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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

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, The Economist
  • 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 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

    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 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

    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