March 4-6, 2019 | The Mirage, Las Vegas

LeadsCon Las Vegas 2018 Workshops

SEO + CRO Workshop: A Framework to Increase Revenue

Jim McKinley

Principal & Co-Founder



Brian Massey


Conversion Sciences LLC

Monday Morning, March 5, 2018 | 8:00am – 12:00pm
Room: Versailles 3 & 4

What is the SEO+CRO Workshop?

Ever have the sneaking suspicion that your SEO isn’t as strong as it could be – or even worse, that it’s not making an impact at all? Good news—you’re not alone, and that’s what this workshop is for. You’ll be introduced to SEO/C, a framework for growing leads and sales with organic search traffic.

Although it’s tempting to measure SEO success by the sheer number of visitors to your site, your SEO needs to produce customers and revenue. Paradoxically, your bottom-line performance could be stagnating—or declining—even as your traffic increases.

Traditionally, optimizing search traffic for conversion has been a challenge as SEO and CRO (conversion rate optimization) have been at odds with each other, competing for ownership of the page. Fortunately, we’re here to help.

Through SEO/C, you can improve traffic quality and create higher-converting pages that turn search traffic into gold. The SEO/CRO conflict becomes a symphony of opportunity. However, a symphony can’t have only one musician, so this workshop will be taught by two experts:

  • Jim McKinley is an SEO and search marketing expert and an adjunct professor of digital marketing at Baylor University. He will show you specific, actionable ways to get your organic search listings in front of your target customers at the right time in their buying journey so they’re more likely to click.
  • Brian Massey is a founder of the CRO industry and a fully accredited Conversion Scientist™. He’ll teach you how to turn high-ranking search optimized pages into high-converting experiences using a science that anyone can do.

This workshop is a combination of lecture and hands-on activities. All attendees receive a free workbook detailing a step-by-step implementation of the SEO/C framework and the Visibility-Click-Engage-Convert model.

Who Should Attend?

Not an “SEO Ninja”? That’s okay; in fact, that’s perfect. This workshop is targeted at attendees who have a basic grasp of SEO, not toward hardcore tactical practitioners (although you will learn specific actions you can take to improve SEO performance).

If you are a business owner or a marketing manager/director who “owns” SEO for your company or organization and wants to increase the number of leads driven by SEO, this workshop is for you.

What Will I Learn?

Workshop attendees will learn a hands-on, end-to-end approach to SEO that optimizes their performance at all points to drive revenue. The Visibility-Click-Engage-Convert model covers the “lifecycle” of the search experience, focusing on the searcher’s intent and perspective.

Additionally, if you’re experiencing a problem with SEO, the SEO/C framework gives you a model to diagnose and adjust at each level: visibility, click-through, engagement, and conversion.

About Jim:

Jim McKinley is a principal and co-founder at 360Partners, a digital marketing ad agency specializing in lead generation. He has more than 15 years of digital marketing experience. Through this, Jim has a thorough understanding of the evolution of and emerging trends within digital media.

About Brian:

Brian Massey is the founder of Conversion Sciences LLC and author of the book Your Customer Creation Equation. An online marketing expert focused on the science of turning web traffic into leads and sales, his rare combination of interests and experience was developed over 25 years as a computer programmer, entrepreneur, corporate marketer, international speaker, and writer.

Partnership Marketing Workshop: Win, Win, Win with Strategic Partnerships

JT Benton

Founder and CEO



Monday Morning, March 5, 2018 | 8:00am – 12:00pm
Room: Champagne 3 & 4

What is the Strategic Partnership Workshop?

The headwinds impacting customer acquisition are as strong as we’ve ever seen. Brands face stiff competition and must ask hard questions about the customers they acquire via the internet. Publishers and lead sellers feel this pressure as their brand partners look to right-size costs of acquisition and increase Lifetime Value (LTV).

Escalating costs. Fierce competition. Falling LTVs. Oh, my. But there is a solution. Forging partnerships can deliver the growth and economic outcomes we’re all seeking more of.

Join WorkBook6’s Founder and CEO, JT Benton for a workshop built exclusively around this topic. JT will be joined by CEOs, CMOs and Business Development professionals from top US brands, publishers and membership groups. Broken into chapters, this workshop will cover everything one needs to know to build more revenue impacting partnerships.

Breakout Topics Include

  • The Power of Three: Aligning Advertisers, Publishers and Customers
  • From Likes to Leads: Leveraging Facebook Lead Ads for Customer Acquisition
  • In Sickness and In Health: Managing Risk in the Supplementary Medicare Marketplace
  • Banking on Partnerships: Exploring a National Lender’s Partnership Perspective
  • Hidden in Plain Sight: How a Secondary Revenue Strategy Creates Big Wins

What Will You Learn?

Among other takeaways, participants in this workshop will focus on:

  1. How to identify potential partnership opportunities and make sense of the revenue impact for your company
  2. How to form aligned partnerships with leading firms while staying true to your brand
  3. How to negotiate commercial outcomes that work for every stakeholder – especially the consumer
  4. How to track and manage multiple partnerships – with different conversion paths and commercial structures
  5. When to bring in outside products and services to increase your brand’s loyalty
  6. Which billing formats work best in competitive marketplaces

And much, much more!

Who Should Attend?

This workshop is designed for senior, revenue-focused leaders – CEOs, CMOs, CROs, and marketing and business development leaders – each will benefit from this content, directly. We’ve also built content that informs and educates the doers from within the business development and marketing teams. If you touch customer acquisition on the brand side, or media monetization on the publisher side, this workshop is for you. And if you represent a membership group or association, it’s a “can’t miss” curriculum.

Short topical segments will alternate with longer-form hands-on case studies designed to dive deeper into industry-specific challenges, and how best to analyze and overcome in a strategic and sustainable fashion.

About JT:

JT Benton is a digital marketing leader with extensive performance marketing experience. His full-funnel approach and sales cycle expertise has set him apart as an innovator within the LeadsCon community. Benton’s recent focus on mobile marketing as a new-growth solution in lead generation is viewed by many as industry-leading for its performance and disruption. Benton has been a featured speaker at several LeadsCon events and a featured speaker at The Digital World Expo and the Mobile Marketing Summit.

Other Speakers Include:

Marc Buro

CEO, InsuraMatch

Steve Rafferty

CEO, Active Prospect

Doug Weiss

Product Growth Team Manager, Facebook

Brian Unruh

President, CEO & Director, NBKC Bank

Dan Stevens

VP, Mortgage, NBKC Bank

Craig Powell

CEO, Motus

Content Marketing Workshop: How to Create & Amplify Content that Converts

Erik Solan

Director of Amplified Content

Vertical Measures


Drew Eastmead


Director of Content Marketing Education

Vertical Measures


Monday Morning, March 5, 2018 | 8:00am – 12:00pm
Room: Versailles 1 & 2

What is the Content Marketing Workshop?

As more of your competitors adopt content marketing, the race is on to show the world that you are the best source to answer their questions and help them make decisions. Businesses that provide honest and helpful content that answers these questions and solves problems are the ones winning today. This workshop hones in on the importance of content coverage across all stages of the customer journey – Awareness, Evaluation, and Decision so you can outperform your competitors by accurately aligning content to your audience’s questions, problems, and goals at each stage of the journey.

Who Should Attend?

Whether you’re in B2B or B2C working in a large or small company, this workshop’s foundational principles have been proven to work across multiple industries. You will leave this workshop with a digital strategy in hand.

This class will teach you:

  • Why it’s vital to create content that resonates with your audience at different parts of the customer journey.
  • How to strategize, ideate, and create user-focused content infused with SEO best practices that beats the competition in search and beyond.
  • Where, When, and How to amplify your content to your audience in a way that encourages engagement and customer journey progression.
  • How traditional and digital marketing can be combined and leveraged to work better together.

Get ready to dive right into this fun and interactive session with a workbook that will help you follow along and give you a place for your notes as well as a framework for interactive exercises we will do throughout the presentation. You will also receive tools, tips, and templates to help you with strategy, ideation, and amplification.

About Erik:

Erik Solan, Director of Amplified Content, leads the paid media & content amplification team at Vertical Measures with an integrated approach utilizing all paid media channels to achieve client business objectives. Erik brings 8 years of experience in the digital field with specializations in content amplification, paid search/social strategy, landing page strategy, cross-channel attribution, and marketing automation.

Erik has seen great success improving ROI performance on clients such as Pep Boys, Wyndham Vacation Rentals, PF Chang’s, Panasonic Healthcare, and possesses market vertical experience in Automotive, Healthcare, Restaurant, Fitness, Travel & Hospitality, Finance, Law, and Consumer Packaged Goods. When not attached to his laptop, Erik can be found enjoying life with the fam – camping, smoking meat & tipping ales, and discussing the finer points of science fiction in modern cinema. Tom Waits is his spirit animal.

About Drew:

Drew Eastmead is Director of Coaching & Training at Vertical Measures, a digital marketing agency in Phoenix. Drew has 13 years of digital experience, including 10 in New York City, where he managed several large-scale websites. Today, he arms clients with the latest online marketing knowledge and skills to compete in the digital space. His expertise includes digital strategy, content marketing, SEO, and user experience. Drew enjoys playing sports (especially tennis), and he and his wife rescue senior dogs on a regular basis.