Agenda

Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

• Leverage MarTech to have a holistic view of all campaigns
• Troubleshoot SEO and WIN at SEO
• Create personalized content for your audience
• Effectively work with IT to get things done
• Nurture and score your B2B leads
• Structure your Digital team to scale fast

• Understand what changed over the past year and how to adapt your selling strategy for it TODAY
• Navigate the changes on Facebook Ads and go from media buyer to masterful marketer
• Use smart scaling tactics to cast a wider net without emptying your wallet

• Create an agreed upon Decision Tree that will help you cut through the noise that typically stalls good decision making
• Align yourself and your team, which will allow easier navigation of daily challenges/decisions and better understanding of calculated risk
• Develop clarity of purpose in your marketing strategy

• Identify and qualify influencers from several sources
• Craft news, messages, and value propositions that matter to the press and industry influencers
• Create outreach strategies that span the longer influencer engagement process

• Identify the voice of the brand you represent, and how to communicate it effectively
• Develop marketing strategies that are both flexible and connectable
• Create accountability within your target
• Measure techniques through digital and responsive analytics

• Understand the new forces that are changing the rules of social
• Use building blocks to break down silos and enable social to be leveraged throughout your organization beyond marketing
• Improve measurement of the impact of social by looking at customer outcomes alongside business outcomes

• Understand the major shifts happening in mobile tech, why they’re occurring, and how the biggest tech players (Apple, Google, etc.) are paving the way
• Explain how these shifts will change how brands interact with consumers on mobile
• Outline how your brand should rethink its mobile strategy to adapt to this change
• Develop a plan to bring true personalization to your mobile strategy

• 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

• Understand the framework of a great, memorable story and better connect with audiences
• Develop the building blocks of your story, no matter how big or how small
• Use five straightforward questions to help develop your narrative
• Transform good ideas into compelling stories that deepen connection and start conversations

• Set the expectations for influencer deliverables
• Define and track brand & traffic KPIs
• Report on how influencers have impacted revenue

• 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

• Understand how the shift from inform to entertain driven by a digital dependence can impact your brand
• Rethink your digital experience as the human experience
• Create a predictive personalized experience

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.

• Integrate a social media advocacy program into your overall integrated marketing and social media programs
• Learn how to launch a social media advocacy program
• Incentivize program users to become active members
• Identify KPIs that matter

• 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

• Build cross-functional coalitions and effective communication & goal setting/monitoring processes
• Think strategically and creatively to launch innovative solutions to accelerate pacing towards your org’s goals
• Leverage scalable & affordable tech to create, test, and iterate on new tactics, increase conversion, and retain customers

• Overcome the biggest threat to your business that may not even be on your radar
• Understand the five most importance changes in consumer behavior today and evaluate their implications for your brand and marketing
• Replicate the approaches of top brands to these seismic changes successfully at your organization
• Implement an approach to marketing that ensures your brand resonates with customers’ changing needs—no matter who they are

• 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

• 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

• Build keyword funnels based on your customer’s journey and conversion goals
• Find Golden-Nugget keywords with “high commercial intent” using the latest tools
• Effectively mine Google’s search engine result pages, forums, related topics, hashtags and social media trends
• Increase your brand visibility in Google’s search results utilizing featured snippets, answer boxes, and social media feeds

• 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!

• 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)

• Set up reports that demonstrate the relationship of PPC to performance uplift across all digital marketing channels
• Build and optimize your PPC account to drive conversion across all digital marketing channels, not just on a last click basis
• Communicate the value of attribution to key stakeholders by learning how to create actionable insights and cross channel
  performance projections

• See how high performing marketers use testing for benchmarks (not for a free metrics boost)
• Understand how segmenting and personalized content work together
• Leverage real-time behavioral triggers that drive results
• Multiply efforts across your organization—without losing brand consistency

• Apply buyer insights to close the gap between planning and execution, and improve cross-company alignment
• Create conversations that matter most to your buyers and drive engagement
• Operationalize your marketing initiatives to drive greater engagement across the lifecycle of your buyer relationships

• 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

• 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

• Develop a better understanding of your audience, its needs, and its behaviors
• Launch campaigns with greater understanding and data-driven precision
• Use and understand the data from your results more efficiently for future tests

• 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

• Understand the steps in the lifecycle that warrant re-engagement campaigns
• Replicate best-in-class examples of re-engagement in action
• Implement can’t-miss tips that get clicks among disengaged subscribers

• 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

• Define and analyze the modern consumer decision-making journey
• Understand the complexities and intricacies of consumer decision-making
• Leverage a customer-centric and data-centric approach across the journey
• Zoom in on how you can improve journey stages and zoom out on how you can improve your approach to support the entire modern consumer decision-making journey

The Onion’s co-founder and longest-serving editor-in-chief tells the story of how a scrappy group of college dropouts with no marketing budget created a worldwide comedy brand. He introduces the colorful characters behind The Onion’s success, shares insights about “outrageous marketing” that can apply to any organization, and reveals the pro tip for effectively “crossing the line” by using edgy content to offend everyone yet no one.

• Setup the right tools and parameters to ensure social media success
• Determine and prioritize KPI’s that buckshot goals and targets
• Launch bold concepts and ground your ideas through substantiating data
• Reverse engineer audiences to find underserved content opportunities

• Produce 18x more revenue through content nurturing
• Send personalized content based on specific user actions
• Increase profits by 30% with behavioral emails

• Identify traits of the best podcasts to be interviewed on for your brand
• Successfully reach out and get booked for interviews
• Use conversational techniques that will make you a memorable guest
• Unlock strategies to increase market awareness, credibility, and authority

• Generate endless sources of content
• Start videos in a way that ensures people will stay tuned until the end
• Shatter myths and bad habits with video marketing
• Produce content your audience cares about and wants to engage with
• Effectively post and promote your content

• Check-point your team’s path to Agile Marketing to ensure focus and drive to outcomes
• Understand marketing’s hottest new role: Director of Marketing Data
• Experience the transformative role of personalization and how AI can help
• Discuss purpose-driven marketing, MarTech plus AdTech, customer experiences and more

• Understand the psychological concept of cognitive bias
• Identify the common cognitive biases that affect your decision making
• Utilize certain cognitive biases to improve your marketing efforts

• Determine how to measure success and know which channels will deliver your best ROI
• Use the customer value calculator, and continuously improve your campaigns after launch
• Design and develop a winning strategy to achieve your desired outcomes

• Understand how and why bad ideas improve your creative process
• Define and encourage bad ideas across your organization to make your business more innovative
• Incorporate more bad ideas into your personal or corporate creative culture
• Apply the more bad ideas creative approach to a group or organization

• Structure your email best practices on a hierarchy of information and other design considerations
• Design with all email clients in mind (Gmail, Microsoft Outlook etc)
• Weigh the benefits and challenges of key email design and development tools

• Identify the level of design maturity and culture within their organization
• Understand the value a mature culture of experience can add to their organization and how they can contribute
• Utilize designer math to communicate results in ways that are meaningful to stakeholders
• Leverage design tools and principles to align processes, as well as create a roadmap and measurable strategy to influence and evolve organizational culture

• Redefine your vision and effectively share it internally and with customers
• Create a reliable and rewarding team culture
• Develop a resilient mindset in the face of business challenges

• Explore insights on sales & marketing orchestration
• Create effective content for ABM & social selling on LinkedIn
• Use focused strategies to engage prospects on LinkedIn

• Effectively wield seven of the most powerful psychological triggers to influence your audiences
• Identify specific ways to improve your messaging to be more effective and impactful
• Quickly build trust with existing and potential customers

• 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

• Understand the current industry trends around voice-enabled technology and artificial intelligence and how they impact yoru business.
• Understand the the spectrum of design, adoption, privacy, security, accessibility implications of voice technologies and AI
• Actively participate developing the future trends of voice and AI as part of your overall business and marketing strategies

• Develop a strategic process of building your brand (company or personal) using five elements as a blueprint
• Understand the true difference between branding and marketing
• Differentiate your brand against the competition with an effective purpose, positioning, and promise

• Understand the context behind 3 kinds of content: Vitamins, Candy and Painkillers
• Build a team that delivers content at the speed of culture
• Create content that gets users “hooked”
• Discover why “Sawdust” is the key to consistent content creation
• Implement innovative ways for increasing engagement

• Understand what refugees can teach us about our responsibility as creatives, marketers, and business leaders
• Recognize how as more of us got connected, we’ve become more disconnected
• Comprehend why we need to start with People and work our way back to Technology – not the other way around

• Gain marketing and sales alignment
• Create digital tactics to target accounts
• Tie MarTech platforms with digital activities
• Create content for the right customer persona