Agenda
These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!
Session Filters
Day 1 Wednesday, August 11
8:30am - 12:30pm
Secrets of the Email Marketing Strategist
- Jen Capstraw, Women of Email
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
The Shift: The Digital Content Strategy To Transform Your Busine$$
- Samantha Kermode, Investis Digital
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
Become an SEO Rockstar: Actionable Strategies, Tactics & Tools
- Mindy Weinstein, Market MindShift
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
1:15pm - 2:15pm
$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank
- Jon Youshaei, Formerly of Instagram & YouTube
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
2:30pm - 3:00pm
How the Big Dogs Optimize for Searcher Intent
- Daniel Russell, Go Fish Digital
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
The Art of Insta-Storytelling
- Meredith Howard, Deloitte
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
How to Work With Sales for Better B2B Leads
- Dave Meyer, BizzyWeb
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
3:15pm - 3:45pm
Digital Analytics in 2022 – Part 1: Getting to Know Google Analytics 4
- Chris Sietsema, Teach to Fish Digital
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
“New Normal” Shouldn’t Mean Old Social: Effectively Audit Your Social and Content Tactics During a Period of Change
- Ashley Sasnett, Equifax
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
Grow Your Influencer Program to Reengage Consumers in a Post-COVID World
- Joy Terrell, Jackson Spalding, Inc.
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
4:00pm - 4:30pm
Digital Analytics in 2022 – Part 2: Consumer Privacy’s Impact on Digital Marketing
- Chris Sietsema, Teach to Fish Digital
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
Website Migration: What to Do Pre, During and Post
- Samantha Kermode, Investis Digital
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
How to Establish an Effective Employee Advocacy Program
- Stephanie Huntsinger, Equifax
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
4:45pm - 5:15pm
Results Driven SEO Strategy & Tactics For The Busy Marketer
- Mindy Weinstein, Market MindShift
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
Building Advocates with Experiences
- Cliff Seal, Salesforce
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
How to Make a Career in Social Media Work for You
- Ashley Sasnett, Equifax
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
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
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
Trust in the Future
- Cliff Seal, Salesforce
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
9:15am - 9:45am
The Feng Shui of Modern Email
- Jen Capstraw, Women of Email
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
Get the Confused Buyer to Say Yes
- Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
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
Apply the Secrets of Influencer Marketing and Improve Brand Awareness
- Sara Hopkins, Buffalo Wild Wings
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
10:00am - 10:30am
Customer Generation: Delivering on the Promise that Demand Generation Forgot About
- Garrett Mehrguth, Directive Consulting
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
The Rise of Audio in Social and Content
- Dijana Kunovac, Dagger
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
We are All Differently Abled: Dispelling Accessibility Myths and Creating Solutions
- Jason Cranford Teague, Rivet Logic
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
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
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
Create “Word-Of-Mouse Advantage” through Purpose & Sustainability
- Jennifer Cawley, Barkley
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
Building a Cause Marketing Partnership Playbook for Your Brand
- Heather Schlesinger, Atlanta Community Food Bank
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
11:45am - 12:15pm
Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times
- Michael Albanese, Comedian, Writer & Producer
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
Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022
- Juntae DeLane, DIGITAL 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
Where to Focus Your SEO Efforts to Have Greater Impact
- Patrick Stox, Ahrefs
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
12:30pm - 1:30pm
Building a Rewarding Career During Periods of Change
- Melissa Proctor, Atlanta Hawks & State Farm Arena
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
1:45pm - 2:15pm
Storytelling’s Greatest Hack
- Eric Thomas, City of Detroit
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
Marketing Click-to-Close: Tracking Content Engagement Into Won Opportunities
- A. Lee Judge, Content Monsta
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
#FeelingsMatter: Creating Emotional Customer Connections
- Michelle Stinson Ross, Mindful Appy
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
2:30pm - 3:00pm
How Our Divided Brains Affect Social Engagement
- Joe Federer, [An Internet Reference]
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
How to Build Awareness, Credibility & Authority as a Podcast Guest
- Mark Deal, Podcast Guest Academy
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
Lessons Learned from The Harlem Globetrotters Rebrand
- Sunni Hickman, Harlem Globetrotters
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
3:15pm - 3:45pm
Humanization is the New Personalization
- Jen Capstraw, Women of Email
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
Analytics and Attribution: Measuring the Success of Influencer Marketing
- Michelle Stinson Ross, Mindful Appy
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
Evaluating the Four Pillars of Digital Transformation Success
- Sharon Harris, Ascential Digital Commerce
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
4:00pm - 4:30pm
“Lessons” Cliches Learned from a Career in Marketing: Grow Your Personal Brand
- Jonathan Karron, American Cancer Society
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
Cutting through the Noise: 5 Tactics to Elevate Your Digital Strategy
- Mike Epstein, Cinematic Music Group
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