Hero Conf talks

Competing with big pharma: building brand awareness on a budget

In this talk, Matt will provide a unique perspective on how he’s using paid search to scale a business in a highly competitive and highly regulated industry.

The e-commerce martech playbook – what you need to scale & convert

For e-commerce brands, the tech stack can make or break profitability. With rising customer acquisition costs and shifting consumer behavior, selecting the right mix of tools is more critical than ever. In this session, Brooke Weller will break down the must-have platforms for acquisition, conversion, and retention—while also highlighting how to avoid unnecessary tech bloat. She will share insights on AI-powered personalization, attribution modeling, and the latest trends in e-commerce marketing automation.

Ideal Audience: E-commerce growth marketers, DTC brand managers, performance marketing specialists, and agencies supporting e-commerce clients.

Key Takeaways:

The Core Stack: The non-negotiable tools for acquisition (ads, SEO, analytics), conversion (CRO, personalization), and retention (email/SMS, loyalty programs).
Where AI Fits: How AI-driven recommendations, chatbots, and predictive analytics can boost performance.
Attribution & Data: Best practices for tracking customer journeys across multiple channels.
Scaling Profitably: How to identify which tools truly contribute to revenue growth versus those that add complexity.
Future-Proofing Your Stack: Emerging trends and where martech for e-commerce is heading in 2025.

Not all traffic is good traffic

In this Talk, Aashna will talk about relevance & precision in your Ad campaigns.

Focus on targeting precision, message clarity, and actionable CTAs

The right strategy doesn’t just bring clicks—it brings the right people to your doorstep, ready to engage.

Beyond the click: measuring ROI and long-term brand impact with amazon marketing cloud (AMC)

AMC Deep Dive: How AMC has evolved to provide more unified and actionable insights across the Amazon ecosystem.

Attribution Innovations: Tracking user activity across devices and tying it back to ad spend.Brand vs. Performance Metrics: Balancing immediate conversion goals with brand-building insights.

Case Studies: Real-world examples (anonymized) showcasing how advertisers have optimized spend and boosted lifetime value.

7 LinkedIn ad tactics learned from $68m in spend for the biggest brands in B2B

Advertising on social media is expensive and most B2B companies struggle to turn their leads into revenue. Fortunately, it does not have to be that way.

In this session, you will learn how to use LinkedIn advertising to turn your dream accounts into sales ready leads that not only result in pipeline growth; but also, millions of dollars in revenue.

Takeaways:

How to identify and advertise to every target account in your total addressable market

Tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns

Proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more

The exact copy, creative, offers and call to actions we use across millions of dollars of spend to drive tens of millions in revenue

UX meets PPC: designing campaigns that convert

In this talk, Dii will Discuss strategies for aligning ad messaging with landing page design, & utilizing behavioral data to enhance CRO.

AI strategies for smarter PPC: bidding, ad creative & results analysis

Lisa Raehsler breaks down the most effective AI applications in PPC, focusing on bidding automation, ad creative optimization, and results analysis.

This session explores how AI enhances in-platform automation, helping marketers improve conversions, generate high-performing ad creative, and analyze campaign data to uncover wasted spend and winning strategies.

Attendees will walk away with actionable techniques to integrate AI into their campaigns and make data-driven decisions with confidence.

Advanced audience targeting in Google ads

With Google constantly pushing us toward Performance Max and Demand Gen, the transition from targeting to signals, data degradation due to privacy regulations and more, using audiences strategically has only become more important to achieve effective Google Ads results.

In this talk, Jyll will share new audience targeting strategies you can use in your Google Ads account TODAY, with practical examples to illustrate their effectiveness across industries.

Unearthing PPC gold: treasure hunting the customer journey

The customer journey is a treasure map, and most marketers are too focused on the X to notice the gold hidden along the way. In this session, we’ll take on the role of PPC treasure hunters, digging deep into the journey to uncover the riches your campaigns are missing.

1. Chart the map: You can’t get to where you want to go without knowing where you are now. Map the customer journey step by step to reveal overlooked opportunities and hidden obstacles.

2. Find the leaks: Spot the places where prospects abandon ship—and turn those weaknesses into opportunities. Customers leaving the journey for a lot of different reasons, finding and plugging those holes the best we can will lead to more conversions and more revenue.

3. Claim the treasure: Optimize your funnel, recover lost value, and build campaigns that shine with efficiency and results. Now that the holes are plugged, are there opportunities to enhance the customer experience further?

4. (hidden bonus) Plunder the competition. Are there gaps in your competitors journey that YOU can capitalize on? No generic advice here—this is a treasure trove of practical strategies for PPC pros ready to unearth every ounce of value from their campaigns. Walk away with the strategies/tools to patch leaks, reallocate wasted spend, and maximize ROI at every stage of the journey. Your next big win? It’s waiting to be discovered.

Navigating the AI revolution: crafting website copy that stands out in the age of generative AI

In this session, Greg will explore how the rise of Generative AI is transforming the digital landscape and impacting website copy.

You’ll learn how to create high-quality, unique content that stands out from the competition in the age of AI-powered search.

Discover strategies for improving SEO, optimizing Google Ads, and ultimately attracting and retaining more visitors.

This session is essential for anyone involved in digital marketing, content creation, or managing online presence.

Leveraging LinkedIn thought leader ads to drive sales and build executive presence

People buy from people they like and trust. So why does most social media marketing focus on communication from businesses and brands instead of individuals?

In this session, Ashley teaches LinkedIn advertisers how to:

– Turn company executives into thought leaders and brand advocates
– Leverage LinkedIn thought leader ads to stay top-of-mind and drive sales
– Capitalize on short-form video content, the fastest growing content on LinkedIn

Why warm intros are the future of performance marketing

In a privacy-first world, traditional performance marketing is an even bigger challenge, and customer acquisition costs (CAC) are skyrocketing.

In this session, Anuj will reveal why warm introductions are the new power move for marketers, growth strategists, and startup leaders looking to scale efficiently.

Attendees will discover how to build trust-based growth engines through authentic referral systems and networks.

This session will provide actionable frameworks to transform trust into a scalable acquisition strategy that delivers high-converting leads and long-term growth.

Future-forward AI for meta ads: innovative strategies to drive success

Join Akvile DeFazio as she explores how cutting-edge AI is revolutionizing advertising on Meta, unlocking exciting opportunities for advertising practitioners, brand owners, and marketers eager to harness the full potential of social media campaigns—especially ahead of the holiday shopping season.

In this session, Akvile will share actionable strategies tailored to eCommerce and lead generation-focused brands, showcasing how to leverage AI within and beyond Meta Ads to optimize campaigns, enhance performance, and connect with ideal audiences through engaging and captivating creatives.

Whether you’re looking to stay ahead of industry trends or achieve better results, Akvile’s talk will provide future-focused insights and practical tools to drive success.

Smart bidding demystified: practical insights for PPC managers

In this talk, Andrew will explore the key mechanisms behind Smart Bidding in Google Ads and how PPC managers can optimize their strategies beyond gut-driven decisions.

He will cover critical aspects such as balancing efficiency and volume, adjusting ROAS targets strategically, and preparing for seasonal fluctuations.

Andrew will also discuss the impact of consolidating campaign data and adapting targets as business goals evolve.

Attendees will gain actionable insights to refine their Smart Bidding approach and achieve better performance. This session is designed to equip PPC managers with clear actions to make Smart Bidding perform better.

How SEO and SEM work together to drive success (and leverage AI)

SEO and SEM work together to drive visibility, traffic, and conversions, creating a balanced strategy that captures both organic and paid opportunities.

In this session, Al Sefati covers why integrating SEO and SEM is crucial, steps to achieve a cohesive approach, and how to leverage AI and AI tools to enhance your campaigns for better results.

13 ways to leverage zero-party & first-party data for paid media

This session helps brands improve targeting, optimize campaigns, enhance personalization, and future-proof their marketing in a privacy-first world.

Prep your measurement for life after cookies

Ben’s presentation will include:

• The impact of advanced analytics techniques including incrementality testing, halo-effect measurement, and brand lift studies
• Why media mix modeling will emerge as the preferred measurement foundation post-cookies
• Concrete steps to adopt an MMM model and improve your budgeting

Achieving success with a small paid ads budget

In today’s competitive digital landscape, making the most of a limited advertising budget is crucial for small and medium-sized businesses.

In this session, Monica Valdez will guide marketing professionals, small business owners, and digital advertisers through strategies for managing paid ad campaigns on platforms like Google, LinkedIn, and Meta with a monthly budget of $1,000 to $20,000.

Monica will cover how to set clear, actionable goals, identify the best targeting methods to reach the right audience, and adapt campaigns to capitalize on market opportunities.

Attendees will leave with practical tips to enhance ad spend efficiency and drive meaningful results.

PPC for lead gen

Lead generation has historically been hard mode for paid media.

This is because most tools tend to revolve around e-commerce or require many more conversions than the typical lead gen campaign is going to be able to realistically achieve.

However, that doesn’t mean that lead generation is lost.

In this power session where we talk about data and action items, we’ll address the following topics.

#1. How to twist e-commerce oriented tools to serve lead gen purposes. This will include hijacking performance max for lead generation, specifically looking at how we use search themes, audience signals, exclusions, as well as bid to budget ratios and what role branded should or should not play in performance max, as well as campaign structure for search campaigns.

#2. Conversion tracking mechanics and why it is critical to sync through CRM information and profit information using enhanced conversions and how to do so correctly while still protecting your data and making sure that Google can’t run away with your budget.

#3. Core strategies to think about from a lead gen perspective that are different than e-commerce and might not get as much attention due to the data discrepancy on number of accounts running lead gen versus e-commerce.

This session is designed for advertisers who have done some PPC before and is applicable to in-house and agency practitioners.

It is not going to be a concrete, you must do this tactic. Rather, it’s going to provide a framework of how you can decide which strategies make the most sense to apply to your accounts.

Target like a pro: AI powered advertising

John will explore how the AI-driven B-SMART approach elevates digital advertising beyond conventional social and search strategies.

]He will dissect how this method transforms media beyond basic automation, offering nuanced insights for keyword discovery, audience segmentation, and ad optimization.

Rather than rehashing familiar concepts, John will dive into advanced techniques that challenge the status quo.

Attendees will gain a fresh perspective on leveraging AI to uncover hidden opportunities and create truly differentiated campaigns.

Mind hacking PPC: using behavioral science to supercharge PMax and drive quality conversions

Tired of ads that feel like they’re just shouting into the void?

In this session, Susan delves into the fascinating intersection of behavioral science and PPC to reveal how understanding human behavior can supercharge campaign performance.

This isn’t about chasing vanity metrics—it’s about connecting with people on a deeper level by addressing their needs, emotions, and micro-moments.

Susan will demonstrate how these principles come to life in Google’s Performance Max (PMax) campaigns.

By understanding user behavior, search themes, search intent, and audience insights, marketers can create campaigns that resonate and drive higher-quality conversions.

Leveraging AI alongside these best practices ensures PMax campaigns capture intent across channels with ads that deliver the right message at the right time.

Key takeaways include:

• Decoding Cognitive Biases: Learn how to use mental shortcuts to make ads stand out and drive action, even in automated strategies.
• Tapping Into Emotional Triggers: Explore how to create ads that connect beyond features, fostering meaningful engagement.
• Leveraging Search Themes and Audiences: Discover how understanding intent and aligning campaigns with user needs drives quality conversions.
• Crafting Irresistible CTAs: Master the art of writing calls-to-action that perform across every PMax format and audience.

This talk will challenge you to see your audience as people, not just clicks—people looking for solutions, connection, and to feel heard.

By embracing this mindset and leveraging behavioral insights and best practices, you’ll set your campaigns up for lasting success

Swipe right on apple search ads: a guide to mastering mobile

Apple Search Ads can feel like uncharted territory, especially for marketers who are used to running Google Search campaigns.

But here’s the good news: if you know search, you’re already ahead of the game.

In this session, Brooke will cover the basics of Apple Search Ads, how to adapt your Google Ads Search strategies to succeed in Apple Ads, tips for choosing the right ad formats, and how to properly measure success to make your budget go further.

Beyond ROAS: advanced e-commerce KPIs for profitability

In this talk, Paolo will explore why traditional Return on Ad Spend metrics often paint an incomplete picture of e-commerce success.

Drawing from real-world examples, this session will dive into the critical metrics that directly impact your bottom line – from true profit calculations incorporating shipping and return costs, to customer lifetime value segmentation and inventory carrying costs.

You’ll learn how to dig in and approach data differently, which will change how you look at optimizing and reporting.

Whether you’re managing in-house campaigns or working in an agency, you’ll walk away with actionable tactics to transform your e-commerce advertising approach from ROAS-focused to profit-driven.

Paid media in a fragmented world: navigating new ad formats & emerging channels

As streaming audio, connected TV, AR ads, and more begin to share the spotlight, marketers face a real conundrum: how do we keep our essential Google Search campaigns funded (and thriving) while testing new channels that promise fresh audiences and untapped potential?

Brands want to explore these emerging platforms, but the core challenge is balancing experimentation with what’s already driving proven performance.

We sharpen up this borderline vague title by focusing on the following major talking points:
Identifying Hidden Opportunities in Emerging Platforms
Testing in “micro-budgets”
Assess audience overlaps
Setting Up Agile Budgets for Rapid Channel Testing
Balancing the Conversation With Clients
– Present a Plan, Not Just a Pivot
– Set Expectations
– Highlight Complementary Benefits

The top 3 organic analyses you need to incorporate into your paid strategy today

This talk explores the critical role of organic insights in enhancing paid media strategies.

Learn how to leverage top organic analyses—such as keyword performance, audience behavior, and content engagement—to inform smarter targeting, maximize ROI, and create a cohesive marketing approach that bridges the gap between organic and paid efforts.

Gain actionable takeaways to elevate your campaigns that you can incorporate today.