Agenda

Session Filters

Day 1 Monday, October 21

8:30am - 12:30pm

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, Women of Email
  • 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

1:15pm - 2:15pm

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

Keynote
  • Beverly Jackson, MGM Resorts International

    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.

    2:30pm - 3:00pm

    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

    3:15pm - 3:45pm

    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

    4:00pm - 4:30pm

    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

    4:45pm - 5:15pm

    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

    5:15pm - 6:15pm

    Opening Reception, Hosted by Pantheon

    Reception

    6:30pm - 8:00pm

    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

    8:30am - 9:00am

    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

    9:15am - 9:45am

    The Feng Shui of Modern Email

    • Jen Capstraw, Women of Email
    • 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

    10:00am - 10:30am

    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

    11:00am - 11:30am

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

    • 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

    11:45am - 12:15pm

    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

    12:45pm - 1:50pm

    This is Marketing

    Keynote
    • Seth Godin, Best Selling Author
    • Seth Godin

    2:10pm - 2:40pm

    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

    2:50pm - 3:20pm

    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

    3:30pm - 4:00pm

    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

    4:10pm - 4:40pm

    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

    4:30pm - 5:30pm

    Closing Reception, Hosted by Workfront

    Reception