Agenda
Session Filters
Pre-event Monday, May 20
10:00 am - 4:00 pm
Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR
Masterclass
- Michelle Stinson Ross, Apogee Results
We’ll cover topics including:
- Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.
- Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.
- Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.
- Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.
- Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results
- Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.
At the end of this masterclass, you’ll be able to:
- Assess your current influencer programs and resulting traffic
- Determine current business value and growth from your influencer programs and set future goals
- Identify additional opportunities to build relationships with new sites and influencers in your industries
- Evaluate what content and resources you have or need to develop in order to support your programs
- Grow your long term press/influencer relationships
- Know when to get involved with paid influencer engagements
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
CRO for Content Marketers
Masterclass
- Brian Massey, Conversion Sciences
- The magical equation you’ve been optimizing for, but didn’t know it.
- The metrics content marketers should pay attention to.
- Calculate the value of a reader, prospect and customer.
- Build high-converting content pages.
- How to get bigger content budgets from higher conversion rates.
- The rules of behavioral science — that you already know.
- The tools you should always have at your fingertips.
- How to use heatmaps to improve page layouts.
- Using analytics to grade your content and traffic.
- Why Bounce Rate is a poor indicator of content effectiveness.
- The sources of data you can tap for amazing insights.
- Keeping designers and copywriters honest.
- How to outgrow competitors with more resources.
- Dealing with executive interference.
- How to evaluate for crazy ideas that “just might work.”
- Transcend your IT department.
- How to decide what to change, what to leave the same, and what to test.
- Writing great survey questions.
- How to run a focus group from your desk.
- Managing content for a website redesign.
- How to develop ads that deliver qualified readers.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
Day 1 Tuesday, May 21
8:30 am - 12:30 pm
Creating Foolproof Content Marketing that Customers Love
AM Workshop
- Leigh George, Freedom
- Understand best practices and the latest trends driving content marketing success
- Audit your current content strategy and approach to message development to undercover common problems and easy fixes
- Develop audience insights quickly to create personas that help you understand your business from your customers’ perspective
- Use your personas to create a framework for messaging that gives customers a reason to care about and listen to you.
- Create a unique voice for your brand that helps your content stand out from competitors
- Develop a map that gives you a high-level view of your content, cadence and ensures your communication across any channel is coordinated
- Leverage the best tools for collaboration and efficiency
- Simplify measurement to analyze only the most essential metrics defining success
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
Advanced SEO Tactics for 2019
AM Workshop
- Janet Driscoll Miller, Marketing Mojo
- 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
Email 2020: Email Marketing for This Year & Beyond
AM Workshop
- Michael Barber, Godfrey
- Explain why email still matters for brands
- Understand permission and list building/hygiene
- List the metrics that impact deliverability
- Decipher how internet service providers score engagement
- Use a roadmap for managing inactive subscribers
- Design and develop an impactful email
- Know why subscribers open and why they don’t
- Personalize and segment your subscribers
- Determine the right frequency for your brand and subscribers
- Fit email into your demand generation plan
- Determine the right email metrics for your brand
- Review what the future of email might look like over the next few years.
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
Develop a Facebook Advertising Strategy to Reach Your Best Prospects
AM Workshop
- Susan Wenograd, Aimclear®
- Understand the differences between ad types, bidding optimizations, and ad placement
- Fine tune your targeting to reach the best possible audience
- Fit the newest types of ads into your marketing strategy
- Create Instagram ads with the Facebook Ads Manager
- Use the Facebook pixel works for tracking and retargeting
- Split testing your ads and diving into the reports so you save money
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
Main Conference
1:15 pm - 2:15 pm
Future Consumers
Keynote
- Randi Zuckerberg, Zuckerberg Media
2:30 pm - 3:00 pm
Reinventing Content Marketing Into a Measurable Business Strategy
- Robert Rose, Content Marketing Institute
- Use a key framework to assess the purpose of your current and future approach to content marketing
- Implement a usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
- Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience
“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition
- Susan Wenograd, Aimclear®
- 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
Cognitive Technology: The End of Marketers and Marketing As We Know It?
- Understand how machine learning/AI technologies will be used to improve marketing processes and decision making
- Know which marketing roles and functions are at risk of being “automated”
- Prepare yourself and your team for the future through a “center-brain marketing” approach
Digital Advertising and Data: Fulfilling the Mad Men Creative Promise
- Michelle Stinson Ross, Apogee Results
- Understand the relationship of ad creative to audience and content
- Use your new working knowledge of the various creative elements of social ads
- Test for the best combination of creative
3:15 pm - 3:45 pm
What’s Technically Wrong With Your Website?
- Diagnose 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 wins
How to Design a Culture of Experience in Your Organization
- Andy Vitale, Sun Trust Bank
- 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
LinkedIn Videos: Speak So Your Audience Hears
- Sabrina Kizzie, Social Media Glamour
- Use LinkedIn Video to share your projects, take consumers behind the scenes, or teach your audience something
- Determine who is engaging with your content
- Create a LinkedIn Video of your own
- Reference provided resources to create your videos in the future
4:00 pm - 4:30 pm
So You’ve Joined the “Sonic Revolution” . . . Now What?
- Gabe Tartaglia, Pandora
- 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
Generation Entertain Me: How Gen Z is Changing Everything
- David Fossas, WP Engine
- 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
Three Actionable Ways to Amplify Video Marketing Success on Social Media
- Incorporate a data-centric approach to amplifying social & brand marketing initiatives with video
- Understand the strategy behind creating thumb-stopping video content for Facebook, Instagram and YouTube
- Develop a daily video marketing strategy that reaches specific audiences, and creates measurable impact
- Walk away with a playbook full of fresh insights on video marketing and the platforms on which you should focus
Defining and Analyzing the Modern Consumer Decision-Making Journey
- Mark Michael, Deloitte Digital
- 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
4:45 pm - 5:15 pm
Opening Keynote
Keynote
- Beverly Jackson, MGM Resorts International
5:15 pm - 6:15 pm
Opening Reception
Day 2 Wednesday, May 22
8:30 am - 9:00 am
Website Migration: What to Do Pre, During and Post
- Samantha Kermode, Vertical Measures
- 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
Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)
- See how mobile has changed the way customers shop and what marketers can do about it
- Understand the psychology to what makes mobile (and the content on it) so addictive
- Add marketing tactics to your toolkit to help you better reach (and convert) your customers
- Better position mobile media as a revenue-generating channel within your media mix
How to Turn Employees into Social Media Rock Stars with an Employee Advocacy Program
- Andreea Cojocariu, Cojoy Marketing
- 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
Hi {Unknown}: Quick Ways to Lose Authentic Trust in Your Emails
- Lee Somerhalder, Triumph Motorcycles
- Discuss the impact clean data has on boosting your demand generation success
- Understand and resolve common data quality challenges
- Find great tools and quick queries to help keep your records clean
- Envision the future of connected devices and managing new data types
9:15 am - 9:45 am
Empathizing Your Way to Marketing Success
- Leigh George, Freedom
- Understand why making your customer a key member of your marketing team is critical
- Get beyond the numbers to gain insights around the motivations of customers
- Craft empathetic, audience-centric narratives that stand out and evoke emotional responses
- Take an empathetic approach across various tactics and channels, from the most simple gesture to a coordinated campaign
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
- Look at a product’s long term success based on trust, rather than short-term profit gains
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
UX Meets MBA: A Designer Goes to Business School
- McLean Donnelly, The Makery Group
- 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
10:00 am - 10:30 am
Fyre Festival: 10 Marketing Lessons Your Business Can Leverage
- Brian Fanzo, iSocialFanz
- 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!
SEO Quick Wins: 20% of Actions for 80% of Results
- Matthew Capala, Alphametic
- 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)
Defining the 5 Key Elements of your Brand DNA
- Adrion Porter, AP & Company
- 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
11:00 am - 11:30 am
Reimaging, Rediscovering and Reinventing Your Brand through Storytelling
- Creating consistency and refreshing brand look and feel
- Evolving the voice to be more conversational
- Creating video content to share the ‘why’
Bridging Silos Between SEO, UX, and Content for Big Marketing Wins
- Leverage keyword data to unite your UX, SEO, and content efforts
- Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
- Holistically optimize your digital presence across the web with practical, real-world approaches
11:45 am - 12:15 pm
What Marketers Can Learn About Social Media from DJ Khaled and Drake
- Carlos Gil, Gil Media Co.
- 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
Attribution Modeling and the Holy Grail of Marketing Analytics
- Know where to start for attribution modeling and omni-channel analytics
- Be aware of the political, legal, and data wrangling roadblocks
- Understand the landscape of vendors and effort for building internally
- Use statistical models and analytics for actioning upon omni-channel data
Re-Engagement that Rocks: Strategies & Tips from Simple to Sophisticated
- Jen Capstraw, Iterable
- 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
12:30 pm - 1:30 pm
Lunch Keynote
Keynote
- Scott Dikkers, The Onion
1:45 pm - 2:15 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 the platforms to make them work for you
- Maximize social media engagement by using “found time” to foster creativity
How to Generate Revenue With Video Marketing
- Antoine Dupont, Katapult Marketing
- 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
Advanced Tracking & Enriched SERP Results via Google Tag Manager
- Stephanie Cox, Lumavate
- Implement and track advanced engagement metrics
- Find and analyze new data in Google Analytics
- Add enriched data code snippets to improve SERP results and CTR
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
2:30 pm - 3:00 pm
Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI
- 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
Seven Psychological Triggers Every Marketer Should Master
- Daniel Codella, Wrike
- 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
Designing for Turing: Voice, AI, and the Future of CX
- Jason Snook, CapTech Consulting
- 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
3:15 pm - 3:45 pm
LinkedIn on LinkedIn: How to Combine Account Based Marketing and Social Selling
- Ty Heath, LinkedIn
- Explore insights on sales & marketing orchestration
- Create effective content for ABM & social selling on LinkedIn
- Use focused strategies to engage prospects on LinkedIn
B2B Account Based Marketing: Align Your Digital Marketing for Sales Success
- Bob Tripathi, BobTripathi.com
- Gain marketing and sales alignment
- Create digital tactics to target accounts
- Tie MarTech platforms with digital activities
- Create content for the right customer persona
Cognitive Technology: The End of Marketers and Marketing As We Know It?
- Understand how machine learning/AI technologies will be used to improve marketing processes and decision making
- Know which marketing roles and functions are at risk of being “automated”
- Prepare yourself and your team for the future through a “center-brain marketing” approach
3:55 pm - 4:25 pm
Get New and Repeat Business on Autopilot with Email Marketing
- Dave Charest, Constant Contact
- 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
Stats, Sensors, and Small Screens: Designing Great Experiences for Wearable Devices
- Better understand what it takes to create a great end to end experience with connected products
- Effectively strategize for every touchpoint with the customer and make sure they all tell the same story.
- Connect emotionally with your users by telling stories with data
- Embrace design constraints and use them to your advantage
Reaching 1.2 Billion People
- Jack Morgan, Duolingo
- 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
4:35 pm - 5:05 pm
Three Keys to Mastering B2B Email Like a Jazz Musician
- Cliff Seal, Salesforce
- 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
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 data strategy