Lead Generation Track

Direct Response Lead Generation Campaigns that Produce More Calls and Web Inquiries AND Build Your brand

Direct marketing has exploded with the availability of rich data and metrics driven media channels. Companies that learn how to harvest leads using both new media sources as well as traditional channels will continue to cost effectively grow strong businesses and build trusted brands. This session will provide specific guidelines for building powerful direct response lead generation campaigns including DR-focused creative and media buying. Business models that use direct marketing to generate leads to fill their sales funnel will derive maximum benefit from this session; highly recommended for any direct marketer in financial, legal, education, home improvement, and elective medical procedures.

You will learn:

· How to transform your brand communications from a monologue to a dialogue by using and prioritizing high impact brand touch points

· The science behind direct response creative that breaks through the clutter, elicits an emotional connection and triggers a response that can be tracked

· How to test media tolerances, optimize media buys and balance your media channels to sustain long term growth

· How old media and new media can come together to drive superior return on marketing investments

· How to maximize response mechanisms for better media attribution and response tracking

About the speakers:

Andrew Gordon, founder and President of Direct Impact Group, is a nationally recognized expert in direct response lead generation. With over 28 years of experience, coupled with a global network of DR affiliations, Andrew is ahead of the latest trends in DR tactics. Andrew's ability to generate and sustain lead volume is evidenced by his long-term client retention. Speaking experience includes—DMA Annual Convention & DM Days (2000-2009), ERA Annual Convention & MID-Winter Convention (2001-2009), Hungarian DMA International Marketing Summit (2006)

Liz Keefe's DR-focused creative executions boldly break through the clutter, spark an immediate emotional connection with the target, and elicit unprecedented response. While Liz's TV, radio, print, and online creative expertise is deeply rooted in DR advertising, she is also an accomplished brand advertising award winner. Speaker experience includes—Hatch Award Winner 2008, 2009

Kathy Lavrentios, Vice President of Direct Impact Group's Client Services, has an energetic, “get it done” personality style and is obsessed with tracking media performance. Taking clients through the multi-faceted stages of successful DR campaign development, Kathy's greatest sense of achievement comes from delivering and sustaining positive ROI for her clients. Speaking experience includes—Renewal by Andersen Marketing Summit (2009), Home Improvement Economic Summit (2009)

10:30am - 11:45am

Better Than Facebook! The ABC's of Email Acquisition

Attendees will gain insight as to how Savings Bank Life Insurance Company of Massachusetts, one of the industry's leading insurance marketers, successfully utilizes the latest in database technology to create cost-efficient multi-channel marketing plans. SBLI filled a significant number of holes in its database through email appending services. Appending information to your customer/donor/member files can be a brilliant marketing tactic or a customer relations debacle. This session is a real-life, in-depth look at the promises and potential pitfalls of email database services as well as an introduction to the latest advances in real-time email address correction technology.

Highlights:

· Learn easy ways to double the size of your email database

· Discover multi-channel strategies that will boost your revenue on a limited budget

· Learn how to stay top-of-mind with your customers

About the Speakers:

Sandy Pochapin has 20 years of marketing experience including Bose Corporation and Reed Exhibitions where she developed and managed programs for American Express, Toyota, Bass Pro Shops, and Crutchfield, among others. A magna cum laude graduate of Boston University's College of Communication, Sandy is a former President of both the College's Alumni Board and the Boston Professional Chapter of Women in Communications, Inc. Speaking experience includes—National Association of Consumer Shows, International Association of Exhibition Managers.

Rose Cahill is the Vice President of Marketing and responsible for SBLI's branding and direct customer acquisition programs. Rose led the development of SBLI's state-of-the-art marketing database and manages all traditional and digital media. Formerly Marketing Director for Bingham McCutchen and John Hancock, Rose is a Fulbright Scholar with an MBA from Michigan State University, a member of the Financial Services Council of DMA, and an AMA member.

1:30pm - 2:45pm

Social Media Lead Gen and ROI Metrics

Harry Gold, CEO & Managing Partner, Overdrive Interactive

In this session, Overdrive Interactive CEO, Harry Gold, will clearly illustrate with real life case studies and easy to follow methodology how companies can leverage social media to drive leads and measure success. This no nonsense, no fluff seminar will divide pragmatic fact from marketing hype and show how companies large and small can do things with social media that are more then just "cool." The session includes the nine-steps to deploy a measurable platform, examples of how to track real ROI and finish off with real case studies.

You will learn:

· 9 key steps to deploying a social media channel

· How to turn content into leads

· How to easily measure social media ROI

About the speaker:

A seasoned Internet marketer, Harry Gold is the architect and conductor behind many of Overdrive Interactive's ROI-driven services. His primary mission is to create innovative online marketing programs based on real-world success and to ensure that the technology and best practices that drive those successes are infused into the culture and methods of the agency. Harry is a frequent lecturer on online marketing for The New England Direct Marketing Association, The Ad Club, Search Engine Strategies, The American Marketing Association, Marketing Sherpa, the University of Massachusetts Boston, Harvard University, and Boston University. Harry is also a ClickZ Expert Columnist for online media.

3:00pm - 4:15pm

Testing and Targeting Drive B2B Lead Generation Results

You will learn:

· Best practices for efficient lead generation in a B2B environment

· Strategies for developing integrated (cross-channel) lead generation campaigns

· Approaches to testing in lead generation campaigns

About the speakers:

Nicole Stonehouse is a Vice President at State Street Global Advisors. She is responsible for driving the marketing strategy—direct marketing and education initiatives associated with the distribution of investment products into financial intermediary channels. Nicole earned her BA degree from Indiana University and received an MBA from Bentley College

Anthony Nygren is a Vice President at EMI and leads the firm's relationship marketing engagement with State Street Global Advisors. Prior to joining EMI, Anthony worked in various marketing and strategy roles at GE and two technology companies. He has an MBA from Babson College and a BA from Yale University. Speaking experience includes—Client presentations, “NPS at EFS” and intra-organizational webcast on Net Promoter Score at GE's Commercial Finance organization.

Meaghan Paff is an Account Director at EMI. She works primarily on the relationship marketing program for State Street Global Advisors and leads the lead generation initiatives for SSGA. Previously, Meaghan worked at John Hancock. She has an MBA from Boston College and a BS from Northeastern University.