members are always driving to the same pipeline and revenue goal
• Build the Right Tech Stack – Make sure your tech stack does not inhibit Speed to Lead and is always tracking to the right metrics to make sure you are exceeding goals
• Set Clear Expectations of Resources – One size does not fit all and it is critical for GTM leaders to set very clear expectations on systems and resources to focus on and achieve Speed to Lead, helping sales to achieve pipeline and revenue goals. 

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

This session explores the critical balance between cutting-edge automation and essential human interaction in building a high-volume, high-conversion lead generation funnel.  Our panel of experts will dive into mapping a customer journey that leverages AI for efficiency while preserving the authentic human connection required to close high-intent leads.

• Identify the "Hand-off" Points: Learn exactly where to deploy AI for scale and where to re-introduce human touch to prevent drop-off in the funnel.
• Optimize for Volume and Quality: Discover how to use AI-driven personalization to increase lead volume without diluting the quality of your pipeline.
• Future-Proof Your Strategy: Gain a framework for auditing your current customer journey to eliminate friction and optimize for both speed and empathy.

This session will dissect the rapid escalation of privacy litigation targeting the lead generation ecosystem, with a specific focus on the intersection of marketing technology and consumer protection laws like the TCPA and CIPA.  We will analyze the tactics used by "professional plaintiffs" to exploit technical vulnerabilities in consent flows and provide a blueprint for fortifying your innovative strategies against class-action exposure without stifling growth.

• Identify Hidden Risks: Learn to spot the specific tracking technologies (pixels, session replay scripts, and chatbots) that are currently triggering the highest volume of wiretapping and privacy lawsuits.
• Operationalize Defense: Acquire actionable strategies for implementing "litigator-proof" consent architectures that withstand legal scrutiny while maintaining conversion rates.
• Automate Compliance: Understand how to leverage compliance automation to detect and block known litigators from your funnel before they capture data.

Moving beyond surface-level metrics, this session between Senja Spellman and Dave Evans dives into the rigorous questioning and operational frameworks used by elite marketers to vet, manage, and scale lead vendor relationships.  You will discover how to differentiate between temporary performance dips and fundamental "early-broken" signals, ensuring your organizational readiness matches your traffic quality.  By shifting the focus from simple lead delivery to deep-funnel alignment, this session provides the blueprint for building resilient partnerships that thrive under the pressure of rapid growth.

• The Disqualification Playbook: Master the high-friction questions that expose vendor weaknesses early, shifting from "exciting" sales pitches to the hard truths about lead origin, branding transparency, and messaging consistency.
• Performance Diagnostics vs. Blame: Learn a systematic framework to diagnose performance drops by isolating variables—distinguishing between poor traffic quality, internal process friction, or a lack of organizational readiness—before pulling the plug on a source.
• Evolution of Scale: Understand the critical transition from "check-in" calls to "performance" calls, identifying which standardized protocols must be locked down and where tactical flexibility is required to maintain longevity as volume increases.

Connect with fellow B2B marketers and lead gen professionals for an open, peer-driven discussion on the challenges, trends, and realities shaping B2B lead generation today. Share insights, compare notes, and build meaningful connections with others navigating this complex space.

Marketing leaders are under pressure to prove impact in an environment where last-click attribution is breaking down and AI-driven platforms demand better signals. This session explores what “data-driven” actually means today, moving beyond channel metrics to incrementality, revenue-based outcomes. Drawing from a real-world collaboration between COUNTRY Financial and Level, we’ll show how lead scoring can be used in advertising to identify higher quality prospects and drive greater investment value across the funnel.

This high-stakes session pulls back the curtain on the multi-billion dollar insurance lead market, featuring a candid, "no-guards-up" dialogue between the sellers and buyers who hold the budgets.  We move past the sales pitch to explore the specific friction points that cause multi-million dollar deals to stall, from transparency failures to integration bottlenecks.  Whether you are navigating the nuances of Auto, Health, or Life, you will learn exactly how to align your supply with the rigorous quality and compliance standards of the industry's carriers.

• The Anatomy of a Deal-Killer: Identify the specific "red flags"—from unbranded creative to lack of real-time transparency—that immediately disqualify sellers in the eyes of enterprise insurance brands.
• Architecting the "First 90 Days": Master the precise sequence of questions and data-sharing protocols required to move a relationship from a "test budget" to a permanent, high-volume seat on the carrier’s panel.
• The Value Beyond the Lead: Discover how the most successful sellers leverage "post-lead" feedback loops and disposition data to become indispensable strategic partners rather than easily replaceable commodity vendors.