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Agenda

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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

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

Speed to Insight: The Key to Marketing Analytics

  • Matt Hertig, ChannelMix
  • Matt Hertig
  • Develop a plan for generating marketing insights faster, with less grunt work
  • More quickly and accurately assess your organization’s analytics capacity and your opportunities for growth
  • Identify the exact kind of analytics technology stack that will support your sales and customer goals
  • Shape all of this into a sophisticated analysis and modeling solution to drive business growth
  • Analytics
  • Measurement
  • Strategy

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Effectively distill video into both gated and ungated content
  • B2B
  • Content
  • Mobile
  • Social
  • Strategy
  • Video

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Understand the nuances and value of thought leadership from your organization or brand
  • Apply the Disney model of “”total merchandising”” to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a “”60/40″” brand and why it’ll lead to more growth
  • B2B
  • Emerging
  • Strategy

3:15 pm - 3:45 pm

Experiential Marketing and Influencing the Consumer Journey

  • Branding
  • Social
  • Strategy

4:00 pm - 4:30 pm

Using Storytelling to Magnify Content Strategy

  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut – craft emotional narratives that resonate with diverse audiences
  • B2C
  • Content
  • Strategy

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

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

4:45 pm - 5:15 pm

12 Principles of Viral Content

  • Define “viral” and understand why you’re struggling to get your content noticed and shared organically
  • Craft content that not only showcases your product, but that also EXCITES your audience.
  • Develop a framework to grow traffic and revenue exponentially in less than a year
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Heather Taylor, The Economist
  • Heather Taylor
  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices to design creative in which key messages or elements are not missed
  • Content
  • Email
  • Measurement
  • Mobile
  • UX/Design

Reimaging, Rediscovering and Reinventing Your Brand through Storytelling

  • Identify which elements of your brand look and feel needs greater consistency (and perhaps a little refresh)
  • Set strategies to make your brand voice more conversational
  • Create (or create better) story-driven video content to share the ‘why’ of your brand or product
  • B2C
  • Branding
  • Content
  • Strategy
  • Video

5:15 pm - 6:15 pm

Opening Reception

Day 2 Thursday, August 09

8:30 am - 9:00 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Mike Huber, Vertical Measures
  • Mike Huber
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together better towards the same goals
  • Build and grow your own audience and leverage it for real revenue growth
  • 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

9:15 am - 9:45 am

Social Media Matters: Developing and Sustaining Audience Engagement

  • Apply data-centric approaches to connect with your audience in ways that your competitors are not.
  • Implement a social media strategy that can effortlessly increase meaningful audience interactions by 200% or more
  • Determing the best data-driven social strategies to increase traffic to your website
  • Analyze and report on the Return on Investment (ROI) of your social media efforts
  • B2C
  • Data
  • Measurement
  • Social
  • Strategy

The Feng Shui of Modern Email

  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Data
  • Email
  • UX/Design

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

10:00 am - 10:30 am

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

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

What’s Technically Wrong With Your Website?

  • Diagnose the most common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick SEO wins for your business and make them happen!
  • B2B
  • B2C
  • Search
  • UX/Design

11:00 am - 11:30 am

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

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Set a design and CX strategy to more effectively communicate your market position
  • Determine how to deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX/Design

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

11:45 am - 12:15 pm

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • B2C
  • Content
  • Mobile
  • Social
  • 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 - 1:00 pm

Lunch Keynote

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

1:40 pm - 2:10 pm

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2B
  • B2C
  • Content
  • Email
  • Strategy

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • Strategy
  • UX/Design

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

2:20 pm - 2:50 pm

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

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • 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

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

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • Measurement

3:00 pm - 3:30 pm

Storytelling in the Age of Chatbots and AI

  • Carlos Gil, BMC Software
  • Carlos Gil
  • Understand why WhatsApp and Facebook Messenger are critical to building brand loyalty
  • List key business benefits of using messaging chatbots
  • Build a chatbot in 2-minutes or less
  • Implement advanced strategies for creating content on Instagram, Snapchat and Live Video
  • B2B
  • B2C
  • Content
  • Emerging
  • Social

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

3:40 pm - 4:10 pm

Managing and Marketing to Millennials

  • Attract, hire and retain Millennials that will surprise and delight you
  • Better understand what millennials want from their workplace leaders
  • Create marketing messages that resonate with millennials
  • Choose marketing platforms that millennials will respond to
  • B2B
  • Social
  • Strategy

Advanced Tracking & Enriched SERP Results via Google Tag Manager

  • Measurement
  • SEO

4:10 pm - 5:00 pm

Closing Reception

Join us at DS Digital Summit Tampa 2017

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