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Wednesday | September 30

8:00 AM – 6:30 PM
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Exhibit Hall Open

10:00 AM – 1:00 PM
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Organic Lead-Gen Workshop: Maximizing Leads through Content, SEO and Conversion Optimization

Room: Workshop Stage
If you’re fed up with paid media that exhausts your budget at a high cost per acquisition, or if you’re simply looking to break through with organic lead generation initiatives that effectively and sustainably increase your pipeline, this workshop is for you.

The right organic strategies enable you to extend your reach, drive traffic and increase your qualified leads. This interactive workshop will guide you through advanced approaches to scalable organic lead generation.

What You Will Learn
Simply put, you’ll learn multiple methods in this 4-hour workshop for improving your organic lead generation results and filling your pipeline.
 
  • Gain insights into the brain science of marketing, uncovering the principles of neuroscience and human psychology that drive your audience to the actions they take. You’ll discover why this is a critical, foundational step that has a massive impact on your lead-generation results.
  • Learn effective strategies for audience targeting, content development, storytelling, content amplification and SEO, filled with real-world examples.
  • Discover nine CRO frameworks for higher conversion rates.
  • See how to tie it all together, with approaches to integration that help you achieve a higher ROI on your lead-generation efforts.

Who Should Attend?
If you are looking for advanced organic lead generation strategies and techniques, then this workshop is for you. Any marketer involved in demand generation, lead generation or conversion optimization will benefit from this fast-paced, action-packed training session.

About the Presenters
Tom Shapiro – Tom is CEO of Stratabeat, Inc. (https://stratabeat.com/), a B2B branding, web design and marketing agency. Through his career, Shapiro has developed marketing strategies for market leaders including AT&T, Intel, UnitedHealthcare and Hewlett-Packard. Previously, Shapiro was the Director of Digital Strategy at the digital marketing agency iProspect. During his five years at the firm, the number of employees grew from 85 to more than 700. Shapiro has a deep passion for neuromarketing, psychology and behavioral science, and his insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, MarketingProfs, among others. Shapiro is the author of the book, “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth,” available on Amazon.

Ginger Shimp Ginger is Senior Marketing Director at SAP (https://www.sap.com/) and an award-winning marketeer with 25+ years’ B2B experience. Since 2004, she has helped companies in myriad industries run better by telling not only the SAP story but the stories of its customers—and their customers. Developing content, engaging channels, deploying tactics to educate, stimulate interest and drive demand: Marketing isn’t just what she does, it’s who she is! Right now, technology is changing faster than ever, yet slower than it ever will, and at SAP, we don’t just sell software, we improve people’s lives. SAP customers represent 98% of the top 100 most valued brands in the world, producing more than 79% of the world’s chocolate, 77% of the world’s beer, and 85% of the world’s pet food. That’s an awesome responsibility, a humbling privilege, and one heck of an exciting journey.

How Do I Sign Up?
All LeadsCon attendees are automatically registered for the workshops.
Presented By:
10:00 AM – 11:00 AM
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Power Buyers: Emulating the Habits of Highly Successful Lead Buyers

Room: LeadsCon Breakout Stage
Session Sponsor: Convoso

Power buyers set the bar as the best of the best who stand apart from the competition. So what’s their secret? We’ll hear from these buyers as they share insights into what it takes to excel in today’s market. We’ll dive into relationship building with partners, service providers and customers. They’ll help you understand how to read the tea leaves and pivot when necessary, and discuss ways to dissect your business to meet your customers’ needs so you can keep leads coming in consistently. And you’ll understand the importance of looking outside the market for inspiration and much more. You won’t want to miss it!


Key Takeaways:
  • Learn from power buyers who are leaders in the space
  • Take a customer-centric view into your business
  • Understand what it takes to have that competitive edge in today’s market
Moderated By:
Presented By:
  • Jon Galloway, VP, Business Development & External Affairs, Veterans United Home Loans
  • Francesco Fagnini, VP, Strategic Partnerships & Affiliates, Freedom Financial Network
  • Bastian Cowsart, Digital Marketing Manager, Lixil - American Standard
10:30 AM – 11:30 AM
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Local Lead Generation with Thumbtack

Room: RingPartner Breakout Stage
Matching a consumer lead and a local pro is not easy. Consumers need multiple trusted providers to choose from. Meanwhile, pros have limitations with their current workload, project location and their marketing expertise/budget. Yet, despite these challenges, Thumbtack.com fulfills thousands of customers' requests per day, among nearly 1,000 categories backed by hundreds of thousands of pros in the U.S., and helped pros attain over 4 million 5-star reviews.
Started just over 10 years ago, learn how Thumbtack has generated leads for their professionals and produces millions of customers each year through their paid and organic marketing channels. And more recently, hear how Thumbtack has weathered the shelter-in-place environment and rebounded to generate their highest revenue months this year.

Key Takeaways:
  • Learn Thumbtack’s journey in local lead generation and how they balance their marketplace of consumers and pros
  • Discover Thumbtack’s advanced strategies, tactics and techniques in paid and organic marketing
  • Listen to the company’s experience this year as it navigated (and grew) its business through quarantine
Moderated By:
Presented By:
11:30 AM – 12:30 PM
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SMS & Call Marketing: 2020 Best Practices

Room: LeadsCon Breakout Stage
Consumer communication trends are ever changing. These changes and advancements create opportunity, but there are rules to follow to stay compliant. There are many methodologies and a low barrier to entry to making calls and sending texts. Hear first-hand about these established methodologies to communicate efficiently and effectively with your consumers. This panel features a best-in-class line up of brands, agencies, and technologies that will share their learnings, insights and opinions on what is working and what’s next.

Key Takeaways:
  • Discover things you need to know to stay compliant in 2020
  • Find out how to make these channels work for you earn
  • Learn how best-in-class brands like Liberty Mutual are driving innovation
  • Hear first-hand what NOT to do (bloopers and worst practices)
  • Gain tangible takeaways on how to integrate these best practices today
Moderated By:
Presented By:
12:00 PM – 1:00 PM
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Bank On It: Home Improvement Loans Build Business

Room: RingPartner Breakout Stage
Sponsored by Lending Science DM

Research shows that 73% of U.S. homeowners plan home improvements this year, with budgets for projects costing $25,000 or more jumping 23% over 2018. Customers have big dreams, but do they have the budget? Dan Tansfeldt of Truist (LightStream) brings together industry experts to discuss financing options that have reinvented how consumers pay for improvements, and the innovators who understand how financing builds customer dreams—and company business.


Key Takeaways:
  • With over $340 billion being spent on improvements this year, demonstrate how financing opens homeowner doors for businesses
  • Introduce the variety of financing options available to enhance different business models and convert leads into customers
  • Mythbust that providing customers with access to financing requires more business work or paperwork
  • Discover the easy, streamlined and no-cost processes available to set up a consumer-direct financing program
Moderated By:
  • Dan Tensfeldt, Business Development & Partnerships, LightStream (Truist Bank)
Presented By:
1:30 PM – 2:30 PM
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Keynote: What a Tangled Web We Weave -- Untangling Today's Customer Journey

Room: Keynote Stage
Rapid increases in technology and access to information have made consumers more curious, demanding, and impatient than ever. And boy what a mess this has made for marketers. Shopping and purchase behavior used to follow a neat and predictable linear flow. But now consumers move along a seemingly infinite array of purchase paths, resembling more a tangled web than any traditional marketing funnel. This change has been rapid, and is only becoming more complex. We'll talk about what this means for lead gen marketing and how savvy marketers can ensure they continue to connect with consumers in all the moments that matter.

 
Presented By:
2:30 PM – 3:30 PM
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Buyer's & Seller's Summit: Economic Outlook & Insights with Doug Duncan, Chief Economist at Fannie Mae

Room: LeadsCon Breakout Stage
Join us for a session on the U.S. economic outlook for 2020 and into 2021 including global factors such as trade and coronavirus impacts. Doug Duncan of Fannie Mae will offer a picture of US demographics and consumer attitudes about technology, financial services and housing, and a discussion around lender attitudes.

Doug’s economic outlook will be followed by a candid fireside chat with LendingTree’s Bruce Cook as the two discuss those factors most impacting the Lead Generation industry today. This is a first-of-its-kind session and a can’t miss event!
 
Presented By:
  • Doug Duncan, Senior VP and Chief Economist, Fannie Mae
  • Bruce Cook, SVP Corporate Development, LendingTree, LLC.
3:30 PM – 4:30 PM
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Buyer's & Seller's Summit: Got Consent?

Room: RingPartner Breakout Stage
Recent legal rulings and public filings appear to question aspects of consumer consent, including third-party validation. Does consent validation work? Will it hold up in court? What can companies do to improve their consent processes? Join Marty Collins of QuinStreet as he interrogates Steve Rafferty of Active Prospect and Ross Shanken of Jornaya. 
Moderated By:
Presented By:
3:30 PM – 4:30 PM
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Buyer's & Seller's Summit: Insuring The Future Of Successful Insurance Marketing

Room: LeadsCon Breakout Stage
Join knowledgeable insurance industry experts as they review how COVID-19 has shifted many aspects of the insurance consumer journey and reshaped consumer expectations and demand. Desire for increased optionality and seamless online shopping experiences, combined with insurance technology enhancements, like machine learning to right-price products, is pulling America into the next evolution of digital insurance shopping. As brands battle to capture market share, understanding which impactful marketing strategies could accelerate success in Q1 2021 is essential. During this industry overview, learn how the global pandemic has altered the insurance market and how to evolve your marketing strategies to create more wins next year. 
Moderated By:
Presented By:
4:30 PM – 5:30 PM
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Buyer's & Seller's Summit: Is That Legal?

Room: LeadsCon Breakout Stage
Join us as we demystify the most common compliance questions in the industry. Topics will include, but not be limited to:
  • Does TCPA consent expire?
  • What’s the difference between marketing and administrative messages or calls?
  • What’s the difference between implied and express consent?
  • How do I navigate varying degrees of aggressiveness for obtaining consent (pre checkboxes)?
  • Am I safe if I only send one text?
Moderated By:
Presented By:
4:30 PM – 5:30 PM
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Buyer's & Seller's Summit: STIR/Shaken & Call Blocking – What Lead Gen Call Centers Need to Know

Room: RingPartner Breakout Stage

STIR/SHAKEN and call blocking are two highly current hot topics on the minds of outbound call center operators. And for good reason. STIR/SHAKEN is a set of industry regulations designed to limit robocalls. The new rules and procedures will have a huge impact on your lead gen call center due to the increased risks of call blocking. Will you still be able to reach new customers?

Moderated By:
Presented By:
  • Bobby Hakimi, Co-Founder and Chief Product Officer, Convoso
  • Ryan Thurman, Director of Sales and Marketing, Contact Center Compliance
Presented By:
5:30 PM – 6:30 PM
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Buyer's & Seller's Summit: Americans With Disabilities Act – What EVERY Website Owner/Operator Needs to Know Today

Room: LeadsCon Breakout Stage
More than 1 billion people live with a disability. For many, the wealth of information, entertainment and commerce the rest of us enjoy is inaccessible. The blind, deaf and immobile experience of your website is something designers and developers rarely consider. The Americans with Disabilities Act (ADA) requires you to comply with standards that most websites ignore.  
 
These standards are a moral and ethical dilemma, but it is also the law, opening up you and your company to costly litigation. Most web designers believe they have ADA "covered" because they ran a simple app to check compliance. You are NOT covered! Did you know that the ADA is now part of the California Consumer Protection Act (CCPA), too? CCPA brings even more exposure.  
 
Join us as we discuss what accessibility means in the digital world and why it costs companies money every day. The same law that requires businesses to provide wheelchair ramps applies to your website. We will discuss the legal requirements and the practical application of accessibility techniques. 
Moderated By:
Presented By:
5:30 PM – 6:30 PM
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Buyer's & Seller's Summit: Why Performance Marketing is a Trend That’s Here to Stay

Room: RingPartner Breakout Stage
Since COVID-19, advertising spend is trending downward across several traditional marketing distribution channels, in everything from print media to sports marketing and event marketing. On the plus side, calls and clicks are more relevant than ever as people work remotely, stay home more often and spend more time on their phones and personal devices. This translates directly into the increase in the number of consumer calls and clicks. Not surprisingly, many national brands and businesses continue to shift advertising budgets away from traditional marketing channels into performance marketing. 

Join us for a discussion on the benefits of using a performance marketing strategy to grow your business, including:
  • Detailed tracking conversion rates and clear ROI
  • Access to key customer journey insights
  • Utilization of campaign optimization tools including the ability to precisely target customers by location
Key Takeaways:
  • Discover key factors to help you select the performance marketing strategy that best suits your industry and business model
  • Learn how to compare the pros and cons of various performance marketing models, including Cost Per Click, Cost Per Lead, Cost Per Call and Cost Per Sale
  • Understand how each of these models can fit in your sales cycle
Presented By:
  • Robert Deming, Chief Operating Officer, Soleo Communications, Inc.