ABM (Audience Based Marketing) to current prospect, lead, and email lists is a hot topic right now amongst B2B marketers with complex funnels. This session will go far beyond merely identifying personas and downloading huge lists from your sales team, and shoving ads in the faces of these audiences en masse. The talk will detail how to:

• Best score & segment leads and prospects in a methodical way with your sales team and CRM.
• Create budget tracking and determine KPIs based on funnel level and audience interests that ensure you are distributing your budget in the most ROI-friendly way.
• Determine which content or offer is best attuned to each audience list’s level of interest, including the wild world of decision-trees and audience mapping (with take-home templates you can use right away!)

While conversation may sound easy and natural, there is a lot more that goes into thinking about conversation UX than one might think. To help simplify this, Purna will use research from Microsoft, Google, Amazon, and Tencent to create a simply framework. The 4 Cs of conversational design are:

• Clarity: How to ensure a clear path to goal completion (and understanding context).
• Character: How much personality do you really need?
• Compassion: How to best empathize and create design that delights users
• Correction: How to recover from errors

In this talk, Purna will explain the need for each C, share examples of what not to do, and how to fix it, so we can see the marked difference, and share actionable advice that is easy to digest.

According to Instagram, 60% of users say that they learned about a product or service on the platform. At that rate, it’s worth a test, wouldn’t you say? Whether you work in B2B or B2C, learn how you can successfully utilize this visual channel to expand your reach and drive conversions.

Key learnings will include:

• Solid understanding of creative and targeting options
• Future-forward video content ideas for News Feed and Stories Ads
  
• Actionable strategies for B2C and B2B brands for engaging and converting your audiences

In paid search for B2B, it’s inefficient to focus solely on the lead. There are more post-lead stages that indicate a successful customer conversion. Shouldn’t those be the value actions that you’re truly measuring against? If you’re tracking through a CRM, new insights and optimization potential are just steps away, so you can begin seeing the true value of the leads your PPC is driving. In this session, you’ll learn:

• How to tweak a website and forms to allow custom parameters to attach to CRM entries resulting from marketing channels
• New reports that show the value of PPC-driven conversions as they move through your sales process
• How to pull CRM information back into Google Ads to begin tracking and optimizing for deeper-level stages in the post-lead process

This session will lead with the state of video today in the world of paid media, followed by 3 case studies on how businesses have continued to grow and scale their video advertising.

The customer and buyer journeys need to be connected. It’s not just marketing to sales. It’s a full integration of all channels, teams and efforts.

In this session, we will:

• Review the formula I use for every new campaign initiative.
• Review case study examples in multi-business-type including B2B, ecommerce and
  multi-location that yielded results like a 1,431% increase in organic revenue.
• Walk through of an omnichannel customer journey example with “how-to’s” on the
  back-end to make the experience happen.

In this session, you will learn:

• How to better leverage combined search, social and email campaign strategies
• How to drill into your most qualified audiences and segments to increase performance
• How to avoid pitfalls in your campaign process – key examples of how failures
  happened, and how to turn them into successes

Reddit is every PPC marketer’s dream – cheap low-funnel traffic, a highly engaged audience and wildly specific targeting with bountiful inventory. In this session, I’ll provide a brief introduction to Reddit, Redditors and Subreddits, and then dive right into the nuts and bolts of how to get started with Reddit advertising. After this session, you should be able to get a successful Reddit PPC campaign up and running in no time!

Could your business profit from the scaling of advertisement spend? Wrangling your boss with spin and tact is not always enough to win larger budgets. The Answer? Arming yourself with customer-centric data, like CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:

• Convince your boss how spending more on advertising will benefit your organization.
• Conquer your omnichannel success metrics and their impact on your customer lifetime value.
• Confidently use your data to transform your organization to be more customer-centered.

With each new Amazon Sponsored Ads feature arriving, optimization becomes more and more complex. We will share our best practices in both, campaign setup and day-to-day PPC optimization, helping you to squeeze the maximum out of your Amazon Ads. You will learn new techniques to efficiently set up the right campaign structures on the basis of your product portfolio. You will also learn how to use automation to keep your performance on top of the game over time. This includes promoting the right ASINs on the right ad positions, placing the right bids for keywords and product targets.

This session will be all about sharing the processes, pitfalls, stumbles, and triumphs of building a team while leaving attendees with a list of tools to take back to their organizations. Key Takeaways include:

• Agency war stories (and how they were navigated as a team)
• Learn about forward-thinking open book management
• Learn how to satisfy the curiosity of a digital analyst while addressing macro business trends Get tips on how to share financial information internally

In six months, Zenefits was able to increase monthly social leads from 800 to 14,000 whilst efficiently lowering acquisition costs 93% and increasing MQL (marketing qualified lead) to SQO (sales qualified opportunity) conversion rates. Now, the company has a predictable and scalable growth channel that delivers every month.

Join this session to learn how they did it. Topics include how to:

• Build a segmented and layered audience strategy to drive both active and latent buyers
• Design a full-funnel content library of assets that convert
• Implement a testing plan and scoring model for prioritization
• Create a data-driven team culture

• Signs page speed is a crucial focus for Google and as a result, PPC marketers
• Tactics and tools to speed up your pages
• Other factors that impact your landing page experience and advertising ROI

Whether you are in in-house, or at an agency, chances are you’ve noticed how important Shopping Ads are for any ecommerce account (and what’s with all that Smart Shopping talk coming from Google?), but many people don’t know how to manage them well since they behave differently from Text Ads.  In this session, we’ll start from the ground up as we discuss best practices for feed creation, campaign strategy, and ongoing management.

In this session, we’ll look at things like:

• Where to invest time in feed optimization
• How to set up Shopping campaigns for the best bidding possible
• Tools/tricks to make ongoing management more efficient
• Smart Shopping: what is it, should we use it, and how?

Don’t spend your time in Ecommerce PPC? Then this is the session you need to get a working knowledge of how Shopping Ads work in 2019.

SEO and PPC are often encouraged to simply stay in their lanes. This type of thinking is
outdated and limiting to the ultimate performance of paid search accounts! SEOs tend to
approach search visibility in terms of questions to be answered. This approach can yield
fantastic results in the paid space too. After all, at the heart of paid search is still a query that
needs an answer. In this session you will learn:

• Mining information from SEO strategy, data and tools & applying it to amplify PPC
  strategies
• Improving your targeting by better understanding exactly which queries are driving
  search in your industry
• Unlocking the power of Google Search Console

App installs are important but are just a portion of the picture. It’s crucial to drive installs for users who are going to become customers and take your desired action within the app. In this session, you will learn:

• How to successfully run app campaigns on each network.
• Which networks have been winners and which have been losers.
• Spoiler Alert: Why Facebook is King of app install ads (and why Google isn’t even close).
• App ads creatives from Jane, their test results, and discuss why some ads worked better than others for us.
• Tests advertisers should consider running themselves for their apps.

Most marketers are obsessed with the conversion: that magical moment when all of our hard work is validated. It’s a glorious, “home run” moment.  But lost in our collective conversion maximizing obsession is what happens after the form is submitted or the sale is complete. For most organizations, the answer is simple: nothing. And for marketers to maximize their potential, this must change. We must stop viewing the conversion as the “home run” and start considering it first base.

By the end of this session, you’ll learn how to:

• Discover what data is most predictive of each milestone in the funnel from initial contact to MQL/SQL to close/completed sale
• Build a strategy specific to each milestone
• Uncover the most common mistakes performance marketers make in conversion strategies
• Identify post-conversion KPIs you’re not measuring but should be

In this session, you will learn:

• How to grow your brand and company by establishing mindshare and thought-leadership
• How identifying and understanding human triggers can help you create intelligent content that evokes emotion and builds trust
• How to apply key principles of psychology to strengthen relationships with prospects and customers (before you even meet)

In this session, Kass will teach Lead Gen advertisers how to build an effective funnel directly in the Facebook Ads platform, enabling them to collect quality leads without even requiring users to exit to an external site. Using Facebook Ads tools, both new and old, we’ll cover the entire lead generation funnel from Brand Awareness to MQL/SQL data capture. By pairing the right campaigns with the right objectives all along the funnel, attendees will learn how to build audience pools for prospecting and remarketing audiences based on engagement with content right in the platform. They’ll then be able to nurture users down the funnel, all the way to the desired response – more qualified leads. Key Takeaways:

• 5 Facebook Ads Tools: technical tools to utilize to create full Lead Gen funnels, from start to finish
• Customer Resource Management: how to integrate with Facebook
• Lead Gen Funnel Best Practices and Top 2019 Tips: covers all levels (campaign structure, targeting, and creative formats)

In this session, we’ll talk about the actions that advertisers can take in Google Analytics to supercharge audience performance. Check out this session for actionable takeaways, including the reports you can create and the insights that you can leverage to drive more profit from your paid search campaigns and cross-channel efforts.

This session will cover:

• Identifying audiences and campaigns that have the highest user value.
• How to understand which channels and content are most successful at converting the most lucrative audiences – and how to improve upon that performance.
• Strategies for prospects vs existing customers and clients.
• How to analyze whether remarketing is adding value, or if it’s cannibalizing existing traffic & what you can do about it.
• How to triangulate funnel performance to identify and solve for breakdowns, monitor growth and drive more revenue.
• How to attribute value across the full funnel and individual campaigns.
• How to determine which audiences to exclude and what to watch out for with audiences as exclusions.