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Friday | October 2

8:00 AM – 3:30 PM
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Exhibit Hall Open

10:00 AM – 1:00 PM
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Our Senior Moment Workshop: Serving, Engaging and Converting Seniors in 2020

Room: Workshop Stage
Conservative estimates indicate that over 10,000 Americans turn 65 every day. So much changes in one’s life when this happens, and if we want to truly serve this generation, we as marketers must sharpen our understanding of their needs from a product, communication and technology perspective.

Sub Sessions
Making Sense of Medicare
10,000 Americans turn 65 every day. This is a major moment for seniors; perhaps most impactful is Medicare eligibility. As a result, Medicare products frame a growing category for performance marketers. Join us for an in-depth discussion on this rapidly growing space with industry leaders.

Senior Living: Complicated but Critical
Any housing transition can be tough. For seniors and their families, the stresses are often even greater. This discussion focuses on businesses that seek to help with this challenging time for America’s seniors and their families. Join leading experts for this timely and important topic.

Audience Considerations: All About Engagement
With any audience, marketers and service providers do best when they implement specific strategies to increase engagement. In this session, we’ll lean on senior-focused brands for in-depth insights and best practices around content and sales communication.


What You Will Learn
This Workshop’s sole purpose is to help our audience firmly grasp what market leaders are doing to gain traction serving America’s seniors. We’ve sourced seasoned leaders from the insurance, senior living and senior-focused content publishers to help us all learn from some of the best. Throughout the program, we will lean on our experts to help us gain a more broad and deep understanding in three primary areas:
  1. Building and marketing products which truly serve seniors.
  2. Engaging with this audience to win trust and gain influence with them.
  3. Converting interested consumers into long-term, happy customers.
This workshop focuses entirely on real, actionable paths to profitable work serving seniors. Attendees will hear from top CEOs, CMOs and Business Development professionals.

Who Should Attend?
Anyone who is focused on customer acquisition, retention and revenue growth in the senior space.

What Past Attendees Have to Say
  • “One of the most valuable events I attend each year.” C-Level Executive, Top-5 US Bank
  • “The best content I took in this year.” SVP, BD, National Insurance Agency
  • “Worth the entire trip expense.” CMO, Top-15 US Home Service Brand
About the Presenters
JT Benton is an industry leader with extensive performance marketing experience. He will be joined on stage by top CEOs, CMOs and senior product experts.


All LeadsCon attendees are automatically registered for the workshops.
Moderated By:
Presented By:
10:30 AM – 11:30 AM
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Making the Best of a Bad Situation: Lead Generation in a Pandemic

Room: Breakout Stage 2
As COVID-19 creates further economic uncertainty, managing risk and ensuring the continued health of your business demands a deep understanding of the changing market conditions. Reach, CTR, CPC, Sales Rate—metrics that are difficult to predict on a good day have become increasingly hard to manage in recent weeks. Marketers are now struggling more than ever to determine the correct channel mix and identify necessary adjustments to their conversion funnels. But, you don’t have to go it alone. We don’t have all the answers, but we hope to make the task a bit less daunting. Join us as we share the best practices for Lead Gen in this time of crisis.
Presented By:
10:30 AM – 11:30 AM
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Modern SEO Tactics for Lead Gen: How to Optimize Your SEO Presence in 2020

Room: Breakout Stage 1
Organic search has evolved dramatically over the past several years. SEO visibility used to mean showing up in the main desktop search engine results pages (SERPS). Today, however, with the rise in prominence of position zero, mobile first, local listings, video carousels and voice search, the concept of "visibility" is much more complicated and nuanced. To perform well in SEO, lead gen companies must understand where it makes sense for them to compete and what they need to do to become visible.

This session gives a quick review of the different SEO visibility options and gives specific, tangible things lead gen companies can do to improve performance.

Key Takeaways:
  • Discover how to incorporate structured mark-up to give your content a chance to show in enriched search such as interactive results and carousels
  • Lean how local pages and directory listings, even in national categories, can help you hyper-target your audience
  • See how meta content can be A/B tested to more traffic
  • Understand how to optimize featured snippets to show up in Google's "answer box"
  • Find out about specific steps you can take for mobile optimization in a "mobile first” world
Presented By:
12:00 PM – 1:00 PM
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Creating Content that Engages and Activates Your Next Customer

Room: Breakout Stage 2
Content marketing has been described as creating awesome stuff as you listen to your customers and answer their questions. It’s about reaching the top of the search ranking but it’s also so much more than that, including positioning your company or brand as a thought leader. Do you have a content plan? What kinds of content can you produce? Do you have a creation schedule and consistently stick to it? Do you know what a potential customer is looking for? And if so, are you answering their questions and helping them along their journey? We’ll get into all of this and more as we focus on getting consumers to seek you out.

Key Takeaways:
  • Understand content ideation and where to look for inspiration
  • Discover best practices for creating content and the best ways to distribute your message
  • Learn which channels attract the right customers for your business and how to scale your efforts fishing where there are fish
Presented By:
12:00 PM – 1:00 PM
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Today’s Most Useful Email Trends, Tips and Tested Tactics

Room: Breakout Stage 1
Do you want the inside scoop on what’s really working in email today? Join us as we share the most up-to-date trends, battle tested tips and scientifically proven tactics – drawn from both in-market research and the latest behavioral science studies in the US and abroad. In this fun, fast-paced, and example-jammed session, you’ll discover what to do, what to avoid, and what will give your campaigns the competitive edge you’re looking for. Find out what’s actually performing in-market right now, hear why it works, and see examples of emails that do it right. You’ll leave this session with pages of notes to improve your current campaigns. And the best part? These powerful tactics are easy to apply.
 
Key Takeaways:
  • Find out what some of today’s biggest email misconceptions and missed opportunities are
  • See how to prompt people to automatically open and read your email by adding the persuasive tactics of behavioral science
  • Gain numerous techniques you can confidently test the next day to quickly increase your email ROI
Presented By:
2:00 PM – 3:00 PM
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How Persuasion, Emotion and Trust (PET) Drives Customer Acquisition

Room: Breakout Stage 1
Most of the world of Marketing sees persuasion through the lens of value proposition. But do you really think that every decision people make is a rational weighing of pros and cons? The science of psychology finds that people make decisions in ways that are emotional and seemingly irrational. UX uses the science of psychology to influence decisions with an approach called Persuasion, Emotion, and Trust (PET). Come learn about PET from one of the world’s leading UX professionals, Dr. Noah Schaffer. He’ll show you how to find out your customers’ Drives, Blocks, Feelings, and Beliefs and use that understanding to build a strategy and drive customer acquisition.
 
Key Takeaways
  • Understand the principles of Persuasion, Emotion, and Trust
  • Find out how to learn your customers’ Drives, Blocks, Feelings, and Beliefs, and how to leverage them to drive conversion
  • Discover the secret weapon that lets UX drive uniquely persuasive designs
  • Learn a strategic approach to make a truly persuasive experience from first engagement to the final close, and even following through to retention
Presented By:
  • Noah Schaffer, Executive UX Strategist, Human Factors International
2:00 PM – 3:00 PM
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Social Media for Lead Gen: Building a Viable Strategy

Room: Breakout Stage 2
55% of the US and EU populations, including your target customers, use Facebook and other social media platforms every single day of their lives. That’s why social media can be a gold mine for leads in almost every vertical. With so many platforms today, how do you create an effective and efficient approach that targets the right audience, increases your reach and most importantly leads to sales? Join us as we explore best practices and techniques for engaging new prospects and meeting the needs of existing customers.

Key Takeaways:
  • Discover what’s new in social media and how to be most effective on different channels
  • Strategize and plan your product or service offerings to generate inbound leads
  • Understand the ways social channels differ and where each excels for lead generation
  • Target leads that qualify for your offerings and offer the most value to your business
  • Use technology to monitor, track and attribute to get the full picture of your conversion funnel - from impressions to engagement and sales
Presented By: