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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
  • 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 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

Opening Keynote

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

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

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

The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!

  • Avoid the most common pitfalls including terrible design and acquisition errors
  • Employ advanced segmentation models to move out of batch-and-blast mode
  • Use transactional emails the right away
  • Adapt your data to enhance targeting
  • Make the most of automated features such as triggers
  • 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

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Strategy

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

  • Senthil Govindan, Datawrkz
  • Senthil Govindan
  • 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

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

Using Augmented Reality to Turn a Customer Experience into Factual Data

  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • B2C
  • Content
  • Design
  • Emerging
  • Mobile

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Determine how to look at your product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX/Design

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

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful, effective data strategy to support your whole marketing strategy
  • Data
  • Measurement
  • Strategy

Podcasts + Marketing: The Missing Link in Content Marketing

  • Understand the role of podcasts in content marketing strategy
  • Determine metrics for success
  • Learn what you should be podcasting about (and what to avoid)
  • Be prepared for the investment you’ll need to make in order to be successful
  • Content
  • Measurement
  • Strategy

10:00 am - 10:30 am

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 Pardot
  • 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

Programmatic Evolved: Using Artificial Intelligence to Target, Measure, Convert, & Repeat

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2C
  • Content
  • Measurement
  • Social

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 Technology
  • 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

Why Being Human Wins: Strategies for More Authentic, Original Content

  • Uncover the identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Empower your team/colleagues to transform their creative ideas into truly original ones
  • B2B
  • B2C
  • Content
  • Strategy

Enhance Customer Experience Using Analytics and Experimentation

  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • B2B
  • B2C
  • Conversion
  • Data

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

1:40 pm - 2:10 pm

Thought Leadership Disrupted: New Rules for the Content Age

  • Heather Taylor, The Economist
  • Heather Taylor
  • Content

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful, effective data strategy to support your whole marketing strategy
  • Data
  • Measurement
  • Strategy

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2C
  • Social
  • Video

2:20 pm - 2:50 pm

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

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

Chatbots & Mobile Wallets: Why Brands Need the Product Management Model

  • Raqib Sheikh, J. Walter Thompson
  • Raqib Sheikh
  • Understand why marketers should adopt a minimum viable product mindset to successfully launch digital tool
  • Practice “brutal empathy” as a means for adding user value
  • Learn product development best practices and principles, like “fail faster.”
  • Strategy

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

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies and create some of your own!
  • Measurement
  • Paid Advertising
  • Social

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
  • Speak eloquently about the importance of SEO initiatives to executives and other marketers
  • Identify your company’s biggest opportunities with SEO around website content, keyword research, and external links
  • Identify your company’s traffic and revenue potential if you invest in SEO
  • Understand how SEO ties into the broader marketing funnel
  • Social
  • Strategy

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

Personalization Marketing – 5 Breakthrough Techniques You Can Implement Today (And The Numbers To Prove It Works)

  • Dana Severson, RightMessage.com
  • Dana Severson
  • Properly identify and segment your site visitors based on what you know (and even what you don’t know)
  • Immediately increase the ROI of paid acquisition campaigns with only a fraction of the effort
  • Increase down-funnel conversions over 200% with dynamic calls-to-action
  • Conversion
  • Strategy

4:10 pm - 5:00 pm

Closing Reception

Join us at Digital Summit Tampa 2018

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