Agenda | Digital Summit Atlanta

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Wednesday, August 11

8:30am - 12:30pm

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Evaluate so-called best practices and industry advice through a critical lens
  • List the components of a complete email program
  • Understand the difference between vanity metrics and meaningful KPIs
  • Identify the key campaigns that drive customers toward loyalty
  • Know when A/B testing makes sense – and when it doesn’t
  • Clear the roadblocks that are hampering the maturity of your email program
  • Apply a prioritization methodology to zero in on strategies will move the needle
  • Impress the boss with an email program roadmap for 2022 and beyond
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

The Shift: The Digital Content Strategy To Transform Your Busine$$

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

At the end of this Masterclass, you’ll be able to:

  • Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
  • Strategize, ideate and create engaging user-focused content for each stage in the customer journey
  • Know where, when and how to publish content in the right digital channels
  • Understand what’s working, what’s not, and how to test with measurement and CRO
  • Manage your ‘connected’ audience and prove the value it creates for your organization
  • Evaluate your investment, ROI and how to communicate that with the C-Suite
Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing

Become an SEO Rockstar: Actionable Strategies, Tactics & Tools

Masterclass
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

At the end of this Masterclass, you’ll be able to:

  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes · Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Former Instagram & YouTube
  • Jon Youshaei

After this session, you’ll be able to:

  • Easily find engaging content for your social media calendar
  • Reach more potential customers without spending as much of your budget
  • Predict which posts may drive the most engagement before publishing them
  • Social Media

2:30pm - 3:00pm

How the Big Dogs Optimize for Searcher Intent

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

After this session, you’ll be able to:

  • Understand why searcher intent is the future of content and SEO
  • Familiarize yourself with the changes Google is making to its algorithm that will change how we make content
  • Track content changes on industry leading (and competitor) websites
  • Determine if website updates are deliberately guided by data or subjective
  • Apply tactics today to start learning from your competitors and the leaders of your industry
  • Content Marketing
  • SEO & Search

The Art of Insta-Storytelling

  • Meredith Howard, Deloitte
  • Meredith Howard

After this session, you’ll be able to:

  • Understand how to better use Instagram Stories to attract, retain, and convert your key audiences
  • Learn best practices for elevating your use of Stories
  • Determine how to measure the success of Stories content
  • Instagram
  • Social Media

How to Work With Sales for Better B2B Leads

  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Identify what sales really needs from a quality lead
  • Set a process for handing marketing leads over to the sales team
  • Align the goals of Sales & Marketing and close the feedback loop
  • B2B
  • Lead Gen / Conversion / Retention

3:15pm - 3:45pm

Digital Analytics in 2022 – Part 1: Getting to Know Google Analytics 4

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

After this session, you’ll be able to:

  • Learn what an event-based data model is
  • Know what the GA4 configuration/set-up process involves
  • Make decisions on whether (1) you need to stop using your existing Google Analytics account and (2) if you can still create a new account with the older (Universal Analytics) version of Google Analytics
  • Understand how GA4, Google Tag Manager and Google Data Studio can work in harmony
  • Data & Analytics

“New Normal” Shouldn’t Mean Old Social: Effectively Audit Your Social and Content Tactics During a Period of Change

  • Ashley Sasnett, Equifax
  • Ashley Sasnett

After this session, you’ll be able to:

  • Workshop with your team/boss/colleagues as to what the “new normal” should be for the brand
  • Use a checklist to help guide decisions on what to keep, what to kill, and what to edit
  • Apply techniques for communicating out changes so to reduce friction within your organization
  • Content Marketing
  • Social Media

Grow Your Influencer Program to Reengage Consumers in a Post-COVID World

  • Joy Terrell, Jackson Spalding, Inc.
  • Joy Terrell

After this session, you’ll be able to:

  • Measure and report the ROI of your influencer partnerships
  • Get more out of influencer content by giving it multiple lives
  • Make a splash even with limited influencer compensation budget
  • Influencer Marketing

4:00pm - 4:30pm

Digital Analytics in 2022 – Part 2: Consumer Privacy’s Impact on Digital Marketing

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

After this session, you will be able to:

  • Make sense of current and recently introduced factors (e.g. GDPR, CCPA, iOS updates, etc.) that protect consumer privacy
  • Determine the degree to which privacy settings, government regulations and pending updates impact your digital marketing operations
  • Incorporate suggested solutions into your own digital advertising and measurement plans for 2022
  • Data & Analytics

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

After this session, you’ll be able to:

  • 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
  • Branding
  • SEO & Search

How to Establish an Effective Employee Advocacy Program

  • Stephanie Huntsinger, Equifax
  • Stephanie Huntsinger

After this session, you’ll be able to:

  • Define goals and regularly measure results by tracking the metrics that are important for your business
  • Implement tools and tactics to activate teams at your company on social media
  • Develop a content strategy that resonates with your employees and their networks
  • Social Media

4:45pm - 5:15pm

Results Driven SEO Strategy & Tactics For The Busy Marketer

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

After this session, you’ll be able to:

  • Identify and take action on the SEO tasks that will get quick results
  • Create page structures that will get you optimal traffic from your targeted searchers
  • Determine the tools that will make your SEO work a whole lot easier
  • SEO & Search

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Identify opportunities to create a uniquely memorable experience
  • Empower every customer-facing employee to create advocates through consistently positive interactions
  • Leverage your brand to make a positive impact on the world, hand-in-hand with your customers
  • Customer Experience

How to Make a Career in Social Media Work for You

  • Ashley Sasnett, Equifax
  • Ashley Sasnett

After this session, you’ll be able to:

  • Assess and communicate the role you play in your organization as both a social media professional and as a cross-functional change agent
  • Identify where to put your efforts in personal branding, inside and outside of your organization
  • Build better rapport with your colleagues
  • Approach your annual goal-setting with long-term career development in mind
  • Social Media

5:15pm - 6:30pm

Opening Reception

Day 2 Thursday, August 12

8:30am - 9:00am

Apple’s iOS 15 Privacy Protection Update: How to Prepare When Email Open Rates are No Longer Valid

  • Spencer Kollas, Ansira
  • Spencer Kollas

After this session, you’ll be able to:

  • Re-approach how you view campaign engagement KPIs due to these changes
  • Define what next steps you should consider taking to prepare for the upcoming updates
  • Create a plan to navigate unanswered questions in the industry and the impact they may have on future email campaigns
  • Email Marketing

Trust in the Future

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Measure and audit the trust you’re already earning (or losing) right now
  • Position clear value exchanges for data, sourced directly from customers
  • Leverage transparency and societal engagement to establish and build trust over time
  • Branding

9:15am - 9:45am

The Feng Shui of Modern Email

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Recognize trends that prioritize engagement and accommodate a range of rendering environments
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage Jen’s #1 strategy secret for getting the click
  • Email Marketing

Get the Confused Buyer to Say Yes

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney

After this session, you’ll be able to:

  • Produce effective lead generation tactics across all channels that lead to a higher lift in leads and sales as well as a clearer customer experience
  • Understand the real customer journey across all of the noise and touch points that customers see from ad to conversion point
  • Realign internal teams and external agencies to change the way leads are generated and measured
  • Lead Gen / Conversion / Retention

Apply the Secrets of Influencer Marketing and Improve Brand Awareness

  • Sara Hopkins, Buffalo Wild Wings
  • Sara Hopkins

After this session, you’ll be able to:

  • Know where to start and how to find the right creators
  • Implement best practices for working with creators
  • Understand campaign KPIs to effectively showcase influencer value
  • Influencer Marketing

10:00am - 10:30am

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
  • Boldly identify and emotionally connect with your exact persona at your ideal accounts
  • Correctly leverage 1st party data for campaign success
  • Aggressively grow pipeline revenue via gift giving and psychology
  • Lead Gen / Conversion / Retention

The Rise of Audio in Social and Content

  • Dijana Kunovac, Dagger
  • Dijana Kunovac

After this session you’ll be able to:

  • Identify platforms that have “”audio first”” features and how your brand can take advantage of these features
  • Seamlessly incorporate audio into your current content strategy
  • Create audio on and audio-specific content that resonates with your audience
  • Content Marketing
  • Social Media
  • Voice / AR / VR

We are All Differently Abled: Dispelling Accessibility Myths and Creating Solutions

  • Jason Cranford Teague, Rivet Logic
  • Jason Cranford Teague

After this session, you’ll be able to:

  • Build a case for why Accessibility matters for more than just the “disabled”
  • Counter many of the most common accessibility preconceptions that prevent digital projects from attaining true accessibility
  • Apply actionable ways to bring accessibility thinking into every stage of a product
  • Culture, Impact & Leadership

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able:

  • Apply tactics to improve existing automated email campaigns
  • Develop new automated email campaigns to build for your subscribers
  • Determine what analytics/metrics to use for automated email campaigns
  • Email Marketing

Create “Word-Of-Mouse Advantage” through Purpose & Sustainability

  • Jennifer Cawley, Barkley
  • Jennifer Cawley

After this session, you’ll be able to:

  • Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
  • Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
  • Build a purpose and sustainability strategy that fuels your brand growth
  • Branding

Building a Cause Marketing Partnership Playbook for Your Brand

  • Heather Schlesinger, Atlanta Community Food Bank
  • Heather Schlesinger

After this session, you will be able to:

  • Uncover and define a cause marketing business partnership
  • Utilize authentic brand engagement to build campaigns along the customer journey
  • Develop KPIs that ground a cause strategy for your brand
  • Branding

11:45am - 12:15pm

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • Storytelling

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

Where to Focus Your SEO Efforts to Have Greater Impact

  • Patrick Stox, Ahrefs
  • Patrick Stox

After this session, you’ll be able to:

  • Conduct keyword research in many different ways
  • Discover new content ideas and write the content in a way that actually gets traffic
  • Determine what links move the needle and how you can quickly drive value
  • Prioritize your technical efforts to focus on what will have the most impact
  • SEO & Search

12:30pm - 1:30pm

Building a Rewarding Career During Periods of Change

Keynote
  • Melissa Proctor, Atlanta Hawks & State Farm Arena
  • Melissa Proctor

After this session, you able to:

  • Gain the inspiration to take action on your career goals
  • Understand how to be an asset and not a liability in relationship building
  • Define your guiding principles for your life
  • Culture, Impact & Leadership

1:45pm - 2:15pm

Storytelling’s Greatest Hack

  • Eric Thomas, City of Detroit
  • Eric Thomas

After this session, you’ll be able to:

  • Plan your Brand in 3 Dimensions
  • Create and fulfill Achieveable Brand Promises
  • Make Consistent but flexible decisions for your brand across different media platforms
  • Storytelling

Marketing Click-to-Close: Tracking Content Engagement Into Won Opportunities

  • A. Lee Judge, Content Monsta
  • A. Lee Judge

After this session, you’ll be able to:

  • Develop a plan for content tracking
  • Understand how URL parameters are key to tracking content and use UTM parameters in your content tracking
  • Work with CRM admins to develop parameter tracking for your opportunities
  • Content Marketing
  • Data & Analytics
  • Marketing Operations

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Understand how emotion impacts purchase decisions, sales, and customer loyalty
  • Implement emotional awareness into your brand strategy
  • Define and track KPIs related to emotional brand messaging
  • Branding
  • Consumer Behavior

2:30pm - 3:00pm

How Our Divided Brains Affect Social Engagement

  • Joe Federer, [An Internet Reference]
  • Joe Federer

After this session, you’ll be able to:

  • Understand how the left and right hemispheres of our brains evolved to perform distinctly different tasks, and apply these insights to improve your social media strategy
  • Apply best practices to generate mass fanaticism on social media and re-evaluate tactics that fail to drive basic engagement
  • Balance moments of surprise and novelty with brand consistency
  • Model optimal first impressions and maximize audience engagement
  • Social Media

How to Build Awareness, Credibility & Authority as a Podcast Guest

  • Mark Deal, Podcast Guest Academy
  • Mark Deal

After this session, you’ll be able to:

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

Lessons Learned from The Harlem Globetrotters Rebrand

  • Sunni Hickman, Harlem Globetrotters
  • Sunni Hickman

After this session, you’ll be able to:

  • Recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way
  • Strategize digital initiatives that create authentic connections between brands and audiences/consumers
  • Understand your brand purpose (why) and commit yourself to the right audience (who) can change the game
  • Branding

3:15pm - 3:45pm

Humanization is the New Personalization

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Understand how respect has become central to driving customer engagement
  • Apply empathy and inclusion best practices based on exceptional examples of it in action
  • Highlight the pros and cons of polarizing stances
  • Identify common tactics that are past their prime and ready for retirement
  • Branding

Analytics and Attribution: Measuring the Success of Influencer Marketing

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

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

Evaluating the Four Pillars of Digital Transformation Success

  • Sharon Harris, Jellyfish
  • Sharon Harris

After this session, you’ll be able to:

  • Apply the Know Your Customer (KYC) operating model and increase efficiencies and effectiveness
  • Apply a step-by-step approach for A/B testing, planning and execution
  • Create a roadmap to future-proofing digital initiatives within your organization using the four pillars of digital transformation success
  • Marketing Operations

4:00pm - 4:30pm

“Lessons” Cliches Learned from a Career in Marketing: Grow Your Personal Brand

  • Jonathan Karron, American Cancer Society
  • Jonathan Karron

After this session, you’ll be able to:

  • Apply key principles to lead your team to growth
  • Learn tips on managing your career and building your network
  • Share resources for continued learning in the ever changing world of digital marketing
  • Culture, Impact & Leadership

Cutting through the Noise: 5 Tactics to Elevate Your Digital Strategy

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein

After this session you’ll be able to:

  • Build a blueprint to your brand’s marketing strategy
  • Learn simple, effective tools to reward your most loyal customers
  • Implement out of the box, creative marketing strategies to reach your target audience
  • Branding

4:30pm - 5:30pm

Closing Reception