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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

An interactive workbook 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. We will also provide tools, tips and templates to help you with strategy, ideation and amplification.

This workshop will set you on a successful path to effective digital marketing and give you tools and references to complete the interactive workbook that will guide you through your continuing efforts.

Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

Winning at SEO in 2018

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • 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 SEOSolve the most common SEO pitfalls
  • Maximize your SEO investment
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

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
  • B2B
  • B2C
  • Email
  • Strategy

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