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Pre-event Wednesday, August 15

8:30 am - 12:30 pm

Conquering the Customer Journey with Content Marketing

AM Workshop
  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • 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
  • B2B
  • B2C
  • Content
  • Strategy

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
  • B2B
  • B2C
  • Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, barber&hewitt
  • 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
  • B2B
  • B2C
  • Email
  • Strategy

Main Conference

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

2:30 pm - 3:00 pm

The Digital Marketers Toolkit

  • Get clear on the need to have vs. nice to have marketing technology you need for success in your business
  • Learn tactics to help your technology stack work seamlessly and maximize its performance
  • Sell you’re your executives on specific marketing technology and tools, to further your larger strategic goals
  • Conversion
  • Strategy

Predictive Analytics: Making Your Data Work Harder for Your SEO and Other Content Marketing

  • Marc Engelsman, Digital Brand Expressions
  • Marc Engelsman
  • Create a library of targeted messages and campaigns, combining predictive digital experiences with customer data
  • Expertly use performance and touch-points data to map content strategies
  • Walk away with a blueprint for making your content and data work better for your SEO goals
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

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
  • B2C
  • Content
  • Mobile
  • Social
  • Strategy
  • Video

3:15 pm - 3:45 pm

Five Steps to Lifecycle Marketing Success

  • Menaka Shroff, Google
  • Menaka Shroff
  • Apply learning from three B2B and B2C case studies to your specific marketing funnel strategies
  • Use pre-sales customer profiles to better serve your customer needs post sales
  • Develop a custom marketing technology stack that best helps the exponential growth of your business and customer engagement
  • Move your life-cycle strategy from a top-down funnel to a ping-pong funnel approach
  • Balance budget between acquisition and retention efforts
  • Conversion
  • 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

How To Prepare For Voice Search To Change Customer Discovery

  • Determine voice search’s impact on your business for today and the future
  • Better understand how IAs are “”indexing”” content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • Search
  • Strategy

4:00 pm - 4:30 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)
  • Search

Navigating YouTube’s Deep End: Leveraging Digital Video for Branding, and Engagement

  • Claire Oliverson, America's Test Kitchen
  • Claire Oliverson
  • Create short-form and long-form video highlighting the most interesting aspects of your brand
  • Set 1-to-3 year monetization goals to offset production costs
  • Measure performance against your budget goals and optimize
  • Content
  • Strategy
  • Video

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

4:45 pm - 5:15 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 possibilitie
  • Branding
  • Content

Unexpected Lessons from Building & Scaling an Inbound Marketing Machine

  • Ellie Mirman, Crayon
  • Ellie Mirman
  • Build an infrastructure for hiring and scaling a team
  • Create an inbound marketing machine for your business
  • Make room for failure and build a culture of experimentation
  • Align marketing priorities to the industry, sales process, and business stage
  • Strategy

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

  • 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

5:15 pm - 6:15 pm

Opening Reception

Day 1 Thursday, August 16

8:30 am - 9:00 am

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

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

9:15 am - 9:45 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Arnie Kuenn, Vertical Measures
  • Arnie Kuenn
  • 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 towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • Paid Advertising
  • Search

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

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

  • Understand how a mobile-first strategy has a direct impact on your business growth and profitability potential
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas of your marketing still need desktop attention
  • Wheat from the chaff – 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

10:00 am - 10:30 am

The Unsung Hero of Content Marketing: Original Research

  • Understand the concept of original research and how to add it to your content tool box
  • Determine the essential questions to answer when starting an original research project
  • Understand the steps involved in any research project–from traditional reports based on large-scale quantitative surveys to original insights from 3rd-party aggregated data
  • Implement techniques from marketers who have successfully executed original research as part of their content marketing programs
  • Content

Double Your Provable Returns from Paid Digital Media

  • Bill Leake, Apogee Results
  • Bill Leake
  • Learn and implement many of the best hacks and tricks used by top performers to optimize their spend
  • Deploy campaigns that lean into, take advantage of, and enhance your existing marketing efforts
  • Identify the signs of mis-managed campaigns, and avoid them in your own
  • Move to an agile, high-performance, digital media culture of excellence
  • B2B
  • B2C
  • Paid Advertising

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
  • B2C
  • Social
  • Strategy

11:00 am - 11:30 am

Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World

  • 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
  • Customer Experience

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

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

11:45 am - 12:15 pm

How to Find and Tell the Story of Your Ideas

  • Tamsen Webster, TEDxCambridge
  • Tamsen Webster
  • Understand why you’re wired to miss what your messages needs most
  • Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
  • Turn those key concepts into messages that create the connections (and conversions) you need
  • B2B
  • B2C
  • Content
  • Conversion

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email
  • Strategy

Align Paid Search and Social Across the Customer Journey

  • Develop the most effective, actionable cross-channel marketing strategy for your business needs
  • Leverage audiences across Google, Facebook, and other social channels better, and with more confidence
  • Implement a new attribution model to properly credit each touch point
  • Measure top-line ROI and incremental lift of a unified program
  • Search
  • Social

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:40 pm - 2:10 pm

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

Day to Day Innovation: Making Digital Transformation Real

  • Stephanie Miller, Econsultancy USA
  • Stephanie Miller
  • Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
  • Use methods for making innovation a daily practice
  • Apply a new modern marketing framework to ensure your organization is doing enough to foster, nurture, and apply true innovative thinking
  • Adopt a framework for evaluating innovative ideas
  • B2B
  • B2C
  • Strategy

Sound, Search and Semantics

  • Upasna Gautam, Ziff Davis
  • Upasna Gautam
  • Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
  • Know exactly what the four metrics Google uses to track the quality of the system are
  • Apply given tactics on how to target content by searcher need states to your own strategy
  • Emerging
  • Search

2:20 pm - 2:50 pm

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
  • Strategy

Use Humor to Increase Your Conversion Rate by 28%

  • Halley Gray, Evolve and Succeed
  • Halley Gray
  • Identify how you can use humor to increase your conversion rate in your online marketing materials.
  • The equation of what makes something funny vs not funny.
  • How to discover your ideal client/customer’s funny bone and tickle it with your campaigns.
  • Content

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

3:00 pm - 3:30 pm

So Many Platforms, So Little Time: The Right Content for the Right Platform

  • Better understand the unique audiences on each of your social media marketing platforms
  • Develop a unique strategy for each of your channels
  • Learn to embrace new and existing features of content and social platforms to make them work for you
  • Maximize social media engagement by using “found time” to foster creativity
  • B2B
  • B2C
  • Social
  • Strategy

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • Branding
  • Social
  • Strategy

Behind the Scenes: How LinkedIn Marketers Master B2B

  • Megan Golden, LinkedIn
  • Megan Golden
  • Future proof their content planning
  • Activate their content strategy with both organic and paid tools
  • Take the lessons learned from LinkedIn’s very own A/B tests and apply them to their digital campaigns
  • Content
  • Social
  • Strategy

3:40 pm - 4:10 pm

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

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

4:20 pm - 5:00 pm

Closing Keynote

Keynote

5:00 pm - 6:00 pm

Closing Reception

Join us at DS Digital Summit Boston 2017

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