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 Tuesday, July 19

8:30am - 12:30pm

Burgers, Boxes, Briefs and Bachelor Degrees: Level up and Sell Anything with the Big 5 of Digital Marketing

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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

  • Develop content, SEO and competitive analyses to guide your strategies
  • Use and interpret data from popular tools like SEMRush, Screaming Frog and Lighthouse
  • Develop content for targeted audiences
  • Optimize your site and user experience for consumers and search engine bots
  • Improve your demand generation in email and paid search and social
  • Test and analyze your efforts for constant improvement

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • SEO & Search

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

Organizing your Digital Properties to Connect Data to Business Decisions

Masterclass
  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Audit Google Analytics set-up for proper data flow and collection on your site plus see why setting up alerts are so important
  • Judge your current Google Analytics goals for engagement and conversions
  • Build custom funnel segments in Google Analytics to compare user flows on your website
  • Understand the different attribution models in Google Analytics and the pros and cons of each
  • Tackle Google Tag Manager with tricks and a cheat sheet for creating triggers and tracking
  • Learn the basics of Google Data Studio as an automation tool for reporting. You’ll discover how different data sources connect to the report and how to edit existing reports as you add your own filters
  • Follow along as we build a Data Studio report from scratch. You’ll be able to identify the question you want to answer, find the answer in Google Analytics, and apply design principles of data to show the value of your work to internal and external stakeholders
Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

1:15pm - 2:15pm

Opening Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Michael Albanese, Comedian, Writer & Producer
  • Ann Handley
  • Michael Albanese

2:30pm - 3:00pm

How to Measure Marketing Value in a Cookieless World

Sponsored by ChannelMix
  • Matt Hertig, ChannelMix
  • Matt Hertig

After this session, you’ll be able to:

  • Understand how third-party cookies have led marketers astray
  • Transition to first-party and even “”no-party”” marketing measurement
  • Put a 90-day plan in place to get your measurement strategy future-ready

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Data & Analytics

The Transformative Power of Inclusive Content Marketing

  • Leigh George, PhD, Freedom
  • Leigh George, PhD

After this session you’ll be able to:

  • Identify and avoid the harmful biases that undermines your efforts
  • Transform how you understand your audience and create profiles that don’t rely on demographics or even general psychographics
  • Craft emotionally-driven stories that are accessible and authentic, animate what unites your audience, and highlight the impact only you can help them achieve
  • Content Marketing
  • Inclusive Marketing

Unlocking the Power of User-Generated Content

  • Steven Norris, Georgia Tech
  • Steven Norris

After this session, you’ll be able to:

  • Immediately begin to implement proven tactics for leveraging the power of user-generated content, with minimal budget or time investment
  • Identify and use the right kind of UGC for your brand
  • Avoid common pitfalls with UGC, including intellectual property concerns
  • Content Marketing
  • Storytelling

3:15pm - 3:45pm

What You Can Learn About Digital B2B from 80’s TV

  • Ashley Sasnett, Equifax
  • Ashley Sasnett

After this session, you’ll be able to:

  • Identify new ways to execute your digital marketing plans across your organization
  • Take a different approach to generating and publishing content
  • Develop a talk track for being a change agent that drives new internal approaches
  • B2B
  • Content Marketing
  • Social Media

7 Unknown SEO/PPC Tips to Make You a Marketing SuperStar

Sponsored by Bruce Clay
  • Mike Weiner, Bruce Clay, Inc.
  • Mike Weiner

After this session, you’ll be able to:

  • Adapt to algorithm changes faster than your competitors
  • Arrange your website content in a hierarchy that increases relevance
  • Avoid SEO practices that could hurt your site in the long run
  • Save TONS on Google PPC spend while protecting your brand

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • SEO & Search

4:00pm - 4:30pm

The Schitt’s Creek Guide to Email That Converts

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Apply new tactics for standing out in the inbox
  • Avoid common engagement tricks that cause more harm than good
  • Utilize top strategies to drive loyalty, clicks, and ultimately, conversions
  • Email Marketing
  • Lead Gen / Conversion / Retention
  • Strategy

Nimble Influencer Marketing: Brand Safety at the Speed of Social

  • Jim Tobin, Ignite Social Media
  • Jim Tobin

After this session, you’ll be able to:

  • Understand new expectations consumers have when it comes to brands entering into conversations on social media, and how to meet those expectations without coming across as tone deaf
  • Apply tactics to move at social’s quick pace when utilizing influencer partnerships
  • Avoid common mistakes with your influencer program based on real-world lessons of sucess and failure
  • Influencer Marketing
  • Social Media

4:30pm - 5:30pm

Opening Reception

Day 2 Wednesday, July 20

8:30am - 9:00am

Building a Successful Content Strategy on TikTok

  • Greg Weingarden, TikTok
  • Greg Weingarden

After this session, you’ll be able to:

  • Use proven content strategies that successfully engage audiences on TikTok
  • Work with your creative team to brainstorm and implement ideas that align well with the TikTok environment
  • Leverage TikTok’s creative tools (like stitches and duets) and natively embrace the platform, meeting your consumers where they spend their time

  • Content Marketing
  • Social Media

Don’t Build a Brand, Start a Club: Tactics for Creating a More Connective Brand

  • Kendra Rainey, Edgar Allan
  • Kendra Rainey

After this session, you’ll be able to:

  • Identify the right discovery exercises for defining your brand
  • Use audience research to find your brand’s most connective, compelling position
  • Bring your brand to life as you move from concept to implementation
  • Branding
  • Customer Experience

Migrating to GA4: How to Prepare Now for the Mandatory Transition

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Create a GA4 migration plan for your organization
  • Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
  • Archive your historical Universal Analytics for future access

  • Customer Experience
  • Data & Analytics
  • Website

9:15am - 9:45am

5 Digital Hacks To Steal Your Competitor’s Traffic

Sponsored by Media Shark
  • Joey Lowery, Media Shark
  • Joey Lowery

After this session you’ll be able to:

  • Place your digital ads directly in front of your competitor’s digital advertising efforts
  • Understand how to leverage tools that’ll give you instant competitor insights
  • Outrank your competitor’s highest driving traffic keywords

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Digital Ads

Believe in the Data: Taking the Fear Out of Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Use a checklist to successfully start transitioning to GA4
  • Organize your website goals for easy transition into conversions
  • Better understand “predictive audiences” and how to take advantage of them
  • Utilize all the best tricks to creating events and building out a sharable report
  • Data & Analytics

10:00am - 10:30am

5 Keys to Building a Fearless and Brilliant Marketing Team

  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Walk away with a worksheet designed to help leaders identify and close broken feedback loops for tight and fast-paced communication
  • Reduce fear among team members to increase experimentation and innovation
  • Identify and eliminate systemic taxes currently slowing your team down
  • Apply tactical models for key information sharing and transparency among team members

  • Culture, Impact & Leadership
  • Marketing Operations

Tactics to Drive B2B Multi-Channel Engagement

Sponsored by Terminus
  • Greg Toler, Terminus
  • Greg Toler

After this session, you’ll be able to:

  • Adapt your marketing strategy for the not-too-distant future that B2B marketers are walking into
  • Apply multi-channel strategies that B2B marketers are successfully using to achieve stunning results
  • Discover new multi-channel plays you can put into action right now

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • B2B

Improve Your SEO with Google E-A-T: Learn It, Live It, Love It!

  • Jon-Mikel Bailey, Wellspring Digital
  • Jon-Mikel Bailey

After this session, you’ll be able to:

  • Build authority, trust, and reach by incorporating E-A-T into your SEO & marketing tactics
  • Create an E-A-T friendly content marketing strategy
  • Develop structured data that supports E-A-T

This session is for digital marketers who have experience with content strategy and SEO and want to understand how to build authority, trust, and reach by focusing on E-A-T friendly digital marketing tactics.

  • Content Marketing
  • Data & Analytics
  • SEO & Search

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Proven Methods to Align Your Marketing and Sales Teams for Maximum Revenue Growth

Sponsored by LAIRE
  • Todd Laire, LAIRE Digital Marketing
  • Todd Laire

After this session you’ll be able to:

  • Break down team silos with actionable tips for improved communication
  • Foster collaboration around centralized goals
  • Create alignment around one common buyer experience
  • Contribute to the top line of company-wide initiatives

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • B2B
  • Marketing Operations

What’s Trending? How to Break Free from the Buzzwords for Hyper-Focused SEO

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Determine where to focus your efforts to get the most bang for your ROI buck
  • Adapt to recent changes in SEO and what Google expects from businesses today
  • Apply hyper-focused SEO strategies that not only generate traffic but increase conversions
  • SEO & Search

How to Use Immersive Technology to Turn Your Customer into a Brand Ambassador

  • James Giglio, MVP Interactive
  • James Giglio

After this session, you’ll be able to:

  • Apply best practices and proven storytelling techniques when creating content in AR, VR, and XR… and have it Metaverse ready
  • Integrate your physical space with a digital experience
  • Make consumers active participants and impact their buying experiences, while increasing sales
  • Duplicate real life examples from brands, highlighting implementation and success with using immersive technology to connect with consumers
  • Consumer Behavior
  • Customer Engagement
  • Customer Experience
  • Emerging Technology

11:45am - 12:15pm

Creating a Keyword Research Driven SEO Strategy

  • Robert Berousek, Dealer Inspire
  • Robert Berousek

After this session, you’ll be able to:

  • Execute actionable keyword research
  • Determine what is worth pursuing when it comes to keyword research, and what tools to use
  • Build an SEO plan that targets relevant users in each section of the buying funnel
  • Data & Analytics
  • SEO & Search

NextGen Marketing: How to Connect Authentically with Gen Z (and Why You Should)

  • Brittany Ward, Create Collabs & The Twenty-First Agency
  • Samantha Flynn, Junipr Public Relations
  • Brittany Ward
  • Samantha Flynn

After this session, you’ll be able to:

  • Create campaigns that appeal to Gen Z buying motivations
  • Adopt platforms to connect online with Gen Z
  • Effectively engage with Gen Z consumers by understanding what they care about, current trends, and what to watch out for

This session is for any business owner or marketer who wants to better understand their audience or tap new audiences within Gen Z.

  • Consumer Behavior
  • Millennials & Gen Z

WordPress Maintenance the Easy Way

Sponsored by GoDaddy
  • Sandy Edwards, GoDaddy
  • Sandy Edwards

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 1:45pm

Commerce-First Content: Creating Shoppable Moments Across Platforms

  • Kate James, The Coca-Cola Company
  • Kate James

After this session, you’ll be able to:

  • Use a roadmap for how to strategically plan and invest in digital commerce
  • Prioritize your digital strategy across omnicommerce verticals
  • Redefine shoppable content for your organization or brand
  • Content Marketing
  • Ecommerce

The Digital Advertiser’s Guide to Privacy Maturity

  • John Lee, Microsoft
  • John Lee

After this session, you’ll be able to:

  • Evaluate your privacy and data maturity
  • Level up your business by improving how you collect and manage your data
  • Create better marketing programs and create stronger relationships with your customers
  • Data & Analytics
  • Privacy

2:00pm - 2:30pm

4 Tactics to Execute a Successful Omnichannel Marketing Campaign

  • Kate Lanier, Atlanta Hawks
  • Kate Lanier

Purpose-Driven SEO: A Modern SEO Strategy that Any Company Can Apply

  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

After this session, you’ll be able to:

  • Capitalize on Google’s AI which is tuned to amplify brands that resonate with online consumers
  • Craft a purpose-driven strategy that resonates with search engines
  • Apply lessons learned from case studies of leading brands with a purpose purpose-driven approach to SEO
  • SEO & Search
  • Website

(Re)energize Your Digital Content Supply Chain

Sponsored by Canto
  • Kate Bennewitz, Canto
  • Kate Bennewitz

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

2:45pm - 3:15pm

From Influencers to Raving Fans: Building a Brand Ambassador Program with Lasting Impact

  • Kate Weaver, Jackson Spalding
  • Kate Weaver

After this session, you’ll be able to:

  • Identify the right partners (from micro to celebrity) for your brand and turn them into raving fans
  • Maximize ROI through negotiations
  • Effectively leverage influencer-generated content across channels
  • Manage expectations about what an influencer program can and can’t deliver

  • Branding
  • Content Marketing
  • Influencer Marketing
  • Strategy

How to Create Your Brand Story Video

  • Jordan Lung, JL Video
  • Jordan Lung

After this session, you’ll be able to:

  • Identify the right type of video to most effectively tell your brand story
  • Create a strong content framework for your brand story video
  • Produce your own brand story video, from writing the script to editing

  • Content Marketing
  • Video
  • Video Marketing

Don’t Delay Design: Understanding the Business Value of UX

  • Sharanya Ravichandran, JPMorgan Chase
  • Sharanya Ravichandran

After this session you’ll be able to:

  • Capitalize on the business value of design and its impact on customer satisfaction
  • Employ effective design strategies to drive better business outcomes
  • Implement an engagement model to collaborate with design at key decision points

  • Consumer Behavior
  • Customer Experience
  • UX & Design

3:30pm - 4:00pm

Unboxing Your Digital Commerce Strategy: 5 Imperatives to Win in Digital Commerce Marketplaces

  • Sharon Harris, Ascential Digital Commerce
  • Sharon Harris

Through this session, you’ll learn:

  • Size of the Prize: Understand the size of the US market and who you should partner with
  • 5 Keys to Success: 5 key tactics marketers and companies must take to win in digital marketing
  • New Frontiers: Where the most attractive opportunities are – what channels, marketplaces and geographies
  • Ecommerce

5 Steps to Killer Content That Drives Leads

Sponsored by Investis Digital
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

After this session, you’ll be able to:

  • Produce and promote content your prospects want
  • Take advantage of your competitors to get more leads
  • Prove that your marketing delivers results

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • Content Marketing

More. Faster. Better. How to Empower Teams to Create Content at Scale

  • Tim Zack, Last Mile Media
  • Tim Zack

After this session, you’ll be able to:

  • Identify what’s preventing you from creating content at scale
  • Leverage your current marketing strategies to create more content in a scaled content model
  • Stop relying on generic marketing tactics and empower your teams to create strategic content that’s authentic and authoritative
  • Content Marketing
  • Omnichannel
  • Storytelling

4:00pm - 5:00pm

Closing Reception