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Tuesday | March 31

1:30 PM – 2:15 PM
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Maximizing Mortgage Lead Gen to Maintain Margins and Profitability

Room: Versailles Ballroom
Generating leads in the lending space has been stressed in the past 18 months, and finding open space in the market has been tough, but there is still opportunity and a reason to invest in this market. Join us as lenders and mortgage experts share what’s working and how they are managing lead costs, as well as where lead aggregators are finding cost-effective sources and where new partnerships between realtors and lenders in vertical integration are taking the industry.

Key Takeaways:
  • Understand why aged leads and non-qualified leads are worth revisiting
  • Discover best practices for staying ahead of the cost to produce a lead
  • Learn how to work with referral partners to boost your marketing efforts
  • Find out what today’s millennial buyers look for when shopping for a new home
Moderated By:
Presented By:
  • Brad Jones, VP of Marketing Strategy, Guaranteed Rate Inc.
  • Scott Payne, Owner and Principal Consultant, SDP Solutions, LLC
2:25 PM – 3:10 PM
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Bank on It: Home Renovation Loans Build Business

Room: Versailles Ballroom
Research shows that 73% of U.S. homeowners plan renovations 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? Todd Nelson brings together industry experts to discuss financing options that have reinvented how consumers pay for renovations, and the innovators who understand how financing builds customer dreams—and company business.

Key Takeaways:
  • With over $340 billion being spent on renovations 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:
  • Todd Nelson, Senior Vice President - Strategic Partnerships, LightStream, a SunTrust Company
Presented By:
4:10 PM – 5:00 PM
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Higher Ed Lead Gen and Achieving Student Enrollment Goals

Room: Versailles Ballroom
The entire higher education landscape is evolving: The separation between for-profit and non-profit schools continues to blur, more traditional schools are farming out management of their online programs to Online Program Managers (OPMs) third-parties, and more of these OPMs are competing directly with universities for their business. Caught up in all of this, students are still taking on astronomical debt to achieve their higher ed goals. Meeting the demands to acquire new students in today’s market requires thoughtful targeting and retargeting, tracking and engaging through social and search. Join us as we assess that state of higher education today and share insights on where it may be headed.

Key Takeaways:
  • Get best practices for reaching and connecting with today’s student prospects
  • Gain the latest insights on regulatory scrutiny impacting EDU
  • Understand how the for-profit model is advancing to meet the needs of non-traditional students while effectively putting private and federal funding to good use
Moderated By:
Presented By:

Wednesday | April 1

10:45 AM – 11:20 AM
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Insurance Lead Gen: Innovation to Meet Today’s Customer Demands

Room: Versailles Ballroom
Click-to-call and click-to-message, warm transfers, social, content, local – all effective approaches to being successful with insurance leads. But as consumers look for convenience and efficient ways to save time and money, agencies and agents are meeting those needs in new and unique ways. In short, insurance lead gen is always evolving and the marketer’s job is never done. Join us as we look at how marketers are succeeding today engaging customers, how they’re using analytics and automation, AI and machine learning to maximize value and remove roadblocks, and where insurance is headed.

Key Takeaways:
  • Understand why properly vetting your calls will get you to more people you can help vs. those you can’t
  • Learn how analytics are the competitive advantage to getting your next conversion
  • Discover why content creation and customer care are more important than you think
Presented By:
11:30 AM – 12:05 PM
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Working Local: Building Relationships to Connect with Customers for Home Services Leads

Room: Versailles Ballroom
Contractors wear many hats, literally and figuratively. In addition to marketing their services, they’re constantly looking for a sale from their next customer. And sometimes tried and true methods for getting your next customer don’t always translate in the digital age. Understanding how to scale your business to meet customer demands while reaching the next level is key. Join Enginefish, a lead gen agency, and Thumbtack, an online market for connecting consumers with local pros, as they share the ins and outs of building a better-quality experience for consumers and contractors both.

Key Takeaways:
  • Learn Thumbtack's journey in local lead generation and how they balance their marketplace of consumers and pros
  • Listen to Thumbtack's advanced strategies, tactics and techniques in Search Engine Optimization (SEO)
  • Discover how Thumbtack manages paid media given a dynamically-changing supply coverage
Moderated By:
Presented By:
1:00 PM – 1:35 PM
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Modern SEO Tactics for Lead Gen: How to Optimize Your SEO Presence in 2020

Room: Versailles Ballroom
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:
1:40 PM – 2:15 PM
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How Persuasion, Emotion and Trust (PET) Drives Customer Acquisition

Room: Versailles Ballroom
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