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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

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 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

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

The 7 and 3/4 Things You Don’t Ever Want to Do in Email… Never… No really… Not at all!

  • Ryan Phelan, Adestra
  • Ryan Phelan
  • Avoid the most common pitfalls including terrible design and acquisition errors
  • Employ advanced segmentation models to move out of batch-and-blast mode
  • Use transactional emails the right away
  • Adapt your data to enhance targeting
  • Make the most of automated features such as triggers
  • B2B
  • B2C
  • Email
  • Strategy

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

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 2 Thursday, August 16

8:30 am - 9:00 am

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

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

BBQ’d CRO: A Recipe for Delicious Experiences

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • Pulled Pork: Yes, it totally relates and, yes, I’ll share the recipe with you.
  • CRO: What is it and how does it apply to the customer journey?
  • Tools: What should you be using to test and measure performance?
  • Tactics: Discover new best practices for lead generation, re-marketing engagement, and e-commerce.
  • Case studies: Proven results our team has seen from utilizing these CRO practices.
  • 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

  • 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

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

  • 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

Programmatic Evolved: Using Artificial Intelligence to Target, Measure, Convert, & Repeat

  • Jeremy Hudgens, Genius Monkey
    • Move beyond reach, frequency & CPM
    • Use Artificial Intelligence (AI) to be a smarter marketer
    • Speak to the right now generation, understand your audience, & impact the bottom line with AI
    • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
    • B2C
    • Content
    • Measurement
    • Social

    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, 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

    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

    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

    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
    • Email
    • Strategy

    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

    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

    3:00 pm - 3:30 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 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

    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

    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 - 5:20 pm

    Closing Reception

    Join us at DS Digital Summit Boston 2017

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