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Day 1 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

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

Is Imagination Really More Important Than Knowledge?

  • David Shing, Oath
  • David Shing
  • Understand how this next generation of technology impacts consumer behavior
  • Maintain a human-centric approach to storytelling
  • Leverage these behavioral and technological changes to deliver creative, compelling brand strategies
  • Strategy

Social Commerce Strategies that Drive Sales

  • Obele Brown West, Weber Shandwick
  • Obele Brown West
  • Understand the shopping behaviors that’ve shifted in the face of digital media and smartphone technology
  • Effectively leverage platforms that are evolving their ad products and consumer experiences to lean into ROI marketing objectives
  • Use the tools and resources that’re necessary to take advantage of content-to-commerce opportunities
  • Learn and apply best practices from brands that’ve successfully taken advantage of new opportunities in social commerce
  • Social
  • Strategy

3:15 pm - 3:45 pm

The Power of Purpose

  • Jessica Casey, Twitter
  • Jessica Casey
  • Amplify your company’s purpose-driven story
  • Use Twitter to spark movements and mobilize consumers
  • Learn and apply best practices from purpose-driven brands
  • Content
  • Social
  • Strategy

Five Steps to a Data Driven Email Marketing Strategy

  • John Kavaney, Adestra
  • John Kavaney
  • 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
  • Data
  • Email
  • Strategy

Is Data Killing Creativity?

  • Drew Thurlow, Sony Music Masterworks
  • Drew Thurlow
  • Understand how data informs decision making in the arts
  • Learn how to apply data in creative context
  • Apply marketing insights used for today’s popular artists, and pass for a music industry expert at your next cocktail party
  • Social
  • Strategy

4:00 pm - 4:30 pm

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

  • Morgan Mannino, America's Test Kitchen
  • Morgan Mannino
  • 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

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

Irresistible Emails – Inject New Life Into Your Email Marketing

  • Matt Rushing, SendGrid
  • Matt Rushing
  • Cite new subject line data—how many words should you use and are emojis ok or not ok?
  • Use unique tests to run to get to know your recipients better
  • Replicate examples of emails that leave subscribers wanting more
  • Understand what’s on the email horizon and how to stay ahead of the curve
  • B2B
  • B2C
  • Email

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

Using Social Listening To Find The Next Big Thing

  • Jay Maldonado, MailChimp
  • Jay Maldonado
  • Understand various social listening tools (free and paid)
  • Use insights from social listening to fuel your digital strategies
  • Replicate successful examples of how insights can be used on a micro and marco level
  • B2B
  • B2C
  • Data
  • Social

Five Steps to Lifecycle Marketing Success

  • Lorena Crowley, Google
  • Lorena Crowley
  • Replicate real-life examples to reach customers beyond acquisition
  • Use buyer personas to better serve your customer needs post sales
  • Develop a custom marketing technology stack that supports exponential growth and customer engagement
  • Extend your marketing influence to areas outside the tradition marketing funnel
  • Balance budget between acquisition and retention efforts
  • B2B
  • B2C
  • Conversion
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Day 2 Thursday, August 16

8:30 am - 9:00 am

When to Elevate; When to Create; When to Recreate Your Email Programs

  • Grace Pratt, Zillow
  • Grace Pratt
  • Identify opportunities in your existing email marketing programs for small changes for maximum impact
  • Identify larger opportunities for email improvement for emails that need a complete overhaul
  • Execute proof of concept testing for new email ideas
  • Leverage data for leadership/cross team buy in
  • B2B
  • B2C
  • Data
  • Email
  • Strategy

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

9:15 am - 9:45 am

10 Critical Factors for Success in Content Marketing

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • How to nail a short, yet effective strategy
  • How to perform deep content topic ideation to capture organic traffic
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • Content you are not producing but should
  • Learn how to move past pressing “Publish” on content that doesn’t move the needle, and learn strategies to catapult your results and see just how potent content marketing can be for your business
  • Paid Advertising
  • Search

Five Examples That Prove Personalized Marketing Doesn’t Start with “Hello [First Name]”

  • Katie Staveley, Mautic
  • Katie Staveley
  • Identify new ways to personalize across your entire customer experience, including and beyond email
  • Maximize the most valuable customer data that exists in your different tools and systems
  • Coordinate with your sales team to deliver more relevant, productive lead nurturing
  • B2B
  • B2C
  • Conversion
  • Data

Constant Curiosity: How Brands Earn Trust By Asking Firecracker Questions

  • Jon Burkhart, TBC Global
  • Jon Burkhart
  • Channel your constant curiosity and ask better questions
  • Tell more surprising stories and be quicker at doing so
  • Develop innovative ways to connect with your ever-distracted audience despite their ever-changing needs
  • Content
  • Strategy

10:00 am - 10:30 am

The Unsung Hero of Content Marketing: Original Research

  • Clare McDermott, Mantis Research
  • Clare McDermott
  • 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

Reduce Risk in Digital Marketing with Design Thinking

  • Jim Poage, JLP Performance Consulting
  • Jim Poage
  • Apply the basic “how to” of Design Thinking and the power of iteration to developing digital marketing.
  • Make decisions on the multiple factors and skills involved in digital marketing.
  • Identify and reduce risks in developing and implementing a digital marketing campaign.
  • B2B
  • B2C
  • Strategy
  • UX/Design

11:00 am - 11:30 am

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

  • Michael Barber, barber&hewitt
  • 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
  • Customer Experience

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

User Experience Mapping Methods Compared: When to Use Which

  • Sarah Gibbons, Nielsen Norman Group
  • Sarah Gibbons
  • Distinguish and articulate the differences between one user experience visualization and another
  • Better understand the methods that depict user processes and when to use which
  • Take user research and drive it into a user experience map
  • Develop a plan to apply the various mapping techniques amongst your team
  • B2B
  • B2C
  • Data
  • Strategy
  • UX/Design

11:45 am - 12:15 pm

How to Find and Tell the Story of Your Ideas

  • Tamsen Webster, The Red Thread
  • 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

How to Make Great Marketing Choices in An Era With Everything

  • Andrea Dumont, Globalization Partners
  • Andrea Dumont
  • Scale a current marketing strategy
  • Understand how to allocate your budget (no matter how big or small!)
  • Place your finite marketing resources where they matter most
  • B2B
  • B2C
  • Content

Three Ways to Dramatically Improve Your Email Results

  • Nora Snoddy, Campaign Monitor
  • Nora Snoddy
  • 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

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:40 pm - 2:10 pm

Send Great Email: How to Truly Communicate, Captivate and Connect with Every Subscriber

  • John Thies, Email on Acid
  • John Thies
  • Implement tips on how to avoid Spam filters
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Understand why considering accessibility within your email design is critical to the success of your campaigns
  • Make quick and easy email code changes that will allow you to communicate, captivate and connect with your subscribers
  • Understand how Auditory technologies (Google Home, Amazon Alexa, etc.) are going to change the way we interact with email
  • B2B
  • B2C
  • Email
  • Strategy

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

Global SEO: Five International Marketing Fails

  • Nicola Winters, Search Laboratory
  • Nicola Winters
  • Identify which markets present the biggest opportunity
  • Fully localize a site for users to increase ROI
  • Understand how to implement technical onsite considerations
  • Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
  • How to promote your websites (which channels to use in which market)
  • B2B
  • B2C
  • Content
  • Email
  • Strategy
  • UX/Design

2:20 pm - 2:50 pm

5,000+ Martech Tools: What’s a Marketer to Do?

  • Scott Brinker, HubSpot
  • Scott Brinker
  • Know which hot marketing technologies are ready for the mainstream and which are for early adopters
  • Determine if there is consolidation in the martech landscape and if so, how that will that impact you
  • Understand the best ways to manage the incredible rate of change in marketing technology
  • Leverage your stack to build trust and scale the art of marketing
  • Strategy

Why Email Is Still King: Building Word of Mouth and Stay Top of Mind with Email

  • Ken Lizotte, Emerson Consulting Group
  • Ken Lizotte
  • Understand why email beats social media for building referrals, new business and word-of-mouth
  • Effectively set up your list and tactics for feed it with new contacts
  • Create email templates that will grab your subscribers’ attention and emphasize your value proposition
  • Use techniques for converting email programs into business development opportunities
  • Keep your emails fresh and generating top-of-mind with a minimum of unsubscribes
  • B2B
  • B2C
  • Conversion
  • Data

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

3:00 pm - 3:30 pm

Mobile Trends & How to Master Them

  • Jonathan Shulman, Facebook
  • Jonathan Shulman
  • Understand major consumer media consumption and creative shifts happening in the age of mobile
  • Learn how Facebook is helping brands take advantage of these consumer shifts
  • Apply creative best practices and tips to re-define video advertising for the mobile age
  • Mobile
  • Social

Video Everywhere

  • Lindsy O’Connor, Adtaxi
  • Lindsy O’Connor
  • Understand how video fits into the larger marketing ecosystem
  • Leverage connected TV into your digital media mix
  • See how Facebook, YouTube, and online video improves conversions
  • Track the success of your video campaigns
  • Video

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

Think Like A Fan: Create Relatable Content, Insight Meaningful Interactions and Activate Your Community of Fans

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Understand how the latest news feed changes impacts organic reach and Facebook Ad spend
  • Build a content strategy from the fans perspective focusing on creating “participatory content” targeted at an active audience rather than social spectators
  • Implement employee advocacy and influencer relation programs that create social media conversations and drive organic reach of content on social media
  • B2C
  • Content
  • Customer Experience
  • Mobile
  • Social
  • Video

Experiential Marketing: How the Best Brands Amplify Their Live Experiences Through Digital

  • Brendan Walsh, Mole Street
  • Brendan Walsh
  • 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

4:10 pm - 5:10 pm

Closing Reception