Agenda | Digital Summit Boston

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Wednesday, August 24

8:30am - 12:30pm

YouTube Lead Generation Strategies to Boost Your Business

Masterclass
  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

At the end of this Masterclass, you’ll be able to:

  • Develop a business case for using video to generate business leads
  • Identify specific type of videos to create based on your marketing goals
  • Understand what equipment is required to produce scalable video content
  • Create videos that are optimized for conversions and easily found in online searches
  • Engage more prospects and broaden your content marketing strategy with YouTube content

Included with Platinum Passes, upgrade required for Main Event Passes
  • Video Marketing
  • YouTube

Modern SEO Strategies For 2022: From “Easy Wins” to Advanced Strategies To Grow Organic Traffic

Masterclass
  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

At the end of this Masterclass, you’ll be able to:

  • Set achievable goals for your SEO efforts
  • Find “easy win” keyword targeting opportunities
  • Implement modern SEO best practices strategically for your website content
  • Avoid common SEO traps that could kill your rankings
  • Research competing websites to benchmark your performance against competitors
  • Develop a keyword strategy to attract your target customer and beat your competition
  • Build authority to improve your rankings with backlinks and engagement optimization
  • Develop content that ranks for the right keywords and attracts your target customer
  • Choose your SEO tools wisely

Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Building the Brand Trifecta: Develop the Three Key Messaging Components that Wins More Work

Masterclass
  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

At the end of this Masterclass, you’ll be able to:

  • Hone in on your brand’s personality and tone of voice, so that your message authentically sounds and seems like you
  • Define what “ideal” looks like for your target audiences and uncover the bottom-line heart pain you solve for each
  • Develop the three key brand messaging components that provoke the prospect to want to have a conversation with you
  • Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy

Who should attend? This session is for marketing leaders who have direct responsibility for developing and implementing a brand strategy in alignment with their organization’s sales and marketing goals.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Branding

1:15pm - 2:15pm

Building Creative Habits That Lead to Better Marketing

Keynote
  • Jenny Haggard, Spotify
  • Jenny Haggard

After this session, you’ll be able to:

  • Understand the four core sources of creativity in marketing
  • Uncover the most impactful insights to develop creative ideas
  • Use sound and silence to fuel your marketing
  • Implement daily habits that will improve your creativity
  • Practice brainstorming techniques to use with your team

  • Creativity
  • Voice / AR / VR

2:30pm - 3:00pm

Choosing Wisely: How to Better Approach Life’s Biggest Decisions

  • Jenny Haggard, Spotify
  • Farhana Cannon, iMedia Exposure
  • Jenny Haggard
  • Farhana Cannon

Life is all about choices, and sometimes, figuring out which choice to make can be challenging and stressful. In this talk, Jenny shares key findings from her research study that asked over 1,000 people how they made life’s biggest decisions in relationships, professions, family issues, and more. So, take off your marketing hat and prepare to explore the life-changing art of discernment and learn steps you can take to make better decisions. A moderated Q&A will follow.

Delivering More Value Using Google Data Studio

Presented by Pantheon
  • Patrick Corbett, Redfin Solutions, LLC
  • Patrick Corbett

After this session, you’ll be able to:

  • Create a customizable and shareable analytics report for your clients or team members
  • Put analytics back into the forefront of your process and have clear data by which you and your clients or team members can make better informed decisions
  • Leverage Google Analytics to power your reports

This session is intended for those new to Google Data Studio and with some Google Analytics exposure who want to understand how to add value to their services by providing more useful reporting.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Data & Analytics

Building the Brand Trifecta: Develop the 3 Key Messaging Components of a Brand that Wins More Work

  • Kate DiLeo, Kate DiLeo Branding
  • Kate DiLeo

After this session, you’ll be able to:

  • Implement best practices for developing a strong brand that truly creates the path of least resistance to revenue for your company
  • Apply the three key brand components that provoke the prospect to have a conversation
  • Clarify how to organize your brand message for getting more prospects to the table, more users who click, and more customers who buy
  • Branding

3:15pm - 3:45pm

Sound Business: Harnessing the Power of Sound to Shape Perception and Behavior

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Better understand the role of sound as a primary driver for brand identity, discovery and experience
  • Apply tactics and principles to harness the power of sound to influence your consumers’ behaviors and perception
  • Develop a sonic strategy that blends sound science and art, leading to a return on your sonic investments

  • Audio
  • Consumer Behavior
  • Customer Experience

Data Storytelling: Leverage Data and Visualizations to Deliver Engaging and Actionable Reports

  • Tanu Javeri, Foundry
  • Tanu Javeri

After this session, you’ll be able to:

  • Understand the difference between metrics and KPIs, and when to utilize each
  • Consider the appropriate type of analysis for your marketing data
  • Tell a story with your data through visualization for more effective reports and presentations
  • Avoid common pitfalls to maximize your data analysis

  • Data & Analytics

3 Ways You Aren’t Supporting Your Business with SEO (Yet) and How to Fix It

Presented by GoDaddy Pro
  • Nicki Ong, simple sprout studio
  • Nicki Ong

After this session, you’ll be able to:

  • Build a strong SEO foundation for your business, no matter whether you’re building your website or own graphic design
  • Prioritize SEO efforts that matter with all your digital marketing efforts
  • Incorporate SEO education and simple SEO reporting that will empower your team, and ultimately build revenue

This session is a good fit for you if you’re an experienced marketer who specializes in web design/development, SEO, social media, blogging, management, or other content creation and want to better understand how to efficiently and proactively serve your clients and team with Search Engine Optimization.

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • SEO & Search

4:00pm - 4:30pm

Purpose-Driven SEO: A Modern SEO Strategy that Any Company Can Apply

  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

After this session, you’ll be able to:

  • Capitalize on Google’s AI which is tuned to amplify brands that resonate with online consumers
  • Craft a purpose-driven strategy that resonates with search engines
  • Apply lessons learned from case studies of leading brands with a purpose purpose-driven approach to SEO

This session is for intermediate and advanced digital marketers who have several years’ experience and want to understand how to reach their SEO goals with more efficiency.

  • SEO & Search
  • Website

5 Digital Hacks To Steal Your Competitor’s Traffic

Presented by Media Shark
  • Joey Lowery, Media Shark
  • Joey Lowery

After this session you’ll be able to:

  • Place your digital ads directly in front of your competitor’s digital advertising efforts
  • Understand how to leverage tools that’ll give you instant competitor insights
  • Outrank your competitor’s highest driving traffic keywords

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Digital Ads

Content First Omnichannel Planning

  • Patty Radford Henderson, Annum
  • Patty Radford Henderson

After this session you’ll be able to:

  • Garner top-down alignment on an omnichannel approach to strategic planning
  • Establish an overarching and prioritized content plan
  • Develop cross channel content programming

Who should attend? This session is for marketers who are striving to deliver more integrated omnichannel experiences and need some quick wins to get things moving in the right direction.

  • Content Marketing

4:30pm - 5:30pm

Opening Reception

Hosted by Haensel AMS - CDI2

Day 2 Thursday, August 25

8:30am - 9:00am

Unlocking NFTs and The Metaverse for Marketers

  • Carlos Gil, Bestselling Author & NFT Advisor
  • Carlos Gil

After this session, you’ll be able to:

  • Reach a new audience of consumers through blockchain technology, including NFTs and the Metaverse
  • Create NFTs for your brand which unlocks real-world utility for your customers
  • Invest in NFT communities which will yield more significant ROI for your brand than Facebook Ads
  • Apply a framework to help you enter virtual worlds such as Decentraland and Sandbox without alienating a younger audience
  • Implement best practices from notable organizations, including Adidas, Chipotle, Visa, Pepsi, Budweiser, and others
  • Have the answers that you need to enter this new world and effectively market in Web3

  • Consumer Behavior
  • Emerging Technology

Crossing The Sonic Color Line: Strategies for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Understand how technology and advertising have played a role in perpetuating sonic color lines
  • Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
  • Implement best practices that will result in a more sonically diverse expression of your brand

  • Audio
  • Diversity & Inclusion

9:15am - 9:45am

Accelerating Business Change and Transformation through New Technology: A Fireside Chat with IH Mississippi Valley Credit Union

Presented by Adobe
  • Jill M. Speirs, M2 Partners Inc.
  • Kelsey Stumpf, IH Mississippi Valley Credit Union
  • Jill M. Speirs
  • Kelsey Stumpf

After this session, you’ll be able to:

  • Use specific criteria to determine the right technology for your team that improves customer visibility
  • Develop a marketing stack that takes you from just driving customer engagement to designing the customer experience
  • Effectively plan for a migration to new technology that drives incremental growth & revenue

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Marketing Operations

Preparing Your SEO and Content Strategy for 2023 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing Page Experience Update
  • Content Marketing
  • SEO & Search

How to Make Paid Social Work for Your B2B Efforts

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Identify and advertise to every target account in your total addressable market
  • Apply tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns
  • Access proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more
  • Replicate the exact copy, creative, offers and call to actions Directive uses across millions of dollars of spend to drive tens of millions in revenue

  • B2B
  • Paid Advertising
  • Social Media

10:00am - 10:30am

The World’s Greatest SEO Audit: Transformative Strategies to Futureproof your Success

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Perform a strategic and action-oriented SEO audit to prioritize your content, UX, backlink, and technical strategies
  • Identify and focus on the 20% of the strategies that will drive 80% business results to develop a winning SEO Roadmap
  • Upgrade your SEO game by learning the latest advanced strategies from the trenches

  • Content Marketing
  • SEO & Search

Implement Video Marketing Strategy Anyone Can Do (No Dancing Required!)

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Dismantle myths and understand the facts about the current state of video marketing
  • Generate video content ideas by identifying top trends
  • Make video content that’s relevant to your brand
  • Widely distribute your videos and get more leads
  • Video Marketing

5 Advanced Email Plays to Add to Your Email Program

Presented by Validity
  • Kate Adams, Validity
  • Kate Adams

After this session, you’ll be able to:

  • Prepare for the impact of MPP on your email program and understand the latest data, trends, and insights surrounding this change
  • Understand why the “old way” of email marketing doesn’t work anymore, and how to fix it
  • Implement 5 tactical plays NOW to level up your email program
  • Apply applicable learnings of new and emerging email tactics and technologies that leading brands are leveraging to build brand awareness and create competitive advantage

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Email Marketing

10:30am - 11:00am

Networking Break

11:00am - 11:30am

The Psychology of Web Content: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful 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

  • Content Marketing
  • Data & Analytics
  • SEO & Search
  • Website

Accelerate ROI & Make Work Easier with Omnichannel Marketing

Presented by iFOLIO
  • Jean Marie Richardson, iFOLIO
  • Jean Marie Richardson

After this session, you’ll be able to:

  • Reach your customers across mobile, web and social channels
  • Incorporate videos and animations in your content marketing that drive awareness
  • Apply a data-driven approach to optimize digital strategy
  • Plan your omnichannel strategy in an effective matter

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Omnichannel

Don’t Build a Brand, Start a Club: Tactics for Creating a More Connective Brand

  • Kendra Rainey, Edgar Allan
  • Kendra Rainey

After this session, you’ll be able to:

  • Identify the right discovery exercises for defining your brand
  • Use audience research to find your brand’s most connective, compelling position
  • Bring your brand to life as you move from concept to implementation

  • Branding
  • Customer Experience

11:45am - 12:15pm

10 Brain Science Secrets to Make Your Content 10X More Effective

  • Tom Shapiro, Stratabeat, Inc.
  • Tom Shapiro

After this session, you’ll be able to:

  • Use powerful techniques to captivate your audience and make your content 22X more memorable
  • Drive more engagement and action from your audience
  • Calibrate your website to turn behavior into new conversions, leads, and revenue

  • Content Marketing

Marketing to the Impulse Generation

  • Peter Prodromou, Boathouse Group
  • Peter Prodromou

After this session you’ll be able to:

  • Identify the similarities that transcend generations when it comes to consuming information, engaging, and making purchasing decisions
  • Develop campaigns, strategies, and content that exploit these similarities
  • Deliver more cost-efficient, results-driven marketing

Any digital marketer looking to exceed expectations for engagement and conversion in a time when the pressure is greater than ever to deliver measurable results should attend this session.

  • Consumer Behavior
  • Content Marketing
  • Customer Engagement
  • Customer Experience

Experience Continuous Growth through Data-Driven Customer Interactions and Attribution

Presented by Haensel AMS - CDI2
  • Alwin Haensel, Haensel AMS
  • Alwin Haensel

After this session, you’ll be able to:

  • Apply the key elements of a successful data strategy
  • Include the necessary components to have an impactful customer data infrastructure
  • Effectively use the results of attribution modules for customer engagement

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Data & Analytics

12:15pm - 1:15pm

Lunch & Networking Break

1:15pm - 1:45pm

Future-Proofing Your Digital Brand: 3 Ways to Prepare for Post-Pandemic Marketing, the Metaverse, and Web 3.0

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Leverage effective post-pandemic marketing strategies
  • Apply innovative tactics for marketing in the metaverse
  • Successfully take your brand from Web 2.0 to Web 3.0
  • Branding
  • Consumer Behavior
  • Customer Experience
  • Emerging Technology

Boost Consumer Engagement on Social in a Post-Pandemic Society

  • Carlos Gil, Bestselling Author & NFT Advisor
  • Carlos Gil

After this session, you’ll be able to:

  • Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
  • Develop industry-leading strategies for engaging customers as a “marketing savage”
  • Create content that converts without going for the sale right away
  • Know how to use TikTok effectively to build community and brand awareness
  • Implement best practices from notable organizations, including Wendy’s and others

  • Influencer Marketing
  • Social Media
  • Strategy

Cluster Analysis: The Key to Personalizing Your Marketing Strategy

  • Luke Youtsey, Evolytics
  • Luke Youtsey

After this session, you’ll be able to:

  • Apply top data science methods to segment customers
  • Create data driven segment personas
  • Activate the segment personas

  • Consumer Behavior
  • Data & Analytics
  • Personalization

2:00pm - 2:30pm

Attract + Convert Your Perfect Customer on Instagram

  • Farhana Cannon, iMedia Exposure
  • Farhana Cannon

After this session, you’ll be able to:

  • Strengthen your brand on Instagram and grow your social presence and followers
  • Connect with and capture more leads on Instagram to ultimately increase sales
  • Position yourself as an expert in your space

  • Instagram
  • Social Media

How to Generate 100+ Effective Content Ideas

  • Tom Shapiro, Stratabeat, Inc.
  • Tom Shapiro

After this session, you’ll be able to:

  • Go inside the minds of your audience to generate content ideas that resonate
  • Capitalize on the power of a content portfolio
  • Turn a single content idea into dozens of ideas through content atomization
  • Content Marketing

2:45pm - 3:15pm

Winning With Actionable Advice Online

  • Dan Gilgoff, AARP
  • Dan Gilgoff

After this session, you’ll be able to:

  • Translate search trends into actionable, how-to digital content
  • Create search-friendly content that stands out and breaks through
  • Position content to succeed on search and other platforms, from newsletters to social

  • Content Marketing
  • SEO & Search

Migrating to GA4: How to Prepare Now for the Mandatory Transition

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Create a GA4 migration plan for your organization
  • Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
  • Archive your historical Universal Analytics for future access

  • Customer Experience
  • Data & Analytics
  • Website

3:30pm - 4:00pm

Redesign Your Marketing for the Future of Technology and Consumers

  • Don Batsford, Jr., Google
  • Don Batsford, Jr.

After this session, you’ll be able to:

  • Embolden your marketing and power an ambitious, data-driven future for your brand
  • Take advantage of the latest advancements in marketing technology
  • Bring a modern, customer-centric conversation forward in your marketing strategy

  • Branding
  • Consumer Behavior
  • Customer Experience
  • Data & Analytics
  • Strategy

How to Create an Emotional Connection for Lifelong Customer Loyalty

  • Martine Cadet, Kaderique Media, LLC
  • Martine Cadet

After this session, you’ll be able to:

  • Apply a new and unique approach to social media marketing to grow your business in 2022 without spending a dime on Ads
  • Double your conversion rate and build a strong connection with your audience using the ‘T.E.R.A’ method without getting overwhelmed
  • Focus your attention in the right places to increase profitability by 63% (hint: what you sell is NOT the most important thing to your customers)

  • Content Marketing
  • Customer Experience
  • Social Media

4:00pm - 5:00pm

Closing Reception