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Day 1 Monday, October 21

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Shana Sullivan, Investis Digital
  • Shana Sullivan
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Measurement
  • Mobile Marketing
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Email Marketing
  • Measurement
  • Strategy
  • UX & Design

1:15 pm - 2:15 pm

Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

Reaching as many people as possible through personalized and engaging content is a significant marketing challenge, but this year offers technology advancements and proven strategies that help improve these efforts. During this Keynote, Beverly Jackson will discuss how to develop a sophisticated content strategy that’s optimized for how consumers behave and where they’re interacting today.

2:30 pm - 3:00 pm

Break The Rules: How Brave Brands Are Challenging The Status Quo

  • Nicola Smith, REBEL & REASON
  • Nicola Smith
  • Understand why conformity is killing your brand and how to stop it
  • Break the rules or conventions of your industry to move your business forward
  • Apply Challenger thinking and strategies to your brand and marketing initiatives
  • Replicate examples of brands challenging the status quo to increase sales, customer loyalty, awareness and engagement
  • B2B
  • B2C
  • Strategy

Designing Your Team: Unlock Your Team’s Top Performance by Managing with Design Principles

  • Marissa Coren, Facebook
  • Marissa Coren
  • Drive sustained performance toward your team’s goals using design principles
  • Create opportunities for team members’ creative growth and professional fulfillment
  • Cultivate the kind of buy-in and investment needed to build self-sustaining teams
  • B2B
  • B2C
  • Strategy
  • UX & Design

An Integrated Approach to Content Operations for Financial Services & Tech Companies

  • Kathleen Conley, NewsCred
  • Dan Richards, NewsCred
  • Kathleen Conley
  • Dan Richards
  • Get buy-in across teams and stakeholders to support transformation initiatives that will leave a long-lasting impact
  • Begin the transformation process within your business in order to break down silos, increase operational efficiency and drive a unified customer experience
  • Maximize content activation and utilization across channels
  • Measure the impact of content across the customer journey
  • B2B
  • Content Marketing
  • Strategy

Grow Your Business Through the Flawless 5-step eCommerce Growth Pyramid

  • Jeeyan Rostam Abadi, Hawke Media
  • Jeeyan Rostam Abadi
  • Develop (or redevelop) the foundational footprint necessary to optimize your current eCommerce efforts
  • Design and execute on a full-funnel media strategy to generate quality traffic and leads to your website
  • Attract new customers, nurture your current customers and expand your customer base.
  • Identify the platforms and strategies necessary to achieve your desired growth outcomes by analyzing your existing funnel
  • Leverage new data and insights to sustainably grow your revenues
  • B2C
  • Conversion
  • Data
  • Strategy

3:15 pm - 3:45 pm

Forget Authenticity, Embrace identity: The Key to Creating Content With a Lasting Impact

  • Kirstin Benson, Getty Images
  • Kirstin Benson
  • Implement processes for creating effective content strategies
  • Create content that will break through the noise
  • Achieve brand objectives with your content strategies
  • B2B
  • B2C
  • Branding
  • Content Marketing

4 Ways Marketers Will Win in 2020

  • Patrick Lannon, Acoustic
  • Patrick Lannon
  • Discuss the biggest misconception in buying marketing technology
  • Understand how new privacy regulations in California can actually work to your benefit
  • Know how implicit behavior can help marketers shape better customer experiences
  • Have answers to the new question around AI-powered marketing: Build or buy?
  • B2B
  • B2C
  • Customer Experience
  • Emerging
  • Strategy

Seven Habits for Highly Successful Digital Marketers

  • Marc Engelsman, Digital Brand Expressions
  • Marc Engelsman
  • Better develop and “sell-in” integrated digital marketing strategies
  • Evaluate the potential impact of and adapt to emerging digital technologies/techniques
  • Turn data into meaningful insights
  • Stay ahead of your competition and generate win/win results
  • B2B
  • B2C
  • Conversion
  • Strategy

Using Data to Drive Superior Digital Marketing Returns

  • Will Bailey, USADATA
  • Will Bailey
  • Manage and exceed expectations with stakeholders by clearly defining campaign KPI’s based on existing and enhanced data
  • Understand what differentiates your customers at the demographic, psychographic, and econographic levels to select the best audience and generate higher value prospects
  • Create and deliver post-campaign analytics reports that provide clear and actionable goals for future and ongoing campaigns
  • B2B
  • B2C
  • Conversion
  • Data
  • Measurement

4:00 pm - 4:30 pm

Exploring the Unimagined: Expanding your Brand’s Storytelling Possibilities

  • Sarah Amos, Marvel New Media
  • Sarah Amos
  • Define a storytelling strategy for your brand, driven by understanding your brand values
  • Build creative and experimental ways to connect with consumers
  • Break down walls to test new formats and ways to expand your connection points with your audience
  • B2B
  • B2C
  • Branding
  • Strategy

Artificial Intelligence is Mandatory

  • Rodrigo Andrade, FNC IT
  • Rodrigo Andrade
  • Identify when innovation and artificial intelligence makes sense
  • Start the journey of innovation and artificial intelligence
  • Avoid failure due to lack of planning or ROI
  • B2B
  • B2C
  • Emerging
  • Strategy

Up the Ladder, Down the Chain, Full-Funnel Attribution To Keep Your Boss Sane

  • Joe Wilke, Adtaxi
  • Joe Wilke
  • Ensure your website and campaigns are set up for proper attribution/measurement
  • Identify and prove the value of top of funnel campaigns that feed low funnel conversions
  • Master the various attribution models and implement the best one for your business
  • Understand and communicate full-funnel attribution to management
  • Optimize your budgets accordingly and justify your budget increase for next year
  • B2B
  • B2C
  • Conversion
  • Measurement

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Teach creatives to use business metrics in their everyday work
  • Strategy
  • UX & Design

4:45 pm - 5:15 pm

Get New and Repeat Business on Autopilot with Email Marketing

  • Dave Charest, Constant Contact
  • Dave Charest
  • How to turn more website visitors into new email contacts
  • How to automate timely engagement with new contacts
  • How to do more business by sending more relevant emails
  • B2B
  • B2C
  • Conversion
  • Email Marketing

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

5 Lessons From Grandma to Make You a More Nurturing Marketer

  • Dave Bor, Acquia
  • Dave Bor
  • Implement 5 new best practices for building more effective nurture campaigns
  • Take advantage of copywriting and technology tips to help you maximize your contact data
  • Analyze the fascinating and frustrating results of Acquia’s recent personalization surveys
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing
  • Measurement

So You’ve Joined the “Sonic Revolution” . . . Now What?

  • Gabe Tartaglia, Pandora
  • Gabe Tartaglia
  • Understand the importance of developing a Sonic strategy as we move towards an increasingly screenless world
  • Know why sound is one of the most powerful platforms that can impact human memory, emotion, and behavior
  • Get started developing a sonic ID
  • Build new models of measurement and effectiveness in this new era
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Measurement

5:15 pm - 6:15 pm

Opening Reception, Hosted by Pantheon

6:30 pm - 8:00 pm

Opening Day After Hours Party, Hosted by Pantheon (Registration Badge Required)

After a full and fabulous day of learning (and our opening reception), keep the fun going and head over to the official Opening Day Afterparty. Hoist a beverage or two with your fellow attendees, listen to some awesome music, and wind down a little before getting ready for Day 2 of Digital Summit Boston!

The Social Register – 401 D St, Boston, MA
Registration Badge Required

Day 2 Tuesday, October 22

8:30 am - 9:00 am

Influencer Marketing Strategies to Grow Your Audience

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham
  • Develop a programmatic influencer marketing strategy
  • Determine which influencers are best for your audiences
  • Build lasting relationships with influencers
  • Create authentic content that tells your story
  • Effectively reach new audiences
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Breaking Through the Feed Clutter with Dynamic Creative in B2B

  • Chris Apaliski, Hearts & Science
  • Chris Apaliski
  • Plan for dynamic campaigns between creative and media teams and manage proper communication between all stakeholders
  • Understand the fundamental differences between DCO for display and social
  • Take a new approach to your marketing funnel and retargeting campaigns
  • Better craft user personas based off the data signals resulting from your dynamic campaigns
  • B2B
  • Conversion
  • Data
  • UX & Design

Website Migration: What to Do Pre, During and Post

  • Shana Sullivan, Investis Digital
  • Shana Sullivan
  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

9:15 am - 9:45 am

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • 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
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Email Marketing

Customer Storytelling: Connecting with Empathy and Humor

  • Tim Washer, Ridiculous Media
  • Tim Washer
  • Transform case studies into voice-of-the-customer videos that connect emotionally
  • Produce award-winning content on a shoestring budget
  • Apply simple, affordable tactics to produce a mini-documentary
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

Your Brain on Ads: The Halo Effect

  • Tony Marlow, Integral Ad Science
  • Tony Marlow
  • Drive greater engagement with digital display advertising
  • Improve favorability/affinity toward your brand through digital display advertising
  • Increase memorability of your digital ads
  • B2C
  • Paid Advertising

The Secret to Agile Transformation: Your Web Team

  • Andrea de Jounge, Pantheon
  • Andrea de Jounge
  • Articulate how agile marketing applies to web teams
  • Advance your web team’s performance through an agile marketing approach
  • Leverage WebOps tools to advance agility
  • B2B
  • B2C
  • Strategy
  • UX & Design

10:00 am - 10:30 am

Fyre Festival: 10 Marketing Lessons Your Business Can Leverage

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Move beyond marketing your products/apps/services and focus on experience marketing
  • Empower today’s digitally connected consumer by capturing attention, maintaining attention and creating buzz
  • Understand why influencer marketing in 2019 requires much more than a celebrity posting an orange tile and how every business can leverage influencer marketing at scale
  • Spend more time understanding your customer while embracing the importance of transparency and authenticity in good times and when things go up in flames!
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

It’s More Than Data: We’ve Been Doing Content Strategy Wrong

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • Implement new strategies to find out what your customers are asking for
  • Take advantage of new info and tools to create content that your customers really want
  • Use templates and software recommendations to better understand your audience and how to engage them
  • B2B
  • B2C
  • Content Marketing
  • Data

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • Strategy

What Marketers Actually Need to Know About AI

  • Nat Johnson, Phrasee
  • Nat Johnson
  • Conduct a live Turing Test: can you tell machine apart from human (hint: probably not)
  • Understand the practical use cases for AI adoption in your marketing program
  • Differentiate what is AI, and what isn’t
  • B2B
  • Conversion
  • Emerging

11:00 am - 11:30 am

The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
  • Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • B2B
  • B2C
  • Branding
  • Emerging
  • SEO & Search

How Not to Suck at Display, Video & OTT: Leveraging Attribution for Success!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Better understand your customers’ journeys, and how to apply that knowledge to your strategy
  • Recognize how display, video & OTT 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
  • B2B
  • B2C
  • Strategy

20 Crazy Effective Methods for Increasing Your Conversions

  • Tom Shapiro, Stratabeat
  • Tom Shapiro
  • Target and engage your website visitors more effectively
  • Capitalize on neuroscience and behavioral intelligence to increase conversions
  • Generate offsite conversions when website visitors are not converting while on your site
  • Rethink the website experience, transforming your site from a collection of web pages into a conversions engine
  • B2B
  • Conversion
  • UX & Design

The PICA Protocol™: Your Prescription for Healthy, Actionable Data Storytelling

  • Lea Pica, Lea Pica Productions
  • Lea Pica
  • Leverage keywords to determine the objective of your visualization
  • Ask five foolproof questions for powerfully framing your important insights
  • Provide enough contextual information to ensure you’re telling the whole story
  • Design your visuals with brain-friendly aesthetics best practices
  • B2B
  • B2C
  • Content Marketing
  • Data

11:45 am - 12:15 pm

Getting the Green Light: How to Build Content That People Say YES To

  • Tamsen Webster, The Red Thread
  • Tamsen Webster
  • Analyze your content for the “red lights” that lead to “NO”
  • Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
  • Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
  • Content Marketing
  • Conversion

Aligning Sales & Marketing Getting to SQL & Filling the Funnel

  • Shay Howe, ActiveCampaign
  • Shay Howe
  • Identify the key areas to align Sales & Marketing
  • Break down the barriers to strengthen your teams
  • Develop shared key metrics of success
  • Understand some of the best practices to execute a successful partnership between Sales & Marketing
  • B2B
  • Conversion
  • Strategy

Using Behavioral Signals From Voice to Predict Customer Intent

  • Rana Gujral, Behavioral Signals
  • Rana Gujral
  • Describe the timeline of AI to Emotion AI and how it is changing the way humans work, live and play
  • Understand the relationship between voice intonation and behavioral prediction
  • Gain visibility into how incorporating a Voice Strategy into your marketing plans can have unique benefits for your customers
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Data
  • Emerging
  • SEO & Search

Roadmap to a Compelling Brand Refresh

  • Jennifer Halloran, MassMutual
  • Jennifer Halloran
  • Gain an understanding of the research, strategy and execution that goes into a brand refresh
  • Leverage tips and advice to streamline and improve the brand refresh process, from aligning public perception with company culture to managing a short-term plan while considering long-term sustainability
  • Develop aggressive but realistic KPIs that measure the success of the brand refresh
  • B2B
  • B2C
  • Strategy

12:45 pm - 1:50 pm

This is Marketing

Keynote
  • Seth Godin, Best Selling Author
  • Seth Godin

2:10 pm - 2:40 pm

10 FREE Behavioral Science Secrets that Increase Engagement and Response

  • Nancy Harhut, HBT Marketing
  • Nancy Harhut
  • Trigger hardwired human behaviors to automatically get the digital behavior you want
  • Understand which scientifically proven copy and design tactics make people open, read, click, and respond without thinking
  • Replicate examples from different verticals that demonstrate how you can easily add these tactics to your campaigns – without having to buy anything new!
  • B2B
  • B2C
  • Conversion
  • Strategy

Building and Growing an Employee Advocacy Program

  • Casey Hall, LumberjackSocial
  • Casey Hall
  • Properly train and effectively recruit employees for an employee advocacy program
  • Building a content strategy for your employee advocates
  • Measure and optimize the results of your employee advocacy program for your business
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

Find Your Fascinating: Uncover and Create Better Stories

  • Justin Andrews, Animus Studios
  • Justin Andrews
  • Use this interactive brainstorming session for your next campaign
  • Apply best practices for creative meetings that sparks new ideas
  • Implement storytelling frameworks from the lens of a video strategist
  • B2B
  • B2C
  • Content Marketing
  • Strategy
  • Video Marketing

Payments: The Overlooked and Underappreciated Customer Experience Super Power

  • Estelle Mense, Bluesnap
  • Estelle Mense
  • Create experiences that will increase customer conversions—B2C, B2B, global, mobile
  • Understand the benefits of integrating payments into software platforms
  • Know what to look for when selecting a payment provider
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Ecommerce
  • Strategy

2:50 pm - 3:20 pm

YouTube: Advanced Optimization Tactics And Scraping Competitive Content For Maximum Exposure & Engagement

  • Melissa Sciorra, TripAdvisor
  • Melissa Sciorra
  • Use tools like Screaming Frog & Scraper Plugins to uncover your competitor’s hidden keywords on YouTube
  • Discover free Text Analyzers to identify relevant video content themes for your industry
  • Go behind the scenes in YouTube Creator Studio and take away actionable steps for optimizing your channel page & videos
  • Use modern techniques for promoting your video to amplify views
  • B2B
  • B2C
  • SEO & Search
  • Video Marketing

Captain Marvel, Disney+ and Star Wars: 8 Content Marketing Lessons Your Brand Can Learn from Walt Disney Studios

  • Hilary Sutton, McKinley Marketing Partners
  • Hilary Sutton
  • Overcome your content limitations
  • Replicate the Disney approach to content
  • Respond to industry disruption and pivot to get optimal results
  • Discover your strongest content pillars
  • B2C
  • Content Marketing
  • Strategy

Modernize Your Marketing Work: 4 Simple Ways to Get More Done

  • Mike Riding, Workfront
  • Mike Riding
  • Create a more effective strategy to better attack your workload
  • Unify processes to get everyone on the same page
  • Reclaim more time for the job you were actually hired to do
  • B2B
  • B2C
  • Strategy

Mindset Shift: Driving Customer Centricity in the Age of 5G & the Digital Economy

  • Phil Burrows, Verizon
  • Phil Burrows
  • Understand the impact of connectivity on the digital economy’s growth
  • Shift a product- and brand-led focus towards customer centric solutioning
  • Create tangible 360-degree strategies to drive agility & authenticity for your customers
  • B2B
  • B2C
  • Emerging
  • Strategy

3:30 pm - 4:00 pm

Better Together: Leveraging Partnerships to Drive More Marketing & Consumer Engagement

  • Mark Coffey, GasBuddy
  • Mark Coffey
  • Understand what to consider when driving strategic partnerships to help a data-driven business
  • Use new streams of data from the right partnerships that ultimately result in more personalized marketing strategies and improved customer experiences
  • Benefit from partnerships by lowering costs, expanding markets, and delivering deeper and more varied customer data that can fuel growth
  • B2C
  • Customer Experience
  • Data
  • Strategy

Unlocking the Mysteries of Instagram: The Fastest Growing Platform on Social Media

  • Jason Hsiao, Animoto
  • Jason Hsiao
  • Better understand storytelling strategies brands use to create thumb-stopping video content for Instagram Stories, vs. Feed
  • Walk away with a playbook full of proven insights on video marketing and the platforms on which you should focus in 2019 and 2020
  • Incorporate a data-centric approach to boosting key metrics, and amplifying social & brand marketing initiatives with video
  • B2B
  • B2C
  • Social Media
  • Video Marketing

Where are the Jetpacks!? Real Life Experience and the Digital Revolution

  • Eric Shutt, SummitX
  • Eric Shutt
  • Understand how the core principles of Cultural and Experience Marketing can guide digital planning
  • Evaluate the fundamental value and purpose that people get from your Brand
  • Identify and understand current gaps in your strategic and tactical marketing approach
  • Apply different types of strategic thinking to content, creative, and campaign planning
  • Identify and become a true Cultural Experience brand
  • Branding
  • Conversion
  • Emerging
  • Strategy

4:10 pm - 4:40 pm

The Opposite of Funny: Embrace the Negative to Create Hilarious Content

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or product’s identity in order to properly assess the direction of your content
  • Address the positive and negatives of your content in order to drive towards being funnier
  • B2B
  • B2C
  • Content Marketing

The Five Biggest Fails People are Doing With Video and How to Fix It

  • Derek Lavon Dienner, MAKE Films
  • Derek Lavon Dienner
  • Create better video content
  • Reverse engineer your content to target your audience better
  • Develop a better distribution plan for video
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

4:30 pm - 5:30 pm

Closing Reception, Hosted by Workfront

Join us at Digital Summit Boston 2020