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Day 1 Wednesday, August 08

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Mike Huber, Vertical Measures
  • Mike Huber
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

Winning at SEO in 2018

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
    • Understand the difference between indexing and ranking
    • Know what the Mobile-First Index is and how to prepare
    • Choose the right keywords
    • Determine if linking still matters
    • Measure SEO ROI, and the impact it has on your business
    • Justify your investment in SEO
    • Solve the most common SEO pitfalls
    • Maximize your SEO investment
    Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

    45 Tactics to Take Your Email from Zero to Hero

    AM Workshop
    • Michael Barber, Godfrey
    • Michael Barber
    • Understand why email still matters to you and the people you’re trying to reach
    • Ensure your campaigns are making it to the Inbox
    • Learn how Internet Service Providers (ISPs) might be treating your campaigns
    • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
    • Perform regular email audits which are crucial to email success
    • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
    • Have some insight into what the future of email might look like
    Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

    1:15 pm - 2:15 pm

    Corporate Social Responsibility: Socializing Good News

    Keynote
    • Beverly Jackson, MGM Resorts International
    • Beverly Jackson

    2:30 pm - 3:00 pm

    Marketing Analytics: Get the Insights You Need Faster

    • Matt Hertig, ChannelMix
    • Matt Hertig
    • Understand the true difference between marketing reporting and marketing analytics, and determine which one is ultimately better for your organization
    • Identify (and avoid) the most common obstacles to marketing analytics
    • Develop a plan for generating analysis faster, with fewer headaches
    • Analytics
    • Measurement
    • Strategy

    SEO Quick Wins: 20% of Actions for 80% of Results

    • Matthew Capala, Alphametic
    • Matthew Capala
    • Execute on the 20% of transformative actions that lead to 80% of your organic search results
    • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
    • Design a winning SEO game plan that will not break the bank
    • Implement an agile and inclusive SEO process
    • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
    • B2B
    • B2C
    • Search

    Beyond Campaigns: Finding Success with B2B Influencer Marketing

    • Becca Taylor, Hewlett Packard Enterprise
    • Becca Taylor
    • Create compelling on-going value to your brand’s marketing engine through influencer marketing
    • Articulate who your brand should work with and why
    • Match your business goals to appropriate influencer outreach tactics (and measurements!)
    • Cultivate engagement opportunities that develop long-term influencer relationships
    • B2B
    • Content
    • Social
    • Strategy

    3:15 pm - 3:45 pm

    Content Creation – Art or Science?

    • Finola Austin, Refinery29
    • Finola Austin
    • Make your research practices more nimble and suited to a fast-paced, digital-first world
    • Approach data with empathy and a creative lens
    • Implement research and measurement best practices at each stage of the content journey
    • Move to a more insights-driven model without limiting your creative possibilities
    • B2B
    • B2C
    • Content
    • Data
    • Measurement

    Putting a Real Value on Your Testing and Optimization Program

    • Steve Rude, Thomson Reuters
    • Steve Rude
    • Calculate annual test impacts in a more accurate manner than past models.
    • Organize test results to show value in the most important areas of your business
    • Design auto-calculating spreadsheets
    • Show leadership testing’s impact in a language they understand
    • B2B
    • B2C
    • Conversion
    • Measurement
    • Strategy

    Why Influencer Marketing is the Cheapest and Most Effective Form of Advertising

    • Jake Hoffman, Invasion Digital Media
    • Jake Hoffman
    • Run a successful influencer campaign from start to finish
    • Implement a marketing strategy that stands out from the clutter
    • Understand how to measure influencer efficiency and campaign metrics
    • Confidently propose a marketing campaign to the influencer and your company
    • B2B
    • B2C
    • Content
    • Social

    4:00 pm - 4:30 pm

    Tools, Tactics, and Algorithms For Game Changing Content

    • Paxton Gray, 97th Floor
    • Paxton Gray
    • Use data to produce content your audience already wants
    • Apply templates to improve/speed up keyword research specifically for content creation
    • Uncover more intimate sources of information to learn your audiences’ needs and desires
    • Examine the human algorithm and its effect on content marketing strategy
    • Content
    • Data

    Five Steps to a Data Driven Email Marketing Strategy

    • Bob Millar, Adestra
    • Bob Millar
    • Think holistically about what success means for your company
    • Understand why you are using email as a core channel
    • Better understand how other successful marketers view a data driven email marketing strategy
    • Align your business objectives to your data
    • Test, measure, and communicate to your organization both your strategy and your results for improvement
    • B2B
    • B2C
    • Email
    • Strategy

    Trust and Relationship Building That’s Vital to Make Your Digital Marketing Dominate

    • John Hall, Influence & Co
    • John Hall
    • Understand how future trends will affect the important decision makers that surround you.
    • Use data to improve relationships
    • Create a helpful team of digital ninjas that will hack opportunities that seemed impossible
    • Move from people’s short-term to long-term memory so that you are top of mind when there is opportunity.
    • B2B
    • B2C
    • Strategy

    4:45 pm - 5:15 pm

    Thought Leadership Disrupted: New Rules for the Content Age

    • Heather Taylor, Cereal Made
    • Heather Taylor
    • More rapidly identify which content works best for the B2B client and why
    • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
    • Be the go-to source of content for executives in your org
    • Develop a new distribution, format and cadence framework to reach your target audience
    • B2B
    • Content
    • Strategy

    How You Can Save Up To 50% on Your Digital Media Budgets

    • Understand the digital media value chain
    • Use a framework for deciding whether to outsource media buying or keep it in house
    • Determine if media buying will be done in a transparent fashion
    • Evaluate media buying firms, especially with respect to pricing structure
    • Understand when to use Search, Social, and Programmatic channels
    • B2B
    • B2C
    • Data
    • Paid Advertising

    Building an Agile Workforce: How Mobile is Driving Remote Work

    • Lisa Croft, Adobe
    • Lisa Croft
    • Understand the technologies driving digital transformation and remote work
    • Follow a roadmap for implementing practices and processes that support work on the go
    • Make employee recruiting and retention more efficient using mobile processes
    • Improve communication both internally and with external stakeholders using cloud-based technology
    • Mobile
    • Strategy

    5:15 pm - 6:15 pm

    Opening Reception

    Day 2 Thursday, August 09

    8:30 am - 9:00 am

    From Frustration to Success with Link Building

    • Mike Huber, Vertical Measures
    • Mike Huber
    • Backlinks are still one of the most important ranking factors
    • Improving your backlink portfolio can have a dramatic and positive impact on your traffic
    • Why content is so important to earning great links
    • Learn what to avoid and what tools and tactics can earn you links that will garner the best links that will stand the test of time…and…Google.
    • B2B
    • B2C
    • Paid Advertising
    • Search

    Accelerate New Customer Sales with Great Customer Experience & Onboarding

    • Chike Farrell, Skykick
    • Chike Farrell
    • Implement an end-to-end approach to customer acquisition including customer onboarding to increase loyalty and additional sales
    • Bringing other teams into the mix and win the crucial 1st 100 days across key digital touch-points
    • Analyzing results and outcomes through smart experiments
    • Access helpful resources to take customer experience to the next level
    • B2B
    • B2C
    • Conversion
    • Strategy

    Getting Executive Buy-In for Content Marketing

    • Deana Goldasich, Well Planned Web
    • Deana Goldasich
    • Assess where your executive team stands on understanding content marketing
    • Understand what will resonate most with your executives — the “light bulb” moments
    • Tackle the inevitable ROI discussion
    • Ensure continued buy-in over time
    • B2B
    • B2C
    • Content
    • Strategy

    9:15 am - 9:45 am

    Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World.

    • Michael Barber, Godfrey
    • Michael Barber
    • Understand why the Bee is such an important framework for your marketing decisions
    • Take the Beyoncé approach to your marketing efforts
    • Approach how you keep you and your organization aligned to your customer’s needs, and
    • Enjoy some of Sasha Fierce’s favorite jams along the way
    • B2C
    • Content
    • Strategy

    How to Win With SEO and Content Marketing in 2018

    • Rachel Hernandez, The HOTH
    • Rachel Hernandez
    • Create an incredibly loyal audience
    • Quickly and effectively do audience research
    • Understand how much to write and how often to post it
    • Turn your blog promotion into your content calendar
    • B2B
    • B2C
    • Content
    • Data
    • Search
    • Strategy

    AI and Machine Learning in PPC Advertising

    • David Szetela, FMB Media
    • David Szetela
    • Choose the right automated bidding option, and know which to avoid
    • Compare the relative performance of several attribution models
    • Set up a Google Ads account to make ad optimization and keyword-level bidding decisions using the most appropriate attribution model
    • B2B
    • B2C
    • Paid Advertising

    10:00 am - 10:30 am

    The Age of Invisibility

    • Mike King, iPullRank
      • Understand trends in the features of organic search results
      • Apply six tactics to be effective in SEO
      • Optimize on-page content for search engine algorithms
      • Survive this age of invisibility
      • SEO
      • Strategy

      The Instagram vs. Snapchat Battle: Is Snapchat Dead Yet?

      • Carmen Collins, Cisco
      • Carmen Collins
      • Determine if Snapchat or Instagram Stories are worthy of your critical resources by setting and understanding clear goals
      • Create content for each platform that speaks to the distinct audiences
      • Measure success on Snapchat, Instagram Stories, or BOTH
      • B2B
      • B2C
      • Social
      • Video

      Death to Boring B2B Marketing, Part 2: Jobs to be Done

      • Cliff Seal, Salesforce
      • Cliff Seal
      • Understand jobs-to-be-done theory and how it can (and should) be applied to marketing
      • Uncover what your customers “hire” your product or service to do
      • Implement your discoveries at any scale that works for you
      • B2B
      • B2C
      • Data
      • Strategy

      11:00 am - 11:30 am

      Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

      • Jeremy Hudgens, Genius Monkey
      • Jeremy Hudgens
      • Better understand your customers’ journeys, and how they should be applied to your strategy
      • Recognize how display advertising fits into your overall marketing strategy
      • Utilize Google Analytics and other tools to measure the metrics that matter
      • Optimize your ad spend and improve your ROI
      • Paid Advertising
      • Strategy

      Digital Marketing Unlearned

      • Ivonne Kinser, Avocados From Mexico
      • Ivonne Kinser
      • Have a clear vision to build or re-build the structure of your digital marketing team, to be able to impact the overarching business goals or your organization
      • Break the obsession with engagement and focus on metrics that matter
      • Gain the insights and the inspiration to foster a true digital transformation mindset within your organization
      • B2C
      • Strategy

      How to Win the UX War on the Corporate Battle Field

      • Lynne Adams, Johnson & Johnson
      • Lynne Adams
      • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
      • Create a strategy to effectively communicate the benefits of design to your organization
      • Build stakeholder trust and confidence by articulating the value of good UX
      • Identify allies who will help build momentum on your journey to promoting a user-centric culture
      • B2B
      • B2C
      • Strategy
      • UX/Design

      11:45 am - 12:15 pm

      Conflict, What is it Good For? Absolutely Everything

      • Tyler Farnsworth, August United
      • Tyler Farnsworth
      • Leverage tensions to fuel creativity
      • Incorporate conflict into the structure of your next campaign
      • Share examples of healthy conflict from various industries
      • Understand pattern interrupts and use them to propel your brand
      • B2B
      • B2C
      • Strategy

      Get Millions of Impressions and Thousands of Followers on Instagram in 30 Days

      • Brandon Seward, Viral Fuel
      • Brandon Seward
      • Properly use a mix of viral content and self-generated content to represent your brand, lifestyle, and drive sales
      • Use a provided list of tools (iphone apps, android apps, and computer tools) to properly download, edit, and post content
      • Market your product in a viral way even if it’s not sexy
      • B2B
      • B2C
      • Content
      • Conversion
      • Social

      Digital Goes Over the Top: Ad Strategies for the Connected OTT Consumer

      • Matt Miller, Spectrum Reach
      • Matt Miller
      • Understand how OTT has revolutionized the Video landscape
      • Create effective marketing strategies in the evolving OTT landscape
      • Develop a plan to reach the right audience in the growing OTT space
      • Paid Advertising
      • Strategy
      • Video

      12:30 pm - 1:30 pm

      Lunch Keynote

      Keynote
      • Andrew Malcolm, Evernote
      • Andrew Malcolm

      1:40 pm - 2:10 pm

      Steady Success in a Changing Search Landscape

      • Keith Goode, IBM
      • Keith Goode
      • Adopt the new definition of SEO—Search Experience Optimization
      • Build a framework for success in search
      • Rethink your approach to content, technology, and social media in this new paradigm
      • Collaborate across multiple disciplines to achieve the greatest impact on SEO
      • Prevent future issues by democratizing tactical SEO across your organization
      • B2B
      • B2C
      • Search
      • Strategy

      Three Ways to Dramatically Improve Your Email Results

      • Lane Harbin, Campaign Monitor
      • Lane Harbin
      • Understand why email is still the center of the digital marketing universe
      • Use tools like segmentation to amp up your results long-term
      • Implement tactical ways to prove the effectiveness of your email marketing
      • Conversion
      • Data
      • Email
      • Strategy

      Harness Different Types of Videos to Build Brand Loyalty and Drive Prospects to Your Company

      • Jordan Lung, JL Video
      • Jordan Lung
      • List the eight main video types a business can use
      • Understand the ideal length a video should last
      • Create a better user experience with video
      • Compel people to take action with video
      • Video

      2:20 pm - 2:50 pm

      How Brands Can Be #WhatsHappening via Creative Storytelling

      • Ryan Oliver, Twitter
      • Ryan Oliver
      • Utilize the power of Twitter to be part of a global conversation
      • Implement creative strategies online that convey authenticity and purpose
      • Apply best practices used by brands that have successfully engaged audiences on Twitter
      • Social
      • Strategy

      The Forgotten Phase of the Marketing Funnel: Driving Consideration in The Digital Age

      • Nick Stagge, ExpertVoice
      • Nick Stagge
      • Better understand your target consumer & who they turn to for advice on what to buy
      • Think holistically around how to take control of the consideration phase of the buying journey
      • Scale the voice of people making trusted recommendations
      • B2B
      • B2C
      • Conversion
      • Strategy

      Influencers: Cultivating a Powerful Network for Linkbuilding & Social Media Evangelism

      • Bill Leake, Apogee Results
      • Bill Leake
      • Identify and qualify influencers from several sources
      • Craft news, messages, and value propositions that matter to the press and industry influencers
      • Have a strategy to engage influencers and make them want to talk about your brand or product
      • Create outreach strategies that span the longer influencer engagement process
      • B2C
      • Content
      • Social

      3:00 pm - 3:30 pm

      The Hank Moody Guide to Email Marketing: Authentic Messages that Provoke Response

      • Karen Talavera, Synchronicity Marketing
      • Karen Talavera
      • Understand why personality and authenticity is so important and how to convey it in your email
      • Avoid Hank’s relationship mistakes with your customers and subscribers, but instead foster loyalty and appreciation
      • Reveal toxic, dysfunctional patterns in design, operations and strategy before they take root and grow
      • Experience a mindset shift in how you approach and execute email marketing
      • Enjoy some favorite clips from the show along the way
      • B2B
      • B2C
      • Email
      • Strategy

      Experiential Marketing: How the Best Brands Amplify Their Live Experiences Through Digital

      • Brendan Walsh, Mole Street
      • Brendan Walsh
      • General background on Experiential marketing techniques and how they intersect with a social/digital campaign
      • Profiles of some of the best known brands and how they use it effectively
      • Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
      • New tools that are available to capture social information at events without hashtags
      • B2C
      • Content
      • Mobile
      • Social
      • Strategy

      Taking a Bite Out of the Local Search Pie

      • Veronica Romney, LoSoMo Inc
      • Veronica Romney
      • List all the factors that make a difference in local search
      • Use proven techniques and tactics to dominate your local search game
      • Understand the difference between behavioral and personalized results
      • Employ tools and softwares to monitor your search performance
      • Know what resources will inform you about what’s coming next for Local SEO
      • B2B
      • B2C
      • Search
      • Strategy

      3:40 pm - 4:10 pm

      How to Hack Facebook’s New Algorithm Changes

      • Carlos Gil, BMC Software
      • Carlos Gil
      • Know the types of content Facebook gives preferential treatment to
      • Implement strategies for boosting organic Facebook reach and engagement
      • Go outside of the box with tips and tricks to optimize how you post on Facebook
      • Create a valuable checklist to help you reclaim your fans on Facebook
      • Social

      How Your Website Just Became One of Your Highest Legal Liabilities

      • Matt Weber, Google
      • Matt Weber
      • Understand why this is has become a significant issue for businesses so quickly
      • Identify the issues may be inhibiting your website from being compliant
      • Avoid pitfalls and know what to expect in the process of becoming compliant
      • List the special considerations required from businesses who build or develop technology for the federal government
      • B2B
      • B2C
      • Strategy
      • UX/Design

      4:10 pm - 5:00 pm

      Closing Reception

      Join us at Digital Summit Tampa 2018