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Wednesday | October 20
Thursday | October 21
Welcome & Opening Remarks
- Ian McRae, Director, Content, LeadsCon
- John Buchanan, Chief Marketing Officer, LegalZoom
The State of the Industry with PX: Surveying Customer Acquisition Today
In an age of data privacy, consumer choice and technological disruption, we take a look at where our business has been and where it’s headed. Where are marketers succeeding today? What industries are emerging and contracting? How can you successfully interact today to generate customers? Join us as we share and interpret industry survey findings, and explore lead buying and selling, customer acquisition, measurable marketing, consumer insights and more.
Exhibit Hall Open
Influencers on *Fyre*: Do’s and Don’ts of Working with Influencers to Generate High Value Leads
Let’s take a break from COVID-19 and travel back to the tranquil days of 2017, when many of us first heard the term influencer. With the *Fyre* Festival with our framework as what not to do, and recent best practices in the automotive lead generation world as our framework as what to do, we will learn how we as lead generators can better work with influencers to generate high value, intended and consented leads. Specifically, this session will review:
- FTC endorsement guidelines for working with influencers
- How to sell influencers on lead generation/performance-based revenue models
- How to structure lead generation campaigns with influencers
- Our commitment to each other as lead generators
- Matthew Clayton, Vice President and General Counsel, Detroit Trading Co
ML applications have changed how real-time lead management decisions are made, allowing lead buyers to execute automated, repeatable decisions throughout the lead conversion journey. This session will feature firsthand insight around the use of ML technology. This session will also include discussion around where this technology goes from here, what the future looks like with “machines” guiding prospects and sales agents through an optimized process.
- Gain a clear understanding of how ML applications have changed how lead management decisions are made over the last few years.
- Determine considerations around this decision technology and increase loan officer efficiency and lead conversion.
- Develop a clear view of what the future looks like for lead management and conversion with ML decision technology.
Preparing for Tomorrow’s Regulatory Environment
This session includes insight around:
- How the latest consumer privacy regulations are going to shake out for performance marketers
- Best practices for staying a step ahead of TCPA regulations
- Understanding what regulators are looking for and how to best minimize your third party risk
Future Proof Your Marketing Team: The Next 5 People CMOs Need to Hire
Christina Wells (CMO, Bankrate) and Don Batsford (Head of Industry, Google) discuss the skills, approach, and roles needed to build a successful marketing organization moving forward. Join them to gain insights on what every business leader needs to keep in mind when hiring today to ensure that your organization is able to tackle the quickly developing digital landscape. This session will help you future-proof your marketing team.
Lunch & Learn: Identifying, Scoring, and Cultivating Leads for the Home Services Industry:
Lunch served in the session room.
Can you improve lead quality AND conversion? Join us as our panel of experts share the latest industry-wide trends, from McKinsey, Gartner, Infutor and others, and deep-dive into the home services space to find cutting-edge tactics to win in any industry. One example: a lead generator in home services reduced the required fields in their form and began enriching leads on the backend with permissibly-obtained third-party data. The impact? Lead conversions increased 214%. Marketers and service providers will enjoy this session as we discuss the future of lead generation in the Home Services industry.
Lead or Liability? Practical Advice to Balance Acquisition and Legal Exposure
In 2021, compliance is a top-of-mind concern for all performance marketers. Join us for this moderated discussion featuring experts in lead acquisition, data management, marketing, and the legal field, all presenting their unique perspectives on how marketers can manage privacy and compliance while maintaining lead volume. We’ll focus on common questions, compliance challenges, shifting regulatory expectations, and practical advice for businesses operating at different scales.
Identifying Best Practices for Growing Your Customer Base in the New Paradigm
This interactive panel discussion will discuss:
- Warming up to life outside of the spray and pray mindset
- Exploring alternate tools and strategies for tracking
- Maintaining your ROI in the new environment
- Improving your first-party data tracking
- Finding methods to improve the digital experience and personalization in the post-cookie reality
Growth via Digital Lead Generation: How Your Brand Can Help Drive Conversions
- Adam Pierno, AVP, Marketing Strategy, Arizona State University
Women@LeadsCon Reception: Building Lasting Partnerships
Beer, wine and light refreshments served.
- Sarah Gulbrandsen, CEO, RingPartner
Messaging Strategy: Driving Enrollment Growth While Managing Prospective Student Expectations
The hyper-competitive nature of online student recruitment constantly leaves internal marketing teams and agencies scrambling to come up with new and creative approaches to capture demand. This means that a plethora of messaging strategies are deployed, at significant cost, without always having a coordinated communication strategy from the institution. This misalignment of messaging strategy and enrollment efforts can negatively impact student experience and the goodwill of an institution's brand. Join us for this interactive panel discussion featuring insight from some of EDU’s top thought-leaders.
Friday | October 22
Exhibit Hall Open
Performance Marketing & Regulatory Summit
War Stories and Battle Plans
In this can’t miss session former Federal Trade Commission Consumer Protection Bureau Director, Andrew Smith, and former Ohio Attorney General Consumer Protection Chief, Michele Shuster, will shed light on the history of current regulatory actions and provide their insight into how your company can avoid the regulatory and legal pitfalls on the horizon. Topics covered will include the TCPA, TSR, and other federal and state privacy, marketing, and advertising laws. The best offense is always good defense.
Effective Advocacy and Lobbying for Lead Generation & Performance Marketing
Don’t think your voice matters? Advocacy is for “someone else”? You’d be surprised at how powerful your voice is! In today’s increasingly litigious world, Performance Marketers are finding themselves facing unprecedented regulation and legislative battles at both the state and federal levels.
Join former Congressman, Jack Kingston as he shares his personal insight on what’s going on in Washington DC and at the State level as it relates to the impact of increased legislative activity the industry is experiencing. Jack will provide his take on how this industry can effectively work with regulators and legislatures to forge partnerships to better understand how to protect consumers while embracing industry best practices.
Public Relations for the Lead Generation Industry
Do you have a public relations plan in place in case you or your business find itself in an undesirable place? Join Powerhouse Public Relations firm, Mercury’s George Birnbaum and Vlada Galan as Squire Patton & Boggs, Principal, Daniel Delnero walk the audience through some of the most important public relation moments in history.
George and Vlada will share insights to some of the highest-profile PR campaigns in recent history. George consulted and managed the campaign and was Chief of Staff for Israel’s Prime Minister Benjamin Netanyahu while most recently led the campaign for Israel’s newest Prime Minister, Naftali Bennett. Vlada has advised national elections in Ukraine, Serbia, Azerbaijan, Mexico, Columbia, Austria, and Zambia. She helped elect Marta Lucia Ramirez the first female Vice President of Columbia in 2018.
Learn critical insights on how to handle your company through the most difficult times. This is a can’t miss session!
Storytellers: A Lesson Effective Marketing in Troubled Times
Hold on to your socks! This session is a can't miss portion of LeadsCon. Join top marketers as they share incredible stories of how they continued to do business during these complex times.
- How to market to the consumer in today’s COVID challenging world
- What to do when a crisis hits. The I-40 interstate bridge over the Mississippi River had to be closed, rerouting hundreds of thousands of travelers through Memphis. See how Memphis pivoted to handle the crisis
- Diversity, Equity, & Inclusion – How did all three of these strong business leaders deal with DE&I over the past 18-24 months within their own organization?
Digital Media Solutions’ Chief Marketing Officer and President of Women of Martech, leads the conversation with the Greater Memphis Chamber’s President and CEO, Beverly Robertson the National Civil Rights Museum’s Chief Marketing Officer, Faith Morris.
Join RateMarketplace’s Matt Tillman as he holds this important conversation with NAMMBA’s Tony Thompson as they discuss Diversity, Equity, and Inclusion. Learn what both are doing in each of their respective careers as it relates to leading the DE&I charge.
Immediately following the fireside chat, Matt will shift the focus of conversation to those companies in the Performance Marketing industry who have shown exemplary progress with their own DE&I initiatives as he recognizes each company with the inaugural LeadsCouncil’s DE&I recognition awards.
Who Filled Out That Form? How Well Do You Really Know Fraud?
Buying compliant leads? Sure, you have the LeadId or Trusted Form, however, that is only part of the picture. 1 in 4 leads in the industry may be from a fraudulent form fill. Rob Seaver moderates this panel of subject matter experts. Learn what to look for, how to mitigate the risks, and reduce wasted money and time from QuinStreet and Leadrilla.
- Understanding Fraud and how to identify signs
- An effective strategy for mitigating immediate risks
- Insights from key leaders in the performance marketing industry
The 7 Best Customer Behavior Triggers You’ve Never Heard Of
While you want people to engage with your marketing, science says that your customers and prospects are often on autopilot. They don’t “make” decisions, they default to automatic, reflexive, hardwired responses. Social scientists have documented 200+ of these decision defaults. While you’ve probably never heard of most, some impact when people click, who they believe, and what they buy.
Attending this session will enable you to discover how to use them as triggers – and significantly increase the likelihood people will do exactly what you want and gain a competitive advantage.
- Nancy Harhut, Chief Creative Officer, HBT Marketing
How to Cater to Customers with Email Personalization
Increasingly, “experience” is more important than product or price when it comes to retaining customers. By taking a customer-first focus, you can identify key decisions that become critical to growing your business. From marketing automation to segmentation, this session will cover how to make sure every interaction with customers, whether delivered by a human or automation, works together to improve conversion rates and retention, optimize products, and engage your customer community for the long-term. Hear how Hipcooks used ActiveCampaign to segment their email list and localize their content, making sure that customers only receive updates about classes in their city, as well as information on seasonal produce in their region. Monika and Shay will share how using a customer experience automation platform enabled Hipcooks to make the switch to virtual during the pandemic, acquire new customers from across the globe, and keep engagement high.
Building Your Competitive Edge in Call Generation
You’re convinced that calls are the best leads. They are immediately available for your sales agents to talk to, and they are ready to buy. You are a believer, and have this channel set-up and humming along. But you want to do more, and you want to take your calls to the next level.
Attend this session and learn advanced-level tactics, best practices and tools of the trade. With over 30 years of combined experience in call generation, listen to our panel of experts who will open their playbooks to finding, qualifying and converting calls to scale this channel and your business.
Balancing Quantity And Conversion: How Do You Change From The Quantity Mindset To A Quality Approach?
Join our industry experts as they discuss how to best:
- Increase conversions and upselling; moving opportunities through the funnel
- Tweak the efficiencies of a call center to maximize lead management
- Stay a step ahead of regulatory and compliance concerns
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