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Agenda

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Day 1 Monday, February 11

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

SEO of Today

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the 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
  • Win over key executives with the right data and reporting
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search
  • Strategy

Email 2020: Email Marketing for This Year & Beyond

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • 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
  • B2B
  • B2C
  • Email Marketing
  • Strategy

1:15 pm - 2:05 pm

The What, Why, and How of Community-Driven Brand Content

Keynote
  • Liza Dunning, Airbnb
  • Liza Dunning

Branded content is a social game. To be truly powerful, brands need to harness the power of conversation and their community’s own stories into their content strategy. This session will break down the what, why, and how of community-driven content, challenging marketers to go beyond “talking at” their audience with clever copy and instead creating authentic, insightful conversations and storytelling opportunities that speak right to the consumer.

2:20 pm - 2:50 pm

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention
  • Appreciate that we are often underserving our customer’s expectation of their experience
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
  • B2B
  • B2C
  • Customer Experience
  • Strategy

Why Marketing Analytics Fails (and How to Do It Right)

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Correctly identify your team’s current needs and objectives using the 4 Levels of Marketing Analytics Performance
  • Understand the essential roles needed in a healthy analytics practice
  • Determine how to choose the right tools for data management and dashboards
  • Discover what you need to do to advance to the next level of performance
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

What Brands Need to Know About Amazon Alexa and Building for Voice

  • Noelle LaCharite, Microsoft
  • Noelle LaCharite
  • Understand Alexa and the opportunity it offers to brands
  • Use best practices for designing voice user interfaces (VUI)
  • Follow a blueprint for implementing this in your next campaign
  • Content Marketing
  • Emerging
  • Voice

Creating a Digital Training Camp

  • John Panighel, Adidas
  • John Panighel
  • Identify where there is a need for digital upskilling or digital transformation in your organization
  • Highlight employees/teams that would benefit the most from a digital training camp
  • Connect with the right internal knowledge experts and external vendors to help develop applicable content
  • Define KPIs or success metrics that you can measurable
  • B2B
  • B2C
  • Strategy

3:05 pm - 3:35 pm

Reinventing Content Marketing Into a Measurable Business Strategy

  • Robert Rose, Content Marketing Institute
  • Robert Rose
  • 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
  • B2C
  • Content Marketing
  • Conversion
  • SEO & Search

Using Social Media and Content to Build Your Personal Brand and Land Your Next Job

  • Jeff Perkins, Parkmobile
  • Jeff Perkins
  • Develop your personal brand positioning
  • Build a content strategy for your personal brand
  • Leverage social media to build your personal brand
  • Balance your personal brand with your professional responsibilities
  • Branding
  • Content Marketing
  • Social Media

Death to Display Ads

  • Phil Herbert, Phil Herbert Consulting
  • Phil Herbert
  • Understand the relevant metrics to accurately measure the true return on your display buys
  • Find out what channels would be more effective to spend your ad budget on
  • Be able to navigate some of the hidden risks to your brand when running display campaigns
  • Paid Advertising
  • Strategy

3:50 pm - 4:20 pm

Influencer Marketing Strategies to Grow Your Audience

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham
  • Develop a programmatic influencer marketing strategy
  • Determine which influencers are best for your audiences
  • Build lasting relationships with influencers
  • Create authentic content that tells your story
  • Effectively reach new audiences
  • B2B
  • B2C
  • Content Marketing
  • Strategy

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
  • Data
  • Measurement
  • Strategy

4:35 pm - 5:10 pm

The New Era of V-Commerce: What Marketers Need to Know About the Voice Assistant Revolution

Keynote
  • Meg Goldthwaite, NPR
  • Meg Goldthwaite

Voice-activated tools like Alexa, Google Home and Siri have become part of our daily lives and are bringing dramatic changes to consumer behavior. Major brands are recognizing the power of audio when it comes to connecting with their target audience and building brand loyalty through content and storytelling. But, smart speakers don’t yet provide an obvious platform for traditional advertising. This session will help marketers understand what this audio renaissance means for brands, marketers, content providers and society as a whole and how they can use voice strategies to deepen their consumer relationships.

5:10 pm - 6:10 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Tuesday, February 12

8:30 am - 9:00 am

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
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Deciphering Digital Transformation: 25 Years in the Making

  • Kelley O’Brien, The Variable
  • Ryan Reichmann, P.F. Chang
  • Kelley O’Brien
  • Ryan Reichmann
  • Grow wisely across digital and social to keep your brand top of mind and increase conversion
  • Incorporate marketing trends based on behaviors of your brand’s audience
  • Transform your brand in the digital space to maximize reach and minimize media expense
  • B2C
  • Branding
  • Conversion
  • Data
  • Strategy

9:15 am - 9:45 am

Should You Fire Your Chief Marketing Officer?

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • Understand changing role of the CMO (or lead marketing executive)
  • Explain the emerging skill set every marketing executive should possess
  • Recognize why ROI should drive the CMO’s actions and decisions
  • Grasp where the marketing executive should focus time and resources
  • Answer whether or not your CMO is allocating budget to the right channels
  • Determine if your marketing executive is setting the organization up for future success by focusing on an ‘owned’ audience
  • Know when the CEO is really the one to blame
  • B2B
  • B2C
  • Strategy

Social Trends You Can Put Into Practice In 2019

  • Jeremy Wood, Hootsuite
  • Jeremy Wood
  • Understand how the top 5 social trends we’ve predicted for 2019 will affect your business
  • Use these trends to improve your social strategy
  • Define how audience behaviors will change in 2019
  • Determine where social networks are headed this year
  • B2B
  • B2C
  • Data
  • Social Media

How to Win the UX War on the Corporate Battle Field

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams
  • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
  • Create a strategy to effectively communicate the benefits of design to your organization
  • Build stakeholder trust and confidence by articulating the value of good UX
  • Identify allies who will help build momentum on your journey to promoting a user-centric culture
  • B2B
  • B2C
  • Strategy
  • UX

10:00 am - 10:30 am

How to Run a Content Practice (Without Inciting Mass Panic)

  • Matt Ingwalson, Heinrich
  • Matt Ingwalson
  • Clearly articulate a strategic goal and map your content to meet it
  • Determine the pieces you need to produce – and when to share them
  • Assign accountability for who concepts, produces and approves tactics
  • Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels
  • Content Marketing
  • Strategy

Boost Your Content by Thinking Like An Editor

  • Kate Winick, Peloton
  • Kate Winick
  • Right-size your content strategy for your company’s needs
  • Understand how editors create, test, and analyze content performance
  • Adapt your marketing & customer data to generate editorial content
  • Teach others in your organization how to think and act as content creators
  • Social Media

Enhance Customer Experience Using Analytics and Experimentation

  • Effectively use data and anaytics to improve Customer Experience
  • Draw from specific CX metrics use cases to make product improvement decisions
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • Conversion
  • Customer Experience
  • Data

11:00 am - 11:30 am

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • 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
  • Paid Advertising
  • Strategy

Taking the Fear Out Of Feedback to Promote Growth

  • Joe Hirsch, Semaca Partners
  • Joe Hirsch
  • Deliver feedback with more skill and savvy
  • Use feedback as a tool for developing talent
  • Engage the creativity of your entire team
  • Create a partnership approach for employee growth and success
  • B2B
  • B2C
  • Content Marketing
  • Strategy

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • 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
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

Facebook Analytics: The Secret Weapon You Aren’t Using

  • Susan Wenograd, Aimclear®
  • Susan Wenograd
  • Properly set up your analytics so all of your data is tracked correctly
  • Use cohorts to unlock the potential of demographics you may be overlooking
  • Create funnels to dictate where you need to move your money for better return on cold traffic/prospecting audiences
  • B2B
  • B2C
  • Measurement
  • Social Media

10 Steps to Make You a People-Based Marketing Rock Star

  • Jude Fontenot, Data Dynamix
  • Jude Fontenot
  • Follow ten steps to achieve successful people-based marketing
  • Drive up to 5 times the average interaction vs. traditional online/in-app/social targeting
  • Reach beyond your customer list with deterministic targeting
  • Think beyond the identity resolution status quo
  • Deploy new people-based strategies
  • B2B
  • B2C
  • Conversion
  • Data

1:00 pm - 1:50 pm

Building A Brand with Outrageous Marketing

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

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.

2:05 pm - 2:35 pm

Get More out of Every Email You Send

  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Digital Reputation Management and Social Media

  • Casey Hall, Thomson Reuters
  • Casey Hall
  • Effectively audit your existing social media footprint
  • Utilize best practices for deleting or gaining control of “rogue accounts”
  • Develop an application and approval process for new accounts
  • Monitor and take appropriate action on messages that create reputational risk
  • B2B
  • B2C
  • Social Media
  • Strategy

SEO Quick Wins: 20% of Actions for 80% of Results

  • Matthew Capala, Alphametic
  • Matthew Capala
  • 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)
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

2:45 pm - 3:15 pm

It Takes Two: Effective Strategies for Working with Social Influencers

  • Curtis Midkiff, Southwest Airlines
  • Curtis Midkiff
  • Use a proven framework for successful influencer partnerships
  • Implement customer influencer partnerships to meet your needs in a manner that fits your brand
  • Avoid costly mistakes in leveraging influencers by developing KPIs and a vetting framework
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social Media
  • Video Marketing

The Funnel is Dead: Long Live the Marketing Flywheel to Engage Customers

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Define why the Marketing Flywheel makes more sense than the metaphor of a funnel
  • Take steps to re-engage your audience to help deepen relationships and grow faster
  • Get more and better results by spinning your flywheel faster, to keep your marketing machine running
  • Increase your marketing efficiency, and tie results to CRM as your business growth hub
  • Content Marketing

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX

3:25 pm - 3:55 pm

How Brands Can Harness the Power of Instagram Stories

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

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
  • Strategy
  • UX

Understand Your Audience – Become a Programmatic Rock Star

  • Diane Sidden, Cisco
  • Diane Sidden
  • Understand the programmatic process and the role of AI
  • Take advantage of key elements of identifying and understanding your audience
  • Know the five key do’s and don’ts of implementing programmatic advertising
  • Use data and insights to optimize the programmatic experience
  • Data
  • Paid Advertising

4:05 pm - 4:35 pm

Design Tips for Better Data Storytelling

  • Tim Degner, Nike
  • Tim Degner
  • Build a process & method for more successful data visualization designs
  • Become more aware of the process of critical thinking & visual analysis
  • Understand how layering in relevant contextual data helps your audience
  • Create a new understanding of interpreting data and incorporating your most valuable data sets into your content strategy
  • B2C
  • Content Marketing
  • Data
  • UX

Better Than The Newsletter: Eight Ways to Deliver Relevance with Email Marketing

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Utilize email marketing to fortify customer relationships with timely announcements, meaningful introductions, cross-sell opportunities and win-back campaigns
  • Implement a self-segmentation strategy in which subscribers convey what’s most important to them
  • Reap the benefits of a well-planned educational on-boarding series
  • Understand where to start when crafting effective email nurture campaigns
  • B2B
  • B2C
  • Content Marketing
  • Email Marketing

4:35 pm - 5:35 pm

Closing Reception

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, DS is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!

Join us at Digital Summit Phoenix 2019